1. 23 . . . - *** : i i ..!. i : . • . ! i . : . . • .:: i . . . 7 . . ! . ; . ... . : . :*. :: . vodio ! : . Jeronim .. . . .... ***. .. . . . . * . ... : : . 12 . 1 .. . Näth'l C. Fowler, Jr. Fowler's Publicity .. . : - in : SI .. . : ; . . . - .. . . - . :.. ing . : me . " 377520 : . C . . T . 1 . Tirk vi KUN ! WYM VM wir * . . A . ge . * . 1. . * M 2 Pi , n ::. .. ....!:0.!. !:5!!! ITU. ! **** * ..... ! OK !: !.mig selalgis: un U-9, L- '17 15W YU IH ' AUN. . 1 . . Hi, * . 1 . . * . $ .. . . . . . * . . Fowler's Publicity Nathi C. Fowler, JrW 5823 1.F787 CHF Publicity Publishing Co New York . Perskaf . . . S como ! ! . · :.. - | · · · --.-.. - : :- ; • * • . . - : T . ! * * * Sc = យយយ យ [[[[[បុរយ . ., ARTES • .•••• LIBRARY VERITAS OF THE II . . . . . TNIVERSITY OF MICOS MUUTUVAIRJALLILIHALLINNUKLIATAWUmum ពេញលេញ • . . - * ' - * * • * * * ទី .. Ms - : * } ។ - - - ។ ~ -~ - * 180A - • . - $ ។ • -~~ ? ។ \ .. . " · * " " - . A AA ខ្ញុំ " • •. | បបរយ វិមាដើររើបំរិតរវាងវងសពិរភេណី 1 MIOTUMUTITETTIINTINIMIUME : cartoons រយពេល E III - fun . . A - - - , = . - - . * QUAERIS.PENINSULAM'AMOENAS Some CIRCUMSPICE -- ) - . ។ . *. រ • · A *-- ។ - - - -1 S . - • n : - . * p · AYOYOYOYYYYSIA YAHWATANA A · · I ccccccccccccccccccccccccccc- Hiiumliyinium W i nnniiiTimun - - : * • · : - * * * 号 ​* * - - ' + l ! , " ·.. 1 + , . 学 ​" - -- } : [ar: , :: : : " : : ','.... " : " : . : : : r : : . : ! : ! .... Fri ..…... . .. .… , . .. : . . ''. .. *** r, "+". { rs. " : * 单​。 .. - . . S; . . !! . .: :.... ; " " . “ ' .. . . . . . 1. -- " ", "" . . :" .. I kn* 1. Y".. ti... .. . :: · . . . ., : ... : {}'. . .... ": - . : r "" : . ilr. r ... . . .. ... t'a . .. . ::: : .. .. r . . . . 中​, .. : .: .. . . rity.... ..... … " ; 产 ​|. ... . }, '-'' '..', ... . .; . ' sh '; .... : ... . . . - * .. * * 士 ​。 . -- :: * 1 ”. .. . F.. .. 1 ' ** 1.! ! . ' ' ' ' ; - . : :: , “ .. . ' '' . }.. . * / '-'. Pith. 中 ​. . ” : : : :: +-+.. . **, . 「. :: : : ." 1 1. ' :: .. “:” LE .. 2. -. =- : 上 ​“ ” . * fi'; : : : , .. ---- i iii) 4 , , y - .. : : . “ :: 对​... : 了 ​: !” , -- : - -- : : .... 十三 ​* * * 11: 1 . | 中 ​- : .. : . : * ** .. . *, ..:::: .. i.it * . ? TF------ :. … .. .. . ' . .' LE- . . 4 ..……… ., , , , , , . " T. 己 ​! . . . . . . . .. ... , ... , , '; :: 1. . . .. : t , : .等 ​.. , ..... ·“ ..." ' | ' :- ' .- 1.. - . : + . ;; =" : 1. : . . . .. . .... . .: : : .. rt, . .. : : . * . i.it .* S } ; 1.上 ​: ti } - l '. . ….. 甘 ​. .. 'F' 冲 ​.. --- .. *「 F .I . . it', TE. ..-* .. :: : * . ..: ”, : 1 Li. . 「 : 三 ​... '' ' . . '' ; 本 ​- , - 声​, , 到 ​。 「 -- - 一​: 中ht - 人 ​”; : 笑上市 ​- ... -- : ! 了 ​ - Fowler Nathaniel . 6 What's the good of unknown good” MT Fowler's Publicity © ...ce An Encyclopedia of Adver- that pertains to the Public- Seeing Side of Business By Nath'l C. Fowler, Jr. New York Publicity Publishing Company Copyright, 1897, by Nath'l C. Fowler, Jr. . Press work and typography by The Barta Press, Boston. Electrotype plates made by C. J. Peters & Son, Boston. Lithography by Donaldson Brothers, New York, George S. Harris & Sons, New York, Linder, Eddy and Clauss, New York, G. H. Buek & Co., New York, Gies & Co., Buffalo. Paper by the Peter Adams Paper Co., New York. Type made by American Type Founders' Co., New York, Engraving by the Gill Engraving Co., New York. Ink by George H. Morrill & Co., Boston. Binding by Ephraim Adams & Co., Boston. 239/ pola A Word at the Start What the writer thinks he knows What he knows about what others know Is yours manic 2 Sn. In A life of study In advertising work Revealed in ink 294710 Acknowledgments “ Credit to credit” INT S 11 C The writer is under obligations to Louis Barta, of the Barta Press, of Boston, who placed the facilities of his modern establishment at the writer's disposal. General Manager Nelson and Advertising Manager Bullen, of the American Type Founders’ Company, for invaluable suggestions. Joseph W. Phinney, manager of the Boston branches of the American Type Founders' Company, for expert advice on typographical dress and display. The American Type Founders’ Company, and all its branches, for making the best of type, and the most effective of faces. All the type and borders used in this book are made by this company, and the completeness of Fowler's Publicity would have been impossible without its product. Donaldson Brothers, George S. Harris & Sons, Linder, Eddy & Clauss, G. H. Buek & Co., of New York City, and Gies & Co., of Buffalo, for the attention given to the work on the pages illustrating lithography. G. H. Buek, of New York, America's authority on lithography, for valuable advice and indispensable suggestions. Charles Brewster, of the Peter Adams Paper Company, of New York, for practical paper points, which added much to the surface appearance of Fowler's Publicity. Ephraim Adams & Co., Boston, for successfully handling a most complicated work of binding. Charles L. Dunton, superintendent of the Barta Press, for practical and technical suggestions, and for his personal attention to every detail of the mechanical work. 17 Explanation “ There is need of it" - FOWLER'S PUBLICITY is intended to cover the broad world of wide publicity. It is divided and sub-divided for the reader's convenience. Every department is calculated to be suggestive and beneficial to every one of every class. No one department must be considered as complete, but should be read in connec- tion with the other departments. For instance, the department confined to “Fuel” particularizes the fuel interests, and yet every department in the book has a direct or indirect bearing upon this industry. The reader must not consider that his interest lies only in a department classified under the name of his business. The value of the book, if any, is in the whole of it, not in any one part. The writer intended that each department should be of interest to every spreader of every kind of ink. TYO 5 Unbiased “Justice to whom justice belongs” ne IS name THE many advertising schemes and books, run for revenue only, and honey- combed with disguised and undisguised paid matter, necessitate the formal announce- ment that this work is entirely unbiased and unsubsidized. Every word in the text is in the interest of the reader, absolutely, and every speci- men of advertising and printing, whether of fictitious name or not, is not paid for directly or indirectly. The writer is not connected with any business of judgment-corruption. The contents of this book are as untrammeled by subsidy or bias as is any work on astronomy or other scientific subject. The “ Dictionary” departments contain matter for which a merely nominal rate has been paid, as it seemed inadvisable to open these departments to anybody and everybody, and it is obvious had they been free that they would have been over- crowded with matter. 1 Order of Departments “For all these things And more are there" 3 5 A Word at the Start Without apology . . . . . . . . . . . . . Acknowledgments Just credit to those who deserve it . Explanation It's needed -- so be it . . .. .. . . . . . Unbiased A plain statement of fact . . . . . . . . . . . . Comprehensive Index Alphabetically arranged . . . . . . . . . . . History of Publicity . Only the concentrated essence of it . . . . . . . . . . Probable Proverbs Some lines of profitable originality, briefly framed and tersely stated . . . : Great Successes Original and exclusive articles on, - How We Made Advertising Pay,” or “ What We Think Constitutes Successful Publicity,” by the leading business men of the great civilized nations, who have been, and are, advertisers and users of printing, and who give printers' ink proper credit for their successes. This department presents, for the first time, personally written reasons of success, and not inter- views - carefully and individually prepared chapters of fact, not theory - indi- vidual and composite tried and proven methods of profit, and plain, blunt, and uncolored expressions of what is, and what should be done with, every class of publicity. The articles are from the makers and owners of profitable trade, and illustrate every department of business, from the great international and 29 35 FOWLER'S PUBLICITY 43 228 230 232 233 0 1 UU foreign advertiser to the representative retailer, including nearly all of the great general advertisers of this country, the representative advertisers of the world, and the conservative merchant and manufacturer, altogether presenting the opinion, advice, and experience of men representing a combined capital and investment estimated at Six Thousand Millions of Dollars, and a gross annual business of Three Thousand Millions of Dollars. . . . . . . Great Successes, Index Names of writers alphabetically arranged . . . . . . . . About Paper The different kinds of stock. Their adaptability . About Ink What ink to use, and the proper combination of colors . . . . . . Proxy Reading The systematic reading of periodicals . . . Mail Advertising The best methods of distributing advertising matter through the mails, and information of vital importance · · · · · · Postal Cards How best to print and use them Copyrights What they are, and the protection they give. Simple directions for obtaining them . Trade-Marks The trade-mark law translated into simple English . . .i . . . Wood Engraving What it is, and where it should be used. Approximate costs of drawing and engraving Photo-Engraving Its value as compared with wood engraving. When it is as good, and when it isn't. Illustrated with specimens of photo-engraving, with definite directions on the kind of engraving necessary for each class of work. The approximate costs of drawing and engraving . . . . . . . . . . . Half-Tones When, and where, to use this class of work. Illustrated with examples of the coarse and the fine, with approximate costs . . . . . . . . . 234 238 VT 241 244 as C 246 249 ORDER OF DEPARTMENTS Steel Engraving What it is. When to use it. What it costs - 254 R Copper Engraving When it can be used instead of steel engraving. Its relative cost . . . . 256 Embossing What it is adapted to . . . . . . . . . . . 258 Bookkeeping Illustrated forms and suggestions of simple methods of keeping advertising accounts, and of checking advertisements . . . . . . . . . . 200 How Not To Advertise The affirmative value of avoiding negatives . . . . . . . . 264 Windows Suggestions on window dressing. How to make the window a paying advertisement. How not to be too artistic . . . . . . . . . . . 266 Testing Advertising Some of the tests, and what they are good for . . . . . . . . 273 Practicable Publicity Illustrated with reproductions of best one hundred advertisements of best one hundred advertisers, selected with discrimination, presenting one hundred styles of positive successes, all tried in the crucible of public opinion, and not found wanting. Each calculated to be, in the opinion of the advertiser, the best, or one of the best, he has used. These specimens are not paid for, and are selected wholly for the reader's benefit · · · · · · · · · 275 Trades Specifically Definite advice and suggestions on the successful conduct of advertising for the following lines of business : . . . . . . . . . . . 301 Agricultural Implements Carpets Drama Fuel Architecture Carriages Dressmaking Furnaces Catering Drugs Furniture, Household Auctioneering Cigars Dry Goods Furniture, Office Baking Clocks Electrical Furs Banking Clothing, Custom Engraving Gas Fitting Banks, National Clothing, Ready-made Excursions Gentlemen's Furnishing Banks, Savings Coal Expressing Goods Barber Shops Coffee Fancy Goods Glass Bicycles Confectionery Fish Gloves Blacksmiths Crockery Fishing Tackle Grain Bonnets Cutlery Five-Cent Goods Groceries Books Dental Floral Boots Department Stores Flour Hardware Caps Doctors Fruit Harness Art Guns FOWLER'S PUBLICITY Hats Hay Heating, Hot Water Heating, Steam Horse-shoeing Hotels, Beach Hotels, City Hotels, Country Hotels, Mountain Inner Man Insurance, Accident Insurance, Fire Insurance, Life Jewelry Kitchen Goods Lamps Laundries Law Lumber Marble Markets Masonry Men's Outfitters Milk Millinery Modistes Music Nurseries Oil Stoves Optical Organs Paint Painting Paper Hanging Photography Physicians Pianos Plumbing Powder Printing Railroads Real Estate, City Real Estate, Country Real Estate, Suburban Recreation Restaurants Revolvers Safes Schools Seeds Sewing Machines Shoes Sporting Goods Stables Stationery Steamers, Coastwise Steamers, Excursion Steamers, Lake Steamers, Ocean Steamers, River Steam-fitting Stenography Stone Stoves, Coal Stoves, Gas Stoves, Oil Straw Tailoring Tea Ten-Cent Goods Teaching Theatrical Tin Tobacco Toys Transportation Trimmings Undertaking Variety Stores Wagons Wheelwrighting Wood General Advertisers What they are, and how they advertise. The extent of their expenditure. 339 347 352 356 Local Advertisers How they differ from general advertisers. The principles of their success . . The Advertising Agent His true position in the economy of general advertising. The real agent, and the agent in name only. How to use him to the best advantage . . . . . Advertising Solicitors The questions to ask them . . . . . . . . . . . Circulation The quantity and quality of readers. The relative value of local and general circula- tion · · Rates The low, the equitable, and the exorbitant advertising rate. The true basis of charges Continuity The necessity of continuous and persistent advertising. The economy of always being in the buyer's eye . . . • · Magazines What they are, and what they are good for. Who reads them, and who does not read them. Their value as general advertising mediums. Illustrated with good and bad forms of magazine advertisements . . . . . . . . 358 363 367 372 ORDER OF DEPARTMENTS Great Weeklies Where they go, and the class of readers they reach. How to make them profitable. Illustrated with appropriate and inappropriate forms of advertisements . . · 378 Great Dailies Their position in the advertising field. What they cover, and how best to use them. Illustrated with unprofitable forms of daily paper advertisements, supplemented with those which can be seen and will be read . . . . . . . 7 384 Local Dailies Their value as local and general advertising mediums discussed. Illustrated with good and bad forms of local advertisements . . . . . · · · 390 Local Weeklies The papers near the people's hearts. How they can be used locally and generally. Illustrated with successful and unsuccessful forms of advertisements. . 396 402 Cooperative Papers What they are, and the truth about them. Their importance, and what and how to ad- vertise in them . . . . . . . . . . . . . Agricultural Press Its general character. Its value as a general advertising medium. Illustrated with forms of advertisements particularly adapted to agricultural readers 1 . 406 409 Religious Papers Their general character. The class they reach. The style of advertisements best suited to their columns. Illustrated with inappropriate forms of advertisements, re-written and re-sét as they should be . . . . . . . . Trade Papers The intrinsic value of the real trade or commercial paper. The uselessness of bound circulars masquerading as general publications. Illustrated with examples of ad- vertisements calculated to make business paper advertising pay better than it does Fashion Papers Their character, and what they are good for. Illustrated with specimens of fashion announcements · · · · · · · · · · · · · Educational Papers How they can be used for general as well as for specific advertising. Illustrated with good and bad forms of advertisements . . . . . . . . 414 III 421 424 I2 FOWLER'S PUBLICITY у Foreign Papers The position occupied by American papers printed in foreign languages . . . 428 Professional Papers The sensible and over-technical advertisements. How to be progressive and yet not outrage ethical propriety. Illustrated with progressive forms of professional announcements . 430 Financial Papers A discussion of the best methods of advertising in them, with appropriate illustrations · 434 Musical Papers How best to use them. How to avoid conventional cards. Illustrated with good examples of professional advertising · · · · · · · · · 437 Secret Papers The quantity and quality of the Fraternity Press . . . . . . . 439 Firm Papers About issuing readable papers of your own . . . . . . . . 441 Useless Mediums The hundreds of publications running on the reputation that has passed. How to tell them . . . . . . . . . . . . . 443 Free Mediums The proof that something for nothing is not business. A money-saving discussion - 446 Proofs Directions for proof correcting that everybody can understand. Illustrated . . 448 Puffs Their value, and how to write them. Suggestions on making them newsy. The good puff and the bad puff. Illustrated with 130 examples of reading notices . . Harmony The strength of the whole is in the harmony of the parts. The relative position adver- tising occupies in the conduct of business . . . . . . . . 466 Profitable Singleness The goodness of oneness. Points on one thing at a time : : : : : : 468 Price Advertising How to advertise prices. Illustrated with good and bad forms of advertisements : 470 ORDER OF DEPARTMENTS Employers Some modestly presented suggestions to the heads of business . . . . 473 1 478 Tyt 485 Y YIL 488 492 494 Employés Their advertising value. How to make them harmonize with the advertising . . The Drummer How he can help advertising, and how advertising can help him . . . . Simplicity The art and sense of it. Illustrated with examples of sense and nonsense . . . Novelties When they can be used to advantage, and how not to overuse them . . . Openings The opening days, and how best to make them pay . . . . . . . Bargain Counters Suggestions for their arrangement. Ho ow to make them harmonize with the advertising Indoor Signs The use of ornamental and plain cards and signs for interior use. Illustrated with examples of ornamental and plain lettering · · · · Interiors Suggestions on how to dress the store . . . . . . . . Signboards How to paint them, and where to put them. What to say on them. Illustrated with good and bad wording for signboards · · · · · · Prizes The use and abuse of prize-offering in advertising . . . . . . . Desultory A fearless and uncompromising exposé of fraudulent advertising mediums. Advice and suggestions of money-saving moment . . . . . . . . Electrotypes How to tell good electrotypes from bad ones. How they are made, and how to use them. The approximate costs of electrotypes, singly, and in quantities . . 496 499 VIT YY 1 501 505 507 509 FOWLER'S PUBLICITY 515 . 517 51 520 522 524 Stereotypes When and where they take the place of electrotypes. Their relative cost . . . Personal Publicity Advertise the goods you sell, not those who sell them Good-Will The something about advertising that nothing can take away. The everlasting inertia and value of persistent publicity . . . . . . . . . . Appearances The intrinsic value of presentation. The proper regulation of the public-seeing-side of business · · Sales and Sellers . Some selling suggestions . . Free Samples How to give away things, and how not to. The use and abuse of something for nothing · · · · · · · · · Necessity Why the maker and distributer must advertise for the mutual benefit of himself and the retailer . . . . . . . . . . . . . . Conventionality The tested old may be better than the untried new . . . . . . . Directories The legitimate and the illegitimate directory. How to discriminate. How to write a directory advertisement. Illustrated with good and bad forms of advertisements Humor The danger of being too funny. A great deal about disgusting the public. Illustrated with good and bad forms of humorous advertisements • Technics An unprofessional explanation of the technical terms used by printers and advertisers. 527 530 532 534 538 544 Words of Others A collection of quotations, from famous authors, for use in advertising • 547 ORDER OF DEPARTMENTS 15 Religious Publicity The practicability of Christianity. The business side of Church management. How to fill the Church and keep it full. The adaptability of advertising to the proper spreading of the Gospel · · · · · · · · · · · 551 Biblical Publicity The verses in the Bible pertaining to publicity . . . . . . . . 558 Poetical Publicity The danger of versification. When not to use it, and when to use it. Illustrated with examples of the good and the bad . . . . . . . . . 561 Notices The announcement, and how to make it. Illustrated . . . . . . 566 On-the-Fence What to paint upon fences. Illustrated with forms of fence and roadside painting : 569 Dull Times Suggestions on out-generaling competition. The best method of taking advantage of the dull times. Illustrated with convincing forms of advertisements . . . 573 Sensational Publicity Non-disgusting exaggeration. A discussion of this important branch of advertising, 578 581 of sensational headlines and introductions . . . . . . . . . . Children Suggestions on advertising adapted to the little ones. Illustrated with successful forms of advertisements · · · · · · · · · Outdoor Men Something about sandwich men, and portable outdoor signs. Illustrated with good forms . . . . . . . . . . . . . . Common Phrases What they are, and how to avoid them. Illustrated with examples of the unprofitable use of over-conventional and unprofitable expressions . . Names The naming of commercial commodities. The appropriate and the unappropriate title. Illustrated 583 586 FOWLER’S PUBLICITY 593 597 Firm Signs Illustrated suggestions on styles of store-sign lettering . . . . . . Programs What to advertise in them, and what to say. Illustrated with good forms of program advertisements · · · · · · · · · · · · · Stereopticons How to write a stereopticon advertisement, and how not to overwrite it. Illustrated with examples of stereopticon display · · · · · · · · Out-of-Season Publicity The advantage of preliminary advertising. How to familiarize the reader with the goods he will want hy and by. Practically illustrated . . . . . . 599 601 Street-Cars The value of street-car publicity. How to write a street-car advertisement that people can read and will read. Illustrated with appropriate and inappropriate forms of street-car cards . · · 606 Good and Bad Barkers Vocal publicity, and the good, and the bad, of it . 613 614 Fifty Lessons Reproductions of fifty-one genuine advertisements, with fictitious names attached representing the usual unprofitable style of writing and display. Each advertise- ment accompanied with the same advertisement re-written and re-set, following the modern styles of composition, with explanations of the good and bad points of the illustrations, altogether presenting kindergarten studies adapted to every line of business · · · · · · · · Doing Your Own Printing The advantages and disadvantages of maintaining your own printing office . City Publicity Ways of reaching city folks. How to make advertisements distinctive. Illustrated with good forms of city advertising . . . . . . . . . Country Town Publicity Suggestions to the country merchant on local advertising. How to make advertise- ments give reputation and more business. Illustrated with headlines and intro- ductory paragraphs . . . . . . . . . . . . 636 638 643 ORDER OF DEPARTMENTS : 17 . . 647 Keep on the Line The danger of plunging. An argumentative chapter on safety . . . Desks It's business use . . . . . . . . . . . Addressing and Mailing What it is, and how best to use it. Its cost, and its advantages. Illustrated SS use . . 648 . . 649 Lithography A simple, intelligible, and comprehensive description of what it is, and the process of producing lithographs : : : : : : : : : : : 650 The Use of Lithography Its intrinsic value in successful advertising. What it costs. How to use it to best ad- vantage. How many printings are necessary . . . . . . . 652 Lithographic Stationery The use of stone engraving for commercial stationery. When it should, and should not, be used . . . . . . . . . . . . . 656 Lithography Illustrated The “ building of the lithograph”— pictures of progressive proofs in colors, showing the several stages of engraving and printing, from the keystone to the finished result. Practical specimens of the principal classes of color work. (Illustrations of litho- graphic stationery appear in the department of “ Banks and Bankers ") . . 657 Sacrilegious Advertising Its danger, and how to avoid it . . . . . . . . . . . 689 Success in Unsuccess A unique and original discussion of profitable paradoxes . . . . . . 691 The Advertising Manager His necessity in the economy of advertising . . . . . . . . 694 Boards of Censors The advantage of an organized method for determining, in advance, the effect of the advertising upon the public · · · · · · · · 697 t 18 FOWLER'S PUBLICITY 699 700 o 707 Wrappers The advertising value of wrapping paper. How to print it . . . . . Holidays About Christmas advertising. How to make money by being philanthropic. Illus- trated with forms of holiday advertisements · · · · · · · Blind Publicity The danger of mystery. The advantages of clearness Politeness ess Its importance in publicity . . . . . . . . . . . . Facsimile Handwriting How to use it successfully · · · · · · · · · · · Headlines The long headline and the short headline. The good headline and the bad headline. Illustrated with examples . . . . . . . . . . . . : Business Letters A discussion of this method of advertising . . . . . . . . . Saleswomen What they can do for advertising . . . . . . . . . . 709 711 712 716 718 The buyers of everything. How to win them to your side, and keep them there. How best to reach the men through them. A discussion of money-making importance. Illustrated with a series of advertising forms, presenting men's goods, and adapted to catch the eyes of women . . . . . . . . . . . 720 Advertising Space 727 An argumentative chapter on the necessity of appropriate advertising space. Illus- trated with crowded and uncrowded forms of advertisements • • Advertisement Making An extensively illustrated chapter on the preparation of advertisements. Illustrated with numerous good forms of advertisements . . . . . . . Cut Prices When to cut, where to cut, and how to cut . . . . . . . . . 731 T 740 ORDER OF DEPARTMENTS Honesty Illustrated with dishonest forms of advertisements which nobody believes, and with examples of convincing advertisements of honesty · · · · · 742 . . . 747 Unprofitable Originality The importance of common sense in advertising . . . . . Illustrations The proper regulation of them. When to, and when not to, illustrate Lower Case Its value as compared to the use of capital letters. When best to use it Catalogues . . . 749 . . . 751 Their indispensable necessity. What they should be and should not be . . 752 755 758 759 Covers What the catalogue or pamphlet cover should be, and should not be, with illustrations of titles · · · · · · · · · · · · Setting Advertisements The importance of good typographical display, and how to obtain the best . . Bas-Relief What it is, and how it had best be used for advertising . . . . . . Books and Booklets How to make them, and how to handle them . . . . . . . . Posters What the poster should be, and should not be. When it can, and cannot, be used to advantage. What to say on the poster. Illustrated with forms of poster composi- tion and typography · · · · · Wagons What to paint on the wagon. Illustrated with lettering of wagon appropriateness . Handbills How to make them pay. How to distribute them. What to say upon them. Illus- trated with forms of handbill composition . . . . . . . . . 760 71 11 762 766 769 20 FOWLER'S PUBLICITY Circulars and Folders What to say, and what not to say. Methods of profitable and unprofitable distribution. Illustrated with circular headings, and examples of good circular construction : 773 Invitations The underdone and overdone request to call. the bad · · Illustrated with forms of the good and · · · 777 Billheads What they should contain, and how to set them. Illustrated with reproductions of badly written and badly set billheads, supplemented with the same properly written and correctly set · · · 781 Business Cards How to write them, and how to set them. Illustrated with reproductions of business cards, with an equal number of plates presenting the same cards properly con- structed and with correct typographical appearance . . . . . . 784 Wants The small advertisement. How to write: - For Sale,” 66 To Let," 6 Situation Wanted," and similar advertisements. Illustrated by forms of advertisements. A chapter specially interesting to all 66 Wanters," and publishers of papers carrying “Wants." . . . . . . . . . . . . 787 Fairs and Entertainments The advertising value of the agricultural and other fairs. Suggestions on how best to utilize the opportunities . . .'. · · · · · 792 Bargain Advertisements The art of specialty writing. Illustrated with good forms of bargain advertisements : 794 Curtains and Awnings How to use the curtain, and what to say on it. • 797 Banks and Bankers Progressive dignity in advertising. Suggestions on enterprising methods of business- bringing which do not offend the ethical policy of financial publicity. Illustrated with conventional and modern forms of advertisements, and specimens of checks and letter heads, and every form of high-grade stationery . . . . . 798 ORDER OF DEPARTMENTS 21 Stationery, Illustrated Engraved forms of billheads, checks, and other high-grade commercial stationery : 801 Savings Banks Some sensible suggestions on savings bank publicity. How to preach the practical gospel of saving. Ideas on savings bank literature and advertisements. Illus- trated with good and bad forms of advertisements . . . . . . 1 817 819 Bicycles Suggestions on successful bicycle advertising. Illustrated with profitable forms of advertisements : : : : : : : : : : : Books Suggestions on the progressive advertising of every class of literature. Illustrated with good forms of advertising . . . . . . . . . . . 822 Carpets How to advertise the carpet store, with suggestions and plans of successful publicity. Illustrated with carpet-selling forms of advertisements . . . . . . 824 Clothing Some ideas on clothing advertising. Illustrated with good and bad forms of advertise- ments . . . . . . . . . . . . . . . 826 829 Crockery, Glass, and Lamps The proper advertising of these lines of trade, illustrated with good forms of advertise- ments · · · · · · · · · · · · · · Department Stores Many suggestions of successful publicity. How to give each department its full iden- tity. Illustrated with good and bad forms of department advertising. Drama Conventional and unconventional methods of theatrical publicity. Illustrated with old style and new style forms of announcement . . . . . . . . 835 Dry Goods Suggestions on the conduct of dry goods advertising. Illustrated with headlines and introductory paragraphs . . . . . . . . i i 839 22 FOWLER’S PUBLICITY Druggists Many suggestions on successful drug store advertising. How to specialize the articles. Illustrated with forms of advertisements . . . . . . . . - LUI 841 Excursion Advertising How to bring out the one great point, and the other points too. How to make people, want to go. Illustrated with successful and unsuccessful forms of excursion ad- vertisements . . . . . . . . . . . . . . 843 846 Fuel About the advertising of coal and wood. Illustrated with good and bad forms of ad- vertisements · · Furniture Some suggestions on furniture publicity. The advantage of advertising one thing at a time. Illustrated with specimens of furniture advertisements . . 849 Hats Suggestions on progressive hat advertising. How to create a demand, and sell the hats. Illustrated with profitable forms of hat advertisements . . . . . . 851 Hotels How to announce the principal attractions. How to create a preliminary interest. Illustrated with forms of hotel announcements . . . . . . . 853 Heating TT17 A discussion of methods for the profitable advertising of furnaces, coal, gas, and oil stoves, and hot water and steam heating. Illustrated with successful forms of advertisements . . . . . . . . . . . . . 855 The Inner Man Many suggestions on the advertising of coffee, fish, flour, fruit, groceries, markets, milk, tea, and other articles of human consumption. Illustrated with successful forms of advertisements . . . . . . . . . . 858 Insurance How to make folks appreciate the necessity of protection. Suggestions on the adver- tising of fire, life, and accident insurance. How to handle insurance as a com- modity. Illustrated with examples of insurance advertisements as they ought to be, and ought not to be . . . . . . . . . . . . 861 ORDER OF DEPARTMENTS Jewelry and Clocks Suggestions on their proper advertising. vertisements . . . . Illustrated with good and bad forms of ad- . . . . 864 Music A discussion of the best methods of advertising sheet music, pianos, organs, and other musical instruments. Illustrated with progressive forms of advertisements .. . 867 LI Printers Good methods of advertising the printer's establishment, with suggestions, plans, and ideas for reaching business houses. Illustrated with original forms of advertising Printing A general discussion of this indispensable advertising necessity ... . . . 869 872 Railroads Some suggestions on good railroad advertising. Illustrated with reproductions of conven- tional time-table advertisements, supplemented with progressive forms of publicity 873 Real Estate General advice on the successful advertising of city, country, and suburban real estate. Illustrated with forms of advertisements . . . . . . . . 878 Recreation Practical suggestions on advertising guns, fishing tackle, stables, boats, and goods used for sporting or recreative purposes. Illustrated with profitable forms of advertise- ments . . . . . . . . . . . . . . . 881 Shoes Some general advice on shoe advertising. Illustrated with conventional and unconven- tional forms of announcements . · · Lt 883 Tailors A discussion of the dignified, yet progressive, methods of custom-made clothing. Illustrated with good forms of advertisements . . . . . . . 886 Vehicles "The advertising of carriages, wagons, and other vehicles, except bicycles. Illustrated with good and bad forms of advertisements . . . . . . . . 888 24 FOWLER'S PUBLICITY Water Transportation steamers. Illustrated with practical forms of advertisements . . . . 890 Your Workers The Representative represents the house he works for . . . . . . 894 Calendars Their general importance. The pad, the card, and the hanging calendar, with ap- proximate cost of each. Illustrated with general calendar designs . . d 895 Package Inserts Some suggestions on the handling of printed matter wrapped with goods . INTI . . 900 YY1 Practical Opinion One hundred successful and prominent advertisers answer to the best of their knowl- edge and belief the ten vital and complex questions of publicity · · · · 901 Practical points about it . . Type . . . . . Roman Type . . . . . 911 1 Paragraphs set in every size of reading type, from 33 to 60 Point, each paragraph stating the usual use of the size it illustrates. An eye-glancing idea of the several sizes of body type . . . . . . . . . . . . . 911 . . . 914 . . . 916 The Variations of Roman Faces Illustrations of Full Face and other distinct faces . . . . Italic and Slope Illustrated with the popular faces . . . . . . . Old English and Title Illustrated with the several styles of faces . . . . · Gothic Illustrated with the principal Gothic faces . . . . . . 917 . . . 917 ORDER OF DEPARTMENTS . . . 918 · · 918 Wood Type What it is . . . . . . . . . . . Rubber Type The use of it · · · · · · · · · · Ornamental Type Its use and abuse . . . . . . . . . . Ornamental Type, Illustrated A display of the principal decorative type faces . . . . . . . . 918. . . . 920 Borders Their value in advertisement setting illustrated with advertisements set with and without borders . Borders, Illustrated Specimens of the best borders on the market . . . . . . . . 928 929 Advertising Country Papers Many practical suggestions on " paper pushing." Hints on editing, localizing, and advertising, and on gaining circulation and advertising patronage. A chapter for local publishers . i . · · · · · · · · · 931 Advertising Dailies What the reader wants, and suggestions for reaching him. A department for daily paper publishers. Brimful of hints on building circulation and increasing adver- tising . . . . . . . . . . . . . . 934 Periodical Building A chapter for editors and publishers of magazines, story papers, the religious press, and publications other than newspapers. Suggestions on making and publishing. Points on building circulation and increasing advertising 937 Business-Paper Making Suggestions on editing and pushing trade and commercial papers. General points on increasing the circulation and advertising . . . . . . . 940 . FOWLER'S PUBLICITY 26 Specimens One hundred and thirty examples of advertising style and typographical composition. · Arranged to be typical of every business. Supplemented with explanatory foot- notes. A collection presenting modern progress in literary and forceful construc- tion and typographical display · · · · 942 Dictionary Department Sub-divided into - Dictionary of Agents,” presenting replies to a far-reaching and penetrating letter of inquiry sent to representative advertising agents; “ Periodical Dictionary,” a list of general and local publications, and indispensable data con- cerning them; “ Dictionary of Trade,” telling where to advantageously obtain all classes of printing, paper, electrotypes, lithography, office fittings, and things needed in the conduct of business . . . . . . . . . 970 Nudity in publicity . . Additional, “ Great Successes” Fancies of Type . . . . . . ices Annex . . . . . . . . . A . . . . . . . . . . . . . . . . . . . 1013 1014 . 1015 U Index “ By the alphabet” ... 569 -Сол - . A R . . 314,858 314, 881 ... · · . . 367 . .... . 315,055 I mitu vingi .. . . ... 797 • 339 About Ink . 232 Cigarso . o . . . . . . . . . . . 308 Fancy Goods . . . . . 313 About Paper ..... 230 | Circulars . . . . . . . . . 773 | Fashion Papers . . . . . . 421 Acknowledgments ..... 4 Circulation ........ 358 Fence Advertising..... Addressing and Mailing ... | City Publicity . . . . . . . 638 Fifty Lessons .. ·014 Advertisement Making .... | Clocks . ...... 308, 864 | Financial Papers .... . . 434 Advertisement Setting .... 758 | Clothing, Custom ... 308, 826, 887 | Fire Insurance . . . . . 313, 861 Advertisers, General . . . . . 339 Clothing, Ready Made . 308, 826, 887 Firm Papers . . . . . . . 441 Advertisers, Local . . . . . Coal . . · · . 308, 846 | Firm Signs . . . . . . . . 593 Advertising Agent . 352 Coffee ........ 308,858 Fish .; . Advertising Country Papers 931 | Common Phrases . . . 586 Fishing Tackle ... Advertising Dailies . . . 934 | Confectionery . . . . 308 | Five-Cent Goods . . . . . . 314 Advertising Manager ... 694 Continuity . . . . .. Floral . . . . . . . . . . 314 Advertising Rates . . . . . . 363 Conventionality . . . . . Flour . . . . . . . . 315,858 Advertising Solicitors .. 356 | Co-operative Papers . . . . . 402 | Folders . . . . . . . . . . 773 Advertising Space .. . 727 | Copper Engraving . . . . . 256 | Foreign Papers . . . . . . . 428 Agent, Advertising . . . . . 352 Copyrights .... . . . . . . 238 | Free Mediums . . . . . . . 446 Agents, Dictionary of .. 971 Country Papers, Advertising of. 934 Free Samples .... Agricultural Implements . 301 Country Town Publicity .. Fruit . . . . . . . 315,858 Agricultural Press . . . . . 406 Covers . . . . . . . . .. Fuel . . . . . . . . . 315, 846 Appearances . . . . . .'. 522 Crockery . . . . . . . 309, 829 Furnaces . ... Auctioneering . . . . . . . 304 Curtains . . . . . . . . Furniture, Household .. 315, 849 Architecture . . . . . . . 303 | Cutlery . . . . . . . . . . 309 Furniture, Office . . . . 315,849 Art . . . . . Cut Prices . . . . . . . . . . . 740 Furs . . . . . . . . . . . 315 Awnings . . . . . . . . . Dailies, Advertising of · · · · 934 Gas Fitting ... · · · · · 316 Baking . . . . . . . . . . 305 Dailies, Great . . . . . . . 384 | General Advertisers ... Bankers . . . . . . . · 798 | Dailies, Local . . . . . . Gentlemen's Furnishing Goods . 317 . 790 390 Banking . . . . . . . 306, 798 Dental . . . . . . . . 309 Glass · · · · · 317, 829 Banks, National ... 306, 798 Department Stores ... 310, 832 Gloves . . . . . 318 Banks, Savings. . . . . 306, 817 Desks . . . . . . . . . . 648 Good and Bad Barkers . . . . 613 Barber Shops . . . . . . . 306 Desultory . . . . . . . . . 507 | Goo Good-Will .. Bargain Advertisements ... 794 Dictionary Department. ... 970 Gothic Type . . . . . . . . 917 970 Grain . . . . . . Bargain Counters ....494 Dictionary of Trade ... . . . . . . . . . . 613 | Directories . . . . . . . . 534 | Great Dailies . . Barkers . . . Bas-Relief . . . . . . . 759 . Doctors . . . . . . . . 43, 1014 . . . 310, 328 | Great Successes . . Biblical Publicity . . . . . . 558 Doing Your Own Printing . 636 | Great Successes, Index . . . . 228 Bicycles . . . . . 306, 819 . Drama . . . . . . . . . 310, 835 Great Weeklies . . . . 378 306, . . Billboards .... . 762 Dressmaking . . . . . . 310 Groceries . . . . . . . 318,858 Billheads . . . | Druggists . . . . . . 841 | Guns . . . . . . . . . 319, 881 . Blacksmithing . . . . . Drugs · · · · · · · . 311, 841 Blind Publicity.. Drummers . . . . . 482 . . . . . . . . 249 Boards of Censors ... 311,839 | Handbills . . 1,839 Handbills . . vous . . . . . . . . . . . . . 709 Bonnets . . . . . . ... 307 | Dull Times . . . . . . Hardware . . . . . . . . . 319 573 Bookkeeping . . . . 260 Harmony . . . . . . . . . 400 Booklets . . . . . . Educational Papers . . . . . Harness . . . . . . . . Books . . . . . . . 307, Electrical . . . . . . . . . 311 | Hats . . . . . . . . . 320, 851 509 Hay . 307, 883 Electrotypes . . . . . . . . . . . . . . . . . . . . . . Boots . . 320 , 928 | Embossing . . . . Borders . . 258 Headlines. Headlines. . . . . . . . . 712 Employers ..... Heating, Hot Water . . . 320, 855 Business Letters .. Employés . . . . . . Heating, Steam. . . . . 320, 855 Business Paper Making ... 940 | Engraving 312 | History of Publicity . . . . . 29 Engraving, Copper ..... | Holidays . . . . . . . . . 700 Calendars . . . . . . .. Engraving, Half-tones . i. . 249 | Honesty . . . . . . . . . 742 Caps . Horseshoeing . . . . . . . . . . Engraving, Photo . . . . . . . 246 . Cards, Business . . . Engraving, Steel . . . . . . 254 Hotels, Beach . . . . . . 320,853 Carpets . . . . . . . Engraving, Wood . . . . . . 244 Hotels, City . . . . . . 321, 853 Carriages . . . . Entertainments . . . . . . . 792 | Hotels, Country .... Cars, Street ... Excursions . . . . . . 312, 843 Hotels, Mountain . . . . Catalogues :. . . . . | Explanation . . . . . Hot Water Heating ... Catering . . 307 | Expressing . . . . . . . . 313 How Not To Advertise. .. Censors, Boards of ..697 Humor . . . . . . . . . . 538 Children ... 531 Facsimile Handwriting .... 711 Church Advertising ... 551 | Fairs . . . . . . . . . . 792 | Tlustrations . . . . . . . . 749 ..... Won . . . . 707 les 697 . . 760 • 320 1822 . · . · SS . · · · .: 2561 . . . . 321, . . . . . . . 28 . . C . در کر دی زر 0 0 . ) در a anno . D . . . . . . . . aw Nawi w OA N . ол Лил . . . 390 . . . . 751 . . . . . . . . . . Indoor Signs ..496 | Photo-Engraving . . . . . . 246 | Steam Fitting ....... 334 Ink . . . . . . . . . . . 232 | Photography. . . . . . . . 327 Steam Heating . . . . . 320,855 Inner Man .... 321, 858 Physicians . . . . . . . . 328 Steel Engraving . . . . . . 254 Inside the Store . . . . . . 499 | Pianos . . . . . . . . . . 329 | Stenography . . . . . . . . 334 Insurance, Accident . . . 321, 361 | Plumbing . . . . . . . . . 329 | Stereopticons . . . . . . . 599 Insurance, Fire . . . . . 321,861 Poetical Publicity . . . . . . 561 | Stereotypes ..... 515 Insurance, Life . . . . 321, 861 Politeness . . . . . . . . . 709 Stone . . . . . . . . . . 335 Interiors . . . . . . . . . 499 | Postal Cards . . . . . . . 236 | Stoves, Coal . . . coal . . . . . . 335. 846 Invitations . . . . . . . . 777 Posters . . . . . . . . . 762 Stoves, Gas, .. 335.846 Italic Type · · · · · · · 916 Powder ........ 329, 881 Stoves, Oil .... 335, 846 | Practicable Publicity . . . . 275 | Straw . . . . . . . . . . 335 Jewelry . . . . . . . . 321, 864 Practical Opinion . . . . . . 901 Street-Cars . . . . . . . . 606 Price Advertising . . . . . . 470 | Success in Unsuccess.... 691 Keep on the Line . . . . . . 647 Prices, Cut . . . . . . . . 740 Kitchen Goods . . . . . . . 321 Printers . . . . . . . . . 869 (Tailors. .... 335, 886 Printing .. 330872 Tailoring . . . . . . . 335, 887 Lamps . . . . . . . . 322, 829 Printing, Doing Your Own .636 | Tea . . . . . . . . . . 335, 858 Laundries . . . . . . . . . 322 Prizes .......505 | Teaching . . . . . . . . . 336 Law . . . . . . . . . . 322 | Probable Proverbs ... 35 | Technics .544 Lessons, Fifty . . . . . . . 614 | Profitable Singleness . . . . 468 | Technical Terms . . . . . . 544 Letters, Business . . . . . . 716 | Professional Papers .... 430 | Ten-Cent Goods .....'335 Life Insurance . . . . . ., 323 Programs . . . . . . . . . 597 Testing Advertising ..... 273. Lithographic Stationery ... 656 Proofs. . tonery 448|Theatrical . ... 050 | Proofs . . . . . . . . . . :: 336, 835 Lithography . . . . . . . . 650 Proxy Reading:. .. 233 Tin . . . . . . . . . . . 336 Lithography Illustrated. . . . 657 Puffs . . . . . . . . . . 454 Title Type ........ 917 Lithographing, Use of .... 652 Tobacco · · · · · · . . . . . . . . 336 Local Advertisers . . . . . . 347 Quotations . . . . . . . . 547 | Toys . . : 337 Local Dailies . . . . . . i Trade Dictionary. .. 970 Local Weeklies . . . . . . . 396 Railroads ...330, 873 Trade-Marks . . . .. . . 241 Lower Case . . . Rates, Advertising .....:363 | Trade Papers ... 414 Lumber · · · · · 323 Reading Notices ... :. 454) Trades Specifically .. 1 301 | Real Estate, City . . . . 330, 878 | Transportation . . . . . . : 890 Magazines | Real Estate, Country ..330, 878 | Transportation, water · 330, 878 Transportation, Water .... 890 Mail Advertising ...... | Real Estate, Suburban .. 330, 878 | Trimmings . . . . . . . . 337 Mailing ....649 Recreation ...... 330, 881 | Type ......... 911 Making Advertisements ... 731 | Religious Papers ...... 409 Type, Roman ......911 Manager, Advertising ...694 Religious Publicity . . . . . 551 | Type, Italic.... ..916 Marble . . . . . . . . . 323 Restaurants . . . . . . . . 330 | Type Fancies . . . . . . . 1015 Markets . . . . . . . 323, 858 Revolvers . . . . . . . 331, 881 | Type, Gothic . . . . . . . 917 Masonry . . . . . . . . . 324 | Roman Type . . . . . . . 911 | Type, Old English . . . . . 917 Men's Outhittin · • 324 | Rubber Type 324 | Rubber Type . . . . . . . 918] Type, Ornamental . . . . . . . . . . . . 918 Milk . . . . . . . 24, 858 Type, Rubber . . . . . . . 918 Millinery · · · · · · · · 324 Sacrilegious Advertising .. .689 Type, Slope . . . . . . . . 916 . Modistes . ... 325 Safes . . . . . . . . . . 331 Type, Title . . . . . . . . 917 Music ... 325, 867 Sales . . . . . . . . . . 524 Type, Variatiors of Roman : .914 Musical Papers . . . . . . . 437 Sales and Sellers . . . . . . 524 Type, Wood. . . . . . . . 918 Saleswomen . . . . . . . . Typewriting ........ Names. . . . Samples .... 527 Necessity . . . . . 530 | Savings Banks . ... 817 Unbiased . ..... 6 Notices . . . . . . . . . 566 | Schools . . . . . . . . 331 Undertaking . . . Novelties . . . . . . . . . 488 Secret Papers . . . . . . . 439 Unprofitable Originality ..747 Nudity . . . . . . . . . . 1013] Seeds ......332 Useless Mediums . . . . . 443 Nurseries . . . . . . . . 325 | Sellers . . . . . . . 524 Sensational Publicity .578 Variations of Type . . . . . 914 Oil Stoves 325 Setting Advertisements . . . 758 | Variety Stores . . . . . . . 338 Old English Type ... 917 | Sewing Machines . . . . . 333 Vehicles . . . . . . . . . 888 On-the-Fence . . . . . 569 | Shoes . . . . . . . . . : : : 333, 883 Openings . . . . . . . . . 492 Signs, Indoor . . . . . . 496 Wagon Advertising ... 338, 889. Optical . . . . . . . . . . 325 Signboards ....... 501 | Wagons . . . . . . . Order of Departments | Signs, Firm . . . . . . . . 593 Wants . . . . . . . . . . 787 Organs. . . . . . . . . . 867 Simplicity . . . · · · · 485 Water Transportation. Ornamental Type . . . . . . 918 Slope Type ........ 916 | Weeklies, Great . . . . . . 378 Outdoor Men .. 356 | Weeklies, Local .. 396 Out-of-Season Publiciter... · 583 Solicitors, Advertising. Out-of-Season Publicity ... 601 Space . . . . . . . . . . 727 Wheelwrighting ...... 338 Specimens. Windows · · · · · · Package Inserts . . . . . . 900 Sporting Goods .... 326/Stables . . . . . . . . . . Wood . . . . . . . 338 Painting . . . . . . 326 Stationery ... ... 334 Wood Engraving . . . . . . 244. Paper . . . . . . 230 | Stationery, Illustrated .. | Wood Type . . . . . Paper-Hanging ... 327 | Steamers, Coastwise ... 334, 890 | Word at the Start. . . Patent Insides . . . . . 402 | Steamers, Excursion ... 334, 890 | Words of Others ... Periodical Building . . . . . 937 | Steamers, Lake ..... 334, 890 | Wrappers . . . . . . Periodical Dictionary . . . . 970 | Steamers, Ocean . . . . 334, 890 Personal Publicity ..... 517 / Steamers, River . .... 334, 890 ) Your Workers ....... 894 . . . . . . . . . . . . . . . . . . w cornur . . 589 . . . . . . . . . . . . . . . . . . . . Women . . . 942 333 333 · · · · · · 720 . . TIT . . . . . . . . . History of Publicity “Everything begins with the beginning" D Ba 5 , HERE are about twenty-two thousand periodical publications in North | America. All but a few dozen of them print advertisements. The annual grand total of the number of copies issued by these pub- lications exceeds thirty-five hundreds of millions. If there are one hundred advertisements in each periodical there may be two mill- ions of separate advertisements in every collective North American issue, and an aggregate number exceeding three hundred and fifty thousands of millions of impres- sions of advertisements during a year. Assuming that two hundred and fifty clipped advertisements would make the thickness of an inch, a year's advertising, placed sheet upon sheet, would erect a pile nearly one hundred and seventeen millions of feet high. Place each copy of the advertisements appearing in all of the publications during one year end to end, and there would be an announcement ribbon one hundred and eleven thousand miles long. American progressiveness results in a volume of American advertising not propor- tionately approached by any other civilized nation, but it may be assumed that the figures given in this department need only to be multiplied by four to correctly rep- resent the world. There are one hundred thousand printing offices in North America, and as all printed matter is advertising, the output of catalogues, booklets, circulars, and other printed articles will probably double the advertising figures given in the other paragraphs. A conservative estimate says that the North American business men annually ex- pend over one hundred and fifty millions of dollars in newspaper and magazine ad- vertising. Probably one hundred and fifty millions of dollars a year is not in excess of the amount expended in North America for every class of printed matter.. The grand total of North American advertising, including printing, cannot be far from three hundreds of millions of dollars per year. It is impossible to intelligently estimate the cost of spreading printer's ink all over the face of the civilized world, but if the cost of printing books and other publications 29 30 FOWLER'S PUBLICITY 1 SSU isa irrespective of advertising and of lithography, be considered, and added to the ad- vertising and printing total, the aggregate cannot be far from two thousands of mill- ions of dollars annually. A statistician with plenty of time on his hands, has calculated that the aggregate annual circulation of all the papers in the world exceeds twelve thousands of millions copies. To give a comprehensive idea of its magnitude this man of figures states that these papers require over three quarters of a million tons of paper, and that if they were spread out they would cover an area of ten thousand five hundred square miles. Calculating further, he finds that if the papers were piled one upon another, they would reach an altitude of five hundred miles. This figurer, by assuming that the average man gives fifteen minutes a day to the study of his paper, discovers that the people of the world collectively occupy the equivalent of three hundred thousand years annually reading their papers. These figures which the writer may not feel like accepting can never be substanti- ated, and yet they may not be far removed from the never-to-be-discovered truth. This industry, probably not approached by any other, and the art creative of all arts, and the fountain head of business stimulation, deserves more recognition than it receives, and may require another epoch of civilization for the collection of its just dues. The original source of the initial seed of publicity died so many years ago, and left so poor a record of itself, that no man knows exactly what it was or where it came from, or the place of its planting. The infant of business must have played with the earliest advertisement. Thousands of years before the crudest forms of writing were known, and when human language had hardly risen above animal dialect, somebody must have offered something to sell, and suggested that somebody take it from him for some kind of a consideration. At this time advertising began. In prehistoric days, when word of mouth was the only method of communication, some savage must have stood upon a rock, or upon something else, that folks might the better see him, and there, in his own peculiar way announced some past, present, or coming event, or have attempted the auctioneering of some article he raised, bought, or stole. Advertising, as the writer sees it, is a presentation of anything by any medium of connection. It travels by paper and press, by paint and brush, by pen and pencil, by wire, by spoken words, and by everything that can transmit sound or character. The first beckoning motion of the first being of life was the first advertisement, for advertising is but announcing, and there cannot be action without announcement. The word “advertise” appears but twice in the Bible; in Numbers XXIV: 14, and in Ruth IV: 4. The word “ publish ” is written fully one hundred times in Holy Writ, and is used in about the same sense as “ advertise " is used to-day. 1 TY HISTORY OF PUBLICITY 31 LIL 1 The Department entitled, “ Biblical Publicity,” well presents the importance given to advertising by the early builders of civilization. Biblical writers did not use the word “ advertising” more because they did not call many of the things which were advertising by that title. An historian who is not certain about it thinks that the first newspaper appeared in England in the days of Queen Elizabeth and during the Spanish Armada panic. This newspaper, which may not have appeared at all, may have been published once, and may have lasted for some time, is said to have been named The English Mercurie. This same doubting historian claims that this publication was printed in London in 1583, by the Court printer, Christopher Barker, and some other uncertain authority states that in 1588, instead of 1583, this alleged publication contained three or four advertisements of books. Mr. Watts of the British Museum appears to have proven that the copies of this journal on file in his museum are but well-executed forgeries. At any rate the appearance of the type, paper, and style indicates that they could not 1 1 S. S. > ews. Authorities are united in acknowledging that the first regular newspaper receiving advertisements was published in London in 1622 and was known as The Weekly News. This paper contained fragmentary scraps of foreign intelligence and three or four advertisements. Oliver Cromwell gave to Scotland her first newspaper in 1653. The pioneer American newspaper, The Boston News Letter, was born in the year 1704. It contained but a few advertisements. Nearly two hundred years ago the first daily newspaper was printed. It was called The Courant, and was published in London. At that time there were only two or three other newspapers in existence, and they were issued weekly. It is quite remarkable that the first daily newspaper contained no local news. The population of the United States in 1830 was about twenty-three and a half millions and supported eight hundred newspapers, fifty of which were dailies. All of these publications had a joint annual circulation of about sixty-four millions. Fifteen years later, in 1845, the number of periodicals in the United States was about sixteen hundred. The merchants of the American metropolis, naturally assumed to be the most pro- gressive city in the Union, at the start apparently had little respect for the advantages of advertising. In the issue of the New York Gazette of March 28th, 1726, there were only three or four inches of advertisements, one advertisement announcing the sale of a large farm in New Jersey, another a bake-house to New Jersey, another a bake-house to let, and another a publisher's announcement. The New York papers during the first quarter of the present century contained very few advertisements, but in 1830 the advertising patronage increased until it was not remarkable to see a full column of advertisements in a single issue. A large proportion of the early American advertising was for the offering of re- wards for runaway slaves, and for real estate notices. FOWLER'S PUBLICITY TI It is said that the first hotel advertisement appeared in a New York paper in 1733. During the second quarter of the present century retail advertisements became somewhat common and there is a record of a patent medicine advertisement appear- ing as early as 1733. In 1790 display advertisements were not uncommon, but the use of illustrations was largely confined to the headings of marine announcements. Perhaps the first appearance of the term “advertisements," occurred in the London Gazette in April, 1666, the line reading “An Advertisement from the Hearth Office in London, and addressed to the farmers concerning the Hearth Tax;" In the fifty-second issue of the London Gazette, dated May 10-14, 1666, probably appeared the first use of the word “advertisement as a heading. The advertisement read as follows : III 1 “ An Advertisement— Being daily prest to the Publication of Books, Medicines, and other things not properly the business of a Paper of In- telligence, This is to notifie, once for all, that we will not charge the Gazette with Advertisements, unless they be matters of State; but that a Paper of Advertisements will be forthwith printed apart, and recom- mended to the Publick by another hand.” Subsequently the announcement columns were headed “ Advertisements," and this custom has continued. So far as known the only book containing advertisements exclusively, and sold, was a pamphlet under date July 23rd, 1796, and entitled “ Packwood's Whim,” an ad- vertising book containing the announcements of a maker of razor strops. Probably the beginning of extensive advertising was during the reign of Charles II, for although advertising was by no means general then, it is evident that at that time the seeds of universal publicity were sown and fertilized. In the early years of advertising men of letters and art contributed towards the en- couragement of good publicity, and history is repeating itself to-day in allowing the advertiser to employ the genius of the world in the preparation of advertising matter. It is said that Thackeray immortalized the advertisements of a famous blacking which were painted upon the pyramids. There is reason to believe that George Cruikshank drew one of the first advertis- ing pictures, and that his first attempt was that wondrous picture of an astonished cat seeing herself in the polished surface of a marvellously blacked Hessian boot. Two of the greatest artists in the world have brushed a toilet soap into immortality, and one English manufacturer is said to have paid one hundred thousand dollars for a single picture. Turning backwards for a moment, it is obvious that with the introduction of a written language, signboards and painting upon rocks, fences, and house sides must have fur- nished the original written advertisements. No authentic data have been discovered to definitely mark the period of the first HISTORY OF PUBLICITY 33 TT 1 TT Ounce Y inr 1 esur written advertisement, but as writing was used to tell somebody something, and as advertisements are announcements, it is evident that written advertisements followed so closely upon the invention of written language as to appear to have been simultaneous. During the age of symbols, before there was a written alphabet, symbolical adver- tising made its appearance. The records of the ancient Greeks and Romans speak'in no uncertain terms of hewn characters, which must have been announcements of some kind, and therefore had a right to be classified as advertisements. Many articles have appeared in the scientific, historical, and literary publications, concerning the origin of advertising, and the alleged history of publicity. These articles are ingenious, entertaining, and apparently conscientious. They show the deepest study and research, yet they throw no real light upon the darkness surround- ing the creation of advertising. They are but studied and literary efforts to unravel a never-to-be-explained mystery. They try to begin at the beginning. They say a little which may mean less, and then jump into the fifteenth and sixteenth centuries, and relieve themselves by plunging into an essay of deep and miry advertising lore and history, illustrated with old prints too old to be decently resurrected. In these days of energy, push, and business development, there is much more excuse for looking forward than for looking backward. The business of to-day is in the present and future. Present trade may be founded upon the past, but it draws its nourishment and life from the present, and reckons its longevity by the prospects of the future. The advertising of the present has a volume of a hundred times greater diameter than the recorded publicity of 1850. To-day's advertising is more than double that of hardly a dozen years ago. The bulk of the present advertising expenditure is more than thirty-three per cent. greater than that of half a dozen years ago. The well-grown boys of to-day can almost remember the times when the magazine contained hardly more than a dozen advertising pages, and when the daily papers confined their advertising columns to a few announcements of local firms clumsily put together, interesting to nobody and sometimes not read by the advertisers themselves. It is only a few years since progressive advertising consisted of bombastic ings of impossible sales, where lying adjectives and untrue exclamations attempted to make people buy the goods they did not want. These advertisements were a disgrace to business and enough to make the marble face of the Goddess of Civilization blush with shame. This style may never die, for the liars still live and for some time to come there will be plenty of men who believe that the best way to get business is through the poorest way of telling people about it. Truthfulness, backed by popular judgment demanded a change and got it. • Many of the so-called high-grade advertisements up to about two years ago, the exaggerated style excepted, consisted of idiotic art and senseless literature, both as nauseating to the simple mind of sense as were the old style advertisements outrages upon decency. • FOWLER'S PUBLICITY 34 The world in advertising as well as in other things makes its reforms by practicing extremes. It is quite natural that the reaction should produce silliness, and that curved and recurved sentences, no matter what they said, were considered in better taste than the straight, blunt words of fact. The sense of the people has injected sense into the dollar makers. The present advertiser uses advertising as he does any other medium, and frames it with the same judgment that he uses in the framing of his house, and curbs it only when it needs curbing, never forgetting that as the straight line is the shortest distance between two points, so is the short line the shortest distance between advertiser and reader. The great painters of to-day, who a few years ago gave their talents to the painting of nature and allegory, now offer their assistance to the advertiser that they may help him tell the world what he wants the world to know. The greatest writers of business and of literature and of art and of science assist in the preparation of publicity matter, and the public by them is being educated into a knowledge of things material. Almost any man can write literature if he is backed with education and a dictionary. It does not take a great writer to produce the words the people want To make people read what they think they do not want to read requires a mind born in intelligence, educated in experience, and fitted to do all things well. There is more gray matter used in the preparation of the advertising pages of the magazines and newspapers, than is expended in producing much of the literature and news of the world. The man who knows how to advertise has not been born. The man who thinks he knows how to advertise is born at the rate of one hundred a minute, The inventor of a system of advertising of guaranteed success will rest under a sky-scraping monument in the same field with the men who discovered the compo- sition of electricity, and connected the planets with a circuit railroad. O Probable Proverbs “Some things that seem unwilling to lose themselves " VOYANT LA T has been said that the writer of this book has written or prepared &&3 883 and suggested more advertising matter than has anybody else. Some folks, and they were not to blame for being the writer's friends, have claimed rightly or otherwise, that the writer occasionally wrote axiomatic expressions that seemed to be worthy of preservation, and which may not be out of place in one of the departments of a book like this. The writer has tried to scrape together from files and scrap books some of his short paragraphs which flatterers have called “Fowlerisms,” – those short lines of advertis- ing that have passed through the crucible of public opinion and have not shown their burnt side to the people. The man who can't use advertising in his business has no business to be in busi- ness and generally isn't. Advertising is the salesman's ally. Advertising is the preliminary workman. Advertising is the oxygenic accessory before the sale. He who says advertising doesn't pay, finds that business doesn't pay. The silent voice of advertising rings inside the pocketbook. Everyone has heard of successful men who do not advertise and of men who drew fortunes through the lottery, but few have ever seen them. Many a man thinks he doesn't advertise, and credits something else with his suc- cess. He fools himself, for half of the something else which he thinks isn't advertis- ing may be advertising. Because advertising hasn't paid isn't reason why it shouldn't pay. Some seed doesn't bring harvest, but you can't harvest without seed. Seed must be made to grow. Advertising must be made to pay. Better spend more money in good advertising and sell many goods than spend a little money and sell little. 35 36 FOWLER'S PUBLICITY SS. You lose money if you advertise too much, and you lose money if you advertise too little. When you advertise too much you increase your sales and waste a part of your money. When you advertise too little you decrease your sales and lose a part of your money. Profit is in advertising just enough. Better have too much of a good thing than too little of it. You can lose money in advertising. You can lose money in anything else. There is nothing that can't be made to lose money. Some advertising doesn't pay. There is no reason why it should. Some food doesn't digest. Would you give up eating on account of indigestion ? To get the good of food you must adapt it to your system. To get the good of advertising you must adapt it to your business. If you gave the same slipshod attention to your buying and selling as you some- times do to your advertising, your family would be on the town. Half the advertising that doesn't pay is the advertising that nobody tries to make pay. Until some great business man builds up a great business without advertising, the world must believe that advertising is a part of the structure of the building-of- profit. The advertiser may not be welcome within the self-made portals of the local aris- tocracy. He may be called a tradesman and folks diseased with dignity may call him undignified, but his advertising forces his name and business into every covered nook and fortified corner, and he must be known among those who say they don't care to know him because they have got to know him. There's no stratum of society unreached and uninfluenced by advertising. The bluest blue-blooded descendant of the deepest blue-blooded family who prides himself upon his impregnability to common things is affected by publicity and proves that he is by saying that he isn't. He who doesn't read advertisements is blind. He who doesn't hear advertisements is deaf. He who isn't reached by advertising is blind and deaf. He who says he doesn't read advertisements and can read is a liar. The woman who doesn't read advertisements isn't a woman. Advertising is seed sowing. It will grow if it is given a chance to grow. Scattering seed will not raise close grass, and scattering advertising will not help to bring continuous profit. Advertising ought not to sell goods directly and generally doesn't. The burden of advertising is to make it easier for the salesman, and to bring the buyer into a receptive mood for buying. Advertising connects buyer with seller. It PROBABLE PROVERBS TXT 11 cm. Advertising brings people to the store. It does not make them buy. It has one mission and will not overstep its mission. If advertising would sell goods there would be no need of salesmen, and business would be like the bill of fare in the restaurant, with waiters, not coaxers of trade. That which brings the public into a buying condition is as important as that which consummates the sale, and there has never been discovered a preliminary agent to take the place of advertising. The unsuccessful merchant claims his advertising doesn't pay, and his experience seemingly speaks reasonable truth. His advertising didn't pay because he didn't make it pay. As well might the farmer complain that his poor seed brought a poor harvest. The fault was in the farmer and in the seed, and not in the principles of agriculture. Your harvest is reckoned by what you plant and by how you plant it. Part of advertising doesn't pay. Part of our food does us harm. From a business point of view it is as foolish not to advertise as it is from a human point of view not to eat. In the harmony of our food is the nourishment of it. In the harmony of our advertising is the profit of it. Advertising is experimental and so is everything else in business. If it were not so, all of us would be rich in a week. Advertising is not a business side issue. It is a part of business necessity. Advertise what you sell, not yourself, unless you are for sale. People don't want to buy you and they may want to buy your goods. If one half of the advertisement is for the firm name, nine tenths of that half may be wasted. Spasmodic advertising is as silly as spasmodic eating. To expect a single advertisement to pay is as foolish as to hope to grow fat on the effect of one dinner. Persistency in advertising is as necessary as persistency in business. The substance of a year's advertising can't be fired at one loading without blowing up the business. The advertiser of to-day who is not the advertiser of to-morrow may be out of business day after to-morrow. He who expects his advertising to bring immediate returns deceives himself as badly as does he who attempts to make his corn grow faster by pulling at the shoots. The indirect benefits of advertising overshadow the direct. Continuous advertising stands for continuous prosperity. When you economize it isn't good business to advertise it by cutting your advertising. Appearance of success means success. When you cut your advertising you tell outsiders that there is something the mat- ter with the inside of your business. 'Tis not so much how much you say, 'tis how you say what you say. FOWLER'S PUBLICITY You waste your milk if you try to put a gallon into a quart measure. You spoil advertising if you crowd it out of shape. If advertising is any good, and all good business men say it is good, the good of it is in a good deal of it. The law of averages is safer to follow than the rule of exceptions. What you individually think may not be correct. What the majority think stands some chance of correctness. Plenty of advertising pays proportionately better than too little of it. Nor 1 LUI People are suspicious of the one-time advertiser. If he had the sense to start why should he have the nonsense to stop? Stopping an advertisement breaks the profitable connection and it costs more to connect it again than the expense of keeping it connected. There is a great big difference between economy and annihilation. There are exceptions to all rules. It doesn't pay to advertise ice skates in August nor rowboats in January, but it does pay to advertise everything that sells all the time or a good part of the time in good times and in dull times. Advertising before season is often as profitable as advertising in season. The non-advertising merchant invites the dull times and the advertising merchant drives them away. When times are good and folks are willing to spend money, advertising suggests that they spend more money. When times are bad and folks don't want to spend money, advertising should create desire for and recognition of necessities. “ Times are dull and business is duller,” growls the business bear. Unnaturally in fact, yet naturally as he sees it, he overstudies economics until he worries himself into a transient attack of business parsimony. When the buyer practices frugality the unbusinesslike business man hacks down expenses with the broadaxe of ignorance. Better it would be for him if he cut ex- penses with a fine-tooth saw, for the unassisted arm may swing the axe while the sense will wield the tool of intellect. Good business logic never chops anything. It cuts it. The intelligent business man leads, not follows, his customers. In quiet times folks recognize necessities, but half of them don't feel that they really need them until somebody tells them, and the telling friend is the well-worded adver- tisement always telling what people want to be told. You might as well stop feeding the horse because the weather is unsuitable for using him, as to stop advertising because people think the times are not adapted to buying him. As you would feed your horse with oats so feed your customers with advertising. Because you have nothing new to advertise is no reason why you shouldn't advertise, for old things with new advertising seem as fresh as new things without advertising. 0 CS 11. PROBABLE PROVERBS When folks want to buy any fool can sell them. When folks don't want to buy advertising must help to make them buy. There may not be a dull season in a live store. An ounce of advertising before the trade goes may be better than a pound of ad- vertising after it has gone. In good times take advertising. In dull times take advertising. The health of trade must take advertising. The sicker the business the bigger the advertising dose. A seller can't have a better introduction than the introduction of advertising. The house that's known is the house that advertises, and the house that advertises will sell more goods, all things including drummers and salesmen being equal, than the house that is never seen in print. Advertising should precede the salesman, accompany him, and follow him. The more you're known, if you're known favorably, the more you'll sell. Don't discharge advertising if it refuses to be more than a master of ceremonies and to pleasantly introduce you to the buyers. Printer's ink is the nucleus in the firmament of profit. The blacker it is the brighter it seems to be. Advertising is casting business bread upon the business waters that it may return in business profit, — perhaps not every time, but in the philosophy of the mercantile sea the tide of profit as often flows as it ebbs, and advertising is the only oil that can smooth the breaking of a panicky wave. Not how much you can make but how much more you can make is the yell of prosperity's college. Advertising should make money for you, and if you're making money it should make more money for you. Invest a part of your capital in advertising. Invest a part of your profit in more advertising. Invest a part of your extra profit in much advertising. Opie mixed brains with his paints and painted nature. Successful business men mix brains with their advertising and make money. The cells of your spinal marrow teach you how to saw wood, but you've got to go higher than the spine to find the seat of profitable publicity. “What's the use of advertising when my business is the only one of its. class in 01 has passed, and the always present “Me Too" thinks his trade so settled that the wind could not rock it out of place. The mercury of competition may be frozen in the local barometer, but every mail brings the advertisements of out-of-town houses, which with the express as an accom- plice and the mail as an ally, draw trade from every town and hamlet. There's no trade too settled to ignore advertising. There's no monopoly too strong to defy competition. vn FOWLER'S PUBLICITY DK. TY If competition isn't in town it may be in the next town, and an enterprising trolley may connect them. Advertising is a trade-holder as well as a trade-maker. It is not whether or not to advertise, but how to advertise. “We are advertised by our loving friends,” and “ Our customers are our best ad- vertisements," sound well and smell of poetry, but no man's tongue, nor no woman's tongue perpetually on the wag can take the place of printer's ink. You have something to sell. There is somebody who ought to have it. Connect your something with that somebody and there may be a trade. The world over the experience of every man of success says that advertising is the only medium which will assist and do the preliminary work of bringing the pro- spective buyer into the store, or getting him into a mood for buying. The advertisement which suits you and suits your wife and your minister and your doctor and your lawyer and your secretary and the members of your club may not suit the public. The advertising suit that the public wants is the suit that fits the public. Not what you think but what others think creates trade. Don't write your own advertisements if you can find somebody else to write them for you. A good business man ought to know too much to prepare his advertising. Nobody can know too much about the making and the selling, but many a man knows too much about them to properly tell the people what the people want to know about them. The advertisement writer is a man of composite qualities and he stands with one hand on the outside and the other hand on the inside and bumps the two together. All things being equal, the larger the advertisement the more it will be read, but an attractive small advertisement is better than a poorly written one of three times its size. The good of advertising is in the harmonious combination of quality and quantity. Some men invest their money with a string to it. When the money rolls around the corner in search of fertile ground they jerk it back unto themselves. There are a sort of sufficient-unto-the-day people who do not believe in the busi- ness doctrine of looking out for to-morrow and the day after. 'Their business methods might run a peanut stand with a law requiring peanut eating. This business curios- ity holds his cracked slate in his lap, and with a split pencil figures that the direct sales are less within the circle of the life of the advertisement than is the cost of the advertisement. Upon the rickety tablet of his mind appears a loss of profit. He enters his gloomy closet, mathematizes again, and concludes that adve altogether too high. The inconsistencies of human nature, in all the nakedness of their frailty, are shown in the lack of judgment of otherwise good business men who attend to everything well except advertising and expect poor advertising to do good work. 111 ТО omes PROBABLE PROVERBS T1 The man with something to sell can no more afford to be out of advertising than he can afford to be out of his store or out of his head. The good of all good is in so handling the good that the good of it does good. Poor advertising pays poorly. Good advertising pays well. Better hit the pocketbook of one man than the feet of a dozen men. Give advertising a chance. A few words inside of a man are worth many words outside of him. Simplicity is art because the ignorant can understand it and the intelligent can appreciate it. Don't give people more than they want. Don't print more than people will read. There can't be dollars in senseless originality. If the writers of the Bible, Shakespeare, Robinson Crusoe, and neare Robinson Crusoe, and Pilgrim's Progress could get along with words of simplicity there can't be excuse for over-fine writing in advertisement construction. Over-originality may be as bad as too much conventionalism. That which the people can understand is far better than that which you only un- derstand. Tell your story and when you're through telling it, stop. Write your advertisements from the customer's standpoint. You can't make him appreciate your side of it. . . Brevity is the soul of publicity. If folks don't know you have it, what's the good of having it? The known poor is more salable than the unknown good. If you don't take pains to tell people what you have, why should they take pains to look it up? Folks must be asked. Advertising is the only asker that never objectionably asks. Conglomerate bait won't catch fish. The bait the fish snaps at is the bait the fish likes. Bait for what you would catch. It is easy to push one point into a customer. The forcing of many points is like running a harrow which scratches and does not penetrate. The bigger the rolling snowball the more snow sticks to it. The larger the ad- vertisement, the more trade it draws. All the men who fail do not advertise, but few who advertise fail. Folks will not buy of the unsuccessful merchant, nor will they trade at the dull store. Folks would rather be jammed in the crowd in the store that is crowded than buy in the store of vacancy. It's the business of business to talk business when there isn't any business. 42 FOWLER’S PUBLICITY CC W Trade isn't worth having if it isn't worth going after. The lazy merchant wants advertising to do all the work. Advertising is the active man's friend and the lazy man's enemy. In good goods, good stores, good clerks, and good advertising is good profit. Part of art, beauty, harmony, and those things which make this life brighter, is de- pendent upon the appearance as well as upon the substance. The inside of most everything is purchased by the appearance of the outside of it. The method of serving is as important as the quality of the served. In good goods, good appearances, and good surroundings is the trinity of success. The poor well served may taste as well as the good thrown together. First impressions begin lasting impressions. So long as the inside is inside of the outside, the looks of the outside must mirror the value of the inside. The apples in the barrel should be evenly distributed but all the poor apples shouldn't be on top. A business is judged by the advertising of it. What the people don't see must be reckoned by what they do see. What is, is, and what will be, will be, and he who succeeds in business must balance every part of his business that each part may attend to its own business and assist the other parts in minding their business. Great Successes “ Weighty words by weighty men” . Y I PAX97 HE writer asked the representative successes of the world to tell how they made advertising pay, or what they consider constitutes success- ful advertising. Within are chapters of fact, not theory, for each one tells what he AGI has done and how he has done it, and gives to the world at large a true sketch of the method of his most important life-work. These men advertised, and are still advertising. . Every one of them has been, or is, a pronounced success. · Each one acknowledges that advertising helped to make his success. athoritative words come from the representatives of every class of legiti- mate and profitable trade, presenting the successful advertising methods from every department of business, from the great international and general advertiser to the ex- tensive retail advertiser, and from the conservative merchant and manufacturer who confine their advertising to the trade papers or to printed matter, to some of the professional giants of profitable accomplishment. This department presents in the individual and composite opinions a series of pictures reflecting the methods of success of men of mark and money. Woman has not been forgotten, and within these pages is much about what she knows about business and advertising. This department presents the opinion, advice, and experience of men representing a combined capital investment estimated at six thousands of millions of dollars and a gross annual income estimated at three thousands of millions of dollars. The reader will not agree with all that is said, and each writer differs from many of the others, but good or bad as their methods may seem to be, they have either brought business, or have not been able to kill business, for in every case business came. It may be true that some of the methods are opposed to the correct principles of advertising and business, and that success was due to other causes, but in the aggre- gate the opinions of these men must be right, or their individual and collective suc- cess could not have been possible. Comparatively few of these representative men had ever before expressed a definite opinion, and the writer would have to be a good deal more modest than he is if he 1 . 43 44 FOWLER'S PUBLICITY XT 1 did not feel proud of this voluntary and unmistakable coöperation from the suc- cesses of the world. The majority of the articles were written by some member or officer of the com- pany, and the few written by advertising managers or other employés were prepared in accordance with the house-policy. None of them reflect biased individual opinion, for all of them tell the story from the successful business side, and rise far above the narrowness of personal prejudice. These articles are all presented as they were written, subject only to proof reader's corrections, and no attempt has been made to change the style of construction or punc- tuation, or to adapt it to the reading plan of the book. In every case the full identity of the writer and house has been preserved. All of these great successes are proud of their accomplishments, and many of them have taken occasion to speak enthusiastically of their success in business and of the quality of the goods they make and sell. This is their right, and they would be un- true to themselves and to their business if they did not emphatically express them- selves. Perhaps a few of them considered this opportunity a good occasion for the adver- tising of their wares, and partially adapted their expressions to this end, but they paid neither the writer nor the publisher anything for this privilege, and it would have been ungentlemanly and unfair to have cut out these words of just self-commendation. Many of the writers have written of the evolution of their business, and have traced their success step by step, and a few of them have written more about business than about advertising. This was their privilege, and adds value to the general com- pleteness of the department. Some of the writers have said that they do not know how they made their advertis- ing pay, and have told why they did not know, and these articles, because of their negative quality have the strongest affirmative value. All of the articles were written especially for this book, and are protected by the general copyright. A few of the articles were written by the writer of this book, because the houses represented had been his clients, but all of these represent the method of success from the standpoint of each business house, and not the personal ideas of the writer. That no preference may be shown, the order of articles is promiscuous. At the close of this department appears a double index presenting both the firm and individual members' names. U 1 TY Om е 21 TI Y an 1 no L GREAT SUCCESSES The order of the articles is intentionally promiscuous to avoid the appearance of preference. The Index is alphabetically arranged. 1 TIT A. & F. Pears used Pears' Soap," are illustrations of these. · These successful essays have to compensate London, England, “Pears' Soap.” By Thomas for unsuccessful ones, which have only a J. Barratt. passing, and not a permanent interest. You ask me what, in my opinion, consti- The daily newspaper, the family magazine, tutes successful advertising. and mural advertising would appear to be the I suppose the natural reply is so that which most popular and successful media. pays,” and this, generally speaking, must To deal in other than generalities would in- have for its basis something which the world volve the writing of a big book, and not a wants, and which satisfies it when it gets it. brief letter. It should yield a good gross profit to. I believe that a really good article in general admit of bold advertisement, and should, use, having intrinsic merits, and if possible, nevertheless, be cheap to the consumer. special merits, that is largely, well, cheaply, This is not an anomaly because the busi- and intelligently advertised, should pay a good ness which should result enables one to buy percentage upon the investment. How, when, all the elements of production cheaper, and and where such advertising is done would this same power is extended to the advertising largely depend upon the individuality of the expenses. advertiser, as I have already said; but as to The largest buyer of publicity naturally the methods, and in what proportion they obtains the lowest price, and cheap publicity prove profitable, I do not think any large ad- is an essential to success. vertiser can speak. Obviously, other things being equal, he who It should be remembered that it is always can attract the attention of the greatest num- daytime somewhere in the world, and stores ber of people at the cheapest rate will be fore- are always open somewhere, and the large most in the race. This, then, is the business advertiser is getting sales during twenty-four of the advertiser. The way in which each hours every day. arrives at this result depends very largely As to the relative value of different media upon individual character and disposition. or methods, I do not think anyone could You ask me to enumerate some of my own truthfully tell you much. methods. The advertiser must exercise the greatest I suppose some of these are dependent upon care in all his efforts, and judge by the result having long years ago endeavored to elevate of their totality. the tone and character of advertising, for I, at least, have spent upwards of a million which there was then more scope than to-day, sterling and am not able to designate the best because all advertising is now so very much method. better done than it was a quarter of a century ago. Doliber-Goodale Company The cheapest advertising is that no doubt, which the public is kind enough to do gratui- Boston, Mass., “Mellin's Food.” By Thomas tously by 6 catching on," as you expressively Doliber, President and Treasurer. call it on your side of the water. You have asked me to answer the question, “You Dirty Boy,” “ He won't be happy - How I made my advertising pay?" I do till he gets it,” and “ Good morning, have you not know, and I will tell you why I cannot tell. TTT ST OT U V 46 FOWLER’S PUBLICITY TO T T When I first became acquainted with Mel- any cessation of the energy in pushing it lin's Food, it was on the occasion of a mother forward. coming with her almost dying baby and say- It required an outlay of more than $25,000 ing that she had used Mellin's Food in Eng- before the first bottle of Mellin's Food was land, but she had used all she had brought made, and to me at that time it was a large over and must have more immediately. sum. 66 Cable for it,” said she, and I did so. I was All the money I had, and all I could get her earnestness; I investi- hold of, went into Mellin's Food. I gave up gated; I found that Mellin's Food really had a comfortable residence in the city and moved merit; and I became interested in it. I to a small house in the suburbs. Once -- I thought it over thoroughly, and I made up my say it with a blush — I offered to transfer the mind that I would investigate further. Just life insurance policy, which had been made what I would do I could not. I must first for the benefit of my family, to an advertising consult my senior partner, who was a hundred agent as security for further newspaper adver- miles away on his vacation. Should I wait tising. until he returned? No, I had made up my As for the kind of advertising that has done mind, and why wait? I took the train the the most good, if I knew what it was, I would next morning and went to see him, not know- be glad to tell it, but I do not know. I have ing how soon he would return. He returned not forgotten that the very first effort I made that very morning. Finding I had missed to advertise Mellin's Food was in the form of him, I took the train back, and went immedi- a small three or four line reading notice which ately to his house, and at night talked the I put into the Boston Transcript. That notice matter over with him, and told him what I was read by a lady visiting at the White felt I must do. He did not share my enthusi- Mountains. She at once wrote to ask me asm, but my own enthusiasm was not chilled if I knew, of my own knowledge, whether by his lack of it. This was more than twenty this was a good article: not what the manu- facturer said about it, but could I personally The result of this interview necessitated a say that I knew it was good. I replied that I journey abroad, which I immediately under- could, of my own knowledge, say that it was took for the purpose of introducing Mellin's a good article. She had a very sick child. Food in America. There have been many The Mellin's Food was sent to her, and she obstacles and privations and drawbacks, but administered it to the child, and the child im- in all the time that I have been connected mediately began to recover. She called for with this enterprise, I never lost my courage more Mellin's Food; she wrote a most warm but once, and that was for only a few hours, and appreciative letter. I asked her if I when the machinery, from which much was might have permission to publish it; she gave expected, and which had been set up at a the permission, and I published it. She was large expenditure of time and money and a lady prominent in society in Philadelphia, thought, was found to be ineffectual, and had and the publication of her letter did a great to be pulled to pieces and made over. I deal of good. never had any doubt of ultimate success — One day I called upon Mr. Niles, the in fact I might better say that I never advertising agent, and told him that I had thought of success. I put my hand to the seen a most interesting letter which Miss plough, and I believe I can say I have never Gilder had written from New York. She was looked back, and from the beginning, down then writing the Brunswick letters for the to the present moment, there has never been Boston Saturday Evening Gazette. She used, . 7 GREAT SUCCESSES 47 in that letter, a most apt expression, one that I They have been a source of delight and pleas- it?" 1 Food was already well known, but that there come in large numbers from the medical pro- were always new babies and new invalids” to fession; they have come from all ranks of whom it must be made known. Mr. Niles society, and from all callings. The Empress said sarcastically, “ I suppose you are going of Germany consulted her Cabinet, and with to file this letter away and do nothing with their advice and consent, in the gratitude of her heart, she caused a letter to be written I said, “ No, I am going to put it into stating that her sons, the Royal Princes of every prominent paper in every large city in Germany, had been successfully reared on the United States," and I did so, and the re- Mellin's Food. This was impressive; I ap- sult was distinctly felt. preciated it, and I appreciate as well the illit- I have said that I could not tell what par- erate letter from the mother in humble cir- ticular thing has helped, or has helped the cumstances, to whom her little boy is as dear most. There has never been a moment, sleep- as the German Princes are to the Empress, ing or waking, since I started this enterprise, and to whom the writing of a letter is a that I have not thought or dreamed of some mighty effort, but she strikes it red hot from way to increase it, and make it better known. the anvil of her heart because she must express I have often waked up in the night with an her gratitude, and because the maternal in- idea, and I would lie awake and develop that stinct is strong and she feels she must help idea in my mind. I soon found that that plan other mothers who may be in a like per- was endangering my health. Then I would plexity. have a block of paper and a pencil, and a Once a well-known Episcopal clergyman candle and matches in a chair at my bedside. of Massachusetts, whose testimony is unim- If I waked in the night, as I often did, with peachable, wrote me that he always kept in an idea that was useful about the business, I his study, ready at hand, a bottle of Mellin's would immediately get up and note it down. Food; that he never was called to baptize a This would enable me to crystallize that idea dying child without taking along with him a and keep it where it would be safe, and I bottle of Mellin's Food; that he always ad- could then go back to bed and go to sleep. ministered it to the child, and it had been the What has done it? It has been newspaper means in his hands of saving the lives of advertising; it has been the giving away of many children. samples; it has been personally visiting sick What methods I have adopted I hardly children; it has been corresponding with know myself. I know that I will not be despairing mothers; it has been issuing cir- bound by tradition; I know that I will not culars of advice; and it has been every other attempt to be consistent; I will not do a thing means that I have been able to think of; but to-day because I did it yesterday. In fact, what particular one has done it, I do not I may say that inconsistency is one of my know. It has been done from affection; I may I will not do myself that which I can find truly say it has been done with love. I dearly some other person who can do as well as I love children, and it has been, and is, one of .can, and when I have deputized all that can the joys of my life that my business has been be deputized, there is still left an enormous one to minister to the comfort and happiness amount which cannot be deputized and must of children. That it has done so, I know be done by me personally. partly from the letters that have come to me. I have spent many thousands of dollars in TT1 WY amuty. 48 FOWLER'S PUBLICITY TITN m advertising Mellin's Food; a good deal of it ing how to tell your friends about that article. may have been spent unwisely. I have done I said that I knew nothing about a disin- a few bold things, but whether judiciously or fectant. That he must study that subject from not, I do not know. But I will say modestly its own standpoint. Did a disinfectant enter that I have set a step which some others have the house by the front door, or the side door, seen fit to follow. I trust I have learned or the kitchen door ? Was the public ready something about advertising. But how I have for a disinfectant? Was not the first thing to made my advertising pay, where I have spent educate the public to require a disinfectant ? the money most judiciously, I wish I could tell All these, and many other things must be you, but I cannot. studied. I suppose you know my definition of adver- I am not competent to give rules for others, tising. It is 66 The making of a favorable but from my own experience I have deduced impression." All the advertising of Mellin's a few things which seem useful to me, and Food has been done with the idea of making they may be worth mentioning. They are a favorable impression. these: When you wish to advertise a chewing Seize the opportunity. gum, or a child's toy, or a book, or a hook Make the favorable impression. and eye, or many other things, which I could Make the lasting impression. mention, you can, if you wish, write a funny Advertise your advertising. advertisement. But not so in advertising an W hen you have a message to utter, do not infant's food. Do you think a mother is tell it unless you believe - no, unless you drawn towards a food for her baby by a ridic- know, that it is absolutely true. When you ulous advertisement, or by an advertisement know that and when you feel that, then which makes fun of the sorrows of childhood, Tell it faithfully; or makes fun of the baby, the sacred thing of Tell it simply; the household ? Never. It must be digni- · Tell it positively; fied, it must be proper, it must be interesting, Tell it as concisely as you can, but it must be to the point. The pictures of the Tell it fully; healthy, happy babies that have been made so Tell it in large type; by the use of the article advertised, is a kind Tell it fearlessly; but above all of advertising that makes a favorable impres- Tell it truthfully. sion, and it has made a favorable impression If your message is addressed to women, for Mellin's Food. and you seek their confidence, and want their The advertising of an infant's food is, from respect, the very nature of things, largely an advertis- Tell it with boldness, but with delicacy. ing for the future. The mother reads the ad- Remember that the Public is as your best vertisement to-day and hides it in her heart friend; for future use. Remember that the Public is your best I was once asked my advice as to the best friend; manner of advertising a disinfectant, because Remember that the Public is as knowing I “had done a good deal of advertising.” as the smartest member of it. The enquirer supposed that advertising was If you have all these things in your heart, simply advertising, that it was arranging dis- then play type and screwing the newspapers down TELL IT UNCEASINGLY. to their lowest rates, not realizing that it con- The annual sale of Mellin's Food, reckoned sisted in studying your own article and learn- by the number of bottles, has reached into, 1 IT GREAT SUCCESSES . 49 the millions. So far as it has become known, supply, and we began to fall behind our it has won the confidence of the medical pro- orders. We continued our advertising, how- fession, and the public. I have confidence ever, and bent every energy toward meeting that some day it will be a success, and that it the demand promptly, but we had been either will be used by a majority of the babies of fortunate in commencing our advertising at North America. When that day comes, if the opportune moment, or were fortunate in I can answer your question, I will try to do sending out advertisements which were con- so – how I made my advertising pay. vincing, as the demand continued to grow until we found ourselves fairly • snowed Standard Manufacturing Company under,” and, production having reached the capacity of our plant, we were compelled Pittsburg, Penn., Porcelain Enamel Bath-Tubs to build entirely new works. suited both in and Plumbing Goods. By 0. F. Grant, Man- size and equipment to meet the growing ager. demand. THE entire production of porcelain-lined The difficulty of getting porcelain-lined baths in the United States in the year 1889 baths, owing to the demand being larger than did not amount to more than ten per cent. of the supply, caused others to attempt their the number produced in 1895, and it is not manufacture, and while their product was remarkable that the demand for an article so very inferior, they were yet able to work it splendidly adapted to the purpose for which off, owing largely to the fact that the public it is intended amounts to only about five was not able to judge of the quality of an per cent. of the annual consumption of baths article with which it was not familiar, and, of all descriptions, when the circumstances having concluded that the enameled bath was attending its introduction are taken into what it wanted, was satisfied to take anything account. The natural increase in the con- offered rather than use the old style. sumption of porcelain-lined baths was retarded Recognizing at the start that in order to by the prejudice of the trade against their offset the prejudice of the trade, and to over- use, which was based partly on the fact that come any doubt in the mind of the customer the first attempts at their manufacture were as to the lasting qualities of our goods, it not successful in producing a lasting article, would be necessary for us to assure the buyer but was more largely due to the radical de- of the honesty of our statements, we guaran- parture from time-honored standards which teed our goods, and are to-day the only mak- their adoption would necessitate. This, how- ers in the world who make but one quality ever, only explains why the natural growth and warrant every tub turned out; that this of a number of years had brought the demand fact is appreciated, by both trade and public is to so small an amount, the principal reason evinced by the ós just as good ” cry of both being, that no effort in the way of popular the makers and sellers of the imitation article, advertising had been made to acquaint the and our goods are to-day Standard in quality, public with its merits or to even inform it that as well as in name. such an article was manufactured. The fact that outside of the cities and towns In the spring of 1890 we began, in a small having public water supply we could not hope way, to feel the public pulse through one or to find many customers, coupled with the pe- two of the magazines. The result was highly culiar nature of the goods, made the prob- satisfactory as the demand began to grow im- lem of advertising a somewhat more difficult mediately and continued to increase more one than it would have been for an article of rapidly than we were able to increase the more general consumption, and largely re- T 50 FOWLER’S PUBLICITY . Agent. ini 1 S TY1 < duced the number of mediums available for our use, and we, therefore, confined ourselves to a few of the best magazines, and our later By E. L. Lomax, General Passenger and Ticket experience has justified our earlier judgment, as we have never departed from the class of The Union Pacific advertising has been publications first employed with satisfactory made to pay: results. 1. By taking the public into our confidence Those periodicals which go into and are and making them thoroughly familiar with read by the whole household, we have found what we had to offer: First, through the to be the best, and we attribute this to the fact newspapers; and second, by circulars, fold- that while our announcement may not meet ers, and pamphlets. the eye of the purchasing power, some other 2. By always appearing the same to the member who is equally interested in the home public by the use of a trade-mark, and by will see it, and bring it before the “ Powers catchy phrases always the same — making that be." the familiar dress larger or smaller as the To write an advertisement that would not case might be — but always the same dress, only catch the eye but convince the reader, until the public came to look upon our adver- we found to be the hardest task of all, and the tisements as they would upon an old friend - further we went the more difficult the problem so that no matter how far removed from Union became. We were often puzzled to know Pacific territory the newspaper or publication just what to send out, and were often surprised was, or what class of people it was intended to find that what we considered only passable to reach, just one of the familiar Union Pa- brought the best returns. cific advertisements would at once make the The general adoption of porcelain-lined public feel at home with the publication. baths brought about a revolution in bath-room 3. By understating, rather than overstating, furnishment, and their advent was followed the merits of the Union Pacific line, and thus by the adoption of other apparatus of improved avoiding misunderstandings and apologies to pattern and sanitary excellence, so that the the public. modern bath-room with its open-work sanitary plumbing displays a greater advance than any 5. By making advertisements short, but other part of the dwelling of to-day. having plenty of them — always bearing in That the present excellence in bath-room mind that brevity is the soul of wit. equipment is largely due to the impetus given it by the adoption of the porcelain-lined bath is generally admitted. This being granted, and the claim that the general use of the por- Boston, Mass., Wholesale and Retail Clothiers and celain-lined bath was brought about by adver- Outfitters. By Hon. A. Shuman. tising being also admitted, when we consider We make advertising pay by rendering a that the demand for this class of goods in- clear statement of facts, entirely free from creased ten-fold in a little over five years, exaggeration; selling only good goods that and compare the general equipment of the possess intrinsic value, and invariably giv- bath-room of to-day with the best known ing the public merchandise exactly as ad- less than a decade ago, is it not in keeping vertised. with the facts to say that it is a marked ex- The confidence thus established in the ample of the benefits derived from printer's minds of the public makes our advertising ink? pay. GREAT SUCCESSES 51 Brinsmead Piano Works magazines opened up new business at home and abroad. The publicity given to the first- London, England, Pianoforte Makers to the Prince class medals that were awarded the firm rap- and Princess of Wales, the King of Portugal idly developed it, till its name became a and the king of Bavaria. By John Brinsmead household word in Great Britain and the & Sons. Colonies. We consider that careful advertising during John Brinsmead & Sons think that to adver- the past 20 years has materially helped to de- tise a useless or inferior article is an utter waste of money, but to give publicity to a Advertising is, as Macaulay said, as neces- superior article that is in general requisition sary to business as steam is to machinery. invariably yields good results. The first necessity is a specialty that is worth To advertise in a wrong medium is value- advertising; make it known to the world as less, and much time and money have thus widely as possible. The firm of John Brins- been wasted. mead & Sons largely owes its success to the To advertise to an excessive amount is also specialties that have been patented by it dur- a waste of power. ing the past 35 years, that is to say, the piano- Enough powder should be used to send the forte mechanism known as the perfect check bullet home, but no more. repeater action, the castanet sounding board, the sound board compensator, the new string adjustment and complete metal frame, the tone sustaining pedal, the string compensator, Binghamton, N. Y., “Scales." and numerous other improvements that have In reply to your request as to -6 How I quite revolutionized the English pianoforte. made my advertising pay,” I would say that These specialties have been advertised at the it was International Exhibitions of London, Paris, By Advertising. Philadelphia, Amsterdam, Brussells, Sydney, Melbourne, Adelaide, Calcutta, South Africa, Starin Transportation Lines Dunedin, Hobart, Brisbane, Jamaica, Barce- lona, Western Australia, Antwerpt, Naples, Cork, Edinburgh. The numerous gold medals cursion Service, Starin's Shipbuilding Works, that have been gained by the firm are the best Starin's Summer Resorts. By John H. Starin, advertisements that have ever fallen to the lot President. of John Brinsmead & Sons, and the fact that ADVERTISING is the life of trade, especially Mr. John Brinsmead was decorated with the in those lines which wish to attract the atten- Legion of Honor of France, and also with the tion of the general public. During each season ribbon of the Royal Portugal Order of Villa about 1,700,000 people visit Glen Island; to Vicoza, made the Brinsmead pianos increase secure their attention we spend in the neigh- in popularity by leaps and bounds. borhood of $50,000 for advertising. We be- The firm of John Brinsmead & Sons prided lieve this to be a very judicious investment; if itself on allowing the excellence of its pianos it were not made there is no doubt that our to be its only advertisement during the first 25 business would fall off very largely — SO years of its existence, but after the Interna- largely that we are not at all anxious to try tional Exhibition of 1862, circulars and cata- the experiment. logues were distributed with marked success, No man desiring success in business can and occasional advertisements in the leading secure it without advertising. 1 52 FOWLER’S PUBLICITY Carson, Pirie, Scott & Company National Union Bank Y Chicago, Ill., Dry Goods and Department Store. New York, N. Y. By Joseph C. Hendricks, Presi- By Manager Tilton. dent. We can sum up the whole question of “ How PUBLICITY is a fine art in itself. It needs we made advertising pay,” into this: to be studied with care and pursued with cau- We key all advertisements, record all re- 'tion. The money wasted in trying to get it turns, and made our advertising pay by drop- would run a great university. The business ping all of it that didn't. use of proper means to obtain it calls for the Incidentally we used 56 Acids” as follows: best intelligence. The chief of a concern gives the topic his best thought. The value ATTRACTION. of advertising is well-known. It needs no We offered what was wanted and tried to propaganda. The question is of ways and offer it a little differently and better — for means. These must be adapted to the busi- quicker is better in the mail-order business, - ness in hand. The reflex effect of injudicious so we adopted a motto 6 The quickest Mail advertising is as costly sometimes as the effect Order House in the world.” of no effort at all. No general rule is practicable. Sense, CONCENTRATION. talent, taste, instinct — these must play around As we chose to sell the better grade of each individual case. The shot must be fired goods, we naturally offered them to the best so as to hit. Frequently a trashy advertise- people thro’ the highest class (and highest ment suggests trashy goods. There are some priced) mediums. Thus we printed our motto people who are always ready to be caught on full pages in the best women's publica- with chaff and humbug, but men who aim at tions. high and lasting success do not stop to con- sider them. Success lies in giving to people what they want, and in making it as easy We illustrated every advertisement with pic- as possible for them to get what you have to tures which we tried to make look like the offer. goods themselves. Charles Broadway Rouss DESCRIPTION. And tried to accompany each drawing with New York, N. Y., “Auction Dry Goods,” “Seller as accurate a description of the merchandise of Everything." as every-day English is capable of. I BILT up my bisnes by circular, begining with a smal sheet printed on one side and SATISFACTION. isued direct to the customer whos name I got We perfected a system of careful order- from the Comercial Agency Boox. In six filling, and tried to surprise by promptness, months, I printed this same single sheet on completing a transaction by making our cus- both sides, in a year, four pages. It is now tomer repeat the motto that first attracted her sixty-four pages, and we send out from 80,000 to us — 66 The quickest Mail-Order house in to 100,000 copies evry month. the world”! We advertised our goods at prices which We believe these - Acids” will act as a we hav always considered belo competition trade tonic, remove sluggish stocks, and thor- and we now hav between twelve and fifteen .oughly cleanse the store-system. thousand customers. USTRATION. > VA GREAT SUCCESSES 53 > X VITT VY UT Estey Organ Company East, America, and throughout the globe, a - household word.” Brattleboro, Vt. By Hon. Julius J. Estey, Treas- The medium that has been found the most urer. profitable, and which indeed the firm uses In our advertising it is a very difficult mat- almost exclusively in America and elsewhere, ter to trace any of our mediums or advertise- is the daily newspaper. Better results have ments, and attribute any sales directly to been obtained from advertisements in daily them. We have made several attempts to do papers, metropolitan and provincial, than from this, but never with any satisfaction to our any other means of obtaining publicity ex- selves, and we have rather come to the con- perimented with — posters, advertising in cars, clusion that the best method of advertising mailing or otherwise distributing circulars or for us to pursue is to keep the name of printed matter, etc. All have been carefully - Estey” prominently before the public, so tested, and the results obtained from advertis- that whenever any one thinks of an organ or ing in dailies have been so much superior, that of a piano, he will associate the name of the firm but seldom uses any other medium. 6 Estey” with it; and then to give our cus- The style of advertisement used is also one tomers such a quality of work as shall make of extreme simplicity, the absence of competi- every purchaser a staunch friend. tion above referred to rendering catch-phrases, Nearly fifty years of experience have proven cuts, or very large amounts of space unneces- to us that this course is the wisest one. sary. Under the familiar heading of “ Cook's In selecting the mediums for our advertis- Tours,” are plainly but carefully and accu- ing we always make an effort to take such rately set forth the details of the particular publications as we are quite sure will go into business being advertised at the time, sufficient the hands of the people who are most likely display and variety of type being used to make to become customers. the advertisement sightly and intelligible. In the preparation of the copy for our ad- While the firm naturally considers the ser- vertisements, the study has always been to vices they render to the travelling public the make them as concise as possible, and as I chief factor in promoting the remarkable in- said before, to emphasize the name - Estey.” crease in their business, from the small begin- I do not see how I can make our experience ning in 1841 to the present time, when nearly any more clear by multiplication of words. every principal city throughout the world has a Cook's Office, they recognize the immense Thomas Cook & Son advantage, or rather, the necessity, of con- stant and widespread advertising. London, England; Paris, France; New York, N. Y., Tourists' Agents and Bankers. By Vor y Yarmouth Steamship Company the Manager. The fact that the business of Thomas Cook Yarmouth, Nova Scotia. By L. E. Baker, Presi- & Son as tourist agents is unique — there be- dent. ing practically no competition — makes the THE Yarmouth Steamship Company be- advertising of it a comparatively simple matter. lieves in printer's ink and in keeping its busi- The principle upon which the firm has acted ness constantly before the public. during the 55 years of its existence is per- We make a point of having the best of sistence, — keeping constantly at it; the name everything. We have the best steamers. One and business of the firm has been kept before of them, the S. S. “ Boston,” the fastest of the public until it has become, in Europe, the her size in the world, is 245 feet keel and 54 FOWLER'S PUBLICITY 4500 horse power, with bilge keels and triple employ sober, reliable, and polite officers in expansion engines. We had the first triple whom the public has confidence, and who Y 1 owned in Canada. make it a success, you will succeed. Owing to our geographical position we have We have the sportsman's paradise with the shortest and most direct route from Nova moose, bear, duck, woodcock, partridge, Scotia to Boston. We make the run (240 plover, salmon, and trout. miles) in about sixteen hours. We set apart a large sum annually for There are no better ships sailing out of advertising, and by keeping our Steamship Canada or the United States. No other line Line, our hotels, climate, fishing, hunting, our has made the record for regularity made by Land of Evangeline (of which Longfellow these ships. They were built by the best wrote so beautifully, but never saw), and builders in Scotland. Halifax with its fortifications, its army, navy, We inaugurated the Press Excursions from and its fine harbour before the public, have Boston to Nova Scotia, and have followed made it pay. them up for some years, and our illustrated The Yarmouth Steamship Company would Guide Book, of which we issue about 10,000 never have been a success without constant annually has been a wonderful agent in advertising; and thousands of Americans bringing Americans to our lovely Province. would never have known the beauties of our Our coal, gold, iron, fish, lumber, fruit land had they not seen our Guide Book called (about 400,000 barrels this year for export), - Beautiful Nova Scotia," which is sent all and lobsters (about 150,000 live lobsters hav- over the United States and Canada. ing been shipped on one trip from here by My advice is to use printer's ink, treat the S. S. - Yarmouth”) make us the finest and press men well, and keep your business before richest Province in the Dominion; and we the world. have the third best hotel in British North America, the Grand Hotel, which has about one hundred rooms. Our town has only 7000 inhabitants. We Chicago, Ill., Lard, “Cottolene," “ Copco Soap," are more Americanized than any other town “Gold Dust Washing Powder.” By H. C. Ban- in the Province; but we are strictly loyal to nard, Second Vice-President. our Flag and Queen. I MAY, perhaps, value hard work and per- The thermometer here rarely registers be- sonal effort in sales management more highly low zero in winter, and not over 65° to 80° in than some others may. summer. We have no hay fever or malaria. We have most assuredly made our adver- The townspeople have fine gardens; well tising pay. laid out grounds; beautiful hawthorn hedges; We have aimed, generally speaking, to do and fine churches, schoolhouses, and resi- enough advertising, whenever we did any, dences. . preferring to err on the side of doing too Yarmouthians boasted ten years ago that much rather than too little. they owned more wooden ships to each in- But we have proceeded upon the uniform habitant than any other town of the same size theory that it was of at least equal impor- in the habitable globe. tance to create and maintain a sufficient staff We believe that if you get the best of any of competent, faithful, persevering, reliable, thing and advertise it, keep it before the pub- creditable, well-instructed, and thoroughly dis- lic early and late, look after it carefully and ciplined traveling salesmen. <3 LI GREAT SUCCESSES TIT1 TT Doubtless the basis of the most enduring advertising that a manufacturer can establish Railroad is the friendliness created for him with the public who has bought his goods and found Chicago, Ill. By George H. Heafford, General them satisfactory. Passenger Agent. If he deceives with reference to his goods, WHATEVER medium will attract attention the public will resent it, and will turn away and interest the public is my idea of success- from his invitations to buy, no matter how ful publicity. skillfully or attractively these invitations may A railway company can properly use any- be presented. thing in the way of an advertisement, from its name on a tooth-pick to a trade-mark painted on the pyramids of Egypt. Nothing is too small or too great if it Jersey City, N. J., Tobacco. By Ellsworth F. succeeds in arresting the public eye. Bullard. Newspapers, booklets, maps, time-tables, It being self-evident that no matter how and magazine articles, are, to my mind, the meritorious an article may be in itself, it must best mediums for reaching the first-class pas- be brought to the attention of its possible user sengers desiring to travel over a first-class before he can become aware of its superiority, road, viz: The Chicago, Milwaukee & St. no argument is necessary to demonstrate the Paul Railway. fact that publicity is absolutely essential to the success of any article seeking recognition by Studebaker Brothers Manufactur- the public at large. « Successful publicity” is that kind of pub- ing Company licity which produces results which justify ex- penditures. South Bend, Ind., Carriages and Wagons. By The methods which should be used to bring about the desired 6 successful publicity” de- We will confess to you that we would much pend, in a large measure, upon the nature of rather sit at the feet of Gamaliel to learn than the article, the class to whom it appeals, and to assume the rôle of a teacher in attempting the existing trade conditions under which the to educate the public on what constitutes suc- campaign for 6 successful publicity” is inau- cessful publicity. gurated. If the article be practically un- We look upon advertising as one of the known, certain well-known methods, should most abstruse of the Sciences. be adopted looking to its rapid introduction; Success in any given direction is composed but until it has become established, to a certain of such a variety of elements, and it is so extent, as a standard article, it certainly would hard to determine which of these elements be a lack of judgment to advertise it through has a given degree of importance, that the what may be termed “ permanent” mediums. precise value of any particular form of ad- Competition in all lines of trade in these vertising presents to us a mystery difficult days of progress and activity is so keen that to solve. it behooves every aspirant for commercial favor One of the advertisers puts it neatly in say- to keep his product ever fresh in the minds of ing 66 We are advertised by our friends.” So, his possible patrons. Renewed interest must in the widest sense, whatever we do to make be created, and trade stimulated by every friends may be called advertising, legitimate method. • FOWLER'S PUBLICITY 56 One of our newspaper agencies has aptly perhaps, unduly intruding the individuality of remarked that “ keeping everlastingly at it the Line which I have the honor to serve. brings success.” Our experience and obser- Multitudes of travelers representing all vation impels us to add that nothing short of parts of the earth, annually give evidence of this “keeping everlastingly at it” will bring the popularity of the Fall River Line and its that degree of success to the advertiser for route, by favoring it with their patronage; and which he is striving. that unceasing and progressive advertising on No campaign looking to the introduction : well-defined lines has been a potent factor in and sale of any article should be inaugurated developing a business that could not other- until the matter has had the most careful con- wise have reached its present proportions, is sideration. Certain methods can be success- to my mind unquestionable. fully used under certain conditions which Faith, Persistency, and Courage in adver- would not be desirable or prove efficacious if tising along well-defined lines, have been with used under certain other conditions. Indeed us a foundation doctrine for years. it would seem that it is not possible to lay Faith in the merits of our enterprise and in down any positive - rule of procedure” to the results of this course ; Persistency in the cover all cases; but special treatment should application of that faith ; and Courage to main- be prescribed for individual cases only after a tain both. “We have goods to sell,” how- careful diagnosis of the entire trade conditions ever, have always had them, and can give then existing has been made. In any event, more of “ Value received" with each year however, unless the advertiser is prepared to that passes, for we shall keep unceasingly stand by his guns and make an aggressive within the moving procession of advertisers. and persistent fight, it is better for him to Faith, Persistency, Courage — This is how cease before he begins. The popularity of an "I made advertising pay.” article must be maintained: trade must be stimulated and ever-increasing interest created created Knickerbocker Trust Company if success is to be fully attained. Generally speaking, I know of no better New York, N. Y. By J. Henry Townsend, Assist- combination to attain « successful publicity” ant Secretary. than the public press and display signs. The In undertaking to write a letter on the broad signs popularize the article; the press is the subject of advertising, let me say at the outset medium through which to present the argu- that we find it so difficult to determine with ment in its behalf. any certainty which mediums pay and which do not, that the most we can do is to say what Old Colony Steamboat Company we think constitutes successful publicity. In a financial institution this subject must, “Fall River Line," New York, N. Y., and Boston, of course, be handled with great care, as too Mass. By 0. H. Taylor, General Passenger much advertising, or anything that appears to Agent. be in the least undignified, has a worse effect You have, in your usual straight-from-the- upon the public mind than no advertising at shoulder style, assigned to me a task of more all, and whatever is done must be done with than ordinary magnitude in asking for a reply absolute good taste and a show of modesty. to the question, “ How I made my advertising The object to be attained in advertising, so pay,” for I must confess that never before far as concerns an institution like ours, is to have I attempted an analysis of the matter, make its name familiar to the people who are and find it difficult to do so now, without, possible clients, convincing them, of course, GREAT SUCCESSES 57 by a statement of our condition, that our insti- tion in a still more concise form, printed on a tution is absolutely sound and merits their single sheet, folded once, suitable for enclos- trust and good-will. ing in letters, etc. So much depends upon confidence in the The form of the card should seldom be management of a financial institution, that it varied and it is well to have the name of the is thought best to publish a list of officers and company set up in some type or manner directors, so that the public may judge for peculiar to itself, so that wherever it meets the itself whether or not they are men to whom it eye it is immediately recognized, the idea desires to entrust its money or financial affairs. being that the same statement appearing be- Our principal advertising must be in the fore a person, year in and year out, will have large city dailies all over the United States, a better effect on the business we solicit than and in one or two of the very best financial varying the size and wording of the card. papers in this city; nevertheless, we find that Familiarity with our name, coupled with the inserting a card in religious papers and in knowledge that we are worthy of confidence, papers devoted to special interest, is very often does more good than a detailed statement of useful; but, on the other hand, we consider what we can or will do. that we derive absolutely no benefit from such It must always be borne in mind that too mediums as magazines, illustrated papers, little advertising is to be preferred to too much country papers, agricultural papers, or litho- display, that simplicity above all things is graphic cards. desirable, and that a straightforward, plain Benefit is often derived from a card inserted statement of facts is always best. in the program of some very popular show We do not consider frequent change of attended by the class of people from whom mediums a good thing for the reason above business in our line is to be expected, as for stated, for we believe the constant presenting instance, in the catalogue of the Horse Show. of the name of the company to a person, mak- In choosing the proper mediums through ing it a household. word with him, will do which to reach those whose patronage we de- more good than presenting it for a week, sire to obtain, the circulation of the papers used or a month, or six months, and then having must be carefully looked into, and not only him lose sight of it for the same length of the size of its daily circulation, but the char- time. acter of its readers must be considered in As to position, — it is sometimes worth more order that no money shall be wasted in placing to have an advertisement next to, or facing ourselves before those whom we know at once reading matter, but not away from those of have nothing to offer us. institutions of like character; although, in In regard to special lines of publicity, we financial papers where a person would be apt find it necessary to have a neat pamphlet of to look in choosing a Trust Company, it would some sort treating more fully the kind of be overlooked on account of being in the business done by our company, with hints, or midst of other matter. rules, for the transaction of business with us. In our business there is no time of year Such a book should be small, neatly gotten which can be considered as out-of-season for up with handsome type, perhaps illustrated presenting ourselves to the public. In dull with views of the interior and exterior of the times more personal applications for business, offices, and will always accomplish better in the way of calls or personal letters, or a results when free from advertisements of other combination of the two, with special business concerns. in view, must be resorted to, as a great deal We find it necessary also to have informa- is to be gained in watching for opportunities instituti T11 58 FOWLER’S PUBLICITY CT and making personal application to the right W e were then in shape to 6 spread out” person, or persons, at the right time. to buy lots of printer's ink; to help the In conclusion, we are constrained to say dealers, and ourselves, by creating a still that the very best advertisement is the method larger public demand. in which business is conducted and the repu- Some one has said, “ Truth is always the tation obtained among clients for unvarying strongest argument,” and we are spending adherence to sound principles; and it should large amounts in printer's ink, in simply tell- never be forgotten that courtesy to clients is ing the truth about our goods to people all a great element of success. over the United States, employing such me- diums and methods as seem best adapted to Daniel Green & Company our purpose. The whole thing is simply a universal ap- New York, N. Y., “ Alfred Dolge Felt Slippers and plication of honesty intelligently manipulated Shoes.” By the Manager. from A to Z. With a rock-founded faith in the merits of our goods, and the belief that success could not pass us by, we began advertising ten years ago, taking great care to intrust the Rochester, N. Y., “The Kodak Camera.” By placing of it to a thoroughly dependable firm, L. B. Jones, Manager. and to secure for a writer an efficient and We have not many theories regarding ad- resourceful gentleman. vertising. We simply give small doses of Many thousands were spent before they were facts in plain English and plain type, and use made, and trying moments were not wanting, those mediums which we believe will reach but persevering faith, grit, and brains won the the class of people most likely to purchase our fight for the Alfred Dolge felt footwear. goods. Our advertisements usually contain a picture Cluett, Coon & Company of one of our cameras, and in such publica- tions as can print half-tones to good advantage, Albany and New York, N. Y., Collars and Cuffs. we frequently use a picture made with one By the Manager. of our cameras. Occasionally our advertise- WE'VE been forty-six years in the business ments contain both a picture of the camera 7 11 Y VY and we may perhaps say that we made our We, of course, supply the trade liberally printer's ink advertising pay when we began with catalogues and pamphlets for distribution to buy in big amounts, by first giving years of among possible customers, as well as tasty intelligent effort to the character of our pro- show-cards and enormous quantities of sample ductions. photographs made with our instruments. We labored to make goods which we be- When we begin using a medium, we stick lieved in, and made it a point never to put to it, and rarely skip an issue, using extra any of our trade-marks on any goods which large space, however, at certain seasons of the were not readily marketable on a basis of in- year. We change copy once a month regu- trinsic value. larly. No " copy” has appeared two months In our judgment this is the foundation of in succession in the magazines in several any, and all, good advertising, for as a result years, and rarely more than four times in the dealers and consuming public believe in succession in a weekly publication. We use them, too. no dailies. GREAT SUCCESSES 59 TU AVIT XT1 Old National Bank of Evansville E. B. Eddy Company Evansville, Ind. By Henry Reis, Cashier. Montreal, Toronto, and Hull, Canada, Matches, In reply to your request for my opinion as P aper, Wood-Boards, Indurated Fibre Ware. to 66 what constitutes successful publicity," By Alexander Burnett, Manager. permit me to say, that my observation points I do not think the quality of display has to the fact that success and prosperity in the been sufficiently impressed upon advertisers, activities of life, whether in trade and com- especially upon those who use modest spaces. merce, in the legal and medical professions, Many a meritorious advertisement would have in the pulpit, or in the field of politics, depend been read by more people had it been dis- in a very large degree upon publicity. The creetly conspicuous, for it is no news that the most eminent characters in literature, in sci- advertisement must seek the eye, and not ence, in professional life, and in commerce vice versa. Many a readable gem lies buried are known by publicity, and without this under an avalanche of poster type and rules, publicity many would have remained in ob- whereas if some attention had been paid to scurity. The same principle applies more the setting, even at the cost of altering or especially to business pursuits of every de- shortening the advertisement, the result would, scription, and success and prosperity are im- in most cases, have justified the act. possible without publicity. The possibilities of display with rules alone This bank, The Old National Bank, the are simply unlimited. Wonderfully striking third in succession to the Old State Bank of 'displays can thus be made without disfiguring Indiana, chartered in 1834, has, like its pred- the page. Rules of various widths add to ecessors, made free use of printer's ink by the effectiveness by contrast to each other, advertising in the local press, in magazines, and by shading. periodicals, — both monthly and weekly, - Of course all this refers to advertisements illustrated editions of newspapers, advertising that do not enumerate many prices and that sheets and circulars, and always with profit, contain few words -- few, but well-chosen and direct and indirect. The public must be di- strong. An original phrase, a terse and tell- rected by such methods, or similar agencies, ing sentence, are often quite enough to fill to the banks, commercial and mercantile your space, which, no matter how small, houses, and other enterprises dependent upon should have not a huddled, but a comfortable the patronage of the business public for prof- and roomy appearance. its, success, and prosperity. Liberal adver- Display, in this sense, means a striking tising, in any of the forms stated, indicates contrast. If the page is mostly in display Y ! 17 sive methods of business, extending favorable advertisement. Study the sheet and you will facilities to clients, offering fresh and clean find some way to show up above the others. goods in the line of the trade at the current Don't be afraid to give instructions, or to prices, and always as required by the fashions consult the compositor. He generally takes of the day, will pay and secure satisfactory a pride in constructing a conspicuous adver- results. The old system of waiting for clients tisement, and is always on the alert to learn and trade will, in our day, lead to stagnation of new ideas; it is his trade. failure, and bankruptcy. Don't play to an empty house: get the We favor advertising in every form as the people in. Talk to people through your adver- way to prosperity, and without it we become tisement. Catch your prospective customer's fogy and obscure in the activities of life. eye, then work on his economic sympathies. Y FOWLER'S PUBLICITY 1 Walter M. Lowney Company or he could not and would not put out such beautiful advertisements; and with the way Boston, Mass., Maker of Chocolate Bonbons. By John By John everything is going in these days, more good P. Reynolds, Manager. will result from getting that idea into people's We are very young advertisers, but have heads, in my opinion, than any other one been fairly successful at it. thing. To be known by the public because For a long time I have been impressed with you have shown them that everything you do the fact that advertising, like art in all its is of the very highest grade, is with the various forms, namely, sculpture, painting, American people equivalent to receiving their and architecture, has been making great orders, for other things being equal, they will advances. People have become educated to have the best. something very fine. The natural conclusion Would you rather be introduced to the from this is that where advertising is made up President of the United States by some seedy of illustrations, it is so akin to art that it must old scrub, or by a neat, refined, and polished be very high-class if it would absolutely com- gentleman? We prefer to be introduced by mand attention, and arrest the eye of the the best advertisement money will buy. casual observer. It must be so far and away above anything that the reader has seen be- fore, or so new and novel, still high-class, that he cannot fail to look at it. And it is New York, N. Y., Makers of Umbrellas and Canes. also very important in my opinion, that it By Charles Le Bihan. should be changed from time to time, for very How I made advertising pay will certainly much the same reason. That is, the whole prove interesting to those who chance to thing has advanced so that even though your peruse these lines. When I opened in 1889, advertisement may be very beautiful after it my Barclay Street store, bought from the late has become thoroughly well-known, if it is Robert Ray Hamilton, I was greatly handi- “the same old thing every time,” it is sur- capped in my attempt to become a successful rounded by so many other very beautiful ones business man by an absolute lack of capital, that it is very apt to be overlooked. and for the first six months I bought and sold I think, therefore, that I should put copy umbrellas supplied to me by one of the most with as few words of explanation as will barely reliable wholesale houses. cover what is to be said, and as fine an illustra- In the meantime, being a great believer in tion as can be got, as the most important things; advertising, I commenced to make the public and then frequent changes of advertisements, acquainted with my name by the liberal dis- as in the case of Pears' soap; and then, with tribution of circulars (with samples of silk the same line of thought in mind, it would attached), more than 500,000 of which were naturally follow that you must go into high- printed and given away in the street between class mediums or else high-class advertise- the months of June, 1889, and December of ments will not amount to very much. The the same year. It did not take me long to see greatest amount of refinement, the greatest the result of my work in that line, and my number of really perfect and high-class draw- trade in a few months grew so that I felt ings, the most perfect type work, that can be warranted, in the early part of 1890, in com- got into an advertisement are bound to impress mencing manufacturing, in order to be able to the public with the idea that it is very beautiful, supply the public with more promptness. that the advertiser therefore must be himself My next move in the advertising line was very high-class, and his goods very high-class, to take spaces in most of the surface car lines, Y 1 UV YY GREAT SUCCESSES particularly Second, Third, and Sixth Avenues, not regret the move, however, and the full Bleecker Street and all of the Fourteenth power of proper, judicious, appropriate adver- Steet lines; also in the Union and Fulton tising was then revealed to me, for in less Street elevated lines of Brooklyn. Besides, I than a month the volume of my business had placed my card in almost every theatre pro- more than trebled, my daily receipts jumping gram. This system of advertising I have at once to wonderful proportions. carefully adhered to, up to this time, with very So handsome were the immediate results gratifying results. that, while paying cash for my merchandise I also began to have my name and goods and advertising bills, I was able to accumulate displayed on billboards in all principal local- enough to open, in May, 1892, two new stores ities, mostly around Central Park, and on in Fourteenth Street, one on the West Side, avenues generally used for driving. opposite Macy's, the other on the East Side, I had hardly been established one year, near the Third Avenue elevated station. when I felt my name was getting popular all I have often been asked why I have not over New York and surroundings, as the made a more extensive use of newspapers to coming umbrella man of fame. . further my business. The reason is very Of course, I did not rely solely on my ad- simple. While I believe them to be the best vertising to attain success, and from the start mediums in many cases, my limited business I paid personal daily attention to my business. hardly warrants me in taking space in all the The buying of goods used for manufacturing newspapers, which would be necessary, as I I always attended to, and by studying the could not expect to reach all the public with- public taste I succeeded most of the time in out doing so. A very small-sized card in, making selections of styles that met with say one dozen, of the best-read papers would public approval, and sold promptly. After have cost me a great amount of money, and being in business seven years, I have not on would hardly have been noticed, while my hand any unsalable stock. The cleanliness Manhattan Elevated advertising, conjointly and the tasteful interior and exterior arrange with surface cars, billboards, and theatre ment of my store have often been favorably programs, created at once a strong, inefface- commented on by my customers. I have also able impression on the mind of the public. a facility for making friends, which has un- I never have any bargains to offer. My doubtedly greatly helped to command public only object is to have the word " Le Bihan” recognition, and in my long experience in ad-. so connected with the word “Umbrella” in vertising, I have always made it a point to everybody's mind, that as a matter of course treat all agents with invariable courtesy, while anyone in need of an umbrella will neces- most of my yearly contracts are signed sarily think of me, whenever the subject of directly with the heads of the various adver- umbrellas is mentioned. tising concerns. Magazines I have seldom used. Their In February, 1891, I took a $6,000-a-year space commands a heavy price, while most of space in the cars of the Manhattan Elevated their circulation is an outside one. Selling Road, — a space near the door, which I con- umbrellas by mail I have found almost im- sidered worth three or four times as much as possible, and it would be of no use to me to the others, on account of its larger size and pay for, say 100,000 circulation, when hardly better location. The pluck and nerve dis- 10,000 of these readers could get in contact played in signing a contract of such impor- with me. tance for advertising a retail umbrella store My idea, sometimes criticised, of using my were much commented on at the time. I did portrait in connection with advertising, has Xin 62 FOWLER'S PUBLICITY VV IT 7 proven a good one, as people who have seen the eye of Church-goers, because we depend me before entering my store recognize me at upon hearing from them direct when in need once, and are pleased to get acquainted with of our wares. any one who has commanded public attention All of our business comes to us by corre- in any line of business. Besides, it has given spondence, without any agents, and it is an me a strong, durable personality, or rather open question whether our advertising brings individuality. The yearly amount now spent in adver- many organs we have distributed over the tising amounts to about $9,000, in dull, as country. well as in good, prosperous times. I always Our plan of advertising is to cover the discount all my bills, and have therefore country generally in all denominations. We acquired a very enviable credit. My name change our list from year to year, and also is generally found in such programs as change the make-up of our little advertise- those of the - Horse Show," the - Food ment. Exposition,” the “ American Institute Fair," and in any athletic contest catalogue or pro- gram that is published, as I consider such publications reach well-to-do people, who can ing Machine Company afford to carry a " Le Bihan Fin-de-Siècle" umbrella. Hoosick Falls, N. Y. By J. M. Carpenter, Man- The words 6Fin de Siècle” have been ager. used as a trade-mark for over three years. BARNUM is quoted as saying, that "the people like to be humbugged,” but this cannot Hook & Hastings Company be said of the farmers of the world, whom it has been my pleasure to reach, and who know Boston, Mass., Church Organs. By Charles S. a good thing when they see it - a class whose Plumer, Secretary. sound practical sense and good judgment must It is not an easy matter to make a state- be met in the most simple and practical way; ment as to - How we made advertising pay,” hence what success has attended the writer's because we do not feel sure that we have ever efforts has been confined to a simple, clear, made advertising pay. and truthful exposition of the product of this Our business is a peculiar one in that it is company, in the most durable advertising impossible to make any sale of our goods until methods known to the craft. ' the need is felt by the Church people, and it is In the early history of harvesting machines, equally impossible to develop this need among very little effort was required to sell them, a the people. It must grow of itself. You will field exhibition, now and then, demonstrating therefore see that it is a very discouraging their necessity, and causing prejudice to melt business to advertise, and yet for years we away; at the same time creating a demand for have used the various religious papers, our machines far beyond the capacity of manu- object being to keep our name before the facturers to produce, and entailing repeated Church-going people, so that when they felt enlargements of factories, year after year. the need of an organ they would be familiar Since then competition has brought the ad- with our name, and write to us. As already vertiser to the front, and the business of sell- stated, we are undecided whether or not this ing has become an art in which he takes an advertising has paid us, but we will confess important part. that we do not dare to remove our card from Old methods have had to be discarded, new TIT* Y GREAT SUCCESSES 63 ones adopted, and the brain made to do the should be the two prominent things in your almost impossible. advertisement. « Anything to attract attention in order to Another thing; don't think because your make sales" is the watchword, and novelties first advertisement meets with no success, that of every shape and character to catch the you should drop it. Keep yourself continually eye have been produced, and the end is not before the public and soon the public will yet. begin to patronize you, provided of course, In the writer's opinion, a new era is about you give them what you advertise. to dawn; much of the dross of present methods. If you can, in your business, use a certain will disappear, and there will rise to take its trade-mark, - either a cut or a sentence, -I place, a cleaner and better system, absorbed think it will always bring good results, and almost wholly in the wide-awake newspapers your store will always be thought of whenever and periodicals of the future. the reader notices your so-called trade-mark. TIT TTT 1 W and thinker, governed much by what is pre- the most important ideas of advertising. sented in a plain, practical way and appeals to his native sense, knowing well that in order to compute successfully in the markets of the world, he must take advantage of experience Chicago, I11., and New York, N. Y., Department of others. Stores. By Charles F. Jones, Manager. SUCCESSFUL publicity is that publicity which R. H. White Company produces more business — the result aimed for by all merchants. Publicity which will Boston, Mass., Dry Goods and Department Store. produce more business is successful publicity By George H. Flint, Manager. for them. Immediate business is sometimes To make advertising pay, you must gain gained at the expense of future business, and the confidence of your readers. This means future business is sometimes gained at the that goods must always be exactly as repre- expense of immediate business. sented in your advertisement. Never, under Therefore, successful publicity cannot al- any conditions, should values be exaggerated. ways be judged by either the present or the If you gain the good-will of a customer by future, for to tell how much more business one giving him a bargain exactly as represented has gained or will gain by advertising re- in your advertisement, you are almost always quires the careful consideration, not only of sure to gain the regular trade of that cus- present, but of past experience and future tomer. Confidence begets business. This prospect. point is one of the most essential things in In this, the latter part of the 19th century, building up a regular trade. every man advertises something in some way, The language to be used in an advertise- and the difficulty is that the ways which many ment, according to my ideas, must not be of us use are not good ways to accomplish high-flown. Facts should be stated just as the result sought. No man is to-day trying clearly as possible. No words should be used to hide the light of his business under a that will at all mislead the reader. Make bushel. Many are doing it through igno- every line a telling one. rance or carelessness, but no one is doing it In setting up your advertisement, do not through preference. The day has long since use too many kinds of type. The article you passed when any business man can say that he have to sell and the price at which you sell it does not believe in advertising. All those 64 FOWLER'S PUBLICITY Cases in S who formerly made this assertion have long things are so firmly bound together that the ago retired from active trade. absence of any one of them is liable to jeop- The only thing that the merchant of to-day ardize the value of the other three. The can say against advertising is that he does absence of any two of them in nearly all not believe in some particular kind of adver- cases makes the effort to secure publicity an tising, for he must acknowledge that there are unsuccessful one; and that is why fully one kinds of advertising which are unquestionably half of the money spent to-day in advertising profitable. The difficulty with some men to- does not return to the expender a cent of day is, that they do not believe in the kind of profit, and in many cases, not even the prin- advertising that they ought to believe in, and cipal. . therefore do not get the returns from adver- Advertising is a complex subject, to which tising that the man who has considered the only general rules can apply. The occasion subject more carefully is able to get. and other attendant circumstances call for Successful advertising is to-day done on a actual study in each instance, and it is only very narrow margin. That is, there are a the experienced student who can hope to avoid , thousand pitfalls surrounding every business disaster in the majority of cases. announcement. The successful business man Heaven help the man who in the present day of to-day is the one that uses liberally all attempts to advertise without careful thought; legitimate means of making known to the it will pay him a thousand per cent. better first public the good things which he has to offer. to devote his time to studying the subject, or The most successful man is the one who to employ some one who has studied it from has the greatest abhorrence of fake and actual contact. scheme advertising, but who believes most thoroughly in legitimate and honest publicity. Grand Union Hotel I do not believe that any man ever suc- ceeded permanently in business by mislead- New York, N. Y. By Simeon Ford, Proprietor. ing advertisements or by advertising unworthy I AM asked to answer the question, “ How goods. I made advertising pay.” My definition of good retail advertising is: I am not sure that I made it pay, although I The announcement of reliable merchandise think I have. Unhappily the privilege of offered for sale at reasonable prices, through seizing our guests by the throat and demand- an attractive advertisement, placed in a me- ing of them whether they came in response to dium which reaches the people who are likely an advertisement, or simply blew in, is denied to want the goods advertised. us. It is true that we have advertised and The successful advertiser must have his that our business has grown, but so has the announcements right in four particulars : He business of other hotels which have not ad- must advertise the right goods at the right vertised. prices by means of the right advertisement A hotel is self-advertised, or, rather, it is placed in the right advertising medium. Such advertised by - its loving friends.” The great an advertisement always declares a dividend army of travelers and salesmen make a con- upon the money invested. But each of these tinuous circulating advertising medium for or four things makes such a complicated study, against a hotel. If a man uses Pears' soap, that it is only after years of experience that he takes no pains to disseminate the fact, but any man can ever hope to decide when and if he puts up at a hotel and likes it or dislikes where they exist, and then even the best it, he proclaims his views from the house-top. students are mistaken. These four right A few years ago it was easy to advertise a Y Y . GREAT SUCCESSES 65 1 hotel without buying space. The Palmer tumble over each other in their efforts to get in. House at Chicago let a few hundred silver He's got to give them some reason for coming. dollars into the marble floor of its barber shop, The features of our hotel which I have and that barber shop was, for years, the Eighth always dwelt upon, are its being just across Wonder of the World. Its glories have been the street from the depot, its moderate prices, described in every newspaper in the land. and the fact that we take baggage to and The Hoffman House bar is better known from the depot without charge. These are throughout the country than the Metropolitan reasons calculated, in my opinion, to make a Museum, and a stranger could find his way man rise up and leave a comfortable home, there from any of the Jersey ferries by follow kind friends, and solicitous creditors, and ing the well-defined trail of hayseed. come to our hotel in spite of himself. But nowadays it is not so easy to get I have, for a number of years, published a talked about since all the new hotels are so guide to New York, which I advertise and gorgeous. distribute freely. It is so written that the Yet the Waldorf is the best-known hotel in reader comes to the conclusion that in order the United States, and Mr. Boldt never paid a to get to any point of interest he must start cent for advertising. His hotel is so fine that from our hotel. I have also injected into this it is one of the sights of the city, and its guide, from time to time, flattering allusions praises are in every man's (and woman's) to our hotel, calculated to impress the reader mouth. But every landlord can't have a Wal- with the notion that to stop at any other hotel dorf, and competition has grown so keen and in New York, would be a serious error. I hotels have so multiplied, that it seems to me think this guide has been a very valuable the landlord who is going to survive is the advertisement. one who will run his house better than the Recently, during a lucid interval, it dawned average, and then let the public know about upon me that there were bright people who it through the medium of skillfully contrived could put my views in better and more at- and skillfully placed advertisements. tractive shape than I had been doing, so I But when he succeeds in luring the public went to a firm of advertisement builders, and into his hotel, he must fulfil the promises you have some samples in Department 7, of made in his advertisements to the letter. It is the manner in which they have pounded these poor business management to advertise « An truths into a reluctant public. unsurpassed cuisine ” and then compel your guests to choose between sudden death and Gormully & Jeffery Manufacturing slow starvation; or to advertise your hotel as being “one minute's walk from the depot," when it is really 'way off in the next county. I think every landlord should strive to have Chicago, I11., “Rambler Bicycles." By 0. G. something out of the ordinary about his hotel. Formhals, Manager. He should give the largest cut of pie, or the We beg to jot down a few answers to your most towels, or be the nearest to the depot, or query, “ How we made advertising pay." have the biggest, or the smallest, or the dear- By advertising only in high-class mediums. est, or the cheapest hotel — but he must have By giving preference to mediums of large some feature in which he excels all others, circulation, quality of circulation considered, and then he should everlastingly harp upon it. of course. The simple announcement of the name and By catering to a clientage of possible and location of his hotel won't induce folks to probable purchasers. . 66 FOWLER'S PUBLICITY By appealing in the composition of our must be of that haphazard kind which is not advertisements to people of good taste. conducive to success. By changing advertisements often, and deal- As to the class of advertising, the channels ing with one proposition at a time. for getting it before the public all depend By striving to make our advertisements upon your resources. They are numerous attractive and business-like. and can be studied to advantage. By avoiding advertising schemes of all The successful advertiser is the one who kinds. knows or has found out how to advertise. By supplementing our advertising efforts Study the question, take an interest in it. with a courteous reception and intelligence in If you lack originality, watch the cor- our salesroom. porations whose advertisements appeal to By advertising in season and out, without you. cessation. You are of the public, and if they strike By keeping posted and grasping certain you favorably, you may be sure they appeal · advertising opportunities at the flood tide. to others. . By being up with the times both in adver- tising methods and wares advertised. Cleveland, Cincinnati, Chicago & By considering the quality of space, and the proper use of it, of more importance than St. Louis Railway quantity. By being strictly truthful in announce- “Big Four Route," Cincinnati, Ohio. By D. B. ments and exact in the fulfilment of promises Martin, General Passenger and Ticket Agent. made. We might say, in a general way, that suc- By avoiding facetiousness, and by building cessful publicity depends upon bringing the and placing our advertisements in such a true points of excellence or superiority of the way and in such mediums as would impress article advertised to the attention of probable upon the readers the fact that, “ It is good and possible patrons by judicious and legiti- form to ride Ramblers and that Ramblers are mate methods, in a pleasing manner. used by people of good tastę." The question of methods must necessarily be solved by each line of business for itself. Canada Atlantic Railway In railroad service it has been found necessary to take advantage of numerous devices, such Ottawa, Ontario. By C. J. Smith, General Freight as posters, newspaper advertising, etc., in and Passenger Agent. addition to a very large amount of personal Too much attention cannot be given to this solicitation from city and traveling representa- important branch of the service. It is an tives of the road. As railroad advertising is investment and should be invested so as to probably designed to reach a more varied bring in a proper return. class of patronage than almost any other kind Generally speaking, the department in of advertising, methods of accomplishing this charge of advertising is limited to a certain are necessarily largely diversified, and one expenditure, consequently the matter should of the first requisites of success, to-day, not be left to a spasmodic consideration, but is the faculty of approaching a certain class the question should be taken up and thor- of people with a certain article, at the time oughly studied in all its detail, and a policy and in the manner best calculated to win of advertising inaugurated, so to speak. friendship and patronage; for to a vast fund Without a policy, the advertising matter of information on general subjects, the suc- sne an GREAT SUCCESSES 67 TY addsen as a. cessful advertiser must add a wide knowledge The custom used to be to put the name and of human nature. address of the sexton on the outside wall of Summing the matter up, there must first be a the church. We are new enough to consider necessity or desire for a particular article, then it quite as important to let the people know the article designed to supply the want, and who the pastor of souls is and where he dwells, lastly a man well posted as to the need, the arti- as well as the man who is to take care of their cle and the consumer to bring these together. mortal remains. The publication of notices Whether the introduction is performed through of the Church should, in the judgment of the the medium of printer's ink, correspondence, or writer, embrace the location of the buildings, personal solicitation, is a matter to be governed the hours of services, the particularizing of by the circumstances in each particular case. the time of meetings of Guilds and societies We do not claim to be expert advertisers, in which increase of membership is a thing to although we may say that the name of the be desired; name and address of the Clergy, 66 Big Four Route,” with its accompanying and on some occasions a description in clean trade-mark, is not unknown in the land. English of particular services. Where a mission is to be held or a special Right Reverend C. K. Nelson course of services, the preacher might make known any special sermons, but my consent Bishop of Georgia, Atlanta, Ga. does not go with the weekly sensational UPON the subject of advertising for the topics, least of all with the very recent mode Church, I have an opinion based upon some of advertising by some of the denominations, observation and experience. which leaves a very positive impression that · It must not be overlooked that the Church the concerted music is the most important has a legitimate business side, one feature of thing, unless it be the collection which is sup- which is to reach men, to be known to them posed to follow. as a real, ready, and prompt influence for all. We admit that there are and should be good. One way of proving effective in this legitimate attractions, and that the Church line is to give suitable publicity to the Church should hold out a light by which men may - her Clergy, her services, the variety and see the way into the Church and walk by it. successes of her work, and, when it may be But it is clearly a degradation of proper pub- necessary, to claim a certain share of the licity so to advertise the offices of religion as sympathy of the public. to give the people the idea that we are run- I am well aware that in each of these ning a concert-hall for Sunday goers. directions, the advertisement of religion or religious connections is sometimes very much Rev. R. S. Storrs, D.D. over-done. But there is a wide difference between the reticence of those people— rather Brooklyn, N. Y., The Church of the Pilgrims. old-fashioned, I should say — who have an My experience in the matter of Church idea that the publishing of the Church is con- advertising has been very limited, and I have trary to the spirit of the words of the Founder never given especial thought to the general of our religion, “Let not thy left hand know subject. what thy right hand doeth,” and another class For several years 66 The Church of the which indulges in the vulgarity of advertising Pilgrims," in Brooklyn, of which I am pastor, the efforts and works of religion in the man- has been in the habit of giving brief announce- ner employed by opera troupes and other dis- ments, in the Saturday evening papers of the tinctly secular institutions. city, of the hours of public worship on the 1 TT S 68 FOWLER'S PUBLICITY 1 n 12 TI following Sunday, occasionally, but rarely, We have surrounded ourselves with a mythi- adding mention of anything special in the cal tribe known as “ Sycamores.” Many services in which the public may be supposed riders of our bicycles, particularly the racing to have interest. element, are pleased to call themselves Syca- Something of this sort seems to be proper, mores. Weissue a weekly paper called “ War almost necessary, for a changeful population Paint,” which has a large circulation, and scattered over as wide an area as that of keeps interest at fever heat among the tribe. Brooklyn, for the many strangers transiently Each week there appears in “War Paint" a in the city, and for a Church located at a Sycamore legend, written in the jingling distance from existing centres of population. metre of Longfellow's - Hiawatha.” A close The arrangement has worked well with us, observer of our magazine advertisements will and will no doubt be maintained. . have noticed that the Indian plays a prominent But the Church is primarily a Household part in them, as also in our poster and sign Church, and nothing in the way of sensa work. Visitors at the National Cycle Shows, tional advertising would be in our line. held each year at New York and Chicago, will bear us out in the statement that we are - Good Injuns." Syracuse Cycle Company Nor is this the only way in which our adver- Syracuse, N. Y., “Syracuse Bicycles." By John tising is individualized. We have used the C. Bowe, President. expression, “ Crimson Rims," so largely that 56 INDIVIDUALITY” is the best word to ex- we will venture the statement that we are as T SI ploy the newspapers and periodicals to a large “Sycamores.” We use some catch phrases, extent, and in fact are liberal with printer's which, when heard, suggest our wheels. For ink and the sign-painter's brush, yet accord- instance: 66 They spin to win,” 66 Choose a ing to our way of thinking, these do not en- beauty,” “ Win a buyer,” “ Buy a seller," tirely cover the ground. We need not dwell - Sell a winner,” 66 Crimson Rims breed on the virtues of newspaper advertising, but champions," -- There is but one Crimson Rim wish to say that we pay particular attention - it is the Syracuse." to our display advertisements, always giving Probably one of our best strokes of adver- complete and full directions as to style of type tising was the presentation of a Syracuse and border and insisting upon having a proof Bicycle to His Excellency Li Hung Chang, furnished. To insure satisfaction and good Viceroy of China. This was done at Wash- results, these minor details must be considered. ington, D. C., during his recent visit to this Do not let your advertising become stale. country. Many of the metropolitan dailies For each issue have new matter, and withal published the fact, some giving prominent have your advertisements different from those headings to the story, and some illustrating it of your competitors. Some of our friends will with cartoons. The United Press Associa- ask what is meant by individuality in connec- tion reported it over its wires, and at the time tion with this article, as the methods we em- the affair created a decided sensation in the ploy are, as given here, not unlike those of cycling world. many other large advertisers. Pardon us for We trust we have expressed ourselves clearly referring directly to ourselves. We shall as to - How we made advertising pay," and illustrate our meaning as follows: that our readers will appreciate that there is The North American Indian is a prominent an individuality in the methods employed to feature used in advertising Syracuse Bicycles. bring Syracuse Bicycles before the public. V TIT Y T VY . GREAT SUCCESSES 69 We are firm believers in advertising. In the it could not be done with clothing; customers hustle and bustle of the competition of these would remark that they " never heard of such days, advertising is the battle royal of ambi- a thing as one price in a clothing store,” to tion and enterprise. which I would reply that they heard it now. It was two years before I gathered together Julius Saul a sufficient number of patrons to make my business a paying investment; but « Time, Albany, N. Y., Outfitter for Man, Woman, and the great friend of truth,” together with Child from Head to Foot. “square dealing,” good values, live adver- I KNOW of no better manner in which to tising, industry, economy, and “ constancy to relate - How I made advertising pay” than purpose,” won the day, and placed my busi- to go back to the days of '56, when armed ness upon a firm basis. And a constant in- with the riches of a solitary five-dollar gold crease of receipts for many years afterward, piece, I first set foot on the soil of this great exploded the theory that “the American peo- and glorious country, and trace the outlines ple want to be humbugged,” and proved the of the history of a business house, during the truth of saying that " you can't fool all of the past forty years. people all of the time." A short period of time found me located at Having gained the confidence of the public, Catskill, N. Y., where for two years I worked I never once abused it, and in 1879 I erected for a merchant tailor, frequently more than what was then considered the finest business sixteen hours a day, at an average wage of $16 edifice in Troy. During the year ’84, I per month. While acknowledging my very sat- opened a branch store in the city of Albany, isfactory service he decided that he could not N. Y., which proved another successful ven- pay me more than $15 a month. I submitted · ture. This was for the sale of men's clothing for a time, but finally started a tailoring busi- exclusively, until '89, when I purchased one ness of my own in the same village with $200 of the largest business properties in that city, that I had saved in the meanwhile. In due and have since been developing a specialty, - time I thrived satisfactorily, much to the the sale of clothing and outfitting of men, chagrin of my former employer, then my women, and children from head to foot," competitor. And I believe that I was pecul- thereby making my Albany enterprise the iarly fortunate in receiving the first advertis- main works. ing of my merchandise, business principles, This specialty includes everything needed and business success, at the hands of my most from whead to foot,” by man,woman, or child ; enviously clamorous competitor: fortunate, and embraces a field broad enough to admit because a similar amount of publicity has of fully utilizing my present property. time and again since then cost me thousands So much for business history, and now for of dollars; and because this experience led a few facts about the modern advertising to a further development of the then some- problem. what embryonic notion that it pays to adver- Advertising can be made to pay, not by tise a good thing judiciously. those who blindly rush into it without suffi- After nine years of business building in cient knowledge, but by one who understands Catskill, and with $25,000 to my credit, I its application. In this age advertising has located in Troy, N. Y., in 1867. Here I become a necessity, by virtue of its existence believe I scored my greatest advertising suc- and growth. It is the life of a business and cess, by establishing the pioneer one-price without it business will crumble and decay. clothing business of that section. People said It is a stubborn fact that refuses to be ignored, 70 FOWLER'S PUBLICITY KITA and is to be conquered only by one who havoc as disproportionate advertisements. I analyzes and examines the comparative phi- will illustrate: A advertises his business once losophy of all advertising science; to whom a week, using a four-half-column space, in- the knowledge of a “ Fowler's Publicity," and stead of using one half-column space four other works of a similar character, is quite as times a week. B has just come to town to necessary as a Lockharts life of Sir Walter open a new store. His advertisements are Scott to a litterateur, or Doctor Koch's latest half the size of the entire newspaper, day discoveries to a bacteriologist. after day for say three weeks, and proclaim in The student of the advertising problem, silvery verbiage that he is the leading fool of knows that gifts, hand-bills, picture cards, the town; his socks the biggest, his store the fake schemes, and painted rocks of beauteous largest, his prices the lowest. No type is too nature have been relegated to regions desolate large for his announcements; no bluster too with the ruins of money squandered. He great. When the public is fatigued and dis- knows that we are now in the throes of a sign- gusted with being trodden upon, pulled to board advertising age, that must shortly give pieces, relieved of its watches and other minor way to the monarch of all advertising ages, bits of surplus wealth while trying to get that of printer's inks. The student of adver- through the crush and rush in front of the tising knows that the present advertising age man's store, — which, by the way, is at least is the newspaper age, that the greatest return as large as the 66 Old Curiosity Shop," — from a given expenditure accrues from judi- things settle down to normal conditions; the cious newspaper advertising, and that it is merchant's trade grows better and better until probably the only kind of advertising that finally it is “out of sight,” — along with the the advertiser cannot afford to ignore, — the merchant, while nothing remains but unpaid medium that commands the greatest publicity advertising bills, and the man who asks 6 Does for the smallest expenditure. advertising pay? ” Large numbers of advertisers fail to make For one month C uses alternately a half advertising pay them because their advertis- page and an entire page to tell the public ing circuit is not complete, they lack proper about his wonderful business. When the battery connections where the merchandise advertising bills appear, he retires to so innoc- advertised is offered on sale. Merchandise uous desuetude” for the next six months, in and store conditions are more important than order to average expense accounts, and claims store announcements. The confidence of the that advertising doesn't pay. public, reliable merchandise, truthful state- D advertises his business in a single quar- ments, good store management, up-to-date ter-column space every Monday, Tuesday, stocks, attractive windows, and satisfaction to Wednesday, and Thursday, but uses a two- customers, make far better advertising ammu- column space every Friday to tell the public nition than the loudest newspaper announce- about special cuts or greatly reduced prices ments. I believe that some of the important for the next day, with the result that a great causes of advertising failures are undesirable number of his patrons naturally wait for re- merchandise, unattractive merchandise, un- duction day, which necessitates D's selling seasonable merchandise, « off days ” with too much merchandise at a close margin of the purchasing public, spasmodic advertising, profit, or humbugging the public with ques- lack of public confidence in the advertiser's tionable price reductions -- which chokes the statement, and disproportionate advertise- natural channels of trade to form unnatural ments. ones. I know of no blunders that play as much E has four full columns in the paper in LI GREAT SUCCESSES 71 which he tells the public that he sells B. O. B. Fourth, advertisements must be pleasing, or pins at two cents a paper, and Cherry toothache they may offend. drops at half price; and all this because he Fifth, advertisements must be truthful, or runs a dry goods department store, and is they'll work harm. quite sure his expenses are less than those of Sixth, advertisements must be placed in regular specialty stores. mediums consistent with the character and Then F prints an advertisement across top quality of the merchandise advertised. of the page, about one-quarter of a. column S eventh, advertisements must be placed only deep, to tell his friends and patrons that, in in those mediums with a circulation warrant- the future, he will give a bottle of Cherry ing the rates charged. toothache drops with each two-cent stamp Eighth, advertisements must be continuous, sold — for he finds that he can do it, not and frequently changed, for the value of ad- having the great expense of a dry goods vertising lies in its continuity. store. Ninth, the size of advertisements must, G puts enough matter in his half-column at all times, be consistent with the size of advertisement to fill one three times its size. the house advertising, and with the actual And finally H, in a double half-column importance or value of the announcement . X TIT 7 - as if the public cared! And to make the Tenth, advertising space must be bought announcement still more convincing, he has for the lowest price. scattered a half dozen local notices to the Eleventh, advertisements must be backed same effect throughout the paper. up with progressive ideas, and the fundamen- Can any one wonder, that, with such speci- tal principles of business success. mens of advertising genius in the world, there Twelfth, the house that advertises must be should be some question as to whether adver- popular, and the advertiser must have the con- tising pays? What would be thought of a fidence of the people. landscape painter who painted the trees in his Advertising that embraces the points men- picture entirely too small in order to save tioned can, if persistently followed up, be enough room for a very large barn? Of a guaranteed to pay. - What is worth doing is sculptor who couldn't carve a face with life-like worth doing well,” is an adage decidedly per- features because the marble block was only a tinent to the art of advertising. Advertisers foot square? It is this disregard of proportion will do well to remember that this is a critical that degenerates all art. It is the bugaboo age, and one of great expectations on the part of the novice, especially in the art of adver- of the public. Mediocre business ability or tising. crude advertising contrivances can no longer Though I believe every man to be his own hold a magnetic sway over the steel coffers of advertising expert, yet there are certain gen- a purchasing public, for we live in an age of eral rules and principles. To attain the great- mental development, of ingenuity, and of busi- est success in retail advertising the following ness science; an age that is close bordering on points must be considered : the still more critical time when the greater First, advertisements must appeal to the eye, number of men and women will be college or they will miss fire. graduates; when the competitor and cus- Second, advertisements must be worth read- tomer must prove a more absorbing study ; ing, or they will not be read. when only by the most intelligent applica- Third, advertisements must be well located, tion of the science of business will the fittest or they may be skipped. survive. 72 FOWLER'S PUBLICITY Y ITT the usual difficulties, were handicapped by several others. The retail dealers in our line Philadelphia, Pa., The Temple Grace Baptist of business are possibly more jealous of each Church, The Temple College, The Samaritan other than in any other than in any other trade. The article Hospital. we wished to introduce was comparatively My opinion with reference to advertising the high-priced, and could not be sold in compe- Church and its work is contained in the di- tition with the cheap ones on the market; and, rection of the Saviour,“ So let your light shine unfortunately for us, bore the name of a before men that they may see your good works prominent retail dealer. We at once met the and glorify your Father which is in Heaven ;” united opposition of the whole trade, princi- hence every legitimate means ought to be used pally through fear of advertising the com- by Christian laborers to make known to the petitor whose name the article bore. We world the advantages and progress of Chris- could not place the goods and then create a tian enterprises of every kind. But religion demand for them. We had to make the de- being a sacred and modest matter associated mand first, and compel the dealer to keep with everything that is lovely and holy, the them. While we undoubtedly lost many sales method of advertising should be greatly in- in the beginning because people were not fluenced by these ideas and the beautiful asso- able to find the article advertised, we soon ciations connected with them. compelled the dealer to keep it in stock. How well we have succeeded in our endeav- Best & Company ors can best be told by an extract from an order from a prominent wholesale house in New York, N. Y., "Lilliputian Bazar.” By the which they “ regret the disagreeable neces- Manager. sity of being obliged to carry them in stock." IF we have made advertising pay, we believe it was by adopting a trade-mark that Forbes & Wallace made a comparatively small advertisement conspicuous; by selecting mediums that, as Springfield, Mass., Dry Goods. By A. B. Wallace. far as we could ascertain, reached the class You ask how we make advertising pay. of people who would be likely to use our kind We have been a good many years at it, and of goods, and by advertising persistently that are still looking out, anxious to learn. we had the best place to clothe children, and Without doubt the following is part, at proving to those who were induced to come least, of the secret of successful advertising. and see that we told the truth. The kind that pays is the kind that tells the truth about what is advertised, and in as Enos Richardson & Company few words as possible. Never exaggerate. The tendency is to over-state. It is much New York, N. Y., Makers of Gold Jewelry, “Bene- better to have the public come and find the dict Collar Button.” By F. H. Richardson. article better than advertised. When a man We made advertising pay by creating a or woman is hired to do nothing else but ad- demand for the article among the consuming vertise, he or she seems to think it necessary public, and compelling the dealers to carry it to give an essay on almost every item, — which in stock to supply that demand, even against is a mistake. Only one who is familiar with their own wishes. that which is being brought before the public · It is always more or less difficult to intro- 'can make a good advertiser. duce any new article, but we, in addition to Position in a newspaper is worth something, TXT YY 1. TI TY LIILIT GREAT SUCCESSES 73 TT especially to those who use only one or two there is no more direct and profitable invest- columns. And the type should be different ment than the placing of a business before the from the ordinary rut, — something to make people by advertising in a suitable way, pro- reading plain and attractive. vided there is sufficient merit in the business Other methods of advertising which are itself to warrant the outlay. fully as effective and as good as newspapers are attractive window displays. Some de- Shepard & Company partment men would rather have a window display than a column in the newspaper. Providence, R. I., Dry Goods, Furniture, Shoes. To make an advertisement a success, the By H. E. Taylor, Manager. department man must know all about the WE commenced business sixteen years ago goods advertised, and be ready when the with the determination to persistently and customer calls. How flat and stupid to ad- truthfully present to the purchasing public all vertise the goods when the department man the facts regarding our business that would be knows nothing about them! Slips from the a source of benefit to them, and have been newspapers containing the advertisement ought rewarded by a substantial appreciation of our to be cut out and brought to the notice of the efforts. salesmen in the department. “ Hiding one's light under a bushel ” means Never deceive the people; give them better in these days of fierce competition, ultimate than you advertise; teach them to believe failure, as the more enterprising up-to-date what you say; and your advertising will be merchant who is constantly and without mis- successful. representation notifying the public of his ability and willingness to supply their needs at less cost than his competitor, and proves it, generally secures constant and increasing Boston, Mass. By Frank W. Hale, General patronage. Moreover, we always insist that Manager. no goods shall be offered for sale without It is no easy task to state in a few words giving correct information as to their exact 66 How I made advertising pay” — if I have. condition. We have never countenanced I am, however, disposed to attribute what- misrepresentation of facts, the result being ever success has been gained in this line to that we have the entire confidence of the the careful selection of mediums, and also to public, which, to summarize matters, is the the selection of the material for and the form foundation of successful business. of the advertisement. We are firm believers in the judicious use While carefully placed and judicious ad- of printer's ink and attribute a large part of vertising undoubtedly pays well, I am con- our steady growth to this method of reaching vinced that indiscriminate advertising does the public quickly. not pay the advertiser. I also believe the present cost of ordinary advertising is far Meriden Brittania Company too high, at least for the average of business interests. Meriden, Conn., Maker of Silver Ware. By the It is undoubtedly one of the easiest ways in Manager. the world to lose money, and advertising, like We believe the best results can be obtained any other business, demands most careful by using the higher class periodicals, maga- thought and watchful attention. On the other zines, etc., and by placing our advertisements hand, my own experience goes to show that through reliable agencies. Hin XT TO LIL FOWLER'S PUBLICITY Y George Waterston & Sons final. It is - stone cold” to an Aubrey Beardsley poster; the largest circulating me- London, England, and Edinburgh, Scotland, Makers diums will not reach it, and agate lines will be of Sealing Wax and Stationery. By the Man- wasted in vain to change it. The magazine, ager. newspaper, or circular advertising which is We do not consider ourselves authorities on intended to change well-grounded opinion will advertising, as all we have done in that way most certainly never pay. I, therefore, believe has been on such a small scale that we have that one of the ways in which I have made never formulated our ideas. advertising pay, was the use of publications Dealing as we do, not with the public, but of recognized standing and circulation to with the trade, we have had to a great extent attract attention and gain the first order for to confine ourselves to trade journals, and we my silks, and then by conscientiously pro- have not found that our success there has been ducing an article which has always adver- very great. We have found much greater tised itself and continually moulded opinion success in preparing expensive price-lists, and in its own favor after the first trial has sending them direct to those we think likely been made. I distinctly remember our first to be interested in our goods. venture in advertising, which was made in 1868, about one year after our start in Brainerd & Armstrong Company business. We were desirous of introducing our spool New London, Conn., Makers of Spool Silk. By ilks (known to the trade as 100 yards, 50 B. A. Armstrong, President and Treasurer. vards, and to vards) into one of the largest In answering your question, “How I made Eastern cities, where they were almost un- advertising pay," I would say I apprehend known. We placed advertisements in the daily that there is more than one way to advertise, papers, Sunday school and church pamph- -- that there are advertising opportunities lets of all kinds; printed some signs in and which the advertising agent can help the about the city; took space on the wrapping manufacturer to grasp, and advertising oppor- paper of dry goods merchants; distributed tunities which every manufacturer must grasp advertising cards freely (they were then all for himself. the rage), and our representatives visited the The manufacturer is in a large measure the merchants, showing up the goods as occasion arbiter of his own destiny, and the success of permitted. The result was that our goods soon his advertising ventures rests largely upon obtained a popularity in that market which himself. His first advertisement is the first enabled us to sell to nearly every merchant in box of goods which he places on the market. the city who handled spool silks of any kind. It is also his most important advertising ven- This was, perhaps, the reason we all came to ture. This is an advertisement which must feel that advertising might be a good thing, succeed on its merits or fail through its defects. and that we might give it more attention to If the box happens to contain spool silks, advantage. It is possible, as it is quite prob- every spool is an advertisement upon which able, that we might have become quite as some lady in all probability will pass favorable strong in the city in question through the easily or adverse judgment; length will be measured, apparent superiority of our goods, the price at strength tested, knots counted, and a critical which we offered the goods, and the efforts of judgment reached. This is the history of the our corps of salesmen. However, from that first spool and will be the history of every time on we made it our policy to expend a spool produced. The judgment is usually certain amount annually in trade journals, - 7 LI S TXT 1 Y + TITN 17 GREAT SUCCESSES 75 ΤΣΙ cre ve family and fashion magazines, local programs, came in greater volume. In a few years we and a certain few daily papers. had to build an important extension to our mill The growth and prosperity of our business and a little later we took possession of our is in a large measure due to the fact that The present fine mill structure which has been in- Brainerd & Armstrong Company was the creased from time to time to meet every in- pioneers of the wash embroidery silk move- coming wave of prosperity. ment in this country. It was some dozen The Brainerd & Armstrong Company has years ago that we made a number of remark- originated and advertised other advances in able discoveries which enabled us to dye our the silk business. It is not three years ago silks so that they would stand washing in hot since we hit upon an ingenious way of putting soap-suds. A few of the shades which were up our wash silks in paper holders in such then being produced in the old-fashioned man- a manner that embroiderers are saved the ner, would stand a mild and careful rinsing trouble of unwinding the skein and rewinding in luke-warm water. Our newly-discovered it again on cardboard as was customarily done method enabled us to produce our colored with the old-fashioned skeins to prevent them 66 Asiatic-Dye” wash silks which would stand from roughing and snarling. Since then our TY to the most delicate fabrics. The introduction the advantage which dealers and consumers of these goods opened a new field to our ad- enjoy in purchasing our " Asiatic-Dye ” wash vertising department. silks put up in this manner. It has also been There is no more promising time for a con- our aim to show ladies how to use our wash cern to advertise than when it has made some embroidery silks to the best advantage, for advance in the arts. The modern world is on what purpose each of our different threads is the lookout for progress. The very fact that best adapted, what colors should be used to a concern has made an advance will prepossess produce certain desirable effects, and how to people in its favor. A business enterprise, make the stitches most used by the finest em- like an individual, is more conspicuous in an broiderers. unoccupied field than when swallowed up in It is a good plan not to attempt to write a the common throng. We advertised our new man's biography until he has been dead a cer- discovery. In order to acquaint ladies and tain number of years. The contracts for our dealers with this advancement in the art of latest advertising investment have not yet ex- silk dyeing, we used the leading art and fancy pired, and we feel the same reluctance to pro- work journals in addition to our regular list; nounce a final word at this time upon the we employed the daily papers to challenge value of our street-car advertising as we would other silk manufacturers to a competitive test to write the biography of a living man. We of shades ; we offered premiums for work done undertook this line of advertising with con- with the new wash silks; we employed sign- siderable enthusiasm. We were shown the boards along the most travelled railway routes; cards of many successful houses and assured we made liberal use of circulars to advise that they ascribed their success largely to the trade telling of the importance of the dis- street-car advertising. We decided to try it covery and the merits of the new goods. We and we were governed as to all details by the began to receive letters of thanks from ladies agency through which we placed the business. 7 silks and found that washing and ironing in- creased their lustre and beauty. The interest in embroidery work took new life. Orders something to offer which appealed to the pub- lic when offered through our regular adver- tising channels, and was made under the very 76 FOWLER'S PUBLICITY XT VYTU TTT VI YYTT TI best conditions. We are still on the lookout tise, and to having faith in advertising and for returns. sticking to it without watching the returns too I have mentioned some of the ways in closely, - as a farmer cannot have a good which we have advertised with satisfactory crop of turnips if he pulls them up too often results. I realize, however, that I have not to see how they are getting along. given a direct answer to your question. The most definite thing that I can say is that The Brainerd & Armstrong Company has exploited the many fields open to the advertiser with the Boston, Mass., Makers of Surgical, Druggists', single idea of leading ladies to test its silks ; and Stationers' Rubber Goods. By W. N. we have relied upon the merits of the goods Lockwood, Treasurer. themselves as the advertising medium to win W e will try to give our ideas on successful enduring and friendly allegiance. advertising as applied to our business. We I believe that this conviction that the effi- hesitate to take a broader field as we are ciency of our advertising depended as much.on amply satisfied if we can work out our own the manufacture of our goods as on the sman- salvation without pretending to advise others ufacture” of our advertisements, has been the how to make their advertising pay. greatest element of our success. We are In the first place we consider the amount sometimes astonished at its very magnitude, of money available for our advertising, which so many are the letters of commendation is largely of our patent health nipple No. 48. which come to us from our lady patrons and Then we try to cover as much territory as so often do they come from unexpected possible in mediums that are read by the sources and remote quarters of the globe. people of moderate incomes, who are apt to It is said of James I. of England that he be interested in getting the best article they became so expert upon questions of orthodoxy can for their money, and who will take a little that, after having tortured religious offenders trouble to get what they want. The wealthy in boiling caldrons, he could tell by tasting classes, as a rule, have so many other inter- the water the quality of each one's religious ests that they will generally take their trades- belief, and would say, “ This one was a man's opinion in buying an article, or else Catholic,” and again, 6This one was a they give their orders in general terms to heretic.” I wish I might answer the question servants without bothering about any special which you ask with as much accuracy and directions. We have found that by using assurance. It would certainly afford me much comparatively few family papers and maga- satisfaction myself to know just“ How I made zines, we can reach more homes at a cheaper advertising pay,” and what proportion of our rate than by using a number of smaller publi- success is due to advertising, and what pro cations whose aggregate circulation may be portion to other causes. greater, but which carry the same advertise- ment to the same person several times in a I. P. Frink month, thereby curtailing, in a great measure, the territory covered. We may say that we New York, N. Y., Church and Public Building are great believers in advertisements along- Lighting. By George Frink Spencer, Manager. side of the reading matter. Given an attrac- We attribute our success in advertising to tive advertisement, it is almost sure to be read the fact that we have the best light made for in such a case, and our aim is to interest the lighting churches and public buildings, to reader with our advertisement, if we can only selecting the best mediums in which to adver- get him to read it. L TA X 1 GREAT SUCCESSES 77 LI In getting up our advertisements, we be- advertisements are undoubtedly read, they are lieve thoroughly in being brief. We try to entirely forgotten by Monday, and are, there- state as tersely as possible the advantages that fore, of no value whatever to the advertiser. our article has over others, without confusing We have never permitted it to be said that the points we wish to make by too much em- any competitor of ours had better, bigger, bellishment of language. In illustrations we or more striking advertisements than our own. think the picture should be one that is perti- To this end, we spend annually more money nent to the article advertised. We don't believe on advertising than any other one advertiser in fancy pictures for such articles as we are ad- in the City of Denver. vertising at any rate. We think that an illustra- In writing our advertisements, we strive to tion should be such that the reader, on recall- attain two things: First, to catch the eye; ing it to his memory would have the shape and and, second, to hold the attention of the appearance of the article itself suggested to reader. We believe we have succeeded. him by his recollection of the illustration. Our business is increasing regularly every We believe thoroughly that, if it is practicable, year, and is due, without question, to our it is a very good idea to send a sample on judicious advertising. To prove this, we have request, either for a small sum or free. We only to quote from the editorial columns of don't believe in sending out samples indiscrim- the Denver Times, of February 8th : inately. If a person takes the trouble to Judicious, well-managed and per- write for a sample he will try it, and after sistent advertising pays. One of that, if the article has intrinsic merit, you have The Times' heaviest advertisers was a customer, whereas, as a rule, unsolicited obliged to close the store yesterday, samples are treated with suspicion or thrown between the hours of 12 and I away. The mind of the recipient has not o'clock, in order to handle the large number of purchasers. The public been prepared to investigate the advantages places great confidence in the repre- of the article as it is when he has become in- sentations of The Times advertisers, terested in an article by seeing it advertised. and in the present instance, the ad- The field under discussion is a broad one, vertisement brought more trade than and there is practically no limit to the space that even the big store was prepared to handle. could be used in advancing different views. As a rule, we find that circulars do not pay, but to this rule, as to all others, there is an exception. Every morning we send a circu- Denver, Col. By W. D. Eisenlord, Manager. lar to the ladies registering the day before WE ascribe the success of our advertising at the various hotels, inviting them to call at to several things which we will endeavor to our store and look over our line of goods. explain. In nearly every case the ladies addressed re- It has always been our policy to advertise in spond, and we sell a great deal on this account all the leading daily papers of the city. We alone; but we do not think that any other advertise in the morning papers every day in method of circular advertising pays. Formerly the week, and in both of the evening papers we sent these circulars to every one registering every day, except Saturday and Sunday. the day before at the hotels, but we found These evening papers do not publish Sunday that the men paid no attention to them, so we morning editions, and to our mind, money send them only to the ladies now. Outside spent in the Saturday evening papers is simply of this, we advertise only in the four daily money thrown away, because, although the newspapers, and four weekly papers, one of Appel Clothing Company TI 78 FOWLER'S PUBLICITY 1 which is published in German and another us through nearly all forms of publicity pro- in Swedish. motion, and while some have proved worthless, We use a great many cuts in our advertise- many have demonstrated their value. We ments, and believe that they assist greatly in do not believe that either the free sample, attracting attention to the advertisement. the cooking demonstration, the billboard, the street-car, the booklet and picture-card, the Imperial Granum Company retail store display, the daily paper, nor the publication of general circulation alone, can New London, Conn., and New York, N. Y. By lay valid claim to an exclusive advantage over John E. Heaton, Secretary and Treasurer. all others. Our experience would suggest ANSWERING your very interesting question, that all these, and perhaps many other means, “ How I made my advertising pay,” our story are necessary to the attainment of profitable is a very short and uncomplicated one. publicity. By having a reliable article to advertise, We doubt if our experience, told in detail, and after placing it on the market and begin- would be of particular value to one of inex- ning to advertise : by making our advertise-' perience, for while human nature remains ments as attractive as we could; by trying to about the same, there has been a marked rev- adapt them to the various mediums used, and olution in advertising methods within the past by advertising continuously, changing the ten years, nor has the change been entirely mediums from year to year, but constantly to the advantage of the advertiser. To main- increasing the total amount spent each year tain a relative prominence in these days de- as our sales increased; and by being willing, mands an outlay tremendously in advance of during times of great trade depression, to see that required in years gone by, while to intro- our entire gross profits, and sometimes more duce a new article has come to mean an im- than this, go out in advertising, being sure mense expenditure calculated to dismay any that we would reap the benefit as “good but the boldest. Advertising is not so much times” returned. a battle of brains alone as it once was, but has become very largely a conflict of dollars, American Cereal Company with the chances in favor of the longer purse. We do not mean to discount ability ; brains Chicago, Ill., “Quaker Oats." By E. B. Mower, are quite as necessary to profitable advertising Manager. as ever, but while advertising genius in the “How we made advertising pay” is indeed past may have carried a poorly financed con- a question which challenges attention, but one cern to success, in these days of relentless extremely difficult to answer. The develop- competition and large expenditure, the adver- ment of our business has extended over so tiser, however shrewd, but with limited capi- many years, and grown so complex in its tal, is very much like a great general in various departments, that it is well-nigh im- modern battle without heavy guns and well possible to pick up the single thread of adver- equipped commissary. A glance at the enor- tising and trace it back through the intricate mous poster display, the immense volume woof and web of our multiform experience of street-car and other sign advertising, will - Advertising pays.” This is a trite saying, demonstrate the necessity for a long purse and but subject to qualification. We would sub- a sanguine temperament, on the part of the stitute, “Good advertising pays,” but what would-be advertiser. The heavy advertising constitutes good advertising is a matter of in- done by local advertisers in the daily papers dividual opinion. Our experience has carried forces the general advertiser to prodigal dis- LI IDI TTO GREAT SUCCESSES 79 Wh CA play if he hopes to attract attention, while the Buy wisely and closely, weighing carefully immense volume of magazine and other peri- the merits of all publications or methods be- odical advertising compels extraordinary ef- fore using them. fort if one hopes to escape mediocrity and Avoid for the most part scheme advertising. failure in that direction. Give exceeding care to the preparation of To sum up, we are of the opinion that ad- copy. Advertising is simply talking to a vertising is a thing that has to be re-learned large number of people at one time ; be continually, and that while experience defends careful, therefore, in your choice of lan- one somewhat against mistakes, it does not guage and do not use phrases or expressions qualify for a royal road to future success. which would not be trite and permissible in conversation. E. C. Stearns & Company Endeavor to originate striking, attractive borders or illustrations to first catch the eye, Syracuse, N. Y., “Stearns Bicycles.” By G. H. E. and then retain it by sensible, convincing Hawkins, Manager. matter. It's a mighty important thing for an adver- Do not crowd the space. Terse, bright tiser to know whether or not his advertising matter, well displayed, attracts attention. An pays, and be able to cull out and drop from advertisement may, however, be too brief; his list such mediums or channels of publicity simply tell your story clearly, convincingly, as do not prove their worth. Advertising yet with the least expenditure of words. should be considered as an investment and Employ a varied class of announcements. not as an expense. Any medium or method One style of announcement may strike a man which does not pay for itself and yield a very forcibly, whereas to attract and interest profit, even though it may produce certain his wife in the same article will require far results, is a failure and should be discon- different measures. There are " Many men tinued. On his ability to discover these mé- of many minds,” and to reach them requires diums and determine which have proved real many advertisements of many kinds. investments and which have not, depends the Secure good positions and benefit by the success or failure of the national advertiser. increased prominence they insure. It has been said that all advertising pays Avoid all semblance of imitation. Better a somebody; if not the advertiser, then the fair advertisement where originality is, than a publisher. All advertising does not pay, and striking announcement which reeks of imita- only that kind of advertising which pays the tion. Originality and personality are com- advertiser is the one which eventually pays plement factors in advertising success. the publisher. Something cannot regularly Don't place an advertisement in a regular be obtained for nothing, and merit is an publication for one issue only; the effect of essential feature of any successful medium. advertising is cumulative. One announce- All the writer's experience has been along ment emphasizes another; each does its little the line of bicycle advertising, and though he bit of missionary work until the convert is is only competent to judge of how to make won. Continuity breeds success. that advertising pay, it is his belief that in Incorporate some phrase, border or name most instances the same methods will produce in each advertisement; constant use of one like results for almost any advertisable article. feature gives distinctive individuality. I will enumerate some rules which experi- Never attack or refer in any manner to a ence has shown to be of inestimable worth in rival advertiser. Spend your good money in an advertising policy. advertising your own good self. TIT UV 80 FOWLER'S PUBLICITY Have some method of tracing results. Study and compare the results from the various ex- penditures in one campaign before entering Minneapolis and St. Paul, Minn. By H. J. another. Burton, President. Use for the most part only publications of a We consider that newspapers offer the most standard and established character. reliable means of publishing the merchandise A satisfied customer is worth a full-page news of the Plymouth Clothing House. While advertisement. the actual cost is high, the percentage of cost In marketing any new article if one con- to total sales is low. templates the expenditure of ten thousand Emerson quotes Michael Angelo as saying, dollars in advertising, it is better to place half - Stop the brag and advertising and be some- of it at the start, using the other five thousand thing of worth and value.” In cities of moder- as a reserve fund. The first money spent in ate size like St. Paul and Minneapolis, it is introducing an article rarely returns as soon dangerous to do much general boasting, and as expected, the results only coming with the we try to keep our advertising specific and second campaign. controlled : unless the offering is so good, so Better a small advertisement run continu- new, or so timely as to cry aloud for publicity, ously than a large one infrequently inserted. we can't afford to pay for advertising it. Many tenacious toots may attract more atten Our merchandise is in the hands of six tion than one ear-piercing blast. managers each of whom writes the advertise- ments for his own division, accuracy and Ph brevity of statement being constantly kept in mind. This leaves the president of our com- Philadelphia, Penn. By C. G. Hancock, General pany little to do except in the way of editing or Passenger Agent revision, which is done in consultation with ANY one who is at all conversant with or the others. It is very seldom that we are who has had any experience in advertising satisfied with any of our advertisements when will recognize that it is a most difficult matter we read them in the newspapers. to say in just what manner advertising pays. That it does pay, however, is a fact that has Merchant & Company been demonstrated beyond any doubt. In our case, I think the question can be Philadelphia, Penn., Tin and Terne Plates and answered by saying that at times it is desirable Metal. By Charles Merchant, President. to bring certain information before different It gives me pleasure to reply to your en- classes of people, and knowing from experi- quiry, “ How I made advertising pay.” It is ence the character and circulation of the necessary to say, however, that my advertise- various mediums which we desire to use to ments have not been as large as many of those reach any special class, we know in each case of whom you have made enquiry, because of which journal to use. the limited number of people my advertise- I think the most successful way to adver- ments appeal to. tise is to learn the size of the circulation The specialties we have advertised are our of the different journals which you propose high grade roofing plates, our metal Spanish using, and to study the character of their tiles, and our Star ventilators. These articles clientele, for the reason that there are times are all the best of their kind, hence are only when you desire to reach special classes of used by a minority of the people who believe, people. like myself, that the best is the cheapest, GREAT SUCCESSES 81 J end. In conversation with Joseph Jefferson, I a par with the character of the goods repre- spoke to him regarding the pleasure he had sented, which command the highest market given to thousands of people, and his reply prices in the United States simply because was “ This pleasure cannot be given to the they are the very best procurable. public unless the actor feels the same pleasure As to our representations, etc., from the day himself," and entirely agreeing with him in the first line of advertising was put forth by this, I do not believe that anyone can success- this house we have firmly believed in never fully enter the business of selling the very best making a statement of any kind that was in and highest quality of material unless he is a any way evasive, but in stating facts such as personal believer in the fact that the best is we believe them to be, and of which we could never too good, and is the cheapest in the produce proof, if necessary, to sustain our statements. This rule has never been deviated I have always carried this view in my per- from in any manner in the many years we sonal dealings, whether building a house or have been in business, as we have always be- buying a horse; hence my advertisements of lieved that good goods follow the integrity of high grade specialties have been founded on the house, and that no advertisement deceptive a sincere belief on my part that the buyer in its character — never mind how well-written would save money in the end by pursuing the — but will in the end cause the house more same course. And my advertisements have loss than profit. No ability is of service in an really been a part, so to speak, of my own advertisement that is evasive or deceptive in belief. its character, never mind how diplomatically My experience in advertising has shown me worded, and while there are many deceived that there are many persons who do not in- once by such an advertisement, it cannot stand vestigate as they should when the facts are the test of time. presented to them in their proper light, and The object of advertising, as I understand are apt to believe that all the advertiser desires it, is not only to secure a customer, but to is to sell, and that he does not care whether keep him by having your goods being as rep- the goods offered give satisfaction or not, and resented in every particular. they disregard the standing of the house and It seems to be the idea of the press and will purchase the cheaper article, regardless of many advertisers that the expenditure of large the character of the house. Buyers should sums in advertising means trade and a fortune. remember that no reputable house desires to Nothing can be more incorrect, in my mind, make sales without retaining the confidence than such an idea. If an advertisement is of the buyer. simply to bring a customer to your door, the We have never spared any expense in our work is done, and the advertisement ends printing, employing the very best talent we there; but the balance must be done by your- could obtain, and personally reviewing all the self. matter. Some of our advertisements, such as our “ Brownie Book ” — the “World's Fair,” Stewart Hartshorn Company and our latest work, “ Overhead," have been so attractive and in such taste as not only to New York, N. Y., Shade Rollers. By Stewart be called for by those who happen to see a Hartshorn, President. copy in the hands of others, but requests have We have made our advertising pay by been made for these books from all parts of selecting it and buying it just as carefully the world. It was our idea in distributing as we would select and buy the lumber for these special books to have the very best, on our shade rollers. We want no crooked sticks FOWLER'S PUBLICITY I in our rollers. We will not have our adver- Looking at it from another standpoint, we tisement in a weak-kneed medium. maintain that there is art in advertising. Noth- The growth of the magazines and papers of ing is so displeasing to the eye as a badly the day is carefully watched. Those that arranged and overcrowded advertisement, es- receive popular endorsement get their share pecially in magazines; and it has always been of our advertising. our endeavor to please the eye as well as the We sell our goods the year round. We appetite of the people. And to reach people advertise the year round. We make shade who cannot afford the luxury of a newspaper, rollers only. We advertise shade rollers only. we issue artistically designed show-cards, We believe all that our advertisements state. finger plates for the shop doors, and mirrors, The public believe us. Result, satisfaction on all of which we advertise our speciality. all around. We also keep the plant and staff for the print- ing of handbills, etc., and keep a special S. Fitton & Son staff of men for the purpose of painting vans and fixing opaline letters on the shop fronts of Macclesfield and London, England, Hovis Flour our customers. Mills, “Hovis Flour, Bread, and Biscuits.” By In concluding our answer to this question. the Manager. we must again assert that no good results can THE question, “How we made advertising be obtained from advertising unless the article pay,” may seem to the ordinary individual a advertised is appreciated by the public, and simple one, and looked at from an abstract we regard our success as largely due to the point of view such is the case; but when we article advertised being so much superior to come to analyzing the subject, the question that of any competitor in the market. This becomes rather a difficult one. Our individ- may seem a sweeping assertion to make, but ual answer to this important question is that until the 6 Hovis " loving public changes its we look only at two points, namely, the me- tastes, we must adhere to our opinion. diums through which we advertise, and the article advertised. One rules the other; for Morse Brothers if the article advertised does not meet with the universal approval of the public, then the ad- Canton, Mass., "Rising Sun Stove Polish.” By vertising, instead of bringing in large returns Kon. Elijah A. Morse. for money expended, results in total loss. We Your inquiry, “ How I made my advertis- can simply say that our success is solely due ing pay,” is equivalent to asking what is the to the fact that we study the mediums for our best form of advertising, and that is a difficult advertisements, and that the article advertised question for general advertisers like our house speaks for itself. to answer. When first we commenced advertising, our I began this business in a very small way, main object was to reach the ladies, for it is a when a school boy, forty years ago. The well-known fact that " the hand that rocks the product has grown from a carpet bag full, was cradle rules the world.” And who but the made in a little hand mold and dried on a mother rocks the child to sleep? Who but a stove, to a product of Rising Sun and Sun mother knows best what is good for her child? Paste Stove Polish amounting to ten tons per To attain this object it was necessary, in our day, and the goods are sold in every civilized humble opinion, to advertise largely in the country on the face of the earth. higher class publications, and more particu- The factory has grown from a little build- larly in those reaching the ladies. ing, ten by twelve, to one covering four acres. 1 1 C GREAT SUCCESSES 83 - There is no question but this success is due ferent manufacturers. You read their adver- to judicious advertising. tisements, and you learn which one meets Millions are thrown away every year in in your wants and is the most desirable for you. judicious advertising. What kind of adver- Advertisements are a vast source of education. tising pays best? We have tried, and still They disseminate information about the merits pursue all kinds, - sign painting, newspaper and uses of the ten thousand thousand articles advertising, advertising in street cars, and of necessity and luxury that go to prolong life, elegant and expensive lithography. increase comfort, and adorn and embellish As before stated, no general advertiser can civilized life. tell from which source he receives the most Barnum is authority for the statement that benefit; but I incline to think that newspaper it doesn't pay to advertise poor goods, — that advertising, especially if accompanied by cuts the goods must have such merit as to win a and illustrations of the goods, is the most ju- second sale, so it is pretty safe to say that dicious and effective. Our house has, at this extensively advertised goods have merit, and writing, an advertisement in four thousand will sell themselves when introduced. And I newspapers in the United States, all of which affirm that science, art, education, religion, contain a picture or illustration of the Rising and civilization are set forward by great ad- Sun and Sun Paste Stove Polish. vertisers. We have two men traveling, visiting the stores, and putting up advertising cards. We Abram & Straus have men all the time painting signs in leased and secured positions, and, at this writing, Brooklyn, N.Y., Dry Goods and Department we have an illustrated card in nearly all the Store. By Nathaniel Leipziger. street cars of the United States. To conduct a successful advertising cam- It is certainly a waste of money to put ad- paign for a retail establishment requires more vertisements in the great blanket daily news- than mere newspaper announcement. The papers, unaccompanied by cuts or illustrations first requirement is a store conveniently lo- of the goods. A picture is a great educator. cated; then the merchandise in it, and the One word in defence of advertisers : The management of it must be in perfect harmony impression seems to prevail that advertised with the published statements. goods cost more than those not advertised. The advertising of the firm whose publicity The very opposite of this is true. Why? department I manage, pays them because the Because the larger the quantity of goods pro- store news which I present daily to the public, duced, the cheaper they can be produced. It is backed up with worthy goods, and store stands to reason that a great soap house, like management that is in full accord with the that of Babbitt or Curtis Davis & Co., which advertisements. advertises extensively and has an enormous In preparing my announcements for the demand for its goods, can stir up a hundred papers I state clearly, concisely, and truth- tons of soap at a batch, not only of more uni- fully the facts of the sale. I write as inter- form and better quality, but at a lower price estingly as I can of the values we have to offer, than a small manufacturer who doesn't adver- and I describe each article as accurately as tise. possible. In many cases the description is sup- Once more, I hold that an advertiser is a plemented by attractive original illustrations; public benefactor. Let me illustrate. You and prices are invariably quoted. want to buy a sewing machine; you are ig- - Funniness” and “smart” sayings are norant of the points of excellence of the dif- carefully avoided. People don't read adver- 7 84 FOWLER'S PUBLICITY tisements for amusement, but to get posted on very thoroughly, and find it brings good re- what's being offered, or to find out where they sults. can get some wanted thing, and what it will The daily papers and the leaflets mentioned, cost them. The nearer you can come toward together with a limited number of fence signs giving the public just the information it wants, and a couple of spaces in the elevated cars, no more and no less, the greater will be the comprise our whole means of reaching the success of the advertisement. public by direct advertising. By always doing Blind headlines or so-called " catchy” exactly as we say we will, and giving the phrases, should also be rejected. The head- best possible values in reliable merchandise lines of an advertisement should present to we have succeeded, in steadily increasing the the reader a brief synopsis of the important volume of our business. features of the announcement. For instance, if $3.00 a yard silks are to be sold at $1.98 a Prudential Insurance Company of yard, no better or more attractive heading could be used than the statement of that fact, America viz: $3.00 silks at $1.98 a yard. There's the story at a glance, and whoever's interested in silk Newark, N. J. By John F. Dryden, President. buying will be anxious to find out all about At first, as the plan of life insurance pre- the goods, and will eagerly read whatever sented by The Prudential -- the weekly pay- description of them is given. ment plan — was entirely new to America, it Of course the silk should be worth three was necessary to use all sorts of newspaper dollars a yard, if you say it is. Advertisers and ordinary advertising to make known the should never forget that honesty is the best character and leading features of the new advertising policy. The public is quick to system. It was found that regular reading detect the false notes in an advertisement. notices descriptive of the practical operations Exaggeration and mis-statement can bring, at of the company - accounts showing the actual the, most, but an ephemeral success. The workings of the new plan of industrial insur- truth alone about your goods and about your ance and its benefits to the masses, were most store, can win the confidence of the public helpful in the work of publishing the Pruden- and gain the permanent patronage of your tial's propaganda, so to speak. But from first customers. to last, all along the infant period of experi- Regarding the amount of newspaper space mentation as well as during the 20 years or to be used, - I never decide upon any set more of established and ever-increasing suc- number of lines, but always take as much cess and prosperity, the main reliance of the space as I need to tell my story clearly. I try company has been its own literature, presented to be as brief as possible, but not too brief. in a variety of forms, followed up by the per- It is a mistake to sacrifice clearness to brevity. sonal efforts of its canvassers to secure policy- Attractive display is, of course, desirable, but holders. At the present time, the company too many advertisers overlook the fact that it publishes two regular periodicals, The Pru- is what you say more than how you say it, or dential and The Prudential Review, the former how it looks, that does the work. bi-monthly and the latter quarterly, which are In conjunction with the newspaper an- factors in the work of spreading abroad the com- nouncements, a leaflet relating to one or more pany's ways and workings, and such matters articles or departments, is put into every pack- and arguments as it is desired to lay before age and letter that leaves the store. policy-holders and the general public. The I have tested this method of distribution Prudential is devoted to the interests of the S XT Un V : o TY1 GREAT SUCCESSES 85 industrial and The Prudential Review to those attractive methods of language and illustra- of the ordinary or old line life insurance branch. tion combined, is doing the company. Any The space in each is about evenly divided estimate would be purely conjectural. between insurance and general literature. Of T his company is a firm and devout believer The Prudential, an eight-page royal octavo in the power of printer's ink as a great aid to illustrated family paper, as many as 20,000,- business increase, but its own experience dur- 000 copies have been issued in a year; and ing 20 completed years shows that the great- of The Prudential Review, a sixteen-page est benefit derived by it thereby has been octavo, finely printed and richly illustrated — where it has used its own writers, its own as many as 300,000 annually. There is, be- presses, and its own agencies to arrange, for- sides, a four-page paper the same size as The mulate, and distribute its matter among the Prudential which is designed for and addressed American masses. especially to the field staff of the company, the superintendents, assistant superintendents, Thomas Davidson Manufacturing and agents, numbering in all about 10,000 persons. This is the weekly Record, the Company regular medium of general communication between the company and its representatives Montreal, Canada, Japanned Tin Ware, Wire scattered over 20 states of the Union from Goods, Lithographic Boxes. By James David- Boston to Denver. The weekly Record has son, President. an average circulation of 12,000 weekly. BUSINESS-DIRECTORY and casual advertising Altogether, there is sent out by the Pruden- may be beneficial, but I have not found them tial Company an average of about one ton of so. A well-written, short advertisement is of printed matter per day, more than half of more value than a long and tedious one. A which would come under the head of adver- man who can put advertisements in a way to tising matter. This forms no unimportant get twice as many people to read them as part of the agent's canvassing equipment. when written by the advertiser himself, earns During the present year, with the double his pay, because he increases the value of view of (1) making its name and character the advertisement four-fold ; twice as many as an all-around standard life insurance com- read it, and each person that does read it is pany better known in certain circles, and (2) twice as likely to let the advertiser hear from of helping its agents in the work of canvass- him. ing, the company has gone extensively into Advertising in a good trade paper not only advertising in the high-class weeklies and the secures trade direct to a wholesale house, but monthly magazines. As to what benefit the company is receiving an immense advantage over their opponents from this course of publicity, it is impossible, representing a house that does not advertise. as yet, to determine, if indeed it ever can be To a new customer the introduction is more told accurately ; for in life insurance, insurers than half made; articles advertised long pre- almost universally wait to be sought out and viously are asked for by old friends, and fresh enrolled rather than seek out and secure pro- ones are already half sold. tection of their own accord. At all events, it There is no use in advertising without think- is too soon to say what good, if any, this ing of the end to be attained. From a whole- magazine and periodical advertising, the sub- sale point of view I believe in the trade papers ject-matter of which is all arranged and pre- first, and in creating a demand from consumers sented according to the most approved and of specialties in the good daily papers. in 1 FOWLER’S PUBLICITY Maison de Confiance C'est elle qui fit les premiers costumes de chasse et qui eut avec ce nouveau genre Paris, France, " Au Petit Matelot.” By A. d'habillement si confortable et si bien com- Bouchet, Manager. pris la faveur de tous ceux qui étaient les dis- Fondée il y a plus d'un siècle (en 1790) la ciples de St. Hubert. Aussitôt qu'un nouveau Maison du « Petit Matelot” ouvrit une bou- sport semblait prendre pied en France la Mai- tique fort exigue au coin du quai d'Anjou et de son du Petit Matelot n'avait pour incessante la rue des Deux Ponts, en face le Pont Marie, préoccupation de s'inspirer du progrès et dans l'Ile Saint Louis. A cette époque, le d'appliquer ses découvertes. La réputation quartier se trouvait en plein centre du Vieux du Petit Matelot est universelle. La maison Paris et la Maison du 6 Petit Matelot” s'était du Petit Matelot est parmi les grandes maisons installée dans un endroit très favorable au la seule qui soit restée une vraie maison de genre de commerce qu'elle voulait exploiter. spécialités; la seule qui n'adjoigne pas à tout Ile Saint Louis et dans l'Ile ce qui constitue et contribue à l'habillement Louviers, jusqu'au Pont d'Austerlitz, se trou- ces mille articles absolument étrangers à la vaient amareés une quantité innombrables de toilette de l'homme, de la femme et de l'en- chalands, de péniches occupant tout un monde fant. Considérablement agrandie et proprié- de travailleurs. Tous ces matelots d'eau taire des immeubles qu'elle occupe mainte- douce, que le fondateur dela Maison du Petit nant la Maison du Petit Matelot est dans une Matelot voulait amener chez lui, susciterent situation unique, qui lui permet de remplir l'idée de prendre pour enseigne: « Au Petit loyalement son programme adopté et rigour- Matelot.” Les débuts furent modestes, mais eusement suivi depuis si longtemps. l'idée était bonne et les draps et les molletons Voilà l'histoire de l'origine et de l'accroisse- que l'on employait pour vareuses et pour vête- ment de la maison du Petit Matelot, ou l'on peut ments répondaient à un besoin que nul jusqu'- trouver à l'heure présente tous les vêtements alors n'avait deviné. Le succès ne se fit pas et accessoires pour tous les sports : Aviron, attendu et bientôt il fallut ouvrir une deuxième Saut, Course à pied, Boxe française, Bicycle, boutique, puis prendre le premier étage. Natation, Marche, Equitation, Tir, Escrime Quelques années plus tard, enhardi par ses et Jeux de plein air. succès, le Directeur de la Maison du “ Petit (Translation.) Matelot” fonda un comptoir d'articles pour les canotiers. Les vareuses, les maillots, les It is more than a century (1790) since the casquettes, les pavillons et tous les accessoires Maison du Petit Matelot opened a diminutive concernant l'habillement du canotier s'y trou- shop at the corner of the Quay d'Anjou and vaient à profusion. Aussi toute l'élite de la the Rue des Deux Ponts, opposite the Pont population parisienne, qui, seule, alors se Marie on l'Ile St. Louis. That quarter was livrait à ce genre de sport vint-elle en foule then in the centre of old Paris, and was most s'équiper 66 Au Petit Matelot.” Peu à peu, favorably located for the sale of the goods Paris subit des transformations, des embel- handled by the Maison du Petit Matelot. All lissements qui, favorables aux uns furent la around l’Ile St. Louis and on l'Ile Louviers ruine pour d'autres. Beaucoup de maisons as far as the Pont d'Austerlitz, were numbers sombrèrent quand sur leurs débris s'élèverent of customers, the occupants of innumerable les immenses bazars que nous voyons aujour- small boats. These fresh-water sailors, whose d'hui. Parmi toute cette mélée, la Maison du trade the founder of our house desired to 6 Petit Matelot” continua sa marche en avant secure, suggested the name, — 66 At the Little et vit toujours ses efforts couronnés de succès. Sailor.” GREAT SUCCESSES The beginnings were modest, but the idea was good, and the cloths and other materials used for blouses and clothing responded to a Formerly Advertising Manager, Bloomingdale need which had been divined by no one. The Brothers, Department Store, New York; Jordan, success was unexpected and necessitated the Marsh & Co., Dry Goods, Boston, Mass. ; Den- opening of a second shop which took the ver Dry Goods Company, Denver, Col. second floor. Several years later, emboldened To sit down and do justice to an article by previous successes, the Director founded a upon the subject of department store adver- factory for the manufacture of articles for boat- tising is no easy task. The subject is so com- men. Blouses, bathing suits, caps, tents, and prehensive that in the limits of this paper I all the accessories of a boatman's costume were can do no more than make a few deductions shown in profusion. And the élite of Paris from considerable experience -- deductions who wished to clothe themselves for any kind that may contain a few points of value to the of sport flocked to the Maison du Petit Matelot. reader. Little by little, Paris underwent transfor- At the first blush it would seem as if the mations which, while they benefited some, advertising of a department store was nothing brought ruin to many of its inhabitants. more than the mere arrangement and placing Numbers of the houses overturned in these of a certain number of items in the local changes arose from the débris as the im- papers from day to day; but when one takes mense bazaars which we know to-day. But into consideration the number of departments The Little Sailor continued to move forward to be kept before the gaze of the local public, all its efforts crowned with success. It was the amount of money to be spent and the com- our house that made the first hunting cos- parative value of the many mediums, the ques- tumes and won the favor of the disciples of tion rapidly resolves itself into a very abstruse St. Hubert for this new and comfortable habit. one. And when any new sport appeared to take root If you pick up a New York daily and study in France, it was The Little Sailor which in the advertisements of Macy, Bloomingdale, spired its progress and applied its discoveries. Hilton, Hughes and Company, Hearn, or any The reputation of the Maison du Petit of the local advertisers, the first considera- Matelot is universal. It is the only real spe- tion likely to enter your mind is the language cialty house in Paris, – the only one which has and argument employed in that announcement. not added to its stock a thousand things utterly - Are the arguments convincing ?" you ask, as foreign to the dress of men, women and chil- you are scanning the advertisement with a criti- dren. cal eye. “Is the typographical arrangement Considerably enlarged and owning the build- good ?” “ Are his illustrations in good taste ? " ing it now occupies, The Little Sailor is in a " Has he secured a good position for his ad- unique position which makes it possible to vertisement ?" If these questions can be rigorously follow the program adopted many answered in the affirmative, then the usual years ago. conclusion is that the advertisement is good, - Such is the history of the origin and growth that according to all rules that govern good of the Maison du Petit Matelot where one can advertising it ought to bring in trade. find to-day the costumes and accessories for But there is another point, and a very im- all the sports : rowing, jumping, running, portant point too. Unless you have a thor- cycling, French boxing, swimming, walking, ough knowledge of the inside workings of the 12 1 Y ITT SV. games. establishment you are sure to overlook that 88 FOWLER'S PUBLICITY one point, which, in the opinion of the experi- with the benefit of a three-column display; enced department store advertiser, is the most should it be two columns, it would have a important of all. Here is the point: double-column display, etc. The other de- Are the departments rightly represented? partments would follow below, usually in Some departments have greater money- single-column order. making possibilities than others: have they a F requently there would be no specially representation in proportion to their money- strong article to offer. In such a case I took making powers ? what I considered the strongest department Ladies' and children's garments, dress and gave it a representation at the top. Occa- goods, silks, men's and boys' clothing, and sionally, as a matter of variety, instead of the more material departments have greater opening the advertisement with some par- money-making powers than laces, small ticular department, I would commence with wares, millinery, and groceries, and it takes a general heading which embraced all de- some little time for the novice to discover the partments. weighty departments in the store. And after As to language. That is principally a he has mastered this lesson, he frequently matter of individual opinion. I believe in a finds that Mr. Ribbon Man, Mr. Lace Man, pleasant, easy, pithy style that gets to the or Mr. Notion Man, has a "snap” which point in short order, with bits of originality to ought to be well advertised to the exclusion of light up the road. The descriptions should dress goods, cloaks, or clothing for the time be as brief as consistent with comprehensive- being. Daily there come to the surface in ness. I believe women want as full descrip- the average department store strong bargain tions as they can get of goods in which they opportunities that should be instantly pre- are interested. In speaking to men, be very, sented to the public view, and which are val- very brief. uable not only from the fact that these adver- As to typographical effect. In the whole tised opportunities draw quick trade and make course of my experience, I have never learned the store popular, but also that considerable that big black type brought more trade than the profit can be secured in very short order. smaller and neater two, three, and four line Thus it is that the advertising man should display with small pica or similar size body have a fine sense of proportion as well as a type. And yet so many department managers quick mental grasp in order to make the best want bold, black seven and more line type for use of daily opportunities. display, and huge black type for body! The I have found it a very excellent idea to have latter is more striking, but if a person is going the daily advertisement open with a strong, to read your advertisements, is it not more well-displayed talk about some specially easy and pleasant to read the type to which * good thing.” One day it would be ladies' he is most accustomed? Our books, maga- suits, — a special drive of 500 or so at $7.77; zines, weeklies, and dailies, are printed in the next day the advertisement opened up with agate, nonpareil, brevier, or pica; — in these a tale of towels going at a price that ought to types we read almost every line of literature; clean up the lot in short order; the third day they represent the type to which our eyes are spoke of a carload of bicycles at a sweepingly accustomed. I believe that the proper bar- low figure; the fourth day would speak of gains, rightly written up, can be amply dis- hosiery, and so on through the weeks. played in the advertisement showing display Should the whole advertisement be three heads of De Vinne, Howland, Jensen, or columns wide, the most important article Block, of three and four lines, and body in pica, would receive the place of honor at the top, nonpareil, or brevier. Each department should 1 1 GREAT SUCCESSES 89 U have a sub-heading, with the items in uniform By keeping in close touch with them you type and the prices in small display at the gather better s stories." ends. By having all departments set in uni- Keep a cool head. Give an audience to all form style you have a neat effect. with as little delay as possible; newspaper As to illustrations. Use cuts and plenty of men will appreciate this courtesy. Be prompt them. A cut tells the story quick as a wink; and decisive and keep your eyes and ears a cut with the description and price is a dozen open for new ideas. They frequently come times as effective as the mere description and from the most unexpected sources. Let pro- price. A great number of papers charge gramme advertising severely alone. Billboard extra for cuts. I consider such a charge an advertising is occasionally valuable. Write outrage, and an obstacle to enterprise, but it occasional reading notices about happenings is sometimes better to use the cut and pay the in your store and have your papers print them. extra charge. Outline cuts, cut deep, should Look over the advertisements in the Chicago, be used for newspaper work only. If you Philadelphia, and New York papers. Read want to throw any shading in the illustration the publications published in the interest of a woodcut should be used. But the less shad- advertisers, and remember that the whole ing used in the average newspaper, the better, problem is a constant study that your lifetime as with the rapid press-work and poor paper will never solve. shaded cuts are liable to blur. As to mediums. If the reader of these lines A. G. Spalding & Brothers is interested in the advertising of a department. store, he doubtless has very strong ideas on the Chicago, Ill., and New York, N. Y., Bicycles, subject already. Pick up a paper; if it has a Boats, Uniforms, Athletic Goods. By J. W. healthy, well-fed look, if its news and editorial Spalding. columns are up-to-date, with an abundance of - How I made advertising pay?” good matter, if its advertising columns are This, to a fair-minded business man, and well patronized, then it is a safe conclusion particularly to the business man who has for that such a paper amounts to something, and years been what might be considered a per- if it circulates in your vicinity you ought to sistent advertiser, is a very hard question to use it. To further demonstrate its value, try answer. test advertisements; advertise certain articles Twenty years ago, A. G. Spalding & Brothers in that paper on certain days, and compare first started in the base-ball business - started results with similar tests in other papers. as dealers in base-balls and base-ball supplies In conclusion, I would suggest the follow- exclusively. Owing to our close connection ing rules deduced from considerable experi- with the game at that time, and our knowledge ence, for the benefit of budding department of the sport, we had very little trouble indeed store advertisers : in rapidly commanding a pre-eminent position, Always maintain your individuality, not only our main object being to produce an article in the management of your departments, but that could not be duplicated or subjected to also in your advertisements. any kind of criticism. We believed then, as Cultivate heads of departments. Make we believe now, that the articles and different them believe you are their friend, sympathize products of our own factory bearing the trade- with them in their troubles, and exult with mark “ Spalding,” which is a guarantee, are them when by some clever stroke of work the best advertisements we can have. The they secure sa bargain snap” that you can Spalding League ball, the officially-adopted exploit to their advantage as well as your own. ball of the National Base Ball League, is 1 90 FOWLER'S: PUBLICITY known throughout the entire world, -- that is, don't think I have been able to arrive at what the sport-loving world. Wherever base-ball I would consider the best kind of advertising. is played, the Spalding League ball is in use A large proportion of A. G. Spalding & and is the adopted ball. We have been suc- Brothers' business is wholesale and is done cessful in producing the best that can be pro- through thousands of agents throughout the duced in sporting implements and athletic country. Owing to the fact that we are the goods, and I confidently believe that the quality recognized leaders in the athletic goods busi- of our goods is the best advertisement we em- ness, the placing of local agents is quite easy, ploy. In our opinion a satisfied customer is because an agent in a small town realizes the fact that if he has a Spalding Agency, he The sporting goods business is somewhat has a valuable agency, and is perfectly willing different from any other business, for what- to advertise that fact and spend a proportion ever article is produced is used, to a certain of his income in letting the people in his par- extent, in a public way; for sport, either ama- ticular territory know that he represents A. G. teur or professional, in a great many cases is Spalding & Brothers. Then, so far as our carried on for the benefit of the public as well retail stores are concerned, in every city where as the players, and they at once know just we have a retail store, we use the daily papers, what implements and apparatus are being and for years past we have found that daily used. We endeavor as far as possible to have paper advertising is valuable advertising. For every article we make a lasting advertisement some time past we have pursued a policy for the firm. In this we are successful, and which might be called an exclusively daily much of the success of A. G. Spalding & paper policy, dropping out of everything else. Brothers, and the commanding position they We rather like it, for it shows results that occupy in the athletic world to-day is due, we might be termed instantaneous results. We think, primarily to the quality of the goods we are pretty certain of that, because in our New send broadcast throughout the world. York store two years ago we had on our hands Of course we have other means of adver- one thousand bicycles, the make of another tising and in our 20 years of business we have manufacturer. We wanted to dispose of them used every conceivable kind of advertising and advertised liberally. We advertised a scheme. We have used the magazines, the fixed price in the daily papers, advertised daily papers, country papers, listed papers, largely day in and day out, for at least ten religious papers, agricultural papers, large days. The result was that in that short space city dailies, trade papers, and medical papers; of time we sold the entire thousand bicycles we have had posters, catalogues, circulars, or thereabouts. We were doing good adver- lithographs, card hangers, hangers of all de- tising and it showed results instantaneously. scriptions, calendars, novelties, racing teams, Of course it would be different with any other railroad-car, cable-car, and fence advertise- kind of advertising. The weeklies and out-of- ments, — in fact, I doubt if there is any one town papers would not show results as quickly kind of advertising that A. G. Spalding & as the daily papers. Brothers have not used in the past 20 years. In 1894, just three years ago, we decided From these various methods it will be a to manufacture our own bicycles. We located pretty hard thing to pick out those that can be a factory at Chicopee Falls, Mass., and com- considered the most profitable. Of course menced to manufacture the “Spalding” bi- there are certain kinds of advertising we are cycle. We wanted an absolutely high-grade partial to, but it does not follow that these are leader, a bicycle that was the equal of any. the best, for in my many years in business, I thing sold in the market at the same price. GREAT SUCCESSES 91 VYYT Of course for years and years prior to our business-like, and careful way, and one opening up of our bicycle factory we handled advertisement seems to us to be as good as and sold bicycles. In 1894 we placed our the other. They all show results. One of first high-grade machine — The Spalding — the most striking of our advertisements of before the public. late has been that of the Christy anatomical On May 30th, 1894, A. H. Barnet, a New saddle. We felt that the Christy saddle was Jersey local rider mounted on a Spalding anatomically correct and we endeavored to bicycle, won the great Irvington-Milburn show to the public, by the use of the pel- Road Race. It is a race looked upon as a vic bones, just how a rider sat on the old good thing to win. The Spalding bicycle style suspension saddle, and how he sits on won it and we at once seized the chance to lay the new Christy. The portrayal of these before the public the fact that the Spalding pelvic bones was a bit weird, so to speak, and bicycle was a fast bicycle; that it was a strong in many cases we have had business men bicycle in being able to go through such a come in and criticise the advertisement for the hard race without mishap, and that to a novice simple reason that the bones attracted the it meant a great deal to ride the Spalding attention and looked unnatural, but neverthe- bicycle, which possessed all the qualifications less it proved a good advertisement, because for good strong road racing. The winning there was nothing objectionable in it, and it of that race did not amount to so very much showed cyclists at a glance just how the body in itself, but the way we handled that win, rests on the old and the new saddle. We did the Spalding bicycle more good than any considered that one of the best advertisements other kind of advertising we did that year. we ever put out. We heralded the event abroad. Lithographs and posters of the winner were sent to all R. Simpson Company, Limited sections of the country and again the cry went up 66 Spalding's luck," but from that day to Toronto, Ont., Dry Goods and Department Store. this the Spalding bicycle has been the favorite By J. S. Robertson. at road racing, track racing, and at coasting, 66 How I made my advertising pay?” and we never lost sight of the fact that any. By giving much thought unto it. thing important accomplished by the Spalding There is truth in the saying that “ The man bicycle should be brought before the public at who is his own lawyer has a fool for a, client." large in more ways than one. Of course it This philosophy can be, in many cases, ap- does not necessarily follow that if the Spalding plied to the business man, who, amidst the bicycle had not won the Irvington-Milburn responsibilities and worries of a large busi- Road Race in 1894, it would not be a positive ness, attempts to manage his own advertis- leader to-day, but I believe, and a great many ing. It is better for him to engage an adver- are of the same opinion, that the win in 1894, tising specialist to look after this matter, as he in the first year of its existence on the track would a lawyer to attend to the legal end of did a great deal towards making the Spal- his business. This, at least, is the policy of ding bicycle a popular wheel with the racing the Robert Simpson Company, Limited, To- men. ronto. I have tried to think what I should consider Someone has said that goods well bought the best advertisement we ever produced. To are half sold, and shrewd merchants recog- be candid with you, I think they have all nize the importance of this truism. But it is been pretty good. We have handled our one thing to buy goods, and buy these well, advertising, I fancy, in a very conservative, and something else to sell the goods. Only TTT TT 92 FOWLER'S PUBLICITY TY а | TYT intelligent publicity will successfully attain fooling of the people soon downs the fooler. this end. The Robert Simpson Company, The Robert Simpson Company, Limited, be- Limited, are shrewd buyers; they are equally lieves in doing what it says it will do. shrewd in their advertising. ord, the advertising of the Robert It costs money to advertise - large money. Simpson Company, Limited, has been made The shrewd advertiser will buy advertising to pay by applying to its management the space with the same care and judgment that same care, judgment, and business common- he buys stocks to sell. He will buy such sense that have been applied for twenty-five space as is valuable to him in his particular years to the general management of this great business. Desirous of reaching the great Canadian department store. The advertising retail buying public, the Robert Simpson is made a department of the business, and all Company, Limited, buy space in those papers possible thought and care given to the me- that reach the great mass of consumers - dium, the manner, and the matter. hence the larger proportion of their advertis- ing is done through the great city dailies. Deering Harvester Company Advertisements are changed daily, the same advertisement never appearing a second time Chicago, 111. By R. Roy Shuman, Manager. in the same paper, and on this account the THERE's a vast difference between success- daily paper serves a purpose which a weekly ful publicity and notoriety. Some advertisers or monthly does not. This is no reflection on forget this, particularly the fresh, young “ad- the value of publications less frequent than smiths.” Successful publicity, in my opinion, once a day, but simply indicates that for this is that which creates both a lasting and a particular business, where there is daily store favorable impression. Some advertisements news to give to the public, there is an advan- leave a bad taste in the mouth. People re- tage in the one case that does not exist in the member bad tastes quite as long as they do other. good ones, but they don't appeal to the pocket- The medium, or mediums, selected, the book as the good tastes do. matter must be considered. The public has For instance, the manufacturers of a wheaten reached a point where it reads advertisements breakfast food issued a lithograph showing a as it reads the news of the day, but to be so disgusting view of the interior of a stomach, read these must be prepared with equal care, supposed to have been diseased by a diet of skill, and intelligence. No one has use in oats. The nauseating picture appeared also these days for a newspaper characterized by on every box of food. For my part, even if dullness — nor is there room for the dull ad- this kind of advertising left the impression that vertisement. The Robert Simpson Company, oats was a dangerous food, it would certainly Limited, has no use for sensational advertis- not lead me to buy that particular kind of ing, but it aims to be interesting. wheaten food. How different is the effect of But advertising must be truthful. One soon that pretty jingle: learns to discount the statements in a news- “Suppose, from hither unto you paper that leans to unreliability. And the Were pipes of brazen strength advertisements that have no backing in the goods advertised soon come to naught. While, Ran thro’ their luscious length.” as Barnum has said, “ The people like to be Successful publicity is more than playing humbugged,” it is equally true, to slightly on words. It must convey a sensible idea. paraphrase the utterance of another great But it should convey that idea in an attractive American, Abraham Lincoln, that too much and striking form. If it can do this by means 1 S GREAT SUCCESSES 93 L of an appropriate picture, all the better. Take as much as anything, in a frank, straight- the - Wool Soap Babies,” for instance, which forward talk to the people, just as our success- to my mind is little short of an inspiration. ful salesmen are the ones who sell our goods In the harvester business, successful pub- on their merits, without misrepresentations. licity consists, to a considerable extent, in the Such a salesman increases his trade each year inculcation of mechanical ideas. Harvesting he remains in any given locality. He gets machines are all built on the same general the farmer's trade, not once only, but continu- lines. It is only by emphasizing the minor ally. It is the same with advertising. details that attention can be permanently fixed The kind of publicity that can best lay on one particular machine. The Deering Har- claim to being successful is the kind that wins vester Company makes its machines with life-long customers, and no publicity can be roller bearings, and ball bearings in their gears permanently successful that is not backed by and shafts. For three years my mission has honest goods. been to spread the news to every farmer that 66 Roller Bearings Make Light Draft," or V - These little rollers save one horse," or “Roll, and the world rolls with you, Indianapolis, Ind., "Boston Baked Beans," "TO- Scrape, and you scrape alone,” etc. mato Catchup." By the Manager. Deering publicity has been successful pub- THERE are two kinds of publicity. The licity in so far as it has convinced the farmer one we have in view is successful publicity, of the value of roller and ball bearings and and with this object we have spent a great other distinctive features of Deering machines. many thousands of dollars in advertising from It has been accomplished through the media which we have not, as yet, been able to cal- of catalogues, the monthly Deering Farm Jour- culate the exact pecuniary returns. We have nal, circulars, signs, and through the agricul some ideas on the subject of advertising, tural and religious press. which we are endeavoring to follow as closely Our own publications comprise annually as our appropriation and the available mediums several million copies, and consume hundreds will permit. of thousands of pounds of paper. They cost The first thing necessary to secure success- money, but they pay, because we can by this ful publicity is something of merit to offer. means talk directly to the very farmers who We think nothing better illustrates the power are probable purchasers of machines, without of advertising than the facility with which wasting our ammunition on thousands who are nostrums and worthless articles attain pub- not interested. . licity; and the fact that the same worthless The Deering Harvester Works is the largest articles disappear from public view with equal plant of the kind in the world. In less than facility proves the assertion that successful, 20 years it has risen from a small shop in an or in other words, lasting publicity depends inland town to a 51-acre plant in Chicago, on merit. Unless a specialty can be launched employing 4500 people, and manufacturing with ample capital behind it, the manufacturer one complete harvesting machine and 30 miles cannot begin expensive advertising with the of binder twine every minute. And this vast introduction of his wares. He must, there- enterprise has been built up on the cardinal fore, seek a method of introduction which will principle of giving a sensible reason for every pay its own way. The house to house can- claim of superiority, and of performing in the vass was good, but has attained its meridian field what we promise in our printed matter. and declined. Store demonstration has lost With us, successful publicity has consisted, its novelty in the cities and therefore lost its 94 FOWLER'S PUBLICITY ac les UN- U IT value. Some manufacturers rely upon sales- six inch double-column display on first page, men to load the trade. We have, by sad ex- or in full position. Lack of space prevents perience on other goods besides our present our dwelling on many other equally valuable specialties, learned that the only result of this adjuncts to successful publicity. method is to disgust the dealer who shortly Novelties are good but must be cheap, on s the unadvertised goods as stickers, account of their evanescent character. A closes out his stock at cut prices, — to the good advertisement in a poor medium is better everlasting demoralization of the trade on that than a poor advertisement in a good medium. particular specialty, — and promptly discour. It is well to be particular in the selection of ages the salesman on the occasion of his next matter. The public is now looking for pic- visit. tured advertisements, but we feel that we can- Granted that the manufacturer has success- not be too particular about giving too much fully introduced his goods and obtained the picture and too little advertisement. Make proper amount of advertising from his intro- your pictures part of the story, if not all ductory method, the next problem is to educate of it. the people up to the point where they will call We have been asked if we expected to stop for the goods the second time, and continue to advertising and go on doing business. We call for them. The only present solution of think not. We think it will be necessary to this problem, in our estimation, is plenty of continue advertising, and look for our busi- printer's ink. We find ourselves confronted ness to grow up to the point where it can with a vast array of advertising methods, profitably support more advertising than we some cheap, many expensive. The expensive are now doing. methods have the stamp of approval by adver- tisers who are successful in their business. Ladd & Coffin It is safe, at this stage, to follow the methods most favored by leading firms already in the New York, N. Y., “Lundborg's Perfumery." By field. Street cars are fairly good and are sup- W. S. Douglass, Manager. posed to reach a large number of people. " How I made advertising pay” is hardly This is true, but they reach the same people an appropriate headline for my advertising every day, and the cards, unless repeatedly experiences, for I firmly believe that the high changed at short intervals, become so familiar quality and attractiveness of Lundborg's Per- to the patrons of the street cars that they pass fumes, and the liberal employment of effec- unnoticed. You have only to observe the tive salesmen have made my efforts in the familiar faces of the people you meet every periodicals a success. day in the street cars to recognize the truth of Buy positions in the mediums that go to the our assertion that outside of a very few peo- consumers you are after, paying the lowest ple, your advertisement is presented to the possible prices; but take nothing you do not same persons over and over again. We think want because it is cheap. Fill your space a great deal of our magazine advertising. We with bright, new matter, that is different from are in all the best and standard magazines anything ever published, getting some one and shall continue there. We think news- else to write it if you have no new ideas; paper advertising good if purchased in the then make every department of the business proper quantities and in the right places. put forth its best efforts, and if your article is Small advertisements are worthless because something that the people can use, and you they are buried in a mass of local stuff which do all the above things better than the other completely overshadows anything less than fellow, it will sell. 1 YT 1 111 GREAT SUCCESSES 95 Morris, Feild, Rogers Company The mediums of publicity should be the best of their kind in their respective localities of Bowmanville, Ont., Maker of Pianos. By R. B. circulation. The best dailies, the best week- Andrew, Superintendent. lies, high-class magazines, trade papers, – My experience would indicate that to ad- in short, seek to get the best place in the vertise pianos successfully, the matter of the home reading matter of the intelligent and advertisement should always be dignified, ear- cultured public. The mediums need not be TI 1 T said. ways be in good, every-day English, as brief as home-lovers read and the advertisement as the argument will allow without injury to should appear with frequent changes in every the story. Superlatives should be sparingly issue, or as nearly so as circumstances will used and four-syllabled adjectives avoided permit. where simple words will convey the meaning Other means of profitable piano publicity as forcibly. Special features in the instru- lie in the direction of helps and reminders for ments should be strongly dwelt upon in an the trade. These must be always attractive, interest-creating, comment-exciting manner, on good paper, with clear cuts and superior stating modestly and truthfully all that can be press work. Trade circulars should be fre- asserted in favor of the particular feature dwelt quent and interesting, calling attention to new on. Trade and technical terms should be designs, recent inventions or special features ; avoided except when addressing the dealers, giving ideas, talking-points, and testimonials ; and it is important to remember that what is suggesting methods of local advertising, win- said is of no greater importance than how it is dow-displays, exhibitions, and recitals, and should always be couched in such language The artistic and attractive features of a as the most sensitive will construe as helpful. piano advertisement are very important. The Posters are of doubtful value in the piano setting should always be in clean, clear-cut business. Fine lithographs are appreciated type sufficiently large to be easily read, and by the dealers and are helpful in a moderate when illustrations or fancy borders are used way only. Pictorial advertising cards and they should be as artistic in design and as fine novelties are almost worthless. All may be in execution as the nature of the medium will used to some advantage in conjunction with permit. Better have no border and no illus- displays of pianos at state, county, or other tration, than inartistic or displeasing ones. exhibitions, but the percentage of known bene- The effect must be pleasing to be successful. fits from these mediums is so small that they There should be an identity about a piano are a doubtful investment for profit. Booklets, firm's advertisements, which, apart from the neatly printed, pretty and bristling with good name, will always characterize them. This points well put, or with lists of satisfied pur- identity may be emphasized by a trade- chasers, give good returns if judiciously dis- mark, a special initial, a fac-simile signature tributed. A well-executed, generous-sized or other design, but it should always be calendar makes a good, effective, and profit- chaste, pleasing, and exclusively the firm's able medium for piano advertising. Direct- own. Always use plenty of space. Suitory and hotel-register advertisements are but the attractive features to the medium, as out- charity schemes, and are practically useless line cuts for the daily papers, and half- for piano advertising, and with the exception tones and fine engravings for the calendared of bringing into prominence the name of the paper of the magazines, catalogues, and cir- piano used at high-class musical entertain- culars. ments, program advertisements are valueless. 96 FOWLER'S PUBLICITY Ally Piano catalogues are essential and should have all the good qualities recommended for other advertising mediums, together with Hartford, Conn., Wholesale Druggists. By Samuel attractive, appropriate covers. In these, P. Williams, Assistant Treasurer. in addition to the illustrations and descrip With us there is but one answer to the tions, an introduction should deal briefly question, “ Does advertising pay?” —and that but pointedly and convincingly with the answer is decidedly in the affirmative. The facts regarding the solidity of the firm, its fact is generally conceded; but as to the most ability to make reliable goods, its facilities profitable method to be followed in placing for manufacture and shipping, and the worth advertising matter there is much difference of of its guarantee. The description of the opinion: it is a problem which each manu- piano should be in as full detail as the facturer must solve for himself. It requires dance of technical terms will permit. If a nice discrimination to properly place adver a firm cannot afford, at its inception, to get tising and we have always recognized the out such a catalogue as is described, leaf- wisdom of taking counsel with those whose lets with fine cuts on good paper, and with experience and business make them authori- full descriptions, to be followed later by ties on the advertising question. There is no booklets, make a good substitute and, in doubt that a fortune awaits every one of us fact, are a good adjunct to the complete who places to the very best advantage each catalogue. announcement to the public. Advertising is both an art and a science, We must have a tremendous voice with more especially when applied to pianos, and which to proclaim to the world the excellence there can be no cast-iron rules made for it in of our wares; nor will once around suffice, the this age of progress, invention, and discovery, effect being all lost unless the first effort be but a few general principles may always followed up with many more. As manufac- govern it. Dignity, earnestness, and truth- turers and dispensers of a glorious summer fulness should always characterize the treat- beverage, Williams' Root Beer, we have, so ment of the subject; identity, frequent change far, relied upon the lungs of the great daily of design and artistic attractiveness should press to do our "hollering ” for us and have always characterize the display; continuity nothing but commendation for the character should always characterize the times of its of the service rendered. appearance; refinement and popularity with Of course we have tried other methods and home-lovers should always characterize the still continue to employ them in a small way, mediums of display for the public. but we are confident that desultory advertising Where all of these points cannot be main- is fruitless, and our final resort has been to the tained and the outlay is necessarily small, let columns of the press, whatever other substi- simple elegance in matter, paper, and press- tute may have been invoked at times. It work characterize that little, and success will requires study and good judgment to decide soon enlarge the borders. Where the manu- on a taking form of advertisement, but that is facturer or dealer cannot himself, or by the aid most important, whatever vehicle we use to of his men, produce good copy, get others disseminate it. whose business it is to produce it, but always We have always felt the necessity of being insist on the high quality of it. honest and reliable in what we say, making The general principles outlined must be no assertions which we cannot fulfil. And followed by those who desire to attain a suc we are also aware that it is vastly better to cessful and profitable piano publicity. have the retail dealers for us than against us,- GREAT SUCCESSES TIT TI UT VY TO YIT willing to put out our goods if we succeed in As to the article itself, except with such making a call. The good-will of this large things as patent medicines, etc., the commer- element can hardly be overestimated. To cial value of which is practically unascertain- this end we have endeavored always to deserve able by the general public, folks will not make their friendship and favor by being impartial more than an experimental purchase unless and employing honorable dealings only. We they believe they are getting fair value for consider it cheaply bought assistance, which their money. To put twopence worth of pins in the long run pays handsome returns. And into a showy wrapper and puff them at a what we have here put last is in reality always shilling, or as the writer has seen, to adver- the first and prime requisite — a quality of tise a two-penny copying pencil as a most goods which is as good as the best, the 66 once convenient marking ink pencil for linen, at a tried always used” variety, which makes shilling, may deceive for a few weeks, but friends wherever it goes and thus in some ends only in disappointment, indignation, and degree works out its own salvation. contempt. It is also self-evident that it would be merely Macniven & Cameron throwing away money to advertise extensively and expensively any article the use of which Waverley Works, Edinburgh, Scotland, Wholesale is limited to a small section of the community. Stationers and Steel Pen Makers. By the In both these respects the proprietors of the Manager. Waverley Series of Pens claim a right to suc- THE following observations are not intended cess; the article was needed, is fair value for as a formal exposition of the art of advertis- its price, and is in universal demand all over ing, but are merely a few stray thoughts on the civilized world. The world-wide popular- the subject, supplementary to what your other ity of these modern implements of civilization correspondents may have to say. proves that the well-known couplet contains The enormous development of advertising no idle boast : during recent years has been an astonishment “They come as a boon and a blessing to men, even to those most conversant with its growth; and the enormous sums now spent annually There were of course further and accessory by many well known firms would be an amaze- circumstances. The special structure of the ment to the uninitiated. Houses that 40 or 50 pens, with their fine finish and elasticity, and years ago spent from £500 sterling to £1000 their turned-up tips, made them a magnificent sterling in that way annually, must now launch change from the too frequent rigidity and perhaps ten times their former outlay, if they roughness of the old steel pens, which often would maintain their footing in the world's procured for them from votaries of the old markets. Nor have they cause to regret the goose quill, the scornful epithet, “ iron pens.” altered conditions, which, if judiciously re- But not only because of the unprecedented sponded to, yield the advertiser a correspond smoothness with which they traveled across ing benefit. the paper, and the unequaled speed and ease Successful advertising must be regarded with which they did their work, did they from two standpoints: first, that of the article - catch on” to public favor: the mode in itself, whose sale it is desired to create, or to which they were offered to the public, namely, increase; second, the various modes of an- in handy little boxes, was at once appreciated nouncing its existence in the market, and of as a vast improvement on the old style of a persuading the public that to purchase it is a huge boxful at a time. benefit to themselves. But undoubtedly it was by the extensive TIT 1 do FOWLER'S PUBLICITY SC YY 1 publicity given to the pens through the vari- are paralleled by pictorial illustrations; the ous modes of advertising that their merits and cavalry by the bolder type statements; and attractiveness laid hold of the public. Our the infantry by the small type comment. Our ught us that for the suc- advertisements can scarcely be made too bold cessful introduction of a really useful arti- and clear; they must lay hold of the reader cle, whatever may be done in subsequent even while he runs; though to those leisurely years, the first announcements should be of souls with whom time is not a scarcity, the the most lavish description, and should be small type details are usually acceptable, and sustained until a broad and steady flow of convincing. sales has been achieved. All the modes of The literary character of an advertisement publicity should be resorted to, — newspapers will depend on the nature of the article adver- and magazines, large posters and smaller tised, but still more on the character of the show-cards, and the more modern metal class addressed. Happily the Waverley Series enamelled plates. of Pens and the people who use them are such The display should be made ubiquitous and that we are completely spared the necessity of continuous in every city and town of conse- resorting to even the shadow of “bunkum” quence, at every railway station and street or “ blarney.” A short, straight business-like corner, in the daily newspapers and the statement is better appreciated than any elabo- weekly journals. rated recommendations. When the article has been fairly taken up The cheapest class of advertisements is by by the public, the amount of advertising may no means the best bargain. A newspaper then be reduced considerably, but should that really possesses a large circulation and never be less than suffices to keep interest and powerful influence, very properly also com- sales going. Any abatement in the public de- mands a good price for its services to adver- mand must be taken as the signal for "a tisers. renewal of friendly hostilities.” Care should " According to your faith be it unto you" of course be taken that simultaneously with holds good in this business of advertising : the advertising a sufficient, not necessarily a here also “ the liberal soul shall be made large stock, of the goods is placed among the fat,” if his generous use of newspaper, maga- trade in those quarters which will be affected zine, and billboard publicity is judicious. by the advertising. We have not much faith in a bill in the California Furniture Manufactur- magazines unless it holds the first place. Nor do we regard advertisements in directories and similar annuals in much higher light than as respectable interments. Plenty of show- San Francisco, Cal., Carpets, Furniture, Drapery, card display, a good position in the maga- Upholstering. By J. Frank Mullen, Manager. zines, and a smart, short paragraph adver- You ask " what constitutes successful pub- tisement in the newspapers seem to work best licity." I don't like that word « publicity ; ” for us. it is too “ stuck up” for me. 6 Advertising " In the composition of our advertising bills is a better word. and magazine advertisements which have done I will tell you what constitutes successful good service for our Waverley Series of Pens, advertising, so far as I know. Retail adver- we have got accustomed to compare the vari- tising is the only kind I know much about. ous elements to the three departments of All my time is given up to a single store. I army service. The big guns of the artillery know a good deal about the kind of advertis- 1 ing Company GREAT SUCCESSES 99 LUI T TITY 1 ing that has gained for that store a large trade. they have such a direct bearing on advertis- I will describe it. ing. The effect of the best advertisement in First, Honesty. The first thing I was the world can be undone in two seconds by a taught was to be honest — to tell the truth. discourteous clerk. It was instilled into me so deeply that I have Fourth, Persistence. - Keep everlastingly never gotten over it. Honesty applied to adver- at it.” I can't say more on this point than means, in the main, telling the truth. these few words. It pays; it is the only kind You deal with people through your pen, and that ever did, or does, or ever will pay. can't be dishonest except by lying: don't lie. “ Keep everlastingly at it.” Don't - stretch” the truth, — not even a little Fifth, Little Things — some not so little after bit. It pays sometimes to say things that do all : not do your goods credit, just to get people Windows: make them speak for the store. to believe you. Give your readers some- Clean Store : clean store, clean goods ; dirty thing easy to believe; get them in the habit store, dirty goods. of believing you; pretty soon they will believe Neat Clerks: they count more than you anything you tell them. Don't deceive them. think for. The truth is sometimes hard to believe. Frankness: if what you have to sell is Second, Interest. Don't think, because you good, say so; if not the best, say so; if really have enough interest in your store to wade below par, say so. through a column or so of dry facts about Generosity: do your customers a good turn what you have to sell, that other people will now and then, even though it cost you a do the same. They won't. Short advertise- little. ments are better than long ones; but if your Good Goods : you can't build up or keep subject demands a lengthy talk, make it read- up a business on any other kind. able. Talk in your advertisements the same Not any one of these things I have men- as you would talk to a customer in your store. tioned will make advertising successful. It's hard work to get up even a lukewarm Money spent in newspaper advertising is interest in a list of things you have to sell, wasted unless people find your store all that 56 seasoned” with a comma between each the advertisement would make them believe it item, and a conjunction between the last two. is. Third, Manners -- two kinds. (a) Adver- Now, I have told you what has made our tising manners : you have no way of knowing advertising a success. That is all I know the kind of people you are talking with, and about “ publicity.” had better be courteous. Good advertising manners tell people how welcome they are at Charles H. Dodd & Company your store, looking or buying. (Be sure you Portland, Ore., Importers of Agricultural Imple- ments, Hardware, Iron, and Steel. By the backed up by store manners. Be courteous Manager. to everyone, whether he is well-dressed or I HAVE been in business over forty years not. If callers say, "I just came in to look and I find the question of publicity in business around,” bid them welcome by both words of vital interest. I do not care what you may and looks. Don't snub them by frowning or have to sell, what you desire to buy, what refusing a word of welcome. Some people you desire to consume or produce, the first would rather be slapped in the face than thing to be considered, from a business point snubbed. I mention store manners because of view, is publicity. Perhaps I may be too 100 FOWLER'S PUBLICITY C V 1 LU Led T 17 TO 1 YY ( optimistic, but I take it that the community as I must get close to the farmer and the a whole desires your success, especially if agriculturist, the sheep-raiser and the cattle- success can be brought about by fair and grower, and to do this I must strike at the honorable dealing, and by conducting your little county seats where the little county papers affairs with such a reasonable mingling of are published and use them, their friendship, publicity and privacy as you and the people and their influence in every way practicable. can see is right and correct. So far as the The county weeklies are, in my opinion, by public good is concerned, the greatest pub- far the best for my line of trade. licity is desirable; and so far as the individual The number of county dailies and weeklies interest of the patrons is concerned, the great- I can use depends entirely on the condition of est privacy is important. national prosperity. It is useless to talk of There are a great many ways by which to individual prosperity if the nation is not pros- attain this publicity. If a man of large mind, perous; it is useless for the farmer to talk of clear ideas and that peculiar faculty for reach- being prosperous unless he can get a rea- ing out which many men have, is at the head sonable compensation for the produce of his of a business, he brings with him a large farm, and the price of the produce of that publicity, as he cannot move in any way with- farm depends upon national prosperity ; conse- out drawing attention to himself, and if to quently the implement dealer and the hard- himself, then to his means of making daily ware man must depend upon national prosperity bread. If he has large ideas, that fact alone for a demand for his wares, for the buyer of makes him a helper in building up the State these wares is the farmer. In the matter of and the community in which he lives. He 6 construction hardware " the same rule ap- cannot narrow himself down to one thing. plies. If there is no construction in the cities While he may be very earnest and energetic and towns there can be no construction ma- in the one principal line in which he makes terial sold, and all the advertising in the world his daily bread, his influence will pervade the cannot create a demand if there is no demand community and become not only an individual in the country in which the business man tries but a public force. He will carry the same to create it. atmosphere into his business, and according to Does an advertisement of given size in every the grade and character of it, will he patron- issue pay better than an advertisement twice ize the newspapers and in every way use as large in every other issue ? I think there printer's ink. are times in the year when advertising does In my experience in advertising (I am a not pay at all, but at the time advertising will dealer in hardware and agricultural imple pay I believe it is wise to advertise liberally ments) I have found the county papers as and to change the advertisement as often as valuable as any mode of advertising I have practicable. ' A standing advertisement is of used, so far as newspapers pure and simple little value. are concerned. My experience has been that In the matter of getting your money back, the great newspapers are not successful in my — mistakes in advertising are made more fre- line of trade. The large newspapers, those quently than any other mistakes. A great which are the dealers in political thoughts and deal of advertising is done and the money the directors of political action, have their never comes back; and very often a very different and separate uses, but as I under- little advertisement will bring a great deal stand it, each man is to speak for his own busi- of money; hence the matter of advertising, or ness in your book on publicity; hence I talk publicity, is a matter of good judgment. Ad- for mine. vertising without judgment, in a haphazard 1 OLUL IT1 U ) SY 1 GREAT SUCCESSES IOI 11 fashion, is, in my opinion, an unwise thing. Of other merchandise the purchaser can judge Some do it, believing that they will hit some- somewhat by the sample but no one can see where, and I think we have all seen a good any difference in the seed, for instance, of deal of this, but I believe that after all pub- cauliflower worth $25 per pound, of cabbage licity is a matter of good judgment, and if a worth $2.50, or of turnip worth 25 cents. The wide publicity can be had at a reasonable cost, vitality of the seed can be easily tested, but it is the proper thing to get. the planter cannot know until the crop is We have advertised a great deal ; some of grown whether the variety is true to name our advertising has been successful — much and of first-class strain. That Burpee's seeds of it has not, and very often the more expen- might become widely known we originated the sive it has been, the less it has returned to plan, which has been copied so largely, of us. advertising ten packets of choice vegetables I find that letter writing is one of the best or flowers for the nominal sum of 25 cents. means of advertising. The modern typewriter We sold thousands of these collections and makes this class of advertising possible, as the many of the purchasers were thus induced to nearer you can get to the man whom you de- order other seeds at regular prices the follow- sire to do business with, the better, — and ing year. there is nothing closer than a personal letter. In 1881 we introduced the Cuban Queen - a watermelon superior to others then in culti- W. Atlee Burpee & Company vation. We advertised this quite largely and the second year (1882) included a packet in Philadelphia, Penn., “Burpee's Seeds.” By W. our cheap collection of seeds for trial, of which Atlee Burpee. we sold more than 60,000. This novelty, with You ask “ How I made advertising pay” in Burpee's Surehead cabbage and the Bay View the seed business, just as you ask the same muskmelon, both introduced in 1877, made a question of men successful in other lines. trio of vegetables that were unequalled and Your question being so personal, I have con- which helped greatly the growth of our busi- cluded that my answer should be in the nature ness. of a business autobiography. By traveling each summer among seed Our business was established in 1876, but growers in America or Europe, we learned to for some years previous the writer had been know the best sources of supply and also new interested in the breeding and sale of thorough- varieties as they were developed. We have bred stock and seed corn. Although not un- been careful to introduce only such novelties known to the farming public, as I had been a as show some real improvement over standard regular correspondent of several papers, it varieties. Our field trials (exclusive of vital- may be interesting to note that the first year's ity tests) at Fordhook Farm, have numbered business showed a net loss of $3,500, without more than six thousand samples in a season. allowance either for interest or personal salary. Other seedsmen have criticised us for the The second year's business barely paid ex- expense of making such thorough comparative penses, while the third year showed a profit trials each year. We admit that all profit of $2,700. Since then, with the exception of from seed crops grown on the farm is more several years of great agricultural depression, than consumed in conducting the trial grounds. - our trade has increased steadily, until now it Fordhook pays, however, in the knowledge it is the largest of its kind in the world. gives us, and indirectly also in the advertising Confidence is of slow growth, but the con- we receive as owners of “ The Model Seed fidence of planters is essential in selling seeds. Farm of America.” Editors of agricultural TTA 102 FOWLER'S PUBLICITY D T m . papers, as well as directors of State Experi- mailed free to intending purchasers. We are ment Stations, write frequently for information the only seedsmen who take this position, the and in this way we get considerable 66 free ad- others who issue expensive catalogues upon vertising.” We are thus enabled also to state which a price is named making no free offer. that we warrant our seeds to be first-class and We believe that the masses of the American true-to-name --- 56 because other seeds just like people are honest and that when they ask for them have been grown at Fordhook.” our catalogue free they intend to purchase In 1890 we secured advertising of unusual seeds, provided varieties and prices are satis- value by the introduction of Burpee's bush factory. It is worthy of note that we receive lima — the only bush form of true large lima many letters enclosing ten cents from parties bean. This we sold at a price unheard-of be- who state frankly that they want The Farm fore, 75 cents for a packet of four beans. Even Annual only for information, as they have no at this price, which was meant to be largely garden at present. prohibitive, we received many orders and We do not expect a direct profit from news- doubtless the public thought that we had made paper advertising. Our records over a period a large amount of money. The expenses of of years show that each answer costs from 25 introduction, however, absorbed all profit un- to 27 cents. Practically we give away the til the variety had become generally known. seeds we advertise, but are willing to do so in Meanwhile other growers had obtained the order to secure thorough trials. An important seed but the fact that they are offered promi- factor is the moral influence which advertising nently in every catalogue as Burpee's bush exerts upon our several hundred thousand reg- lima gives us advertising that is worth more ular customers. If our advertisements did not than large direct profits. appear in the leading papers and magazines It is a remarkable coincidence that now in some of our customers would not be reminded 1896 we should introduce also the first dwarf of the fact that they had received The Farm sweet pea, Cupid, which grows only five Annual, which may have been laid aside and inches high. Last summer we exhibited pot forgotten. Advertising is as necessary an plants before the Royal Horticultural Society annual expenditure as the payment of taxes or of London and the Société Nationale d'Horti- rent. Some small seedsmen argue that, be- culture of Paris, where we received the highest cause they conduct their business in the coun- awards of merit. Now in the first year of its try and advertise but little, they can sell good introduction Cupid is catalogued by nearly all seeds for less money. Such a claim is as seedsmen in America, Europe, Australia, and senseless as it would be for a small shop- even in India and Africa. The sales of Cupid keeper, with little capital, to say that because at wholesale have been enormous and show a he does not have the expense of a great city considerable profit this year. Such a result, store he can sell goods cheaper. however, is possible only because during the Much money is wasted by injudicious ad- past twenty years we have gained the confi- vertising. Mediums vary greatly in value. dence, not only of American planters, but also Some papers which paid ten years ago are of seedsmen throughout the world. now quite unproductive of profitable results. While we continue our original plan of sell- We never purchase lists of names to which ing an “introduction” collection of seeds at a to send our catalogues. From our own mail- nominal price yet much of our advertising now ing lists we drop the names of customers who is an announcement of The Farm Annual. In have not bought within two years, on the theory each advertisement we state that the price is that if they are in want of seeds again, they will ten cents (less than cost), but that it will be see our advertisement, and write for catalogue. 1 TXT GREAT SUCCESSES 103 1 TXT Some seedsmen keep names on their mailing reader. Value for value is the rule that must lists for four or five years, thus wasting cata- finally obtain in all transactions ; you may logues, amounting to considerable money, fool the people now and then, but it is the which could be invested more profitably in man who gives full value for what he receives newspaper advertising. who wins permanent prosperity.” We dislike sensational advertising but ap- preciate an expressive headline. Our motto is “ Burpee's Seeds Grow and Are the Best that Grow.” This is free from the vulgarity of Jersey City, N. J., Lead Pencils, Stove Polish, such a claim as 66 's Seeds are the Best," Graphite, Black Lead. By George E. Long, - stating simply that our seeds are the best Secretary that it is possible to produce. You ask us - how we made advertising Now that some papers and magazines de- pay.” If you had asked us to reply to the cline to insert advertisements of a fraudulent question, - How I got a good mess of fish," or grossly exaggerated character the confi- we would say that we chose a day that seemed dence of readers in such mediums is increas- favorable for fishing ; went out to what was ing. Intelligent buyers realize that a good supposed to be pretty good fishing ground; thing is worth advertising, and thus making sometimes sat in one end of the boat, and more sales instead of increasing advertising sometimes shifted around to the other end; actually reduces the cost of the goods. It is spit on our bait occasionally; and angled for appropriate to quote the well-considered ad- all we were worth, dropping our bait pretty vice of that shrewd Philadelphian, Ben Frank- close to the bottom, or with a good clearance lin, “ My son, deal with men who advertise.” from the bottom, according to the ground and It is some years since we first wrote 6. It is the fish to catch. We also kept our eye on an admitted fact that we supply seeds direct the old and well-known experts in fishing, to many more planters than do any other and tried their kind of bait, and methods, and seedsmen," and yet recently several houses paid mighty little attention to the youngsters have made similar claims, without foundation who were known to bring home big yarns and in fact. However, we seldom notice any state- few fish. ments made by competitors which may be It is very much after this manner that we false, whether intentionally or not. have made our advertising pay, only, it may No one house should attempt to cater to all not be just right to classify advertising under classes of trade. There are, of course, igno- the head of fishing. It may hurt some peo- rant buyers who want either or Something for ple's feelings. Nevertheless, we think it will nothing," or who are so gullible as to be mis- be admitted that the attention of the public led by extravagant descriptions and prepos- is certainly something to be caught, and we terous claims. Again, it would seem as if must equip ourselves accordingly. there were some people who, as Barnum said, After our fish have been caught they may so love to be humbugged.” be lost, stolen, or spoiled in the cooking, and After having written the above I find that we are then sans fish and sans dinner. the central thought is expressed admirably So, after the attention of the public has by the Farm News: “ It costs an immense been caught by an attractive advertisement, amount of money to advertise extensively; no there must be something to induce the public business concern could or would long keep it to come to you, or to educate the public up to up unless it pays, and no advertisement can the belief that you, and you only, have what pay the advertiser unless it also pays the it needs. If the business is of the nature of that 104 FOWLER'S PUBLICITY T Ya anSV of the Dixon Company, the advertisement must we sell by employing commercial travelers, be not only attractive, but worded with sense, and I have arrived at the conclusion that this reason, and solid truth. That is the method is about all the publicity we can now afford to we have tried to pursue, and while we may give. I should have said that it is a matter have made many errors and mistakes in times, of necessity and a matter of custom for manu- places, mediums, and styles of advertisements, facturers of this line of goods to furnish their we have, on all occasions, stuck to the truth, agents advertising matter for distribution to and have stood ready to prove it with facts their prospective customers. This we must and testimonials. conform to, and we spend in this way from The results have been dividends, and a sur $3,000 to $5,000 annually. My own impres- plus, and a largely increased plant and busi- sion is that a large part of the advertising re- ness. sorted to by manufacturers of this class of goods is money thrown away. It should be Milburn Wagon Company confined to the channels of the particular trade in which the manufacturer is engaged. Toledo, Ohio. By F. D. Suydam, President. The New York dailies which charge high You invite us to give our opinion as to what rates for advertising could hardly be success- constitutes successful publicity. I do not fully used in advertising goods that are con- think we are the proper persons to answer this sumed entirely by farmers and sold almost question, as it is one that has puzzled us a exclusively through the smaller towns. good many years. There is no doubt that This, in a nutshell, is my view of the sub- everything in the way of publicity is of some ject. benefit to the manufacturer of an article which he desires to sell generally throughout the Fowler Cycle Manufacturing Com- country. The more familiar people become with its name, the more successful the manu- pany facturer will be in pushing its sale. Some articles will bear an enormous amount of ad- Chicago, Ill., “Fowler Bicycle." By Frank T. vertising and others will not. Articles like Fowler, President. patent medicines, which are suitable for al What constitutes successful publicity? most every man, woman or child in the First, having an article of merit to sell. country who is ailing, usually afford a very Second, having a full knowledge of its points large profit, and the manufacturer can afford of superiority over those of its competitors. to spend a large amount of money in advertis- Third, knowing the quality of the mediums ing. Articles of prime necessity, not covered in which you advertise. by letters patent, are usually sold upon smaller Fourth, never running the same advertise- margins, and then it becomes a question with ment twice. the manufacturer how much advertising he Fifth, being strictly original. can successfully and economically afford to Sixth, making advertisements of such a na- do. ture that readers look for them in every issue. Take, for instance, our own business. We Result -- Success, Satisfaction. have been engaged in the manufacture of In my case, three years' use of the above farm wagons for so many years that in one medicine made the number of my employees way and another our name has become almost grow from 22 men to a total of 500. Doctors like a household word. Still we are com- don't usually take their own medicines, but pelled to canvass among the dealers to whom I do. GREAT SUCCESSES 105 TT T Hygeia Hotel time we have had to build additions to care for our patrons, until now we accommodate nearly Old Point Comfort, Va. By F: H. Pike, Manager. a thousand people. We have spent as high As advertising is a very important part of as $15,000 annually, but being well-known our business, I take it into my own hands. I we do not expend more than half that sum write and arrange most of our advertisements, now. but do not place them. The best results are Of course, we send out entirely new adver- generally obtained from newspaper and maga- tising circulars to names found on our registers zine advertising. We use almost every high- from season to season. We keep a record of class, clean publication east of the Rocky every booklet that is mailed, and generally Mountains. Of course, as ours is an all-the- hear from a large percentage of the people we year hotel, we have to change the field with mail to. Once or twice a year we give sou- the different seasons. During the summer venirs to our guests, and mail them to former our advertising consists largely of a general guests. This is rather expensive, but I believe announcement of our summer attractions and it pays. rates, in the Virginia, Kentucky, Ohio, Geor- Every dollar we spend in advertising is in- gia, Tennessee, and Missouri papers. vested in teaching the people to go away on The hotel trade papers and the society and annual vacations. There was a time when religious papers are used to a certain extent only a few people went to Florida or Cali- all the year. We get a good deal of adver- fornia in winter. Now the Eastern citizen tising in summer from the railroads, as they takes his winter vacation as regularly as he publish handsome matter and circulate it thor- goes to the country or to the shore in summer. oughly, telling of excursions to Old Point I believe the day is coming when homes will Comfort, and of special rates to summer be done away with, and families which can guests. afford it will move from one resort to another We mention rates in our summer advertis- throughout the year. ing, for the business man of the South and West must be told exactly in dollars and cents how much he must pay per day, week or, month, before he will come or send his New York, N. Y., and New Haven, Conn. By E.F.. family to any resort. DeYoung, Treasurer and General Manager. The Northern pleasure-seeker is not quite It has become recognized as a principle by so particular about rates. He is more solici- business men in general, that liberal and judi- tous about the healthfulness of the place, the cious advertising pays. Men who have built cuisine, music, society, sports, etc. If you large fortunes by following this principle are can show him that these things are on hand too numerous to mention. The man who has he will come and stay, regardless of the rates. something good should let the fact be known, He goes where he can rest and regain his for he who keeps it to himself is foolish and health. shortsighted and indulges in the most expen- Success has been due to judicious, persistent, sive selfishness. and truthful advertising, more than to anything I represent the oldest steamboat line in ex- else. The Hygeia Hotel was built on a small istence, a line whose history is full of interest- scale but never amounted to much until fifteen ing and notable happenings, — for the first years ago, when we began spending a lot of steamboat that ran through Long Island Sound money to tell the people of the United States from New York ran into New Haven. The about it. About every three years during this City of New Haven has grown and prospered 106 FOWLER'S PUBLICITY 17 TXT S TI since then, and the New Haven Steamboat Company, as one of her institutions, has grown from an infant industry to the proud place of one of the great Sound lines from the Metro- Boston, Mass., and New York, N. Y. By Tilly polis. Haynes, Proprietor. New Haven, one of the busiest manufactur- ing cities of New England, which was in " ye This is a very good reading of an old early steamboat days” but a quaint little vil- maxim : lage, now has the fastest coastwise steamer in “ Early to bed and early to rise, the world running into her harbor,- a steamer Attend to business and advertise.” owned by this company. In this age of push and “ get there,” the old Were we to trust to the age and well-known methods are out of date. There must be character of the line to secure patronage, I am something new that will catch the eye — some- very much of the opinion we should soon fade thing that the public will see, and clever men from view, and be out of sight and out of mind are to-day making a business of this sort of as far as the public is concerned. We enjoy thing. Why not? Advertising is a profes- many advantages, and have many good things sion. All men are not qualified to do it, and commending us to the traveling public, all of so the practical advertiser must be called in. which would go for naught if the public were He will have new ideas and will save you time in ignorance thereof. and do it better. We find that advertising pays. The next thing to good advertising is to see We have just closed a very prosperous sum- to it that when the customer comes he is well mer season, largely attributable to our special treated, so that he will come again, and bring Sunday trips. We had the most attractive his friend. That has always been the policy trip out of New York -- appointments AI, of the Broadway Central and United States service unsurpassed, music charming, --- and Hotels. did we keep quiet about it? I think not. We had a good thing for the public, we knew it, Chicago, Rock Island & Pacific and we were not a bit selfish about it; and as a result the problem of selling the tickets Railroad changed very early in the season to the problem of collecting them. This difficulty, of course, Chicago, I11. By Jno. Sebastian, General Passen- experience easily overcame. I merely men- ger and Ticket Agent. tion this instance to show what printer's ink I PRESUME most general passenger agents will do if used in the right way. entertain different ideas as to what method is True enough it costs money to advertise, proper to secure satisfactory results in adver- but in my private opinion it sometimes costs a tising. great deal more money to keep quiet. There can be no doubt that the most favor- able results are secured from advertising, if Wanamaker & Brown properly handled. If a company finds that the people want Philadelphia, Penn., “Oak Hall Retail Clothing | Clothing certain things, it should never lose the oppor- House." By William H. Wanamaker. tunity of giving them all the information possi- In answer to your question, - How we made ble by setting forth its advantages. advertising pay,” we would say: By telling We have within the past few years adver- the news in short detail if the facts are right. tised very extensively certain specialties, which 1 GREAT SUCCESSES 107 we know have been developed very largely by judicious advertising. ing, taking pains to run several different designs at the same time, and changing cards have, for instance, the best line to certain plan has been that we have so selected our points, and advertisements of that character, mediums, both in journals and street-cars, that are not of much benefit unless kept continually we have covered the entire country effectively, before the people. I believe one of my com- making “S. H. & M." so conspicuous that petitors has used an advertisement of this kind no person, whether interested in skirt bindings to some advantage, because it has been run or not, has failed to see it. long enough for people to become familiar with it. I believe, therefore, that this partic- ular kind of advertising can only be made profitable by long-time arrangements for pub- Chicago, I11., “Garland Stoves and Ranges.” By lication. Frederic W. Gardner, Eastern Manager. The best results obtained by us from adver- You have asked me to answer a very diffi- tising have been through high-class mediums, cult question, but I think I can safely say the and a good selection of these publications is following: far preferable to and less expensive than pro- First, I believe in advertising, and am con- miscuous advertising. stantly studying new and improved methods My theory, therefore, you will observe, is, of bringing our products to the eyes of con- First, take advantage of any good thing sumers. which you may have to advertise, and spend Second, I treat the subject as a student in- money liberally in getting it before the peo- stead of as an expert, and find that every day ple. of my life I acquire some knowledge which I Second, choose publications which are did not have the day before. widely distributed, and which give proper Third, believing in advertising, I give it my returns for the money expended in advertise- first attention, and consider it of ten times the ments. importance of any other feature of my busi- We believe the best results can be obtained ness, so give it ten times as much thought and by handling advertising in this manner. business. Stewart, Howe & May Company pay from the fact that in our branch of busi- New York, N. Y., “S. H. & M. Bias Velveteen Skirtness almost every ot ness almost every other manufacturer in the Binding.” By G. S. Curtis, Secretary. United States has imitated our trade-mark and I CAN only say briefly that our advertising methods to such an extent that we are made has paid because we have, in the first place, to appear before consumers as the makers of a good article which we can offer at a fair the original and best goods, while most of the price; and a distinctive trade-mark, which we others appear to be only imitators, and of have identified with all of our advertising in course the more they advertise their wares the the most pointed manner. We have published better it is for us. short, pithy advertisements in newspapers, Fifth, we do not confine ourselves to any fashion journals, and other publications which one method, but are seeking at all times to are read by women (for whose exclusive use place new and attractive novelties in the hands our article is adapted); and we have followed of our agents for distribution to consumers. the same plan in all of our street-car advertis- Last, but by no means least, is the fact that I 108 FOWLER'S PUBLICITY we confine ourselves strictly to the truth, Armour Institute of Technology avoiding exaggeration of any kind, and that our advertising is backed by goods of the Chicago, Ill. By Rev. F. W. Gunsaulus, D.D., highest and best quality possible to produce. President. Hence, the goods themselves are as much of I THINK that the Church has oftentimes an advertisement as our methods of bringing missed its opportunity, either by the wrong them before the public. sort of advertising, or by not advertising at I do not believe that advertising can be all. I believe notices of the services put in made to pay unless the article advertised is the newspapers are valuable, and almost in- all, and a little more, than it is represented to dispensable. I think, however, that any sort of sensational notice is likely to bring the . I do not allow anyone to do my thinking Church itself under criticism, and justly. for me, and being a close student of every T o enter into competition with the theatre, style of advertising in vogue, I select from the race-course, and patent medicine business is many methods in use those which I think are certainly undignified, and is calculated to give TO A be. any partiality whatever in favor of any par- view and method. ticular customer or section, and have in that The best advertisement for a church is a way been able to obtain full returns for every warm-hearted and thoroughly earnest member- penny expended. ship, led by a true and worthy minister. No department of our business is conducted upon stricter or more iron-clad rules than our advertising department, and it is by the strict adherence to these rules that we have been Worcester, Mass. By Frank E. Heywood, Vice- able to make “ Garland” stoves and ranges President and Treasurer. the 66 World Leaders,” as well as 6. The The Heywood Boot and Shoe Company is World's Best.” not an advertiser for the consumer. Our work, like that of thousands of wholesalers New York Central & Hudson River and manufacturers, is confined to trade papers. We made advertising in them pay by Railroad Telling a new story in every number. By telling it in few words. By giving it an attractive but plain setting. Passenger Agent By talking about live issues. BUSINESS men in these days of the “ Em By telling only the truth. pire State Express,” the “ Campania,” and the The customer obtained by an overstatement " St. Louis,” are too busy to either write or or misstatement of facts is not worth getting. read long articles. For, if you can fool him successfully, others I have made the advertising department of can too; and his business career will be so the New York Central pay, first, by having weak and so short that he will be worth the best possible transportation facilities to very little to you as a customer. Or, if announce; and then placing them before the he is well-informed, he will detect the mis- public in the most attractive manner that I representation, quit you, and be harder to could, through the best newspapers and maga- get back than if he had never known you at zines of the country, and by timely books and all. illustrations from the best printing houses. This is short, — like our advertisements. TIT VY GREAT SUCCESSES 109 XY E. Catesby & Son children of this world. Printer's ink is a . growing factor in Church life and activity. London, England, “Hire System Furnishers." Bright men in the ministry, and out of it, By William E. Catesby. Sunday school superintendents, and Y. P. S. THE business which I write the advertise- C. E. officers have learned the great advan- ments for is that of supplying furniture, car tage and winning power of a judicious use pets, and linoleum on credit. Competition is of advertising. There are various forms in very keen in London, but the results of our which this can wisely be done. A large use advertisements have been extremely good. can be made, in all cities, at least, of the During so-called slack seasons, I use more Saturday papers for the announcement of space than usual, hence the firm seldom has a services, the preacher's name and topic, and quiet time. I change my advertisements in the time and place of meeting. I do not be- every issue of the papers, daily or weekly, lieve in sensational topics, but I do believe in and use cuts whenever possible, as I find headlines, large type, and appropriate dis- that the results from illustrated advertisements play. If the Church is ever to reach the un- (more especially where applications for pat- churched, it must not only reach out to them, terns are desired), are much more satisfac- but by a gentle persuasiveness, “ compel them tory. to come in.” So also I believe in the useful- In addition to changing advertisements, it ness of hotel advertising, and the distribution is necessary to have smartly written pamphlets of cards of invitation, and the publication of and catalogues (these I change frequently) regular church bulletins, and the reports of and even the window tickets are brought up sermons in the papers on Monday morning, to date, illustrations also being on these. and of church events all through the week. I avoid exaggerated statements in all my The live church is bound to make its presence advertisements, so that a customer who deals known throughout the whole community, pro- with my firm finds that he always has a little claiming its presence and enticing the people more than he expected. to come under its saving and sanctifying influ- ence. It is not necessary to beat a drum, or Rev. Henry M. Ladd, D.D. blow a trumpet, or stand the minister on his head, or hire a singer that can be heard a Cleveland, Ohio, Euclid Avenue Congregational mile, in order to do this. There are dignified Church. and legitimate ways of drawing the attention ADVERTISING is unquestionably the soul of of the public toward the Church without mak- business. In one form or another it is every- ing the religion of Jesus Christ a by-word and where essential to success. What is true in a reproach. But the Church is in the world the world of secular business is true also in on the Master's business, and it is recreant to the Lord's business. In secular affairs the its duty if it does not push that business, and man who has something which he has reason fulfill its mission. The day is coming when to believe other people want, must in some our churches will understand, as they do not way let them know that he has that com- now, the fine art of publicity. modity. There are a thousand ways in which this can be done, and publicity and persua- International Fur Store siveness be so deftly and engagingly inter- blended, that customers are made almost London, England. By P. S. Jay, Manager. against their will. The Church has slowly We made our advertising pay by stating been learning lessons of wisdom from the facts and keeping faith with the public. to the rest But thiness, and IIO FOWLER'S PUBLICITY A. A. Vantine & Company treatment from articles which are in general use with the masses of the people, and which New York, N. Y., Japanese, Chinese, Persian, sell at very low prices with a bare margin of Turkish, Egyptian, India Goods. By F. James profit. As to the first, the magazines and Gibson, Manager. daily newspapers are good mediums; as to In reply to your question - How we make the second, the little village local paper which our advertising pay,” we have to say that we circulates in every small town and village, make it pay by: would, in my judgment, be preferable. I. Being in earnest. II. Keeping everlastingly at it. Thomas J. Lipton III. Having an individual style of our own. IV. Telling the truth in such a way that London, England; Colombo, Ceylon ; Calcutta, In- it is seen to be the truth. dia. Lipton's Tea, Coffee, and Cocoa. V. Using plain, simple, telling Anglo- THE most important elements in successful Saxon words, that everyone knows the mean- advertising are, I consider, (I) to have some- ing of. thing worth advertising, and (2) to let the VI. Avoiding the use of long, involved people know that you have it. I have always sentences. made it a point to offer to the public the very VII. Changing advertisements each issue. best value it could get for its money in my line VIII. Advertising one thing at a time, or of business. This, I consider, a fundamental one line of goods at a time, in an advertise- principle in the success of a business. The ment or section of an advertisement. public is the judge (and it is a good one, too) IX. Appealing to people's reason and com- and while it may be drawn in at first by bold, mon sense. striking advertisements, depend upon it, if you X. Telling the prices, and giving full in expect to receive and hold that support for formation generally. which you ask, you must gain confidence by XI. Remembering that there are expert the sterling value in the goods you sell; and readers of advertisements, as well as expert once having obtained its patronage and its con- writers. fidence, business will steadily flow in, and con- XII. Adapting the advertisement to the tinue increasing by the aid of judicious and readers of the medium advertised in. effective advertising. I am convinced that business conducted on any other principle, Chesebrough Manufacturing Com- even though it is supported by the most lavish advertising possible to conceive, while it may pany flourish for a time, in the end is soon cut off : failure inevitably follows. New York, N. Y., “Vaseline," " Luxor Oil." By By There is no better medium, in my opinion, Robert A. Chesebrough, President. for bringing your goods under the notice of How to make advertising pay is a large the public, than newspapers, which are read and momentous question and cannot be easily nowadays by almost every person, and which answered in a few paragraphs, for the reason circulate far and wide. Good, bold advertise- that what might be advantageous advertising ments in the best newspapers, and in promi- to introduce one thing would utterly fail with nent positions so as to attract the attention of another. Articles in which there is a large readers, can hardly fail to be noticed by them, margin of profit and which are bought by and to have a beneficial effect on the adver- wealthy people, require entirely different tiser's business, as it is by that means that TI1 IT I VI GREAT SUCCESSES III YA any 1 thousands of people who would never know liberal advertising in all trade papers in which anything of the advertiser or the nature of his the editorial matter commands the respect and business are made acquainted with both. admiration of their readers. I believe in advertising in the best news- Fifth, we have avoided placing any adver- papers. No doubt the advertisements are tising through doctors, attorneys, business- more costly, but my experience is they are writers, ad-smiths, idea-makers, thought-coop- worth the extra outlay. Nor is it of any use ers, ink spreaders, or publicity-agents, and yet to advertise sparingly and spasmodically. Just our business has been very successful. as it is the continued application of the treat- Sixth, when we have a large amount of ment prescribed that benefits the patients, so general advertising to place we believe in em- it is with advertising - it is continual and ef- ploying reputable advertising agencies. fective advertising which will reward the ad- vertiser. Do not let your light hide under a bushel; keep your business well before the public. By these means, and seeing that the Gloucester, Mass., “Le Page's Liquid Glue." goods supplied to the public are of the finest By Reuben Brooks, Secretary. quality at the lowest price it is possible to I MADE advertising pay by having a good charge, combined with personal and close at- article that everybody wants. This I regard tention to the minutest detail of everything as almost absolutely essential to permanent likely to affect my business, do I attribute in success. It is true that temporary success great part the success which has attended my may sometimes be achieved by pushing a efforts. worthless article, but such a business is always extremely hazardous, as at any time the whole J. F. Pease Furnace Company. venture is liable to collapse. But if an article has real merit of such character that every- Syracuse, N. Y. By E. C. Moses, Manager. body can see and appreciate it, as a general WHATEVER measure of success we have rule it will pay to make the public familar attained is due to these facts : with that fact. First, we manufacture apparatus of a strictly As to the best means of doing this, no cast high grade, with unique and meritorious fea- iron rule can be given. Much depends upon tures. the nature of the article, and the class of con- Second, in selecting our mediums we choose sumers who are to be appealed to. those which have a select circulation, the large- In this case the article chosen was a liquid ness of it not being considered as important as glue having the very decided merits of great its character. We have received the best re- strength, and convenience for ready use. As sults from periodicals which command $2 to it was adapted for general use everywhere, $5 per annum from their subscribers. the advertising had to be widely spread over Third, in writing our advertisements, we the whole country as rapidly as possible. confine our statements to the plain, unvarnished The most practical means of doing this truth. We invariably use electrotypes to at- economically seemed to be through news- tract attention to the advertisement. paper advertising, though other means were Fourth, we have never used less than quar- employed to some extent. To do this effec- ter-page spaces in the monthly magazines, and tively, however, it is always desirable that the in the trade papers we use large spaces, sel- article should have some distinctive name dom less than half-page, and very frequently which can be easily fixed in people's minds, full-page advertisements. We believe in so that when they think of such an article, they 1 TT 11 II2 FOWLER’S PUBLICITY 1 will always associate it with that name. In have always made it a point, also, to purchase other words, a practical trade-mark must be the best possible locations in the mediums, in selected, which everybody will use when they newspapers always using the first page, and speak of the articles. The name chosen in preferred positions in magazines, etc. this instance was the word " Le Page’s,” I probably could amplify this matter but which, like the word “ Pears' ” on soap, has the above is the foundation of my advertising now become accepted by the public as a ideas. I do not pretend to know much about guarantee of the superior merit of the goods. it anyway, but I do know that I have obtained After selecting the name, the next point a fair degree of publicity and success in ad- was to make the public so familiar with that vertising the Derby desks by the methods name that it would always associate it with above outlined. the article. This was done at first by running one-inch advertisements in a large number of news- papers, so as to cover as much territory as New York, N. Y., “Packer's Tar Soap.” By possible, in which special care was taken to Edward A. Olds, Proprietor. bring out the word “ Le Page's” so promi- YEARS ago, when employed in the import- nently that it could not fail to attract attention, ing and wholesale business, I was not a suc- and to supplement this with a few words in cess in selling goods of inferior quality. smaller type, that would convince the reader Before becoming interested in Packer's Tar of the genuine merit of the article. At that Soap, I had been convinced of its exceptional time, the present artistic style of advertising merits. Before any considerable attempt was was not in vogue. Now other and more made to advertise it, I had become satisfied elaborate styles of advertising are adopted in that it met certain requirements better than which the highest skill of both brush and pen any similar preparation on the market, and are often profitably employed, but the essen- would not only justify advertising, but would, tial principles of success in all kinds of legiti- on trial, advertise itself. Nothing like start- mate advertising still remain the same, and ing right. may, perhaps, be concisely stated thus: In my advertisements I stated candidly the First, have a good thing that everybody qualities of my product, and the advantages wants. of using it. The people believed me and told Second, tell everybody about it so that he their friends. (Another case of being adver- will believe and remember it. tised by “ loving friends.") . Third, stick to it like - Le Page's Glue.” I regard these points as essential : products of merit, candid statements of their advan- Derby Desk Company tages, apt and attractive illustrations and typog- raphy, mediums to fit articles advertised, and Boston, Mass., and New York, N. Y. By Frederick finally: M. Kilmer, Treasurer. A True Story I THINK I can answer your question, “ How I remember one day in 1865, a druggist I made advertising pay,” by simply stating in from up the state was sitting at the desk of as few and plain words as I could in my ad- Amos Torrey, one of the firm of Demas vertisements that we are trying to make the Barnes & Company of this city, ordering some Derby desks the best business desks in the proprietary medicines, when Dr. J. C. Ayer world; that we will not sacrifice quality to came in, and was pointed out to him. He cater to dull times and low-priced markets. I asked for an introduction to the Doctor, and ATI 1 GREAT SUCCESSES 113 TITA TITn TY TY CY 2 in the course of the brief conversation, asked colors striking but harmonious, with accurate him how he could tell what advertising was attention to details. Above all, never soil profitable. Dr. Ayer answered : “ Years ago white paper by attacks on your competitors. we used to think we knew all about it, but You pay for your space to advertise your now with larger expenditures, and greater goods, not theirs. Be clean and above-board experience, we know very little about it. We in all your advertising efforts, and persistent accept general results.” merit in this direction will compel recognition. Advertising managers are in a way born Sterling Cycle Works and not made. They must combine the ego- tism of faith in their own ability, with a readi- Chicago, Ill., “Sterling Bicycles.” By H. E. ness to admit the merit of an idea suggested Raymond, Vice-President. to them by another. The youngest office boy It is a deplorable fact that large advertisers may suggest the germ of thought in a crude find it difficult to determine to which line of form. It remains for the advertising manager, advertising to attribute their business success. with his superior ability, to develop and make Necessarily covering a wide field of general much of it. I encourage all in my employ to advertising ventures, engaging in recognized give our advertising department the benefit of standard mediums, and in special features, their slightest thought in such matters. This just which of these to single out as bringing detracts nothing from the importance of the the best returns, is a problem which most busi- advertising manager, for he is the key-note ness men would give a good deal to solve in a of the whole problem,— " The man who writes manner carrying the conviction of certainty the advertisements.” Without him your efforts with it. are in vain. A story I once heard illustrates Failing this, however, one falls back on this : 66 A man once stood at the rear of a the positive knowledge that advertising pays; mule. The animal raised his hind legs, as that advertising is never absent from the suc- mules will sometimes do, kicking the man in cessful man's thoughts, no matter how vigilant the face. “What a deplorable occurrence,' or valuable an advertising department he said one onlooker to another, the injury will maintains to attend to this work for him. The probably disfigure him for life.' "Yes,' the words - advertisement” and “ success” should other replied, he will never be quite as hand- have been born at the same time, for they are some in future, but just think what a heap twin brothers. One can hardly exist where more sense he will have."" Thus it is with the other is lacking. advertising : Do not stand in the rear of the It is none the less true that advertising only public. Keep always before their eyes, or coaxes the fickle jade, Fortune, to a man's you will be knocked down. Sense will come doorstep; the man himself must invite her in, too late, and you will regret that you did not and, by his ability to hold, control, and con- keep the pen and brain of some man busy in duct his business, will the limits of his success your behalf with the public. be measured. Advertising is improved opportunity. Op- I am of the opinion that nothing is well portunity is knocking at every business man's done that is done cheaply. This is especially door. Open it wide. Never in business his- true of advertising. In selecting advertising tory have more bright men been employed in mediums, the best only will answer. In se- the advertising field; never has business, prop- lecting space, what are known as “ prepared erly conducted, needed them more. positions ” must be had. In specialties, select Finally, you ask - How have we made ad- high-grade ideas only, workmanship the best, vertising pay,” and I answer: First, by adver- Tyt ITT I 14 FOWLER’S PUBLICITY tising. Second, by giving our patrons just up a city with advertising, our salesmen load the kind of goods we advertised -- a little up the trade. This stock must be moved better, if possible. We have been large adver- quickly. I cannot wait for results. tisers in every field. To nominate here a I open with some advertising plan which is distinctly profitable one, over all others, would dignified but sensational. Then I never let be to give an answer to a most troublesome up on that town. In addition to newspaper question — an answer which I am, in common advertising I make the town alive with pla- with all business men, seeking. cards. I do enough to make an impression. If the trade prospers, this constant advertising Swift and Company is enough. If trade grows dull, I put in another sensational scheme. But I must con- Chicago, Ill., Dressed Beef and Pork Packers, stantly know the results there to gauge this. “Cotosuet.” By Claude C. Hopkins, Manager. Where I cannot know them by towns, I can I MAKE advertising pay by quickly know- at least know them by sections. ing when it doesn't pay. I strive to remove I try to make each dollar spent buy a dol- the guess-work. I keep my hand close on lar's worth of publicity. I make each new the pulse of the trade where I advertise. I force add to the old force instead of acting am in a position to promptly correct my mis- independently. Making all advertising force takes. bear together is important. I leave nothing to uncertainty which I can I never intentionally stop short of success. make certain. Carelessness is unbusinesslike If one section needs more force than another, in advertising as well as in storekeeping. I give it. Till I succeed there I count all Knowledge is all-important. money expended as lost if I stop. I deal with I keep accounts. I know pretty accurately small sections separately in my business. I what I have accomplished and what I haven't. apply no general plan to all. Conditions and I am able to act accordingly. I sift the good results determine the force that I use in each. from the bad by knowing the effects. There So much for the business part of advertis- has been enough of bad in my advertising to ing. That is the more important part, in my wreck it without this knowledge. I measure opinion. Mere ability is secondary to both one result by another. knowledge and experience. Now for the I undertake no important scheme without ethical part of it. testing it. I am usually on the ground when In writing advertisements I study to make I test it. Where the scheme is lacking, I them ring. Rather than sacrifice sense to perfect it. If it is unprofitable, I quit it. I attraction, I make good sense attractive. I have tested an expensive advertising scheme strike at the vulnerable points in human in ten cities personally before I had perfected it nature so far as I can find them. I consider enough to get the maximum of results out of it. advertising as dramatic salesmanship. I I do not demand that a scheme show im- dramatize a salesman's arguments -- perhaps mediate profit. I do insist that the evident you can study out what that means. Adver- advertising effect agrees well with the cost. tising must be better than ordinary argument, I must be convinced that the result, if properly just as a play must be stronger than ordinary followed up, will ultimately prove profitable. life. That is a matter of judgment and experience, I try to do everything in advertising differ- of course. ent from other people. Distinctiveness is Quick results are imperative in my work. advertising in itself. I advertise a perishable article. When I take I aim to advertise so as to interest people. Y TY GREAT SUCCESSES 115 TIT VY IT Plain facts may compel attention, but facts from the drawing power of the advertisement can be made so interesting as to invite it. but would instead add materially thereto. Ad- To accomplish all this I steep myself in vertising dentists use too much space and too advertising. I read advertising, write adver- little argument. Short, pithy statements, — tising, think of advertising night and day. I one idea in an advertisement, —- strong borders, know of no other way for evolving successful and frequent change would vastly improve the plans. Good advertising means constant in- appearance as well as the results of this class vention. Practical advertising ideas occur of advertising. only to the mind which is schooled in adver- From one half to two thirds of the adver- tising, and which constantly turns to advertis- tisement should be given to the heading -- if ing. A man, also, must keep posted on the this is done, the advertisement will be seen by best that other men are doing: more people than if a cut or design of any kind In this way I make advertising pay. In is used. the same way I would hope to make any other In the advertisements of dentists in any of business pay. I treat advertising as a busi- the metropolitan dailies, we note at once that ness, not a chance. I apply all the principles altogether too much space is used in propor- of business to it. tion to the volume of business done — an amount of space which, in fact, is equal to C. R. Hambly, D. D. S. that used by many large firms doing vastly more business than any dental establishment. Tiffin, Ohio. Member of the D. D. S. Society; The space used in most instances is from six The Garretsonian Dental Society, etc. Author to ten inches, single column. This is alto- of “The American Dental Instructor,” etc. gether too much. Three inches single col- DENTAL advertising may be made to pay in umn, or two inches double column is all that two ways, each of which demands the use of should be used; properly set and properly dis- printed matter for its accomplishment. Ad played either of these could not fail to be vertising may be made to pay by departing more productive than the six or eight inch from the present manner in which dental an- single column, with its half a dozen headings, nouncements appear in the columns of the and pictures of the advertiser and artificial daily papers, and substituting therefor an- teeth. The usual dental advertisement is a nouncements, which, instead of containing jumble of type, dental cuts, and prices. It pictures of the advertiser or specimens of den- should be an instructive, sensible argument, tal work, give some cogent, straightforward and should indicate that the advertiser is a argument expounding the necessity for proper person of skill and judgment, rather than of attention to the natural organs of mastication. cheap business methods. When artificial teeth are advertised, concise The advertising should not end here, but statements relating thereto are easily made the patron should be made the recipient of without the use of unsightly cuts; when a cut printed matter through the mail, in which is used, nothing better can be used than the printed matter should be presented such state- picture of a pretty woman. ments as may be most appropriate. Thus, for Funnyisms, slang expressions of the street, instance, an individual for whom bridgework or lack of dignity are not permissible. Poetry is to be inserted or has been inserted, should should never be used. be presented with a popular treatise on the Artistic display and high-class typographi- advantages of bridgework. The patron is in cal composition would be productive of a sav- this way converted into an active advertise- ing of space, which would in no way detract ment of bridgework. K 116 FOWLER'S PUBLICITY 1 reau Only the more intelligent class of people Most of the good advertising which is done employ the dentist, and it is to this class of nowadays for advertising dentists, is prepared people that dentists should particularly address for them by advertisement writers. There is themselves. The announcements should be none of this advertising appearing in any of of a character to appeal to intelligent people, the daily papers of the large cities. It ap- and they should be divested of the commercial pears only in cities having a population of tone which usually attaches to them. Com- 250,000 and under. We have learned this mercialism robs a profession of its dignity. by observing the clippings of the two most There are, in the United States, twenty-five prominent newspaper clipping bureaus. Most thousand dentists, many of whom are des- of the bad advertising appears in the columns perately idle; yet there is work enough undone of the metropolitan dailies. to constantly employ fifty thousand. Only Ethical dentists consider advertising unpro- one fourth of the population of this country is fessional because, they say, it advertises the in the habit of seeking dental service, and of man, while advertising as practiced by the this portion many have no other work per- business man, advertises the goods. formed than the removal of offending teeth. The ethical dentist conducts his practice What is needed is a systematic manner of on conservative lines, does high-grade work instructing those who are accustomed to dental only, for high-grade people, and secures for service in the great importance which attaches his work high fees. This line of practice is to a proper appreciation of the necessity for the most laudable, the most desirable, and the retaining the natural teeth, and to their re- most thoroughly professional, because the placement, when lost, by the most approved commercial instinct ranks second to profes- forms of artificial substitution; and of so edu- sional ambition. High-class practitioners, cating the masses, which include the three even in the largest cities, are not in the habit quarters of the population that are not under of serving professionally more than from 300 dental care, that they may become a part of to 400 people annually, yet they are accus- the dentists' constituency. tomed to performing for this number the very The dentists do not appear to fully realize highest exhibitions of dental art to which the what can be done for their profession by in- specialty has attained, and are thus repaid for stilling in the minds of the intelligent persons the comparatively small number of persons that are not yet aware of the great strides for whom they work. which dentistry has taken, the facts as to its Reputation, attained by superior skill and a honorable position among the liberal profes- high order of professional attainment, enables sions. Dentists do not give to their constitu- one dentist to attract a very desirable clientele. ents appropriate information concerning their To successfully retain such a clientele de- ability to serve the public. The public is not mands eternal vigilance and the ability to well-informed as to the possibilities in dental successfully keep pace with all that is repre- work and the ease and comparative freedom sentative in a rapidly advancing science. To from pain with which the modern dentist is do this demands the employment of some enabled to perform his work. Dentists do not medium by which the dentist may keep in sufficiently understand the word " publicity,” touch with his clients, and by so doing keep as distingiushed from 66 advertising.” They them conversant with the advance of dental do not understand that modest merit is all very science, and of the part which he, their well, but if it be too modest the merit goes for dentist, is playing in that advance. This naught, and that the kind of merit that vaunts demands the use of printer's ink. Many itself occasionally is the kind that gets there. shrewd dentists are in the habit of conforming Y 1 TV GREAT SUCCESSES 117 T i L 1 to the requirements herein outlined but they stand for 6 Blacking.” To make it synony- do not do so by use of printed matter that is mous with the compound. To make people worth more than the merest casual notice. think of Day & Martin when they saw the Whatever printed matter they present to word - Blacking,” and to make Day & their clients should be not only worth read- Martin” always stand for 6 Blacking.” ing, but worth keeping. It should be so We have made our advertisements very printed and bound that it can be used for brief, and have almost invariably used illus- reference. When an important or timely trations of our bottles, it being our opinion that article is contributed to the literature of his the bottle has an identity of its own, and that profession, he should send reprints of the that identity should be increased to the great- same to his clients, that they may have a est possible extent. sample of his quality, and as an indication of We do our own printing, and calculate to his position as a progressive practitioner. use the same styles of labels and other printed All the stationery, bill and note-heads, pro- matter year in and year out, it being our im- fessional and appointment cards should be of pression that the form of a good thing should the very best quality, and artistically printed. never be changed unless decided improvement Engraving should be preferred in every in- is needed, and that it pays to sell the same stance where its employment is practicable. blacking, in the same bottle, with the same There is no better advertisement for a den- label, in order that each condition by its own tist than to be really well dressed at all times, identity shall assist the identity of the other and to have an office completely equipped with condition. up-to-date paraphernalia. We do our business entirely through whole- sale dealers, and not through agents. Day & Martin, Limited Our advertising is simply intended to keep our name before the public, and to convince London and Liverpool, England, Makers of Black- ack- the public of the quality of our blacking. the public of the a ing. By J. Dear, Manager. We do not, in our advertising, admit the We made our advertising pay by advertis- existence of competition; we neither speak ing. We began to advertise when we began for nor against other blacking manufacturers. to do business. We sell only our own blacking, and it is our Our first advertising was the painting of business to tell about that which we make our- black letters on a whitewashed background selves, and not to bother ourselves about other on the dead walls of the English cities. people's blacking. Since Day & Martin's Blacking was first Although our blacking is the oldest on the made it has been said in public print that we market and is known all over the world, we have expended in advertising for our blacking find it necessary, or at least we think it is and other similar articles, a sum sufficient to desirable to continue the advertising of it, for pay the national debt. We neither affirm nor we propose to do as much business with the deny this statement, but are willing to admit coming generation as we did with the past. that our advertising pure and simple has costW e believe that advertising is an educa- us many hundred thousands of pounds. tional medium, as well as a method of pro- We have through bill-posting, wall paint- ducing direct sales. ing, newspaper, and other periodical adver-. We believe that the man who has something tising, introduced our blacking into every to sell should advertise it, first, to make people civilized country. buy it; second, to make people keep buying It was our idea to make “ Day & Martin” it. We sell 118 FOWLER'S PUBLICITY X ) C C. Dorflinger & Sons The result of our advertising has been that our name is known from ocean to ocean. We have New York, N. Y., “Dorflinger's American Cut been fortunate in being able to keep up, and Glass.” By William F. Dorflinger. even improve the quality of our ware, so that FROM 1852, the year we started in business, whoever is induced to buy it does not regret it. until 1888, the glass we manufactured was Dealers to-day, all over the United States, buy sold to certain dealers, and we were not known . our ware, not only because it is as good as or to the public at all. It is true that we had better than they can get elsewhere, but because some reputation for a class of druggists' ware, it sells itself. If they show a piece as Dor- and our name was identified with a line of flinger's Cut Glass, the buyer assumes famil- high-grade shelf and show bottles, but in the iarity with it, whether he should or not, because cut glass business we were rarely heard of, the name is familiar to him. and " we sneezed when the dealers took Our advertising, followed as it was by that. snuff,” so to speak. of other American manufacturers, has drawn For many years we manufactured a high- attention to the peculiar excellence of Ameri- grade of cut glass, and a great deal of it was can cut glass, and to-day very little, if any, sold as English ware. There were no marks richly cut glass is imported. Dealers who, a on it in the way of labels, and it is a well- few years ago, would have denied possession of known fact that some dealers sold English domestic cut glass, now hold it up to the light table ware made in Brooklyn, while a rank lot and praise its beauties. The fact is that the of stuff imported from Germany and Bohemia best cut glass in the world is made in this was modestly called American or domestic country, if for no other reason than that we glass. In 1888 we declared our independence, have the best and purest form of silica right and gave notice that thereafter our ware should at our doors, and it only needed « calling a be known as our ware. We put labels on spade a spade” to establish the fact that we each piece, and we began to advertise Dor- had at home better glass than could be brought flinger's American Cut Glass. Some of the from abroad. dealers protested, others threatened, and some said nothing but took the labels off when they got the goods home. We antagonized quite a few firms that had been dealing with us, and pany would have liked to continue dealing with us and — making their own prices. Bridgeport, Conn., Maker of Silverware. By the The effect of the advertising, however, was Manager. to bring to us new customers, people who had SUCCESSFUL publicity brings definite re- never heard of us but who were glad to get turns : Dollars and cents. glass direct from a manufacturer. They did Advertising must be: not object to the trade-mark labels, they were 1. Continued — A man or advertisement is rather glad, in fact, to have them on, to show soon forgotten. To be forgotten commercially that they were selling the glass that was ad- is death. Constant dripping wears away stony vertised. In course of time, the objection to forgetfulness, and keeps impressible the un- the branding of the ware died out, and we mindful. " Bringing to remembrance” is the know of but one or two cases now in which idea. Advertising is cumulative. the labels are removed, and the reason in these 2. Definite — One thing at a time. Some- cases is that the firms desire to sell the glass one has said, “ Aim at a target. Aim a little as their own and not as some maker's. higher. Better miss a target aiming high, Holmes & Edwards Silver Com- TTT GREAT SUCCESSES 119 T ST Londonderry Lithia Spring Water 11 than aim at nothing and hit it every time.” particular purpose; and we consider that we Let language be simple and condensed in acted wisely in so doing, for many persons form. were unaware of what real hair-cloth was 3. Clean - Let him who runs read. No made and had been buying different materials one should read a second time. Ideas are called hair-cloth, which were, in fact, imita- conveyed to brain cells by lightning flashes. tions, and hair-cloth in name only. We are We know by what we see clearly. of the opinion that advertising opened a good 4. Attractive -Attractiveness is the ““ Frank- many eyes and brought people to the realiz- lin's key” that catches the lightning flashes. ing sense that they must be more particular to The eye is the transmitter conveying the favor- see that they received just such material as able impression. The brain is the storage they had intended to buy. battery which operates the purse-strings at While we have always spoken of the merits proper intervals. Illustrations are windows, of our goods, we have made it a rule to let letting in light. Adapt illustrations, as you the demerits of other goods speak for them- would windows to a dwelling or factory. selves. Avoid too much light. 5. Recognized by salient points — These may differ according to the articles advertised. At any rate, keep the name of the article Company prominently displayed; also the name of the advertiser and where he is to be found; and Nashua, N. H. By C. S. Collins, M. D., Presi- possibly the price and attending trade-marks dent. or peculiarity of design or dress. You ask how I have made advertising pay. Adopt mediums best suited to the article to This is a question which could only be an- be presented, and classes to be reached. swered by accounting for myself during every Don't advertise refrigerators in Greenland, waking moment of the past eight years. or fur robes in the Equator. During all this time I have applied myself Secure some reliable advertising agent to soul and body to the work of convincing the advise you. Trust him as you would your people that I have something which they doctor or lawyer. should not only know of, but believe in. I have succeeded to some extent, but am just as American Hair-Cloth Company earnest in my work as when I wrote the first advertisement of - Londonderry” for the old Pawtucket, R. I. By Charles E. Pervear, Agent. Boston Traveller. Our hair-cloth has taken the forefront for I do not deem it improper to say that during interlinings, stiffenings, and facings because the existence of this corporation, I have con- of its unusual merits already known to a great ceived and written every advertisement which many persons, but which we have more fully has seen the light. This, of course, does not introduced to thousands of jobbers, retail- mean that I have done the artistic work. ers, merchant-tailors, dressmakers, and ladies, That it has paid to write and publish these through the medium of those magazines and advertisements is admitted. How and why papers which we thought would be most it has paid are difficult questions. In the first largely circulated among each class. place, I have tried to be honest with the We have taken pains to set forth the genu- people; if I claimed to cure any disorder, the ineness of our goods, of what they are made, claim was backed by reasons, and the full their durability and general fitness for their basis of the claim was given. It is all very 7 XY 120 FOWLER’S PUBLICITY X easy to flash a meteor upon the public gaze, but the public is not a fool. In the two hun- dred years it has used this water, it has come Newark, N. J. By Hon. Franklin Murphy, Presi- to pretty definite notions of its value. dent. If I claim impossible powers for it, the pub- I AM requested to tell - How I made adver- lic will soon discover it and discredit my next tising pay.” As I undertake to answer this statement which may be true. question I find another presents itself — 66 Have Every successful advertiser must have I made advertising pay?” I confess that if I enough merit behind his goods to convince was required to furnish proof that general ad- people that he is not selling a humbug. vertising in newspapers and magazines has Beautiful pictures and high-sounding claims paid the company whose advertising I have will pay for a day, but in the end there is a directed, it would be difficult to do so. If day of reckoning. there is any business farther away from the In the second place, I have carefully se- general public than the varnish business, it lected my mediums. It may be well to state has not been brought to my attention up to that each year has found me drifting out of this time. The customers for varnish are rail- write-ups, billboards, church fairs, theatre way people, carriage builders, piano manu- programs, etc., into a higher and higher class facturers, cabinet makers, house painters, of publications. This discrimination is the decorators, etc., and they number, all told, result of the most careful and painstaking less than one per cent of the population. study and experiment. The general public knows very little about The man who sells a twenty-five cent arti- varnish and cares very little about it. It is cle may have had a different experience, but not often that a customer for a carriage or a the only door open to the rich whom we must piano or a piece of furniture inquires whose always reach, is through the high-class maga- varnish has been used on these articles. It is zines, the weekly illustrated sheets, and the difficult to establish a reputation for varnish daily papers. It is from these alone that we with the general public that will have any hope for profitable returns. effect on varnish buyers, when the varnish Every large city in America has one or buyers know that the general public can't by more daily papers which go to the best fami- any possibility understand the difference be- lies; in these we never fail to make adver- tween one varnish and another. This condi- tising pay, and this is the proof of the above tion of things is so generally recognized by the statement. varnish trade that no attempt has heretofore We could go into the details regarding size been made by any varnish manufacturer to of advertisements, style of composition, etc., advertise his products in a general way. but everybody sees our advertisements and It did not take long for the Murphy Varnish knows our style. We have no money to lose Company to learn that newspaper advertising on small, stingy advertisements. was practically useless, and after a careful We have a story which the public should experiment (extending over a field sufficiently read; it must be large enough to attract the large to give an intelligent result) efforts in eye, easy to comprehend, convincing, and that direction were abandoned. truthful. With a good position, a good paper Advertising in the magazines has been con- or magazine does the rest. tinued now for some years, and without being The man who advertises boldly, persistently, able definitely to measure the results, I am judiciously, and honestly, will not be found under the impression that it has upon the wearing his summer clothes in January. whole been profitable. I cannot say that the y V I W GREAT SUCCESSES I 21 percentage of increase in our sales has been nish, while a manufactured product in itself, greater than it was before we began advertis- is raw material to the man who buys it, and ing, nor can I say upon the other hand that consumers, as I have already stated, are com- the increase would have been what it has been paratively few. But of the positive advantage in recent years if the advertising had not been of liberal advertising of all kinds of business done. The impression I speak of amounts that appeal for patronage to the general pub- practically to a personal conviction ; but the lic, there is no more doubt in my mind than conviction in this instance is not the only one there is of the rise and fall of the tides. Nor that cannot be sustained by tangible proofs. is there any doubt as to the method to be pur- There is no doubt that the advertising has sued to insure success. made the concern known to the general public In the nature of things a manufacturer or a as it could not have been known in any other store-keeper cannot be a master of the science way and this has been of service to our sales- of advertising any more than a professor of men in their work. advertising can hope to be a master of the Whatever of value it has had may, I think, intricacies of modern business methods. No be attributed first, to the careful selection of man can hope to succeed in advertising who mediums, and second, to the somewhat excep- does not bring to his assistance the resources tional care taken in the preparation of copy. and experience of those who make advertis- We have had an unusual article to advertise; ing a profession. The selection of the medi- U 7 Y somewhat unusual way. The copy, when presentation to the public, are all departments prepared, is subjected to strict but friendly of an art that has grown to be a science --- a criticism and is then set up in our own print- science which must be availed of by the ad- ing office, care being taken in the selection of vertiser if he expects the largest results. type, in punctuation and paragraphing, and printed copy is sent from the office which is required to be strictly followed. The work perhaps might have been better done — it Cincinnati, Ohio, “ Business Furniture." By J. E. could not have been done with more patience Blaine, Treasurer. or care. In the advertising of The Globe Company What I have said, of course, refers to news- simple and common sense methods have been paper and magazine advertising. In view of used; possibly very much the same as have the comparatively small number of varnish been used by others who will send you buyers it was found profitable in the early letters. days of the business to reach our customers, It is assumed, as appears by the wording or intended customers, by all sorts of what of your enquiry, that The Globe Company has may be called fancy advertising. Show-cards, made advertising pay, and its liberal patron- pamphlets, circulars, bric-a-brac of all kinds, age for many years of the highest priced ad- were used freely. This advertising paid be- vertising mediums is sufficient evidence as to yond a question. It was used to accomplish the correctness of your assumption; to this a certain purpose, and was then discontinued. evidence, however, is added the testimony of I regret that I am not able to speak in a its officers that The Globe Company has at- more confident manner of our success with tained a publicity, in not only this, but in all newspaper and magazine advertising. If I the countries of the globe, that could not have do not do so, however, it is not because my been acquired except through a system of faith is not greater than my experience. Var- liberal and judicious advertising. i I 22 FOWLER'S PUBLICITY In the selection of the papers and periodic time, if at all, in not less than six months cals in which this Company's advertisements after its first appearance. have appeared, sound business judgment has Intermittent, spasmodic, and scattering ad- been used and a preference always given, re- vertising has found no favor with The Globe gardless of cost, to those mediums whose Company. After deciding to use a journal, quality, irrespective of quantity (a very im- steady effort has been made to secure the best portant consideration in these days of great results, advertisements have appeared regu- circulations), commended them as reaching larly in each issue and the cumulative theory the class of people that would be probable fully tested through a period of at least twelve buyers of its goods. months. In contracting for space, the publisher has In addition to its journal advertising, The not had imposed on him the task of preparing Globe Company has used the United States advertising matter: the transaction has been mails very freely in distributing each month, treated as one through which, for a contract among classes that promised to be possible price, The Globe Company acquired for its buyers of its goods, large numbers of circulars, own use and to the full extent of the journals booklets, and other advertising matter gotten circulation, a specified amount of space in up in a most attractive form. In preparing each issue; only this and nothing more. The this matter anything and any kind of paper preparation of the matter, the timeliness of its have not been considered - good enough." appearance, and the attractiveness of the fin- A first quality paper generally in popular ished advertisement, —- essentials in securing tints, has been used and the reading matter, good results, — have had the thought and illustrations, and timeliness of its distribution consideration that could not be intelligently have had the same careful attention in every given by the publisher, or any other than respect that has been given the preparation of one thoroughly familiar with Globe goods advertising matter for the highest priced peri- and the class of people for whom they are odical. We take a pardonable pride in the intended. knowledge that during the past year many All advertisements, therefore, however small, large advertisers have asked permission to fol- have been written, put in type and fully com- low the style used by The Globe Company in pleted, even to the approving of the electro- the preparation of its circulars. type in The Globe Company's advertising bu- Advertisements bring to The Globe Com- reau, and only the finished electrotype sent to pany not only orders for goods but requests the publisher; the descriptive matter has been for catalogues and enquiries respecting speci- made brief and dignified; the motto “ Globe fied articles; and frequently a sale is consum- goods are the standard for high quality" has mated only at the expense of an extended cor- been given prominence, and all slang and respondence. Immediately upon receipt of catch-phrases avoided; plain but handsome these requests and enquiries they are referred type has very generally been used, supple- to correspondence bureaus where they are mented occasionally by engraved lettering and given prompt attention, indexed, and filed for the free use of illustrations of the articles ad- future reference. vertised, the display being made as attractive These bureaus are in charge of men of af- as the character and size of the advertisement fairs; men familiar with all the products of would permit. The Globe Company and thoroughly compe- Only through an oversight has an adver- tent to handle the questions constantly arising. tisement been permitted to appear in the same Through their intelligent efforts, the enquiries journal more than twice, and for the second secured through advertising are followed up 11 GREAT SUCCESSES 123 E in a way that appears to them most expedient There is a degree of publicity about the and generally leads to a successful and satis- theatre that is not enjoyed by any other busi- factory conclusion. ness. If a man buys a coat it is an individual Courtesy and dignity have characterized all matter; if he sees a play he shares it with personal intercourse and correspondence with many others, and it is a natural part of his prospective buyers; misrepresentations either enjoyment to communicate to others what he as to quality or price have been strictly avoided; has seen. The best plays are written by men fair and liberal dealing has been the uniform who are already known, and may come from policy, and the addition of a new name to The the capitals abroad with the stamp of success, Globe Company's long list of customers has be acted by actors of great celebrity, etc. invariably resulted in its further publicity Thus, there are enormous elements of pub- through the testimony of the new customer licity in theatrical ventures. It needs only a that “Globe goods are the standard for high suggestion to make this clear. quality.” Publicity! It is as much as a manager can do to keep his plans from being divulged Palmer's Theatre long before he is ready to make his announce- ments. There are other sources through New York, N. Y. By A. M. Palmer, Proprietor. which theatrical news reaches the public than A MANAGER in the conduct of his business, the regular advertising column, but properly must consider advertising, but his relations to speaking, they are beyond his control, and to the public are so different from those of the a certain extent they should be; that is to tradesman in general that, while it is not the say, he can only ask that such news, which least important consideration, it is more a the public is anxious to read, be confined to statement of results than a cause of results. facts. When it comes to advertising proper, He has months of labor, care, and expense to the principle that has always governed me is insure a success; he can then only announce to give the facts with all required fulness. In what he has in readiness, taking care that his a large city like New York, the problem is promises are facts, and, after production, it is one of expense, which cannot be dispropor- his good fortune if he can print words of public tioned to the business. So much money can approbation. The public can never be de- be used for advertising, and no more. The ceived by a theatrical advertisement. schedule of advertising, amount of space in It is certain that in the commercial world each paper, etc., are determined and so re- the advertisement often constitutes almost the main with little or no change. I speak only entire stock in trade — whether it be a patent of the theatrical column. I do not believe in medicine, a mythical gold mine, or a great trick advertising. Of course good taste and shop. The deaf are appealed to by means of judgment are required to so arrange the let- toys of no value whatever that promise to re- tering of the advertisement in its limited space store the hearing ; rheumatics are offered a as to make it prominent or telling. The word- hundred nostrums, etc., etc. ; without the adroit ing is also important, and it requires some advertising they would gain not even a tempo- experience to write, in its most effective form, rary recognition. If the scheme or article that a good advertisement. is offered is transparently valueless, great sums All things considered the manager is the may be spent in advertising without the return most liberal advertiser. He cannot choose of a single cent. It is a case of advertising his time, he must be constant; whether he nothing. This is impossible to the theatrical makes money or loses money, he pays a cer- manager, — if he is a man of judgment. tain percentage of the assumed profits of his 1 I24 FOWLER'S PUBLICITY business to the Press. I assuredly think that For the Windsor we have also derived bene- he meets his obligation to the Press, from fit from an edition of “ Call sheets ” which we every point of view, whether business or have issued, and distributed all over the coun- courtesy may be urged. try to be placed on hotel counters and used Excessive advertising may easily injure the by guests desiring to be called at any time business of a play. There are some plays in the morning. We have also been well ad- so filled with detail, — spectacular pieces for vertised through the medium of 'phone pads, example, – that more than ordinary space is which we have given wide distribution among required to present the facts. The form of business houses, hotels, and other establish- advertisement long in use in the London ments for use on telephones. Times and other London papers, I have always regarded as admirable. If the adver- tisement is a long one, the simple facts are repeated in duplicated lines arranged in at- Hartford, Conn., Boston, Mass., New York, N. Y., tractive form. One London manager some “Columbia Bicycles.” By Colonel Albert A. years ago adopted the method of using his Pope, President, and Founder of American space for what he chose to write concern- Bicycle Industries. ing his production, — in combatting criticism, THE value of advertising is universally con- etc.; that is, stating his side of the case. I ceded, and yet it is well known that a great am sure that the best way is to leave all that deal of the money expended in this line of to the regular course of criticism and public work is ineffective. The point is, how shall opinion. we advertise so as to reap the greatest benefit. Finally, I may say that of all methods of The arrangement of matter should be such reaching the public the newspapers are by far as to attract attention, and so terse as to hold the best — but to that expense must be added one's interest long enough to impress upon the what is technically known as “ paper." mind the name of the article, its use, and its cardinal qualities. Windsor Hotel Some advertising agents owe their success to the use of rugged and oftentimes incorrect Denver, Col. By J. A. Wiggin, Manager. English, but I do not like that kind. They I TAKE pleasure in giving you a brief syn- seek only for such expressions as will catch opsis of what I think constitutes successful the eye by their unique appearance and awaken publicity in regard to hotel advertising. a desire to examine the matter more closely. My idea is to select absolutely the best pub- Advertising statements should be honest; it lications, and insert a neat and attractive ad- is a mistake to claim better qualities than the vertisement calling attention to the advantages customer will find on inspection. The major- of the line of business advertised. My ex- ity of people prefer to buy of those who can perience in advertising hotels is that magazine be relied upon. It would add greatly to the advertising is very effective although a little value of advertising if the public could feel expensive for any but a first-class hotel lo- sure that statements were facts, nor would cated in a large city. For ordinary houses, this condition interfere at all with the free ex- the daily papers and country press answer ercise of ingenuity in attracting attention. the purpose admirably. This should be sup- The subject matter having been decided plemented by well-written and well-printed upon, the next important consideration is booklets embellished with attractive illustra- through what channels we can reach the tions. greatest possible number of buyers. In some GREAT SUCCESSES 125 branches of trade the effectiveness of any one public as against competing lines, shall have line of advertising can be fairly well estimated first-class and attractive wares to offer, and in by keeping an account of the business secured that respect I have doubtless a very great ad- through each publication. In other trades it is vantage. We are able, therefore, to present practically impossible to definitely determine the Michigan Central very strongly to the even the approximate value of some publica- public as “A first-class line for first-class tions which have the reputation of being the travel,” as we appeal especially to the best best mediums. class of the traveling public. We can claim A little experimenting is of great assistance superiority in the important points of construc- in testing such a point as this, and each ad- tion, equipment and the details of administra- vertiser must learn this for himself. If you tive management, in the excellence of our want to get the best results, always tell the dining-car service, the completeness of our truth. If one has not had much experience extensive through-car service, the beauty and in placing goods before the public, he should convenience of our stations, and the thou- by all means consult one who has, and who sand and one little things that contribute so makes it his profession. largely to the comfort and the safety of the Judicious advertising pays. passenger. As a scenic line, we are fortunate in having Michigan Central Railroad one remarkable attraction, -- the Michigan Central is the only line running directly by Chicago, Ill. By 0. W. Ruggles, General Passen- and in full view of Niagara Falls, the most ger and Ticket Agent.. stupendous and magnificent natural wonder I THINK that my experience in advertising of its kind in the world. In our advertising does not differ materially from that of any we endeavor to present these points thoroughly other general passenger agent who has seen and clearly, and to refrain from unnecessary an equal length of service with an important and obscuring detail. To effect this, our rule line. I cannot claim to be an expert in this is to present one salient point in a single adver- line as a specialty, it being of necessity but tisement, and to make that one point as strong one of very many important subjects which the and effective as possible. general passenger agent of a railroad company Recognizing the importance of catching the must consider, and to which, therefore, he eye at once by some distinctive and represent- can give but a fraction of his time. ative mark that the public would come to 1 1 selves upon my mind and have been followed Michigan Central, I adopted some fourteen by me ever since. These may be briefly years ago a peculiar style of lettering, which summed up in the clear and forcible presenta- we have ever since adhered to as our special tion to the public of the strongest and most trade-mark. This idea was subsequently salient claims upon its patronage, and, in prin- amplified by the adoption of a design which ciple, do not differ materially from the rules is, I believe, the only railroad trade-mark in that must govern a retail dealer in dry goods this country conforming to the rules of heraldry or other commodities. It is easier, however, and preserving the true heraldic form. This and involves much less expenditure, for the we make use of in an infinite variety of ways, retail dealer to change and vary his stock and I believe, with great effectiveness. than for a railroad company to do so. It is The general character of the advertising of of greater importance consequently, that the a railroad comes to be accepted by the public railroad company seeking patronage of the as indicative of the general character of the III 126 FOWLER'S PUBLICITY Y IT road itself. We have, therefore, laid great stress upon the importance of good taste and elegance in the arrangement, form and style New York, N. Y., “Dr. Warner's Corsets," “Se- of our advertising matter. Claiming superi- curity Hose Supporter.” By Dr. Lucien C. ority in all essential qualities, I have held it Warner. important that our advertising matter should I COMMENCED my career as an advertiser possess the same characteristics. In issuing with very positive opinions. After twenty- pictures of Niagara Falls and of our fast four years of experience my views are much trains, books, pamphlets, and circulars, I have less fixed, and I express myself with great always insisted upon the most thoroughly ar- diffidence. I am confident a great deal of tistic designs and the best possible workman- money is wasted in advertising, and I feel I ship, with the desire that the public should have contributed my full share. On the other learn that, as the Michigan Central requires hand, in very many lines of business adver- nothing less than the best in its advertising tising is absolutely essential to success, and in matter, it also requires nothing less than the spite of mistakes and money misapplied, in best for the most complete satisfaction of its the aggregate brings large returns. patrons. I have found that the first essential to suc- The same care is given to the mediums of cessful advertising is to have what the public advertising. I well recollect the early days really wants. It is a popular fallacy to sup- of my railroad service when the chief railroad pose that advertising will sell anything. If it advertising was in the form of half-sheet cards, is something which the public desires and is posters, and hangers which were tacked upon presented in an attractive manner, advertising every blank wall, station building, and tele- will sell the article once to a certain number graph pole from one end of the country to the of buyers. If the article gives satisfaction, other, and in time-table folders, cheaply and these purchasers become the best advertise- badly printed, illustrated sometimes with coarse ments and through their friends a permanent cuts and so badly arranged that the most ex- trade is established. New advertising con- perienced passenger had great difficulty in tinues to add new friends, and to hold the in- tracing his way from the starting point to terest of old friends; and so the business may destination. This has all changed. The be extended until it reaches large proportions. half-sheet card and poster, I am happy to If, on the other hand, the article does not give say, have disappeared, and greater reliance is satisfaction, no amount of advertising will re- placed upon the newspaper press. The max- tain the custom of the first purchaser. Sales im that “the best is the cheapest,” which I may be kept up for a time by the new custom- have applied to railroad service, I apply also ers, but without renewals from the old ones, to advertising, and have, therefore, always there will not in most cases be enough to preferred to use the best and highest class sustain the business, and in a little time the journals and periodicals in order to reach the enterprise will meet the failure which it de- best class of the traveling public. I have little serves. faith in special publications, special editions, Another condition of success is, that there pamphlets, souvenirs, and other ephemeral shall be a good margin of profit which can be issues. And the folder has developed into an set aside for advertising purposes. On some attractive publication in which the fullness of articles, thirty or forty per cent. of the gross information and convenience of arrangement sales is devoted to advertising, but on staple is supplemented by the best illustrations, well goods this is, of course, impossible. No new engraved and finely printed. business should be started, even on staple TO III I 101 1 GREAT SUCCESSES 127 hard goods, without setting aside at least from six tioned something which can be appreciated. to ten per cent. for advertising. I have, how- To say that a hose supporter is superior to all ever, had to content myself with a much others, makes no impression on the reader, smaller amount, and for the past ten years, I but to say that no metal comes in contact with have allowed only two per cent. of the gross the flesh, and that the fastener cannot slip or sales for advertising. This makes it neces- tear the stocking, is to give an idea of excel- sary to consider very carefully where the lence that will make an impression on the money can be used to do the most good. reader. Rather more than one half of this amount I The style of type should be that which most have always used in the newspapers, the rest quickly catches the eye and is most easily being divided between circulars, show-cards, read. I have always been opposed to long, posters, show-figures, booklets, etc. minute descriptions in fine type, although I In newspaper advertising, and in fact in all know some successful advertisers use this style advertising, I have always sought first for of copy. novelty. The one who first uses a particular Different articles require different styles of catch phrase, or a particular style of display, treatment in advertising. Flashy sensational has ten times the advantage of the imitator, goods appeal to the same kind of purchaser, who repeats this idea in his advertisements a and will bear flashy treatment, but goods few weeks or months later. As to the advis- which appeal to substantial purchasers should ability of a frequent change of advertisement, be advertised in a dignified manner. I am less confident. A thoroughly unique There is great diversity of views as to the and distinct style of cut or display, gains a advisability of using cuts, but my preference certain amount of force by repetition, and if is, on the whole, in favor of cuts when the it is a good hit, it pays to repeat it until the article is such as to lend itself readily to illus- public has had time to thoroughly take it in. tration. With a cut, the eye takes in the sub- Good hits are not so abundant that an adver- ject-matter of the advertisement at a glance, tiser can afford to throw one aside after a single and is ready for the few extra words which insertion. Take, for instance, that most happy describe its chief merits. hit, “ You press the button and we do the As to publications, much must depend upon rest.” It might have passed unnoticed with a the nature of the article advertised, and the single insertion, but with many repetitions it constituents whom it is desired to reach. A becomes thoroughly fixed in speech and in paid circulation is much more valuable than literature; so, too, a real hit in a cut will bear a gratuitous circulation, as papers which cost many repetitions. This, however, is not in- little are prized but little. Still, if you wish to consistent with changes in other parts of the reach only ladies, a paper given away to ladies advertisement, so as to keep something fresh may be more valuable than one with a paid constantly before the public. circulation, in which the ladies form but a small In preparing copy of advertisements, I have proportion of the readers. I have always used always sought to emphasize two or three of weekly and monthly publications much more the leading merits of the article advertised, than dailies. I have probably used the relig- and to state these merits in as clear and con- ious papers more than any other single class. cise language as possible. To say that a Good press-work always counts for much dress stay is the best in the market, is com- with me. I feel disgusted with a paper when mon-place and produces no effect; you need I see the cuts black and dauby, and the type to tell why it is best. When you say that it work spotted and almost illegible, and I always cannot rust, corrode, or break, you have men- think that the readers of such a paper will 1 128 FOWLER'S PUBLICITY 1 have this feeling towards the advertisements factors to favor me; first, the merit of the which they see in it. In this age of good Hub line of goods; second, a trade-mark printing, no paper is worthy of the patronage and name which were worth everything for of advertisers which does not use good paper advertising purposes. and do good press-work. The age and gen- The name - Hub” is clear, short, and ex- eral character of the paper also counts much pressive. It is full of significance, especially in its favor. Those who have taken a paper in New England. Whether used on a fence for many years and who have come to admire or on a magazine page, it would stand out in it and rely upon its statements, are much more bold, aggressive characters. With this name likely to read its advertisements with approval, I could cover twice the space that could be than are the readers of advertisements in a covered by a six-letter name, thus getting the flashy or ephemeral sheet. full value of a small space, even if at a dis- Advertising, however good, cannot alone tance. make a business successful. There must be No concern in New England uses the name good business management and good wares - Hub” as a trade-mark so prominently as to go with the advertising. Good advertising we do, and by keeping it before the public, may furnish one fourth of the elements that on fences, signboards, and in the papers, we are necessary for success, but the other three have acquired a recognized title to it, and fourths must be found in wise, judicious, en- even when it is used on other kinds of goods, terprising, and far-seeing business manage- the mind instinctively associates it with the ment. Hub Ranges and Heaters. I believe for our line of business, keeping Smith & Anthony Company the name of the goods and of the house be- fore the public is about all that counts. In- Boston, Mass., Maker of Ranges, Stoves, Fur- formation about the goods does not amount to naces, Plumbing Materials, Hot Water, and very much. Very few people will pay any Steam Heaters. By J. R. Prescott, Secretary. attention to points about ranges or heaters I HAVE found that the first requisite of suc- until they talk with the salesman. Their cessful advertising in the stove business was knowledge of the house, or what some neigh- merit in the thing advertised. That secured bor has said is the determining factor. as a starting point, the field was properly Another prerequisite for successful advertis- opened for the impress of the advertiser's ing is a previous reputation for doing good genius. advertising. This guarantees a hearing and My experience in advertising the Hub line the advertisement is read because of previous of ranges and heaters has convinced me of good things said by the advertiser the value of publicity. The bulk and weight While modest in our advertising expendi- of these goods precludes the idea of their wide ture, our house has a reputation for doing a distribution, and our efforts have therefore large amount of advertising, and what we been put into impressing the home trade. have done has been favorably commented on. Certain articles, however, like portable fire- Every fresh appeal is thus made to a recep- places and grates which are of general use tive, and to a certain degree, an expectant and easily transported, I have advertised suc- audience. cessfully in the magazines and monthlies of This rapport between the public and the wide circulation. advertiser is a very important element in suc- In making the advertising of the Smith & cessful advertising. It is to this feeling Anthony Company pay, I had two important among the trade in the territory covered by GREAT SUCCESSES 129 1 T us that I attribute not a little of the success that has attended our efforts. Briefly summarized the conditions that make Chicago, Ill., Typewriter Ribbons, Letter Books, for good advertising in the stove trade are: Carbon paper. By Irvin E. Rockwell. First, an article of unquestioned merit. ONCE there was a man seated in his easy Second, a strong, expressive name for it. chair, quietly reading his morning newspaper. Third, an advertisement that is up to the So thoroughly occupied had his mind become expectation of the reader, and sustains the with the issues of the day as they were being writer's reputation. discussed through interviews, etc., that he did One of the most successful advertising not notice a common house fly as it perched methods brought out by us in our heater de- on the end of his nose. He was only con- partment was an elaborate book with illustra- scious of an irritation, and automatically tions of houses we had heated. We were the brushed it away. Further interest consumed first advertisers in our line to do this. The every particle of his mental energy as the book was a great hit, and one of the best opposition in the monetary question devel- pieces of publicity we ever tried. It was the oped in the discussion before him, and the forerunner of the lavishly illustrated cata- tempting, polished protuberance attracted the logues that other heater manufacturers are now fly once more. With a slight show of annoy- issuing in such profusion. ance at having his line of argument disturbed, Another device was the use of prepared ad- he brushed the fly away. Not more than a vertisements. These were carefully written minute or two passed; his preoccupation con- in a series of six, and proofs of them sent to tinuing the fly persisted, and with more appar- our agents, with suggestions for their use. ent perturbation was again chased away. The wide-awake agents (and these are the Once again, after a little longer lapse of only ones worth trying to impress) invariably time, the operation was repeated. This time used these at their own expense, and gave us the gentleman became thoroughly aroused to credit for push. the situation, jumped to his feet, with his left hand pushed the paper away from him, and Willoughby, Hill & Company with his right struck viciously at the fly; he had, as a matter of fact, just come to a full Chicago, Ill., General Outfitters. By George A. realization that the annoyance he had been Moncur, Vice-President and" General Manager. experiencing for the last fifteen or twenty In reply to your question, “How I made minutes had been caused by a common house my advertising pay," we beg to say: fly. It didn't take a very long stretch of First, by being aggressive in advertising. reasoning for him to make this observation Second, by advertising only in such me- when his mind, heretofore fully preoccupied, diums as were adapted to reach the clientage had finally, by persistent and continued dis- we were after. turbances, come to an actual realization that Third, by always telling the truth. the fly was on hand. Fourth, by making the advertisement attrac- This story is not original with me. The tive in display and easily and quickly read. telling of it was not copyrighted, and it fits Fifth, by giving the customer a better article the situation to such an extent that it meets than he expected, — creating table talk. my hearty endorsement. It is applicable not Combining these vital principles with a only in our line of business, in which we are thorough knowledge of our business, we in- undertaking to call the attention of the blessed creased our sales in '95 over '94, 26.2 per cent. public to the superior merits of Rockwell's 1 130 FOWLER'S PUBLICITY Rival letter filing cabinets; the Rival Ameri- rather than dribbling along more frequently can impression books; that great « Auto- with smaller advertisements. matic Thought Box," (Smith's Office Tick- For instance, at the opening of the riding ler), and the peculiar and certain superiority season the company puts out a two-page solid of Little's product in a line of goods which, reader in the big magazines and follows this ten years ago, was nearly unheard of, — up in successive months with page displays. inked ribbons for typewriters, and carbon The same principle is followed in the daily papers used in duplicating and manifold work, newspapers, commencing with San Francisco, which are being sold all over the world wher- where the riding season opens earlier than in ever the languages are written; but it also the East. Stretching straight across the coun- applies to every branch of industry in which try, where the company has branch houses product is evolved, and where distinct meth- and in some few places where the number of ods are desired for attracting and securing riders warrants the outlay, half-page adver- purchasers. tisements are placed in the biggest news- It also reaffirms the old adage which has papers. This newspaper scheme will be been before our eyes so often and is the trade- repeated four or five times in the course of the mark of the great concern which uses it, summer so that from the beginning to the end • Keeping everlastingly at it brings success." of the season there will be no week in which So I hold that while the preparation of adver- some portion of the country is not being struck, tising matter and the placing of it before the and struck heavily. public in an artistic and distinct manner are The great success of the company's work important, and that in the distribution of it has been due to the fact that their large ad- specialists and artists may be profitably em- vertisements have been in all cases followed ployed, and newspapers and magazines of up by looking for the results, — in fact, going wide circulation may be used, I hold also that out for them instead of waiting for them to successful results may be accomplished by come. the layman who will persistently imitate the The most potent argument that can be ad- fly; and that, in fact, homely phraseology vanced for this system is that it impresses the and simple announcements, will come as a reader with an idea of the worth of the goods sort of mental soothing syrup after the ava- through a train of reasoning which starts from lanche of studied, attractive specialties and his realization that a concern advertising in superfluous verbiage which is now being this way is not only successful, but justly so. offered to the purchasing public. The magazine and newspaper work is sup- plemented by those minor expedients which Boston Woven Hose and Rubber then the nature of the business itself suggests. In this line comes, possibly, the employment of Company a racing team. This team must then be fol- lowed up where it appears with effective and Boston, Mass., “Vim Tires,” Rubber Goods. By timely advertising. An instance of this sort the Manager. was that at Springfield in '95 when Walter THE Boston Woven Hose & Rubber Com- Sanger won three great races on Vim tires. pany, maker of the Vim single tube bicycle Slips had been printed with the words, “ San- tire, has made its advertising pay, if the re- ger did it on Vim tires,” and messenger boys sults obtained have come from any one special stationed at convenient spots were instructed method or plan of advertising, by " bunch- to distribute them. The result was that be- ing”big advertisements a few times in the year, fore Sanger had crossed the tape all the flyers wa GREAT SUCCESSES 131 . Yy were dodging through the air in every direc- With regard to the methods we employ in tion and inside of two minutes after the race advertising Vin Mariani, we select the very was finished, every person in the crowd con- best space in the very best mediums through- sisting of 20,000 race enthusiasts knew that out the country. We never count the cost, Sanger won on Vim tires. provided the medium is worth the price asked, Other mediums of this nature are the hangers but if the price demanded be higher than the of various sorts, and especially the backing medium is really worth, we unhesitatingly up of the agents and dealers using Vim tires expunge it from the list. We do not re- with a plentiful supply of good literature. gard any existing medium as indispensable. Never forgetting that everybody does not To make a contract with a medium that know the merits of Vim tires has spurred us asks more money than can possibly be re- on to “ proselyte the nations." covered by its use, is bad business and bad advertising. Mariani & Company I believe in good cuts, because they give a certain character and individuality to the ad- Paris, France, and New York, N. Y., “Mariani vertising which is otherwise not very readily Wine of Cocoa." By J. N. Jaros, American attainable. In an ordinary four-inch-column Manager. advertisement there should be as few words as In my opinion, to insure success in adver- one can possibly use and cover the points the tising, different methods must be employed advertiser seeks to bring forward. White according to the article one seeks to bring be- space is often the silence which is golden as fore the public. compared with the silver of too many words . In order to secure success in advertising, in an overcrowded advertisement. I believe the following three questions are the first to be in being next to reading matter. I believe carefully considered: that position is half the battle. I. Is there a widespread demand for the article ? Old Dominion Steamship Company 2. Is the article possessed of paramount merit? New York, N. Y., to Old Point Comfort, Norfolk, 3. Can the consumption be sufficiently large, and Richmond, Va. By W. L. Guillaudeu, and the profits sufficiently liberal, to stand the Vice-President and Traffic Manager. advertising tariff? The purposes underlying the advertising of If the answers to these questions are in the the Old Dominion Line may be briefly sum- affirmative, the next subjects to be deliberated marized as follows: upon are the sections of territory in which, First, — To give publicity, in convenient and the classes of the general public among form and through suitable mediums, to the time which the demand for the goods in question schedules and sailings of the vessels for the will most largely exist. To estimate this with benefit of the traveling and shipping commu- accuracy is less easy than might appear at first nities which use the line in its various ramifi- glance, and upon the determination of these cations. questions of territory and patronage depend Second, — but first in importance from an the methods and mediums to be employed. advertising standpoint, — To so present the The phenomenal success of Vin Mariani I attractions of the line as to create a desire in attribute largely to the extraordinary and in the minds of the readers to enjoy them. herent merits of the article itself. To find a To accomplish this latter result a careful parallel for this would be difficult. study of the class of readers to whom the KT 132 FOWLER'S PUBLICITY tion TY V e an T appeal can most successfully be made, is nec- pany is a notable example of educating the essary; then public up to insisting on having what it calls : (a) The selection of the medium by which for. In these days of common school educa- they may be reached. tion on a big scale, everybody is able to make (b) The preparation of the form in which up his mind as to what he wants when in a the matter is presented. store, and it is taking a paltry view of a cus- this part of the work (a and b) my ex- tomer's knowledge when a salesman substi- perience justifies the employment of specialists tutes something “ just as good” or “our own as advertisers. make.” “We give you what you ask for” should be the motto of every storekeeper; in Hance Brothers & White itself it is an excellent advertisement. 6 Cutting ” by druggists has come from Philadelphia, Penn., Manufacturing Pharmaceu- their seeing no other way to draw trade to tists and Chemists, "Frog in Your Throat,” their stores. If they had known more about advertising it is doubtful if cutting would ever To consign goods to retailers is a frequent have occurred. But the extensive advertising way of introducing a new article; but it is un- of patent medicine houses in the past, while business-like and not substantial. In some businesses, in which there is much dealer, was the prime cause of drawing so competition, it is about the only course open many into the drug business that it was over- to individuals desirous of putting something done. on the market, and who have neither capital People get tired of styles of advertising, and nor credit. Such goods, however, are found many things that start as novelties are soon only in the poorest retail shops. run into the ground. In newspaper advertis- A consigned article is not worth much to the ing this is particularly true of the conversa- seller, and not having bought the goods out- tional style. In magazine advertising, where right, he does not take the same interest in the paper and press-work admit of a different pushing them. While from an advertising style of printing, half-tone work is being over- standpoint it may perhaps seem good policy done; and among other kinds of advertising, to thus get the goods into the hands of the re- the poster is now about played out, or soon tailer, I consider it better to secure the adver- will be. tising that comes from the retailer's greater There is no lack of originality in advertis- interest in the goods after he has bought them. ing; in the case of a new article of merit the Still, there are many businesses that I know hour of need generally finds some mind that nothing about in which goods may be very can bring to bear on it the dynamic force of generally consigned, and in which it may be original advertising. But creative minds are considered a good thing to do; but I don't be always in the minority, while cupidity is as lieve in it. universal as human nature; and so it is that There is a great deal of opposition to new originality in advertising, like originality in goods and even when a trade is started in anything else, pays the penalty of being imi- them, the retailer will try to sell his own prep- tated. Notice how it is that no sooner has arations or something cheaper that is - just as original advertising brought to the front some good.” Advertising, therefore, should be con- article of genuine worth, than imitators like a ducted with a view to lessening this tendency swarm of locusts immediately appear, copying to substitution as much as possible. The re- not only the article itself, but the special style cent advertising of the Charles E. Hires Com- of advertising used by the originators, 1 GREAT SUCCESSES 133 I have in mind the De Long hook and eye. and how to use it. There is nobody so well V1 ITT VY hook and with the peculiar phraseology used to give such advice as will certainly pay the in advertising it. The same thing has been advertiser, though many persons pretend that true in the case of the Kodak, and in bicycle they can do this. One must pick out the dif- advertising. While, to be sure, more talent ferent ways, and size them up to suit his own than usual has been enlisted in the work of special needs. bicycle advertising, yet the pace was un- In business, as in life, “a good name is doubtedly set by the Pope Manufacturing better than great riches,” and this suggests an Company, and they have kept it up, too. The important element in advertising that is too Ladies' Home Journal, also, has received the much neglected in this country. People may flattery of imitation, while in the drug business, say that this is too new a country, that things I know of nothing that has roused such a host are changing too fast, etc. Nevertheless there of imitative parasites as “ Frog in your is another change gradually going on that Throat?” has done. is making the older parts of our country more It doesn't do to ignore these imitators, and like the older and more settled nations, such the advertising should in some way or other as England, France, and Germany. There, be directed so as to lessen this competition. the antiquity of a house that is up to date But the tendency is a very hard one to coun- in other respects, goods, salesmanship, etc., teract. gets a good deal of new trade on account There are different channels of advertising of its ancient standing. It is natural and opening up all the time, and they are chang- right that this should be so, and the members ing just as papers change in circulation and in of such a house wisely make the most they value. can of " honorable old age” as a powerful Newspaper advertising is overestimated. advertisement. This may be on account of its age or on There are now many firms in this country account of its having been so much advocated that are in a position to use the advertising and pushed by advertising agents. To judge dynamics of their long standing with telling from articles on advertising, one would think effect. But the opportunity is almost univer- TY the only means used. I have never had time to the immense advantage in the advertising to study the history of it; I don't know that world, as in the financial world, of old and much could be found out by a great deal of honorable standing, and the time will come study; but I believe that a hundred years ago in this country when firms that are known there were many ways of judicious advertis- to be old and reputable, will on that very ing that we know nothing of to-day. Still, account attract more trade' than the new there is no doubt that to-day there are a great houses which may spring up. And I re- many media that did not exist before, and peat, it is right that this should be so, for many that have been mightily developed into certainly a record of untarnished credit, etc., advertising forces. All of them have their is a thing that can't be bought, except by respective exponents, each claiming that his buying out the “good will," and when a bus- own favorite method -- bill-posting, litho- iness is backed up by a good old name, the graphic work, magazines, newspapers, stere- latter will go a long way towards achieving opticons, etc.— is better than any other. One greater success if the fact is properly adver- consequence is that the advertiser who is just tised. Were this done much would be accom- beginning, finds it hard to know what to use plished towards keeping down the unstable TY 134 FOWLER'S PUBLICITY VT YTAY TIT TIL W VY scum which is such an affliction in the world Many large businesses have grown without of commerce. much apparent advertising. The subject, I have seen the value of an old and estab- however, must undoubtedly have been con- lished reputation in the case of our own house. sidered, and some other methods pursued When we placed “ Frog in your Throat?” that have been duly decided on as likely and the rest of our line of ten-cent family to produce greater returns. Some large medicines on the market, though the change concerns that have dealt in staples have was almost revolutionary and provoked some been able to do better for themselves by opposition, no doubt was ever cast on the absorbing others of their kind, than if all quality of the remedies, because of the very had started in to advertise their own partic- fact that nearly half a century of unblem- ular product. Sugar is sugar, and petroleum ished reputation stood behind them. In this is petroleum. way we reaped the fruit of what I have We all hear about the large amounts of called the advertising dynamics of ancient money wasted in advertising. When a house standing. gets to spending a quarter of a million or more The business of advertising has been so in a year, it ought to know how to do it. profitable that too many have been drawn into That is why the advertising department should it, and the result is confusing to anyone start- be a part of the business, and by knowing ing out to advertise. Newspapers are better how to place or buy or do advertising, half than anything else for certain lines, but it the amount of money can often be made to would be absurd to stop at newspapers when go as far, or the whole appropriation made to the business will admit of other media. go twice as far as it would do with less skill- Everything ought to be carefully considered ful use. and outlined; and while advertising in certain In short I would say that in general the media has been overdone, there will still be larger part of the money spent in advertising new channels opening up with new methods. by an average business house up to a certain But some people can only see the advantage time in its career goes only to show what to in a few kinds of advertising and ignore or avoid ; in other words a business should find denounce all others. out what not to do in order to know what to Advertising is a study; and in every busi- do. “Experentia docet” as applied to adver- ness it should be made a part of the system tising, can be freely translated, “ Experience and grow with it. In too many cases it is does it.” several years behind the times. But in busi- In general, advertising has come to be an ness the man who has it “ in him” is going to absolute necessity in most walks of life. succeed, and the measure of his success will Many houses spend thousands and thousands depend upon himself though he may be ham- of dollars in advertising, and do it well, and pered by surroundings that he cannot shake yet the business just about affords a living. off. In these days of rapid development suc- The vital problem of getting a living out of cess comes quicker; and there are many busi- the business that a man has been trained to nesses that could go ahead faster were they and brought up in, and is giving his whole life not held back by old fogy ideas that act as a to, is coming to be to “know how” to get drag. The greatest successes are those in more out of it than his competitors; and with which one individual is the “ all in all,” where other things equal in competition, this is going one head has it all its own way. Into such to turn on his ability as an advertiser. I may work a man is able to put his whole individu- say that this is the condition most of us are ality and push. forced to face to-day. A GREAT SUCCESSES 135 1 Tarrant & Company Merit in advertising, as in everything else, is sure to be recognized in the long run. New York, N. Y., “Tarrant's Seltzer Aperient," Make your advertisement prominent, but not “Hoff's Malt Extract.” By William A. Hocke- obtrusive — suggestive, not verbose. Leave meyer, Manager. something for the intelligence of the reader to THE man who does not regard advertising supply. as a fine art will never succeed in it. In advertising, one does well only what one - If you would catch trout you must put has seen or suffered. your heart on the hook.” A poor advertisement costs as much as a good one without accomplishing the desired results. Boston, Mass., Carpetings and Upholstery. By If the advertisement is to be an expensive the Manager. and permanent one, as in booklets, etc., it We do not feel that there is anything spe- should possess sufficient merit from both an cially unusual in our advertising methods. We artistic and literary standpoint, to guarantee use the Boston daily papers rather liberally, its preservation. naming goods and prices in most cases. We . One advertisement preserved is better than also use a few suburban papers near this a thousand thrown away. city, and we have a small space in the princi- If for the newspaper or magazine, — which pal religious weeklies which circulate in New for us is the most usual and profitable form of England. In the religious papers we make advertising, — the advertisement should be special reference to our facilities for supply- stere, sententious, and epigrammatic, couched ing church carpets. in the best of English, and with sufficient blank As for the construction of our advertise- space to rest the eye, and at the same time, ments, we use correct English, simply and arrest attention. directly put. Originality is a prerequisite to success in And we tell the truth. advertising, but too much originality is worse than none. American Wringer Company So far as possible make your advertisement appeal directly to the class of people you most New York, N. Y. By J. F. Hemenway, Secretary. desire to reach, and avoid attempting to catch THE true sportsman seeks with growing everybody. The way to hit the mark is to zest for his favorite game, exulting over his aim squarely at it. final success in securing it. So with a suc- Be not too wordy. The best advertisements cessful advertiser. His pursuit requires the are the shortest ones. patience of a fisherman, the vigilance of a Avoid slang and common catch-phrases. hunter, and the perseverance of an enthusiast Polished English is always in style. who will not acknowledge defeat. Make your sentences short and consecutive, In general the considerations are various let them work up to a climax. When you and require careful study: wares, clients, have said what there is to say, stop. seasons, sales, price, durability, etc. Do not sacrifice your future interests by In my line, —- clothes wringers and clothes attempting to force a sale of material which wringer rolls — the key of success lies in ad- the advertiser does not want. Figure on giv- vertising the best goods at a reasonable price, ing good stock and fine workmanship, even if and furnishing goods just as advertised. The you do not get all the orders. cheap grades will almost sell themselves to TO 136 FOWLER'S PUBLICITY V 111 STXT VV 1 1 those customers whose chief consideration industry that in former times was hardly is the price, but the best grades give far better worth mentioning, may to-day be blooming value, more durability, and greater satisfac- and thriving, may require extensive agitation, tion in use. etc. In advertising our goods, it is well to be We must, therefore, combine activity with brief and to the point; saying too much is originality, and these two factors must go often a detriment. hand in hand with the 66 golden opportu- Illustrations help to secure attention, and nity.” this once secured, the wording should ex- In order to take advantage of all the means cite interest and a desire for further infor- of procuring business, it seems absolutely mation. necessary to form an advertising department, As our machines are of very general devoted entirely to this particular branch. utility, but do not require frequent renewal, Here in Germany we are in our infant years the people to be reached embrace many in regard to this. Only a few of the larger classes. This permits the use of a variety firms have adopted the idea, and the advertis- of mediums, preferably those of general cir- ing agencies, of which we have plenty, do not culation. To suppose that every medium offer an equivalent, and are, after all, only will give equally good returns is expecting the soliciting agents for our advertisements, too much, hence careful attention to results and collecting agencies for our dues. They is wise. do not have sufficient statistics or well-trained Even when I find a handsome increase in designers. the sales I am not entirely content, until I What I am going to say may be rather old know that each sale helps to make others; to Americans, but advertising on the Conti- and thus in a measure the goods advertise nent has at all times been kept within certain themselves. boundaries and has always preserved a cer- tain dignified attitude. Arthur Koppel Let us begin with advertising in news- papers. First, I make use of the newspaper Berlin, Germany, Maker of Narrow Gauge Rail- almanac. I request the more important roads. By Max Bruck, Manager. papers to send me copies of their issues. I To the advertiser who wishes to be success- read them, and see how and how often compet- ful originality seems to be the most important itors advertise in these papers. If I find that point. He must, as far as possible, be inde- friends advertise in them, I ask what results pendent in his ideas and must not allow him- they have had. I then place a small adver- self to be interfered with. It is, of course, an tisement to begin with and try to watch the impossibility to do successful advertising and results. I request the paper to give my ad- not adopt other people's ideas to a certain ex- vertisement a favorable and conspicuous place. tent. It is therefore most necessary for the From that time, I watch it incessantly, and at advertiser to procure all the data ; he must the proper time insert a larger advertisement see and speak with the newspaper men him with a bright catch-word in it. I keep a copy self, and then decide, from what he sees of the book, and try to be posted about every- and hears, upon his way of acting. This thing, — for system, catalogues, and statis- manner of acting is at all times subject to tics are the chief reliance of the advertis- all kinds of modifications. Those newspa- ing department, as well as of any other pers that were once standard may be to-day department. worthless, and vice versa; and a branch of Let us now consider the form and size of GREAT SUCCESSES 137 TITS the advertisement, which should be short, de- large lithographing and colored plate estab- cisive, and well-considered. Shall I always lishments, and great artists; but what is the send the same size and form in order to im- use of having both when we sorely need, and press it upon the people's minds, or shall I have not, their combined work? We start to send a different style to give the people some save at the wrong end. We have a few artists sort of a change? This depends upon the in Europe who have devoted all their knowl- situation, upon the paper, and upon the public. edge and talent to their particular line of art, I should say that on the one hand, it may be and have already created revolutions in it. I profitable to insert the same advertisement and only mention the names of two, Chéret and thus impress it firmly and lastingly upon the Grasset, both Frenchmen. people's minds, but on the other hand, no op- The display of advertisements on houses, portunity to get out a new style, appropriate roofs, etc., offers a great field, but is not made and suitable for some particular occasion use of to any extent, partly because such adver- should be allowed to slip. A very striking tisements do not easily catch the eye of the way is to refer to past events by the firm's passer-by, and partly because too many diffi- name, names of animals, etc. For instance, culties are experienced in the hanging up of if the name of the firm is Camel, bring out a large signs, etc., as the permission of the police picture of a camel; or if the name of the firm must be first granted. So far as the former is Samson, get a cut of the biblical Samson, reason is concerned, I think that too little has etc. Like every art, advertising has its pecu- been offered to the public, with nothing par- liarities, but for all that, it should reflect the ticularly prominent. We lack the proper attitude and standard of the firm that I belong painters for the reasons mentioned above. to. The wording of the advertisement must We may say the same of the catalogues, be clear, simple, and to the point; and with posters, etc., as we said of the advertisements : the progress of the business, this branch must progress slowly, watch the results, amend or keep step and must endeavor to find new ways correct, catch everything new, and be always and means. So much for newspaper adver- at your post. Notwithstanding all this, the tising. results the advertising department attains will As far as other kinds of advertising are not be very great, unless it keeps in personal concerned, I have found that here in Germany and intimate touch with the salesmen at all the scattering of illustrated catalogues broad- times and awakens their interest in observa- cast over the country is the main thing. And tion and communication. If they would com- it is here we learn every day, with pleasure, municate their experiences with the buyers to from the Americans, who are far ahead of us us, it would materially help us to prepare the in this respect. The conditions and circum- people to buy. It would pave the way, so to stances are simpler and more traditional with speak. And one thing more. Every morn- us. We insist, however, that for the text we ing let us start work over again, as if noth- must have the best writer, and for the illus- ing had been done the day before. Never trations the best designer. We do, as a gen- allow yourself to refer, either in mind or in eral rule, too much calculating and try to be words, to accomplished facts. We must too economical, as far as catalogues are con- never permit ourselves to believe that we cerned. If I expend thousands for the word- have gained the victory, but always be obsti- ing, postage, paper, etc., surely a few more nate in endeavor, even if up to date no results pennies for good illustrations are well invested. have materialized. It is the same with posters. In these too, we Originality, activity, system, and obstinacy, have progressed very little, although we have — these four will eventually gain success. ET facts led the urselves 138 FOWLER'S PUBLICITY J. W. Beardsley's Sons LI in your book) of St. Jacobs Oil, which form is most used by us. I hand you this, not New York, N. Y., “Shredded Cod fish,” “Acme as one of our most successful advertisements, Smoked Beef.” By the Manager. but to illustrate a general principle of adver- We made our advertising pay by entrusting tising. This principle is as old as adver- this advertising to an agent who conscientiously tising itself, and is summed up in getting at gives us his best thought and service, and by the maximum of effect in the minimum of adopting artistic displays, and by following space. I am inclined, therefore, to believe this advertising up constantly with effective that displayed advertisements are the most missionary work, both in fields new in our effective, either in single or double column line of goods and in those in which they have form. I prefer the latter because it is more been partially introduced. obtrusive and more easily taken in by a side- The mediums that we are using comprise a long glance. great number of the popular magazines, and The question of “ matter” is of such scope this class of mediums appeals to us as being as not to be within the bounds of a short arti- of advantage because these magazines go into cle like this. The differences in the wording the homes, and the general readers have be- and style of advertisements are as great as the come accustomed to looking over the adver- difference between a patent medicine and a tising pages, -- a habit which has grown bicycle. Indeed, the advertisement of a patent rapidly since advertisers have adopted artistic medicine, as far as the matter to be used is designs to display their advertisements. That concerned, is almost exclusive, there being a this is a fact, is evidenced by the innumerable natural repugnance to the use of all medicines letters we receive from every portion of the which must be overcome before people will country. buy. Articles of utility, luxury, or fancy, in a large degree help to advertise themselves, Charles A. Vogeler Company and it would therefore be futile to attempt to suggest what I think best as to so matter," so I Baltimore, Md., "St. Jacob's Oil.” By L. A. return to form. Sandlass, Manager. Prominence of position and boldness of Your publication will rightly assume that appearance would seem to be the first essen- advertising is the foundation of success, but tials in this line. The form should be at all where all kinds of methods and forms have times novel and unique, and this should be been used, — newspapers, signs, circulars, wrought out in the least space possible, in pamphlets, and novelties, — it would be diffi- order to economize in the expenditure of the cult, if not impossible, to name the particular large sums which are annually or semi-annu- line of work that has most contributed to that ally disbursed under contract. That adver- success. tiser will come nearest to success who observes First of all, I consider the newspapers the these rules and learns what kind of matter best mediums for our business, and think they will best serve to catch his class of custom. have contributed largely to our success, but the selection of them must always be governed by the class of people it is desired to reach. All the other advertising agencies mentioned New York, N. Y., Calvary Baptist Church. are necessary adjuncts towards success. WITHOUT doubt all the interests of church I send you specimen of our newspaper dis- work are subserved by properly advertising play advertisement (which will be reproduced the church services. We, perhaps, have failed Pomi 1 N C YY GREAT SUCCESSES 139 TXT in the past, because of undue hesitancy in that Second, advertisements intended simply to regard, many pastors and other church offi- popularize and create a retail demand for the cers, fearing lest they should put church work goods advertised, illustrated by the various merely upon a business basis, have been unduly soap and baking powder and food-product conservative in the matter of advertising church advertisements. services. The business side of church life T hird, advertisements seeking only to inter- can never profitably be neglected. Good taste est the intending purchaser to write for cata- and wise discrimination must, of course, be logue, etc., the sale then to be worked up always shown in church advertisements; and gradually by correspondence or personal in- when advertisements are made in harmony terviews. with these principles, they cannot fail to be Our boilers come under this last class. We conducive to the progress of all forms of therefore, as before said, demand of our ad- church life and work. vertisements simply to bring us into communi- cation with possible customers. The chances Herendeen Manufacturing Com- of making a sale then depend upon: I- Quality of goods offered. pany 2 — Attractiveness, and convincing way in which the merits of the goods are presented, Geneva, N. Y., Furman Hot Water and Steam as by circulars or personal interviews, and Boilers. By. F. A. Herendeen, Secretary. 3— Prices asked. I BELIEVE I am better qualified to argue the It seems to be a settled fact that the general negative side of this question, for looking public is always desirous of buying the best backwards upon the advertising we have done goods at the lowest prices. during the past twelve years, I am satisfied Now, heating boilers are presumably pur- that most of it has been unprofitable, and the chased and used by well-to-do people who are results on the whole unsatisfactory. building or remodeling their homes. Adver- However, I cheerfully give you a few tising therefore, to attract such customers thoughts on the general subject of advertis- would, one would naturally think, be best ing. placed in the high-class magazines. In the first place it may be proper to state (I am omitting entirely in this discussion the that the business in which the writer is en- question of seeking the steam fitters' trade by gaged is the manufacture and the selling of means of advertising in the so-called trade certain cast iron boilers for use in warming papers.) buildings by steam or hot water heat. Now, Well, we have in the past felt that magazine at the start, we do not, and never have relied advertising would best meet our requirements, upon advertising of itself to sell our boilers, and accordingly have quite faithfully tried it but only to supply us with the names of per- for a number of years, and the better to test sons, presumably interested, that may event- the relative value of different magazines we ually become customers. have used in our advertisements certain keys, The writer views newspaper and magazine so that by the reply, we can at once accurately advertising as divided into three general determine the name of the magazine in which classes, viz: the writer saw our advertisement. First, advertisements intended to sell the So far so good. We received in the aggre- article advertised directly from the advertise- gate several thousand inquiries each year, and ment; for example, advertisements of garden by this system credited them to the proper seeds, etc. medium in which they originated. At the D X 1 140 FOWLER'S PUBLICITY C end of each year we traced the sales, and sur I know there are other successful boiler prising as it may seem, certain magazines that manufacturers who think differently, but as furnish the fewest names, on the other hand for ourselves, until publishers adjust their ad- resulted in the most sales. We however were vertising rates so that they will be commen- forced to believe that a large proportion of the surate with the benefit derived by the adver-' inquiries were sent merely out of curiosity. tiser, we feel we can make more money and Now the answer to the question, “Does be better off by staying out. advertising pay?” depends exactly upon the The writer believes that some day there mathematical difference between, will be various classifications of advertising Ist — The profits on the sales that finally space, charged for in proportion to the benefit result from the advertising, and derived by the advertiser. 2nd — The total expense of said advertis- It is just as reasonable to assume that all ing. horses should be worth the same money, or If your profits amount to $100, and the ad- that the railroad companies should haul all vertising costs $90, then I say yes, advertis- freight at the same price per hundred pounds, ing pays. If the figures are reversed, then as that all advertising space in the same it is my opinion that that particular form of magazine should cost alike to all advertisers. advertising does not pay. For instance, how much would it benefit a Of course I am aware of the theory of manufacturer of office desks to advertise them “ Casting your bread upon the waters,” etc., in a distinctly woman's paper? How much which advertising agents never fail to quote, profit would there be left to him on desks but as far as the boiler business goes, if the sold thereby, after paying for his advertise- sale is not effected within the year, or at the ment at the rate, of say, $5 a line? most within the second year, the chances are And yet it is possible to conceive that this it will never be made. same paper might be profitable to some ad- Of course advertising, when the term is vertisers, even should space cost them $10 a used in its broad sense, is absolutely necessary line. to every business; our salesmen, the circulars and free samples we send out, our stores and sign-boards, are a form of advertising which all business men must use more or less. But Boston, Mass., Makers of Market and Grocers' for ourselves, and judging carefully by annual Fixtures. By William G. Bell, President. comparison of the condition of our business, THE question, - How to make advertising we have about reached the conclusion that we pay,” is one which every business man must are better off to take the amount of money take time to answer and to act upon. To formerly appropriated for newspaper and bring one's name and one's goods before the magazine advertising, and use it in other public in such a manner as to imprint them boiler-selling methods; more salesmen, more indelibly on the minds of buyers and con- frequent distribution of boiler literature, etc. sumers, is the constant aim of the live man- 66 Results only count.” 6The proof of the ufacturer, and this aim has become the pudding is in the eating.” foundation of a real art --- the art of advertis- In 1894 and 1895 we did a larger business ing. than in previous years, and yet during these It is natural for the general public to notice two years, and especially in 1895, we did most carefully and remember longest anything substantially no general or popular advertising attractive. We, therefore, keeping this point whatever. in mind, have for some years been sending AIIV GREAT SUCCESSES 141 1 out lithograph work in large quantities, this season taking the form of a handsome four- page folder representing the “ Four Seasons," Boston, Mass., Makers of “The Regal Shoe.” which, while it is eagerly seized upon for its We have always been strong believers in beauty, by no means loses sight of business, advertising, stronger still in the belief that an the back of the folder being covered with ad- article to be well advertised must be a thing vertising matter as « catchy" and bright as that the public will take kindly to after once we are able to make it, under which lies a having tried it. We have always endeavored strata of solid facts. to take much pains in conveying facts to That one must persevere, or “ keep ever- the buying public, and only facts pertaining lastingly at it,” is an open secret in successful to our shoes. We have been careful with the advertising. For more than a quarter of a details necessary in the making of the shoe. century we have continually and with unfail- We depend largely upon illustrations in our ing regularity brought our spiced seasoning advertisements, and in fact give more detail before the public, until its name and fame, we and space to this particular part than to un- may certainly say without being considered necessary argument, believing that an accu- conceited, is world-wide. rate representation of the shoe itself will tell It is needless to say that one must have faith the story more concisely than the usual argu- in one's goods, and must have a good article ments applied in the shoe business. to advertise, for the best advertisements, by As a rule, we prefer to use half-tones taken the most clever writers, will not boom for any direct from the photographs of the shoes. space of time an article obviously inferior and With this we have lingered on the fact that below the accepted standard. we are the only shoe manufacturers in the We answer “Yes” to the question, world making and selling direct to the con- “Does your advertising pay?" sumer 141 styles of shoes, invariably at one And we'll keep on advertising price. We have never made a statement in While we have a word to say. our advertising that we have not been able to Chickering & Sons back up. The utmost attention has been given to our mail order business, and in case Boston, Mass., Makers of Pianos. By C. H. W. of any dissatisfaction on the part of the buyer, Foster, Treasurer. that dissatisfaction has been rectified. You have asked us to answer the question, We find that in supporting our numerous 66 How I made advertising pay?” In a con- stores with local advertising, the returns are densed form we would state it thus : quicker and more satisfactory. Whereas we We keep our name before the public in a admit that magazine advertising has brought small way, all the time, in places where it to us big returns, and has done a great deal may be seen, occasionally in a large way, in towards making for us new friends in distant places where it must be seen. parts, which newspaper advertising would not With our name we mention our goods, un- do, we find it an expensive luxury. If you hesitatingly assert that they are the best made, have studied our advertisements there is no and show by our medals and testimonials that need of our saying more. The shoe is our assertions are universally approved by shown with ample white space, the word experts, musicians, and the music loving pub-' 6Regal ” invariably in prominence, the lic. We then continue to manufacture our price ditto, and a brief description of the goods in accordance with our assertions and shoe, with as much variety of style and cut await results. as possible. 142 FOWLER'S PUBLICITY n TIT VY Chicago Great Western Railroad Advertising pays and it does not pay; it all depends. A thousand and one details may Chicago, Ill. By F. H. Lord, General Passenger affect the result, and it is not practicable to and Ticket Agent. give a clear idea of the ways and means with- You ask me to state how we made adver- out giving a pretty minute record of a business tising pay. Your question is quite perplex- with all its special difficulties. ing, and, in my opinion, is one of the most Advertising is a sort of introduction. If it's serious questions we have to deal with. The the right kind, and from the right party to the important feature in advertising, whether it be right party, there is an opportunity to make a newspaper, magazine, display, or any other sale. The advertising, ori form, is to originate something that will be presents the opportunity to put your goods noticed and talked about by the public in before the possible buyer. Success in mak- general. ing sales is the result of multiplying many Bill-board advertising we have found has factors together, and there is only one fac- paid us for the reason that such as we have tor among them all that ought to be invari- causes comment. The same is true of special able, and that is the standard quality of the work gotten out. As to newspaper advertis- article. . ing, I am greatly in favor of 66 reading Advertising is a factor, an important one notices,” short and to the point, although dis- indeed, but still only one factor. play advertisements, if amply large, I have Really, we do not see how anyone can an- found brought returns. The masses, how- swer your question frankly without giving a ever, want as complete information in as con- pretty complete history of his business for a cise a form as can be given them, hence my certain time. To illustrate : faith in newspaper - reading notices.” My Here are two towns of about the same gen- idea is, that to make advertising pay, it must eral character; a river between them, at the be brief, attractive, and 56 right to the point.” outside not 200 feet wide. To all intents and purposes these towns are one, yet the same Cleveland Baking Powder Com- article, presented to the citizens of the two towns in the same way, at the same time, by pany the same salesmen, advertised in the same way, ought to meet, one would say, the same New York, N. Y. By C. 0. Gates, Treasurer. success. You ask us to answer the question - How It is a puzzling fact, however, that one we made our advertising pay?” in just the town gives you, say 75 per cent. of the trade, same way we should answer a friend who while the other town gives you but 10 or 15 might ask the same question. We cannot im- per cent. Apparently the same factors multi- agine a friend asking such a question. Hun- plied together do not always bring the same dreds have asked - Does advertising pay?”or result. 6 How in the world does advertising pay?” This would seem to illustrate that your ques- but it strikes us that no one but an expert in tion cannot be fairly answered without going the business would have thought of asking into a world of detail. Each locality has its • How we made it pay?" peculiarities which have to be studied and met There is a vague impression that somehow in some way, and unless the advertising can mere advertising brings success. In that con- approximately meet them, it may be a very clusion you evidently do not concur. We serious question indeed whether one can agree with you. o make advertising pay.” GREAT SUCCESSES 143 TT Cudahy Pharmaceutical Company being equall being equally in their favor. Then the demon of Free Silver appeared to disturb values; the Omaha, Neb., “Rex Brand Extract of Beef,” demon of Hate who was opposed to any north- “Rex Pepsin Chewing Gum,” Pepsin Products, ern enterprise, and the god of Anglophobia who etc. The Cudahy Soap Company. By Dr. A. E. wanted everything brought from Europe. In Dickinson, Manager. fact the number of minor gods and demons was WHEN I took charge of the business of The seemingly beyond human calculation. Added Cudahy Pharmaceutical Company, some four to these already great national troubles, the years ago, I found affairs in an embryonic, fertile fields of Nebraska felt not a drop of as well as a chaotic, state. Fortunately, the rain in seven months; a simoon swept the country was at the full tide of prosperity, and state for three days with its hot breath, blast- I was able not only to quickly devise plans to ing almost everything that had yet preserved market the products, but to find salesmen who life; and as if the seven plagues of Egypt could successfully operate thereunder, so that were to be ours, a labor strike quickly closed up to the last moment of the political frenzy the large packing house of which we are only of the campaign of 1892, it was not how to an adjunct, and we heard at our very doors sell goods, but how to make them fast enough the tramp of armed men, and the click of the to meet the constantly growing demands. musket, and looked in the throat of the noisy While I had feared that the change of admin- Gatling ready to do its horrid work. Under istration would be destructive to business, I these conditions, I was called upon to formu- never anticipated that it would practically late new methods and devise a successful stifle business enterprise; nor did I believe business policy. When a policy fitted to these that my twenty-two salesmen would neces- new conditions was determined on, with a sarily be reduced to three, and those unprofit- shrunken market, and an equally curtailed able; nor that all advertising must be stopped supply, it was necessary that we should em- because resultless; nor that instead of a natu- ploy less salesmen and do less advertising ; ral increase of business from past Herculean and now I am able to approach the topic and efforts the volume would actually shrink one to explain more fully - How I made advertis- third. ing pay.” It was thus that with the opening of 1893 I Fortunately for the advertiser, if not for the III devise wholly new methods. From a mytho- ally reduced and the volume of advertising logical view it seemed to me that I had three so lessened that the shrewd advertiser was new and formidable opponents. There was enabled not only to secure largely reduced the god of - One Idea,” whose fetich was rates, but choice locations. I have always most powerful, and whose worshippers imag- favored dealing through an agency, realizing ined that the measure of his waistband showed the force of the legal adage, that she who his capacity of brain power. This god pro- pleads his own cause has a fool for a client;” posed to increase commerce by handing our but even though the agency is enabled to home trade over to our competitors; this secure rates and spaces beyond the reach of policy cut down the duty on beef extract from the advertiser dealing direct, yet supervision 25 cents per pound specific to 20 per cent. ad by the advertiser is vitally essential. With a valorem, a shrinkage of about 15 cents per limited supply, and a more limited market, I pound, in the face of the fact that South paid greater attention to the mediums used; American cattle were worth $2.50 per head, thus, while the Barbers' Own Journal may be against American of $14; labor, freights, etc., the ideal medium for soap and shaving 1 144 FOWLER'S PUBLICITY O ve Ransomes, Sims & Jefferies, Ltd. Ly lor brushes, it would not, in my opinion, reach aid his venture will result in disaster; and I the class who would most largely use beef am frank to say that without such aid I might extract. I sought less general publicity in never so have made advertising pay." eral circulation than I did in If I, the victim of political frenzy, a supply those that reached the choice few to whom, lessened by Nature's failure to furnish rain in my opinion, I could most successfully and scorched by the hot blasts of a simoon, appeal. with a business stopped by a labor strike from When the medium was selected, the ar- which I emerged at the muzzle of a Gatling rangement of a striking advertisement was and the point of a bayonet, could arise the next important feature. The advertiser phænix-like, devise new plans adapted to can't always be a compositor, and the aid of a new conditions, let the “ dead past bury its good artist, who, if not able to originate, can dead,” and could 6 make advertising pay,” at least faithfully follow out the ideas of his surely others may emulate, if not improve principal is essential. And I have found it upon, my example. most difficult to secure intelligent co-operation, even by the aid of a large representative agency; and it is most likely that for a long period one's representative and his skilled. Ipswich and London, England, Portable and Trac- assistants cannot comprehend the salient or tion Engines. essential points of his business policy, and We beg to say that we find from long ex- unless the advertiser is on his guard, adver- perience that our best advertisement is in the tisements will be inserted which, though they quality and usefulness of the goods we send may seem creditable, don't strike home. out. We therefore rely almost entirely on our I believe like Henry Ward Beecher, in manufactures, and not so much on other forms - Burning Words,” and when such words are of advertisement. found, in pounding away with sledge hammer blows. McIntosh-Huntington Company My advertisements, therefore, have been largely on the sone idea” plan. Better, in Cleveland, Ohio, Distributers of Hardware, Bi- my opinion, to permit the public to believe cycles, and Cutlery. By H. H. Bishop, Secre- that Rex Brand Beef Extract is useful for no tary. other purpose than to flavor soups, than to WHEN it comes to answering the question, confuse it with a multitude of indefinite claims, - How we made advertising pay?” we find none of which makes a lasting impression. that the first thing that confronts us is the Originality is a most important feature, but question in our own minds as to whether or a most difficult one. The public demands not it has paid. We think this is one of the novelties, and as it is the object sought, its most difficult questions that any advertiser has wants must be catered to. All this I tried to to answer, and from the limited experience accomplish, and in a measure at least I suc- we have had, we should say that unless there ceeded. But the role of the modern adver- is some special thing for which there is a de- tiser is not an easy one. He must, to a great mand, to be advertised, an advertiser is more extent, judge for himself as to mediums and likely to be shorn of his money than to receive methods, or his money will go as water the benefits that he expects. through a skimmer. But with all his skill O ur house has experimented with advertis- and vigilance, the aid of a trained expert will ing at different times and in different ways. be necessary at every turn, and without such From local advertising in newspapers for our h n TT GREAT SUCCESSES 145 IT L TYTT T1 regular line, which consists of hardware, advertising matter that is suited to their wants, house furnishing goods, and a multitude of such as booklets, fence signs, catalogues, etc. other articles, we have always felt that we We are firm believers in judicious advertising, have never received the returns we should and just as firm disbelievers in the wasting of have received, for the money expended, and unnecessary money in publicity. have attributed it largely to our location, which We believe that an advertiser should en- is somewhat outside of the retail centre. Not- deavor to attract the attention of the people, not withstanding this fact, we have found that the so much by the use of a large and expensive most efficient advertising that we can do is to space, as by the careful preparation of an ad- display certain articles in our show windows vertisement to occupy a moderate space. We in an attractive form. This is almost sure to are also strong believers in the use of pictorial bring inquiries from passers-by that will result advertisements, believing that many people in some sales. We would, therefore, express who will not stop to read a lengthy advertise- the opinion that tasteful and varied window ment, will stop long enough to take in some dressing is one of the most efficient means of engraving, even if it is not very artistic, and advertising that a general merchant can em- will also take time enough to read the few ploy. lines that may be found at the bottom of that When it comes to advertising a specialty engraving. like the bicycle, an entirely different principle seems to be necessary. The demand for bi- Waukenhose Company cycles has undoubtedly been created by lib- eral advertising, both through the medium Boston, Mass. By Walter C. Lewis, Manager. of printer's ink and the vocal organs of sat- How do I think advertising is made to pay? isfied customers, who have been so lavish This question covers all advertising; the ex- in their praises of their particular mounts that ploiting of humbugs, the prompting of legiti- almost everybody has become imbued with mate enterprises, the catch-penny, the staple, the educational, the sensational. How to reach the riders is the question that In my opinion advertising to be most suc- agitates the mind of the bicycle dealers and cessful requires in the advertiser: manufacturers. We believe that we must do First, the commercial instinct, combined two kinds of advertising for this, the first to with the artistic temperament. reach the general public and to excite an in- Second, a talent for clear, forcible expres- terest in the particular bicycle that we have sion. to offer; the next to be directed to the trade. Third, a special knowledge of means to There is no one class of advertising that is ends. complete in itself, but the various styles round Fourth, earnest application of all these. out and supplement one another, This combination wins, however the condi- If we have an attractive advertisement in tions may vary. some magazine of large circulation, it must of necessity convey only a limited idea of what we have to offer, and much pains must be taken in the preparation of our catalogue, New York, N. Y., Importing and Jobbing Grocers. which goes into details for the information of By John C. Juhring. the prospective customers. The catalogue, We have made advertising pay by keeping therefore, is a very important factor in adver- everlastingly at it, and filling orders with tising. Our dealers must be supplied with goods exactly as represented. 1 146 FOWLER'S PUBLICITY New York Military Academy Ist. The amount of new business to be secured being limited, the advertisements must Cornwall-on-Hudson, N. Y. By S. C. Jones, C. E., secure this with the least possible expenditure. Superintendent. 2nd. The students will almost invariably THE educational institutions of this coun- come from educated and well-to-do families. try, regarded as business enterprises, may be The advertisements must therefore be placed roughly divided into two classes : First, those in mediums reaching this class. endowed, including public schools supported 3rd. Students are seldom secured from the by taxation and managed by trustees and advertisement alone. All that can be expected salaried officers; and second, those without of it is to put the school in communication with endowments, dependent solely on receipts the parent. It should therefore be noticeable from tuition fees, and managed by their own- either in matter or arrangement, so that in ers. The former includes the great universi- looking over the long lists of schools usually ties, technical schools, and minor colleges, advertised, the parent must see it and be which, as a rule, do not advertise, but all of enough interested to send for a catalogue. which receive a large amount of unsolicited but 4th. The school, for a period of from three valuable free advertising. It is the second to five years, assumes the responsibilities and class which needs to, and does advertise liber- cares of the parent for each of its students. ally, and which I have in mind in what follows. The health, morals, manners, and mental Nearly every one of these schools is, by its and physical improvement of each is in its equipment, methods of discipline, or traditions, hands. The parents, before they will place limited to a definite number of students, be- their children in a school, must be convinced yond which there is no desire to go. This that its officers feel this responsibility and are number once secure, the only problem before willing and able to bear it. The advertise- the manager of the institution is how to fill ment must give this impression and it should the vacancies sure to be made by gradua- be followed up in the catalogue. tion and other causes at the end of the school 5th. The advertiser should remember that year. In a well-managed school, these vacan- he is not offering the public a cheap thing. cies will amount to from 25 to 35 per cent. A four year course in a good school means of the whole number in attendance, but it is an expenditure of from $2,000 to $4,000. safe to assume that new students amounting to The advertisements, catalogue, and all printed ten per cent. of the whole will come to the matter should be neat, tasteful, and good. institution through the influence of relatives 6th. Nine tenths of the results of his ad- or friends already there. For the balance he vertising are secured during the months of must depend upon his advertising. July, August, and September. Until quite recently school advertisements These considerations have governed me in were noticeable only for their stereotyped arranging and placing my advertising. My form. The usual space was half an inch, and school is comparatively young, and has not, here was given the name of the school, its as so many schools have, a large, loyal, and age, location, and most prominent of all, the widely scattered alumni to help it. I have name of the principal. All of the progressive therefore advertised throughout the year, mak- schools have dropped this form, and are now ing the advertisements as original and unique showing originality and boldness in matter as possible, in order to catch the eye and keep and arrangement. In doing so they have had the name of the Academy before the people. to consider the following points peculiar to the I have found that the high-grade magazines, business : and a very few of the best religious papers GREAT SUCCESSES 147 have paid best, and have only found one daily art, his friend J. E. Powers, whose original which has paid me. Large advertisements in work for John Wanamaker marked the begin- special - Educational Numbers,” whole pages ning of an evolution in advertising. . in supplements, and the many side lines of In those early years we tried almost every- advertising have not paid. thing there was to try in the way of advertis- I have followed up my advertising by the ing, from desecrating the face of nature with very best of printed matter, and a personal monster bill-boards and frescoing the sails of letter is sent to each applicant for a catalogue, harbor lighters with our name, to puzzles and referring him to friends of the Academy in his guessing prizes. To meet one emergency of neighborhood. Above all, I have given the business depression we even gave away forty patrons of the school all that has been promised thousand Waterbury watches. in the advertisements or catalogues, in the firm . The one fact that mollifies our humiliation belief that a good school is its own best adver- in making this confession is that we never tisement. swindled anybody by selling poor stuff or mark- ing up prices while using, what we now con- Rogers, Peet & Company sider, illegitimate means of influencing trade. We didn't make others pay for our experience, New York, N. Y., Clothiers and Men's Outfitters. but bought it with our own money. By the Manager. When we began retailing twenty-one years all other advertising mediums but the press; ago, we had been manufacturing and jobbing and, soliciting chiefly a local trade, we con- clothing for ten or twelve years but were fine ourselves to the daily papers. We think 1 1 VY a manager who supervised the selling and few papers every day rather than scatter one's wrote the advertisements. shot by appearing less often in a wider range He followed the old - broadside” style of of mediums. newspaper announcement, putting as much This applies more to store announcements, sensation and as many dynamic adjectives perhaps, than to advertising in general, al- could contain. for all advertisers. After three or four years' experience, or Again, our advertising appeals chiefly to rather observation, a member of the firm took men. Most men glance at a paper, take in hold of the advertising. Fortunately, he had the headlines and easy reading, and skip the no pet method of his own, but was ready to rest. An advertisement must be brief to be adopt whatever plan seemed promising. read. It must also be sensible. The money About that time a friend introduced a young wasted in printing silly lies and nonsense is Englishman who had travelled with a theatri- amazing. cal company as a caricature chalk sketcher. Finally - we have made our advertising His outline sketches were adopted as a head- pay by backing it up with straightforward, ing to our advertisements; and thus was liberal store methods. Customers who come started in 1880 what has since developed into once and find the goods are not as advertised the art of newspaper illustration, quite aside seldom return. But, having taught people to from advertising. take his advertisements literally, a merchant As for the style of letter-press used, no can reckon on the return of his investment in originality is claimed; but the writer freely printer's ink more surely than a husbandman admits his indebtedness to that master of the on the increase from the seed he sows. 148 FOWLER'S PUBLICITY Pach Brothers Thayer, McNeil & Hodgkins New York, N. Y., and Eleven Other Cities, Photog- Boston, Mass., Fashionable Shoe Retailers. By raphers. By Gotthelf Pach. the Manager. THE amount of advertising we do, though YES, we believe in advertising because ad- it may seem much, is but limited, and can be vertising has been one of the strong levers by summed up under two headings. Those which we have brought our business up to the which we are under business obligations position that we hold to-day among the retail obliged to give for which we pay cash, and shoe houses of this country. But, we believe those which we give to editors who desire to that the one principle that has guided our ad- take their pay in trade. vertising, namely, the most judicious care that We have always considered our business a the article advertised should be fully up to the peculiar one, in which printer's ink could not standard of our description in the papers, and benefit us very much, because the people who often above it, has been a most potent factor want pictures taken invariably turn to those in our success. who have produced good work. For instance, Again we have always made it a point to we believe that a man who wants a good pho- bring the newspaper advertisement and the tograph taken will not take up a paper and article advertised before the prospective pur- look for a photographer, but he will turn over chaser in a direct way by dressing one of our in his mind the names of photographers who windows, and liberally and prominently dis- have produced good photographs and to one playing therein a number of the articles talked of them he will go to get his work done. about. We believe that the effect upon the We therefore give our work away as it mind of the purchaser who is thus brought in were, in giving the editors our pictures, and contact with something he or she may think they in return print our advertisement. The of buying before the influence of the salesman photographs these people get please them, has been brought to bear at all, is a good they talk about them to their friends, in that one. way we become known. Next to newspaper advertising we believe Weinvariably use a one-inch advertisement. thoroughly in the practice of enclosing leaflets It is really only a sort of trade-mark, which or booklets in every bundle that leaves the people look at and I imagine people say, store. 66 Pach is still at the old stand doing good We are certain that this printed matter gets work." into the home, and that is a vital point. We do a large amount of contract work at Again we believe that in nearly every case colleges like Harvard, Yale, Columbia, Prince- this leaflet is read, while the customer is in a ton, West Point, Vassar, Wellesley, Wesleyan, most pleasant state of mind, - the state that Williams, and others, where each student naturally follows after the satisfactory pur- takes home a certain number of pictures. This chase of an article of necessity. Hence it fol- runs into 100,000 or more a year, and is a lows that a strong impression is created on great advertisement for us, for the parents of the mind of the reader at a most opportune all these youths visit New York, and having moment. seen these pictures, bear the imprint in mind. We always make it a point to see that every 1 11 L . tising pays? I have never given it a fair trial, with the text of the advertising matter in the but am willing to have it proved. But how is newspaper. We believe that this should be it to be done? Echo answers, “ How?” so. Proofs of our advertisements are always GREAT SUCCESSES 149 X1 V handed about among the salesmen before the advertisement appears in the papers. Above all, though, we believe that the fact Chicago, Ill., Importer and Wholesale Grocer. of never having misrepresented an article has YOUR question as to what constitutes suc- inspired confidence among the people who cessful advertising suggests a theme teeming read our advertisements; and we know that with possibilities too great to be even lightly this confidence is at the base of our business touched upon in a short letter. success. You are fortunate in occupying a field, the importance of which has but just begun to im- T. Metcalf Company press itself on the mind of the average busi- ness man, and your work will be one of value Boston, Mass., Druggists. By Frank A. David- if you only succeed in stirring the surface of a son, Manager. field so rich with future possibilities. The THE essential point that must lie at the bot- example it will set and the emulation it will tom of all success is, that the goods you have encourage will lead to an enlargement of the to present either to a profession or to the pub- scope and methods of successful advertising lic, must have merit. Without this, all kinds that cannot but redound to your honor and of advertising will, sooner or later, come to profit. naught. This thought suggests a school for teaching One may create a temporary demand for the art of advertisement-writing, were it not poor goods, but sooner or later the end comes that experience inclines me to the belief that with disaster. It is therefore to be supposed the successful, attractive, catchy writer is from the above that the old house of Theo- born, not made ; that the originality or inspira- dore Metcalf Company of Boston started tion that divides the genius from the clever out to create a reputation with the medi- copyist is not to be acquired by rote; and cal profession for a high grade of goods, that a masterly knowledge of his subject, and then began to advertise, using a reli- appealing to and convincing the critical, able advertising agency as a sheet anchor comes only by long, painstaking, practical to tie up to; and since then we have had experience. occasion to employ all the well-known agen- The man who makes, the man who distrib- cies. utes what the maker makes, must advertise. We have believed in black and white attrac- Not to do so, means to fall behind in the țive typography as an important factor and rapid, onward march of modern merchandiz- spend a deal of time in procuring the very ing. best possible display. Another point that we He must advertise to make business to hold have made and believe in, has been one of it, to increase it. the best in advancing our interests, — keep- My belief, confirmed by my experience, ing our advertisements fully within the bounds yields first place to leading daily papers as of reason. mediums for reaching the intelligent, discrim- Moderate announcements, without extrava- inating buyer. gant claims, couched in clear, concise, terse I f these are persistently, courageously and English with but few adjectives, attractively intelligently used in connection with reliable displayed, produce for us the best possible goods, attractive stores, and bright, courteous results and have achieved for our house an salesmen coupled with clean, honest business honorable position in the financial and mer- methods, I feel sure they cannot fail of suc- cantile world. cess. ( 1 1 150 FOWLER'S PUBLICITY . J. H. Johnston & Company on each side of the stage. As soon as he saw them, he said, “Why, young man, those are New York, N. Y., Diamonds and Jewelry. By J. H. the best places in the whole house: and see Johnston. here, if I let you have them, you'll put up nice ABOUT the first advertising I ever did was clocks, won't you?” I said, 6. The nicest that to put clocks on the Fulton Ferry boats in money can buy, Mr. Barnum," and I did. 1860. I noticed on Sundays, when I went The whole outside of the frame was covered over to hear Beecher, that everyone stared at with gold, the dials, two feet in diameter, had himself in the mirrors that a smart looking- my name and address on in good shape, and glass and frame maker had put on the boats, there they remained until the day the museum and I at once thought it would be a good idea was burned, when my clocks went down with to put some clocks in the cabins for the same the Anaconda, The Happy Family, the Cherry purpose. So I went to the superintendent and Colored Cat (black), and the Mermaid ; but asked the privilege and got it, but the only better than my advertisement in his museum, you as you enter, and that was on the parti- ance I made, when scarcely more than a boy, tion between the cabin and the paddle box, and with the greatest showman and manager of the back of my clocks till the time was scared death. out of them. Then came complaints from During the war we were so busy that I paid watchless passengers, and the second year little attention to advertising. Everything that wound up my advertisement on the ferry boats. anybody touched doubled in value before he But while they were there they made quite a could turn around, and where was the use of good bit of talk, and my name and address on advertising? Turn back to the magazines of the dials, for the first time, familiarized the that day and compare the advertisements with public with my name. those of to-day. One day in 1861, while they were still there, The daily papers, too. It seemed extrava- I was in Barnum's museum, and saw what I gant then, when A. T. Stewart had a column considered a tip-top place for two clocks. in the Tribune, Sun, or Herald, but after the Upon asking for Mr. Barnum, I was shown war came shrinkage, — shrinkage in values, into his little office on the second floor; hand as well as in volume of business, — and so ing him my business card I stated my errand, once in a while I would try my hand at ad- when he exclaimed, 66 Why there were two vertising. men in here last week from Cortlandt Street In 1867 Horace Greeley visited me at my and they asked the same privilege, but we home in Mount Vernon, and during the even- couldn't find a place anywhere for a clock.” ing, I talked with him on the advisability of Said I, Well, Mr. Barnum, if I will show my advertising largely; and he then displayed you the best place in your whole museum for to me the sincerity of his character and his two clocks, may I put them in?” “Yes, unique unselfishness by remarking, “ Do you young man, you may, but I can't imagine the know, I think the Sun would be a good paper place you say you have found.” for you to advertise in.” I asked him to come with me; he at once It was after the panic of '73, when every followed, and I took him into the theatre, or merchant was at his wits' end and business at lecture room, as he called it to satisfy the its lowest ebb, that I hit upon the idea that qualms of the pious folk of that day, and has done most to make me well known as an pointed out the spaces under the private boxes advertiser. It is summed up in the following • ТТХТ 1 P 1 GREAT SUCCESSES 151 TTY i advertisement, which I sent first to the Herald, we want you to buy them.” And I bought and which revolutionized my business in sixty them. days. In this same year, 1875, I made a great - Cash paid for Duplicate Wedding Pres- hit, which made me known in the jewelry ents, inscriptions erased, silver refinished good trade all over the country. as new, and sold below manufacturers cost.” I designed a picture, which I had painted, Silver came in in a flood. I had sold just and then chromoed. I called it " Taking two solid silver tea sets in fourteen years. Advantage of the Situation.” It represented In six weeks I bought ten sets and sold four. the front of my store with an old doctor, a In one day the silver we bought would have ne'er-do-well of the neighborhood, standing filled three barrels. My advertisement was a in front, leaning forward and holding his eye double header, or rather, it cut both ways. glasses on his nose with one hand, gazing at It brought me buyers, as well as sellers. My the gems in the window, while in his other store was thronged with people who had a hand behind his back was a fresh lighted surplus and other people who were helping cigar with a bootblack stealing a smoke from other people to have a surplus. By 1875 I it. was pretty well known. I had been written My name was on the awning and address up gratis by the sentimentalists and moralists, underneath, and although the advertisement as the man who relieved distressed brides, idea was in it, it took the town by storm and overburdened brides, lucky brides, happy was talked of far and wide. I printed 5,000 brides, unhappy brides. I have wondered copies, and sold all but a dozen or so in a when the Herald offers $10,000, $5,000, and little over a year, and besides making a good $2,000, for the best, the second best, and profit, got a gratis advertisement of great third best novels, why it did not offer $1,000 value. I sold them to 800 different jewelers for the shortest romance. If it had, I should throughout the country, printing their names have competed and will leave it to your read- in place of mine, and so localizing the adver- ers whether I might not have won the prize. tisement for them. I received orders for these Here is my romance in 154 words. chromos from every state and territory and One day I received a letter from a great from nearly every country in Europe, includ- firm of lawyers in Wall Street, asking me to ing China, Japan, the Sandwich Islands, and call and see them. The next day I entered even Siam. So careful was I to have the their office and handed my card to the mem- picture perfect in every particular, that I took ber of the firm who had written me. He read a large show case to the artists studio, filled my name, glanced up suddenly, exclaiming, it with fine goods exactly as shown in our 56 Oh, this is Mr. Johnston, is it?” I said window, then posed old Doctor Backus and 6 Yes," not knowing what was coming next. Whitey the bootblack in front of the case Then he called an office boy and said, exactly as they appear in the picture, thus - Joseph, you and William bring that trunk enabling the artist to make a picture correct in from the next room.” They did so, and in drawing and color. taking a bunch of keys from his pocket he One day in 1880, the thought occurred to selected one and opened the trunk, which was me that in every household in the land old filled with silverware. He then said, “Mr. and worn out jewelry accumulated, and if by Johnston, we obtained a divorce for a client any means a carefully worded advertisement of ours who made an unhappy marriage, could be written which would suggest to the and as she had no cash she gave us her multitude of owners of old jewelry that they wedding presents to pay for her divorce, and could, by sending their holdings to us, receive TTYY 1 V 152 FOWLER'S PUBLICITY T . full cash value for them or exchange them for more value than the same space would be in new and fashionable goods, it would be a god- any one of the great daily papers, though for send to them and a fair means of increasing nearby local trade, there is no denying the our business; and this advertisement of ours, value of the daily press. which we have now used for years, was writ- We regard an illustrated advertisement as ten, rewritten, and hammered over more than very much more valuable than a mere state- any advertisement we have ever used. ment of facts, no matter how tersely or inter- We wanted to say a good deal in the very estingly written. shortest space, for space costs money. We W e believe absolute truthfulness is the es- wanted to avoid the pawnbroker and second sential basis of every advertisement, and no hand dealer idea; and above all, we must business will grow to great proportions unless avoid the idea that ours was a place where the advertiser more than fulfills his promises. stolen goods could be disposed of, and so for As showing the direct effect of advertising, a long time we used this advertisement almost you may be interested in knowing that in one exclusively in the religious papers. We have day we sent 750 registered packages through never once used it in the Police Gazette, or the mail, besides the hundreds not regis- any paper of its kind, - papers that are sure tered, and other hundreds that were sent by to be read by professional thieves. express and by our own messengers in the I went to police headquarters, and taking city, — and we believe that advertising is in Inspectors Byrnes and Conlin into my confi- its infancy. dence, explained that we desired to enlarge By its means the resident of the remotest our business, but not at the expense of our town on the frontier is more carefully waited good name of forty years standing. Inspector on in the metropolis than is a customer who (now Chief) Conlin said, “ It's as legitimate comes in and happens to be waited on by a to buy old jewelry as new, and no one who green clerk, for you must know that during knows you will ever believe you would know the holiday rush, every great store has scores ingly buy a stolen article.” of new clerks who know little about the stock So we fired ahead, gradually using all the and can only name prices and do up goods; magazines, and now in this year of grace, but a mail order comes in and is turned over 1896, this branch of business has grown to at once to the most competent head of a de- enormous proportions. Family jewels, old partment, and is filled with more care than an gold and duplicate wedding presents are sent average sale is made in the store. to us daily from Maine to California, and from day seldom passes that we do not receive Canada to the Gulf. from one to a score of letters thanking us for We probably buy more goods direct from the great care manifested in filling orders, and the home owners than any firm in existence. such letters are the most cheering messages We frequently receive from banks and trust we receive. companies jewels of great value, on which Another advantage that an advertiser has loans have been made and which we turn into over his neighbor who does not believe in cash. Banks even on the Pacific coast have printer's ink is this: We are a nation of sent us several thousand dollars' worth of travellers, and not a day passes that I am not goods at one time, which we turned into cash personally called to the front to meet a cus- for them in a few days. tomer who lives at a distance, and on coming We have found the magazines of great to the city drops in to see the man who adver- value in our business, and consider a page ad- tises; and when he goes home, he carries a vertisement in any of the great magazines of good impression which is not soon forgotten. 17 GREAT SUCCESSES 153 George A. Macbeth Company 11 First, let me say there are two distinct kinds of results in a man's mind - the Temporary Pittsburg, Penn., “Pearl Glass” and “Pearl and the Permanent. Top” Lamp Chimneys. By George A. Mac- Of the merchant that belongs to the no- beth, President. madic class that goes from place to place Your question, “ How I made my adver- with its wares, hires a store here and there tising pay,” reminds me of Henry Ward for piratical purposes, and imposes upon the Beecher's formula for making coffee, which credulity of the ignorant, I have no intimate was to go to all the hotels and restaurants, experience, and therefore am unable to say and then make it the way they did not. whether he fares best upon large or small Scarcely one advertiser can tell another how lies. Certain it is that he sometimes reaps a to do. We never copy. Anyone can put large harvest of trade and frequently succeeds inches of words in all the newspapers in crea- in diverting legitimate business from its proper tion, if he does not break up too quickly, orchannels; and I presume that the class of in other words, if he has money enough, and advertising he does may be said, in a certain may eventually come out whole. sense, to pay temporarily and " verily I say You often get your impression of persons unto you, he has his reward.” But such from appearances, clothes, and cut of the people will not be found reading the pages of hair; so, also, impressions favorable or unfavor- this book for points. able are often received from the clothing of I hold the first essential of successful adver- ideas, i. e., words. Our plan has been to get tising to be health of body and mind (for the a good clothing of words for the idea. person who does the work, I mean). A man The idea must be true and convey an im- should be of sober and matured manner of pression of seriousness and veracity. The life — not subject to excitement, not a drinker next thing is to place the matter where it will or smoker. Such habits, while they quicken be read. This is what we find hard to do. the imagination and make men light-hearted It takes talent to do it. The man who can up to a certain point, are not productive of write a good advertisement can write a book, that active state of mind and the wholesome and the man who can print a good one can thought that are necessary for the production print a book; and the man who can place it of good advertisements. Levity is not by any where it can be seen and read is the peer of means a good quality for an advertiser to a senator. possess. On the other hand, heaviness of thought and extreme burden bearing expres- Barnard, Sumner & Putnam Com- sions are perhaps even less desirable. What is wanted is a happy medium between these pany two extremes. The even condition, mental as well as bodily, of a man of natural habits Worcester, Mass., Dry Goods. By John E. May- will, if he has also knowledge of the subjects hew, Manager. he treats and a good, sound appreciation of As one who has had charge of large inter- what is good or bad language, enable him to ests in the matter of advertising for some write most forcible and effective advertise- time, permit me to say in as few words as I ments. can, what I consider the essentials of profitable My experience has proved conclusively that advertising, a statement of which will certainly truth is the foundation of successful perma- be a reply to the question propounded, viz: nent advertising. Describe goods as they are 6. How I made advertising pay.” and positively use no extravagant statements. . TT TY y 154 FOWLER'S PUBLICITY 7 Customers consult my advertisements as they Sunday advertisement, use a cut if you have do a dictionary, because they know they will one, to fix the eye; for instance, a stocking not be misled. will catch those who are looking for hosiery. I try to make use of good, sound English A Kodac, a feather, a group of handles, a that any person of crdinary capacity can un- group of gloves, — all catch the searching eye derstand. I use no abstruse terms or words a deal quicker than type. Small half-column which are difficult of comprehension or hard cuts are always better than large ones; even to read. I frequently use trite and proverbial smaller than that are quite as good. John phrases. I have found C. H. Spurgeon's Wanamaker's advertisements are perfection in book entitled “ The Salt Cellars,” which con- this respect. tains almost every proverb and apt saying in I use borders frequently, but I prefer a blank the English language, of infinite service. I white space to render an advertisement con- seldom use the thoughts or words and never spicuous, rather than any border I ever saw. the entire advertisements of others, preferring The house I represent makes a magnificent my own to express my own ideas. When I display or " opening ” every spring and fall first began advertising work I used to cut out and is well satisfied with the results. We also every smart advertisement I saw, and keep it publish a half-yearly magazine called the for copy; but lately I have never been stranded - Idle Hour,” of which I have the arrange- by lack of a style in which to talk freely when ment. Both of these come under the head of I have anything really worth talking about advertising and are worth mentioning. Many advertisers puzzle their brains to con- As a rule, not invariable of course, my ad- struct intricate sentences, and introduce high vertisements produce highly satisfactory re- sounding words which, though they please the sults. The weather, the condition of trade, writer, and not unfrequently the bosses, fail the class of goods advertised, and above all, of the mark because aimed too high. Aim the prompt response of the department, — straight at your target with an unwavering eye buyer, clerks, and all interested, -- the time and a steady hand, and if your brains are like and display, the personal energy, appropriate a Smith & Wesson, cleaned and oiled and in signs, etc., etc., all contribute to the success good action, you'll hit the bull's-eye every time. of the advertisement. My advertisements overrun my space, and It is of no use to wait till the season is over I have to try hard to keep within limits, but and everybody supplied to mark down sales. whether I am to fill half a column or four Do it while some of the people are eager for columns I always have to cut down. I have goods. A good business gauger will know been told by scores of people, that they read the moment to make his reduction, jump in, my advertisements because of the pleasure and get the victory. (outside of business altogether) they give. Without a doubt the Sunday papers are the Lohn C. Paige most profitable mediums. Buyers are the best judges of this. Our buyers would rather have Boston, Mass., Insurance Agency. a Sunday advertisement than those of all the I HAVE made my advertising pay by con- other days of the week put together. Four or sistently and constantly advertising. I have five subjects for a Sunday advertisement are never, adopted any undeviating rule concern- none too many. Some people are looking for ing advertising. I have tested many mediums one thing, some another, but do not aim at and used many classes of advertising. Some more than one subject in a small advertisement. things I have liked so well that I have con- When you shit up” five departments in your tinued them year after year, others I have ITI STU i T GREAT SUCCESSES 155 Y considered a mere excursion into unknown things connected with advertising. I do not and unsatisfactory parts. expect, however, to ever find anything better I have striven to make all my advertising as an advertising medium than the daily attractive and to remember the necessity and newspapers. advisability of making every advertisement one which would be looked at. By this means, even if I have gone into bad mediums and used bad mediums, I have always made Pittsburg, Penn., Stationery and Office Goods. the advertisement as valuable as it could be By Charles H. Clough, Manager. made. As correspondent, buyer, and general utility I have calculated, as far as possible, the art man for a business closely pressing the quarter of saying very little, and striven to the end million line, I do not have time for discussing that any one hereabouts thinking or speaking properly the deep, wide subject of advertising, about insurance. would immediately call to and always court publicity under difficulties, by mind John C. Paige, 20 Kilby Street, Boston, stealing moments from other important duties. or hearing about John C. Paige, in any con- My first experience in advertising dates back nection would immediately say, “Insurance, to my thirteenth year, when, as a sunburned 20 Kilby Street, Boston.” farmer boy of ordinary ability, I came across I brought to my business, when I estab- some particularly delicious watermelons with lished myself in Boston, an experience in and peculiar black-tipped white seeds, which, for a knowledge of the insurance business. That fear of a licking, I advertised under an as- and advertising, with attention to business, sumed name, offering a prize for the largest have made one of the largest concerns of the melon grown from my seed. kind in the world. I constructed a rude label printing-press, In brief, I have made advertising pay by and well remember that my first attempt at attending to it, and by keeping it fresh; by the word melon resulted in “noleM;” the next knowing considerable about the subject I was time it was “leMno,” and so on, with varia- advertising, and by attending to my business. tions. I have made advertising pay by being will- My scales, like my seeds, were home-grown, ing to learn about advertising ; by reading the and balanced in such a “ weigh,” as to give best journals devoted to advertising; by not economical or generous quantity, according to being tenacious of my own ideas when the the pan that contained the seed. carrying out of my ideas did not seem to be But I got there, and the first season realized producing results ; by always discontinuing a the magnificent sum of $7.28. medium or method when I could not find out but coming down to the present, our busi- that the people I was trying to attract were ness includes commercial stationery, printing, heeding that medium or method.' binding, and blank-book manufacturing, prin- For my business I have found the best cipally for the consumer, and is comparatively medium to be the daily newspapers, and I local in character. have found great value in calendars, blotters, We are firm believers in first-class goods, circulars, personally addressed and signed and as far as practicable, sell those bearing letters, a limited class of weekly newspapers, our imprint, because when once introduced, and in the programs of the best theatres.. we have no fear of the ruinous cutting of prices I expect to continue to advertise as long as incident to selling standard brands that can be I continue in the business, and I expect to supplied by any competitor or department change my mind every few months about store. T X CD 1 N 156 FOWLER'S PUBLICITY YYY These goods, and our manufacturing de- not generally turned over after the perusal of partments, are advertised almost entirely by one side. And yet we remember on one circulars mailed under one cent postage to the occasion using a slip furnished by the manu- most probable customers for such products. facturer, one side illustrating an article we Our mailing list is compiled with great care, were pushing, and the reverse side describing and includes the names of large manufactur- one that we did not have, and did not consider ers, corporations, banks, trusts, and their buy- salable. Imagine our astonishment at re- ers, railroad purchasing agents, and special ceiving ten times as many orders for the latter lists. . as the former. These are addressed monthly, the names Nearly all our circulars are printed upon being printed on gummed slips perforated like fine enamelled book paper, and we seldom postage stamps, which are moistened with a use the cheap, poorly printed, “gratis” ad- sponge and applied to the envelope quite vertising matter supplied by most manufac- rapidly without the use of mailing machine. turers, lest it should be mistaken for our own Different colors of label paper are used to handiwork; and further, most manufacturers designate certain classes of individuals, so try to tell so much in their booklets, that our that if an envelope is returned to us, we can customers would rather pay extra for an article refer instantly to the proper list and make the than spend valuable time reading a dozen needed corrections. pages in order to ascertain where or how they Additions to the list are first entered alpha- could save a penny. For this reason we pre- betically in an indexed book, and when a suf- fer to edit large circulars down to three and ficient number has accumulated to render one half inch by six inch slips, bearing a good addressing with the pen unduly burdensome, cut, and briefly setting forth the salient points they are typewritten upon gummed paper, of the article, and inviting correspondence four or more sets being manifolded simultane- from those interested, to whom, on request, ously. we send the more exhaustive descriptive mat- We use a good envelope, generally made of ter, which if furnished in the first instance, a peculiar paper, or in some odd shape, bear- would have been a heavy expense to the ing a striking picture or a catchy legend, manufacturer without bringing adequate re- thereby attracting sufficient attention to save turns; besides which, an undue quantity of it from the waste basket, or at least first to advertising matter is pretty sure to discourage elicit the remark, “ Well, there's another of the recipient from reading any of it. Johnston's advertising schemes.” We are reasonably certain that our little We issue a little four page illustrated slips will be read, or, at least, that the cuts monthly, “ The Trade Mark,” which is origi- will be seen and make an impression. nal, full of cuts, and as bright and attractive We usually enclose something of use, value as our limited time and staple class of goods or novelty, and believe that very few of our will allow. From the frequent reproductions envelopes are consigned to the waste basket in advertising periodicals, and close imitations without first being examined for treasures in by others, we are strongly inclined to believe the form of sample pens, blotters, competitive that “ The Trade Mark” is an effective pro- prize offers, etc., etc. moter of publicity. Each inquiry receives a prompt, compre- Accompanying this little sheet are four or hensive reply, and we try to make the recipi- five small circulars or slips, always illus- ent feel that we appreciate his courtesy in even trated and printed in colors on only one side writing to us. We attach a great deal of im- of the paper, as we believe single sheets are portance to inducing people to address us, as TY TTC YT GREAT SUCCESSES 157 VYT D they cannot readily forget the name they have dustry, producing and offering for sale goods written twice, if we do our part in answering. limited to office consumption, we argue that Our salesmen are always informed as to addressing our carefully prepared list of five what circulars, etc., we have mailed, and are thousand or more names of office men, will ready to show the goods we advertise, and do us more good than to place our name and effect sales while the customer's interest is at products before 100,000 general readers. white heat. This is important as we do not We believe, for ourselves, in the carefully offer bargains as much as we talk quality at a aimed rifle bullet, rather than in the shot gun given price. policy, which might be the very thing for our We believe in trade-marks, and as we are neighbor who has a trade in goods of more located on the corner of Penn Avenue and general utility. Ninth Street, a large falcon pen (the symbol In advertising 5 to 25 cent articles of sta- of stationery) with “ 9th” thrust through it, tionery, we do not expect to realize much makes for us an excellent - address” trade- actual profit on the goods themselves, but we mark, which once understood is not likely to attract numerous customers and by courtesy be forgotten. to our patrons from errand boy to proprietor, We use this symbol and our catch phrase, we make fast friends for the future. 66 If it is a good thing we have it" on all our Well, yes, we rather guess it pays. stationery and advertising matter, to good effect, for they arouse curiosity and attract attention. A Canadian stationer wrote us, 56 I like your catch phrase, and am using it London, England, Tailor, Hatter, Hosier, Shirt- myself in all the street cars here." maker, Glover, Bootmaker. When we distribute blotters, they are good In dealing with the question, “ How I made ones, usually cut in the form of a large ink advertising pay?" I look back over about 25 bottle, or mammoth falcon pen, this impress- years of advertising to the time when as an ing the recipient with quality and novelty. outfitter, I issued my first circular in the great But you ask, how do we know that our thoroughfare of Cheapside, London. methods pay? I believe, and have proved it by success, Well, it is an established fact in these days that in straining every nerve and leaving no that advertising in some form is absolutely stone unturned to make it apparent to the necessary, not only to introduce goods, but to public in general, and to intending customers keep them in use. in particular, that what I said was true, that We have many articles of merit, some pos- my style was truly style, my quality real sessing more value and at a lower price than quality, my materials better, and at a lower those in general use, but how are we to in- price than could be obtained elsewhere. form the dear public of these facts? As time passed on, I steadily kept these We must keep our name and products be- principles before me, continually issued my fore the people somehow. Everybody has price list and had a little talk with my cus- colds; therefore, it pays to advertise cough tomers in its pages; and, with ever-increasing cures by almost every known method of pub- success, gradually took the next step in ad- licity. Everybody eats bread, and you could vertising (which for some years was confined scarcely fail to strike a " staff consumer” to my price list only) and commenced news- among our millions of general readers, any- paper advertising. This perhaps, was due to where. the fact that my competitors endeavored to But with a strictly local, manufacturing in- take my trade from me by this means, rather YA 158 FOWLER'S PUBLICITY TT 11 TT than to any fixed intention on my own part to devoted to the subject, one can extract much advertise in newspapers. that is helpful, much that is applicable to ad- I also registered my well-known trade- vertising in general. marks, 66 My Tailor,” 66 My Hatter,” 66 My B ut individual success in the advertising Bootmaker," " My Hosier.” These have field depends largely upon local demands and found their way in print all over the world. conditions. The advertiser may hope to edu- I was much chaffed, as when these huge cate the people, as far as his style of address- signs, four of them 30 feet by 4 feet, and one ing them is concerned, but in all other respects 45 feet by 4 feet, were put up in Cheapside, he must learn of them. enamelled iron signs were hardly known. I should not feel entitled to tell the public Upon the strength of trade gathered, my - How I have made advertising pay,” nor advertisements became more confident, and I indeed, should I be sure that I had made it felt entitled to remind the public that it knew pay at all, were not my methods based upon a that what I put in print would find corrobora- careful diagnosis of Syracuse peculiarities. tion in my goods. I did not believe in saying My experience has reduced the many pos- I could do it, and then trying to do it. I first sible ways of reaching the local public down knew I could do it, then said I could, and the to one, when it comes to the really profitable public got to know it, too; and in my adver- advertising of dry goods, i. e., the daily papers. tisements I said so. Again, liberal experimenting has proved to I began to realize that just as I wanted cash, me that the evening papers give best results. so individuals wanted particular goods; not The reason is obvious and logical. Syracuse goods at hap-hazard, but goods of special is essentially a business city, the majority of character, of varying types, etc. Thus, the its population working for a living, with leisure individual wanting goods and I wanting cash, after working hours only. Hence, the even- there was a personal reciprocity of wants; and ing papers are more extensively circulated and that personal element I threw into the scale; more carefully read than are those of the and, I believe a personal chat about wants morning. through the press a good addition to all that is In the two evening papers having the largest done before. circulation, I have a column advertisement To sum up: every day, always in the same location. I Know that you can do a thing. wish to encourage the reading public, through Tell people you can. force of habit, to turn as naturally to D. Keep your promise. McCarthy & Company's advertisement as to When the public begins to know, remind it the weather report, or the editorial page. That of that fact. this permanence of position has increased the Finally, bring personality and touch to bear value of the advertisement has been proved at every point. to me in many ways. The morning papers I use as occasion re- D. McCarthy & Co. quires, according to their relative importance, ordinarily confining myself to a moderate Syracuse, N. Y., Dry Goods. By Helen Hollister, Manager. However, as a certain class of shoppers, THE science of advertising is, to a certain through some peculiar mental process, seems extent, deductive. From the published ex- to connect the genuineness of a bargain with perience of experts, from the best specimens the size of the advertisement announcing it, I of their work, and from the various periodicals find on some occasions that a half or whole page 1 GREAT SUCCESSES 159 TR1 . : is really a necessity. But the spasmodic trade attracted by this expensive mode of advertis- ing, is, to my mind, neither so desirable nor so Boston, Mass., “Equipoise Waist,” “Velvet Grip profitable as is the steady patronage won by the Hose Supporter," " Boston Garter." By George every-day, straightforward advertisement that A. Frost, President. has something to tell and tells it briefly. We presume we have made advertising pay, I began my advertising career with the or we should not be advertising now. We feeling that I was rather handicapped by never do not claim to know anything about adver- having served an apprenticeship in a printing tising; in fact, we think we know very little office, many authorities seeming to consider about it, — which, however, is a common that a necessary preparation. But I have complaint, we believe, among advertisers. grown to realize that common sense and good Our early experience was confined to run- judgment have quite as much to do with the ning a home-made advertisement at irregular setting up of an advertisement as has a com- intervals, without following any definite sys- posing room education, and that one may tem. Advertising of that sort, we are pretty easily acquire a certain familiarity with terms well convinced, is not of any particular bene- and type names without knowing how to run fit. It was not until several years ago that a printing-press. we made any feature of advertising, and at . I have great faith in the efficacy of cuts, that time we employed an expert to write our and use them freely, always demanding that advertisements, which were placed through the illustrations be truly artistic; otherwise I the best agencies; and by supplementing the consider that they fall short of their purpose. magazine and periodical advertising by putting Women are the advertisement readers, and out attractive catalogues, booklets, show cards, being a woman myself, I know what is likely etc., we obtained results which appeared to to attract the feminine eye. An outline cut of fully warrant the expense; and since that time a sailor hat would not hold my attention a we have spent considerable money annually moment, but were the sailor hat depicted as on the same lines, and have added to our adorning the head of a pretty girl, I should corps of salesmen, so that we feel that we are not only look at it, but read about it. getting the fullest sort of representation before So much for the outward and visible way the trade and the public. To sum up briefly, in which I have made advertising profitable we have made advertising pay by having well- to the firm I represent. As to the invisible written and well-displayed advertisements in part — the store study - every man or woman the leading weeklies and monthlies; by dis- in my position knows that therein lies more tributing to consumers a handsome catalogue than half the secret of success. which is preserved; by giving booklets to our This is the largest retail dry goods house customers, the dealers, which they in their in central New York, and to keep in touch with turn distribute to their customers; and by hav- every one of its forty-five departments is no ing a sufficient number of salesmen on the light task. Every spare moment must be road to cover the country effectually and fre- spent in interviewing buyers, in ascertaining quently. results, in making the acquaintance of new There is a wide diversity of opinion as to goods, or in reviewing the praiseworthy points the best methods of publicity. It is probable of old ones, — in so thoroughly saturating my that no rigid rule or line of action can be laid mind with the subject of my next advertise- down for anyone. Every producer of a manu- ment that when I come to write it, it will factured article which he is anxious to get to almost write itself. the consumer in the shortest possible time, and 1 U L ! 160 FOWLER'S PUBLICITY V SS 1 0 one ca at the least expense, has got, in all probability, and Macy of New York; Myers, Whitney, to buy a good deal of experience before he Saul, and others in Albany; while W. H. strikes a paying scheme. It is here that the Frear, and A. M. Church command attention advertising doctor should be called in. His in Troy. The Prince of Advertisers was the prescriptions should be accepted with confi- famous Barnum, who did not care what people dence, and if his field of observation has been said about him if they only kept his name in large, and his knowledge is practical, there is the papers; for the newspaper moulds public a very strong probability that he will be a opinion, and hence is the lever which moves winning card to his client. In these days ad- the world. vertising is becoming a science, and any one In the present day of progress no one can who is contemplating spending considerable afford to sit down and wait for business to money would do well to command the services come to him, like the old lady who got her of an expert, as we think the chances of get- name up as an early riser, then lay abed until ting the best returns for the expenditure are noon. A man must be active and constantly better than if the business man, who has on the alert in order to keep in touch with the plenty of other things to attend to besides the times and the public and he must bear in advertising, should attempt to do it all. mind that persistent advertising is the price of success. Indeed, without it he is soon for- gotten. If you ask who is the most success- ful business man of the present day, it is he Steamers who uses printer's ink without stint and thus spreads his business before the world. New York and Albany, N. Y., “Drew," " Dean It is an old saying that " nothing succeeds Richmond,” “Adirondack.” By M. B. Waters, like success," but in order to be successful a General Passenger Agent. 1 XT printer's ink in bringing before the public the this: he who passes through the door of suc- advantages of transportation by the line cess will find it labeled - Push,” and advertis- which I represent. ing is the foundation of the pushing man. I Get your business before the public, get it believe in printer's ink because I have learned talked about, get into public print; keep at its value by experience. We issue unique, the head of the procession so that you can original, and attractive leaflets, acrostics, and hear the band play and keep your name and other hits, which fix attention on the People's business before the people. You will thus Line in such a way that this Line is more find that advertising is an art which pays and popular than ever, and the glories of the is indeed the secret of prosperity. By adver- Hudson River are better known. tising one's business through the newspapers I would mention the fact that I fully believe and magazines, one is sure to reach the public, in cuts or illustrations, as they tell many a and hence all classes of business should seek story in one's business that words fail to ex- the best method. All this requires untiring press, conveying new ideas and thoughts to energy and industry. the mind of the reader and also suggesting How many instances we have of busi- many things to the intelligent advertiser. The ness men, who, from the smallest beginnings, aim in advertising should be to interest the have made their fortunes through advertising. people and place our business before them in While it would be impossible to mention all, such a way that they will become interested. I might refer to Wanamaker in Philadelphia, I often find many good ideas in looking at GREAT SUCCESSES 161 TAT and in reading well written and illustrated The congregation is an advertising medium. advertisements. Changed lives are a most effective advertise- You no doubt will recall to mind the say- ment. When it is noticed that men with tem- ing of a Boss, who, when asked why he did pers are gaining self-control, trickey business not stop the New York dailies from printing men are becoming sensitive to moral obliga- the news about him in regard to his fraudu- tions, crabbed people are speaking kindly, lent manner of robbing the city, answered and the close are becoming generous, the that half his constituents could not read the church where they attend will be in favor. Tribune and the Times, but the picture papers When church goers are irregular, or run they could all read. away to other churches, neighbors suspect that Lives of great men oft remind us that by the services are not interesting. use of printer's ink, we can die and leave be- A reputation for coldness will keep new hind us numerous piles of golden chink. comers away as effectually as a stone wall across a church porch. Rev. A. Frederic Dunnels A congregation that speaks well of its min- ister advertises a church. Bath, Maine, Central Congregational Church. The minister himself may be an advertising WHAT may be done to bring the largest medium. A strong man is a magnet. Peo- number of persons in a given community un- ple come to hear a speaker who has something der the influence of religion? This is essen- to say. tially the question of religious advertising, and But he must also become known. The should be put by the building committee before stay-at-home pastor misses important means they lay the first stone in the foundation of the of increasing his congregation. Non-church church edifice. goers, who hear a minister outside his pulpit A lot on a main street, near cars, with pleas- in behalf of moral or other public interests, will ing surroundings, as beautiful a building as often be led to become hearers at his church; may be erected without debt, comfortable while new comers, who have heard a minister pews, chapel as well as church entrance on at conventions or other gatherings in their for- the street, and an ascent of but a few steps to mer homes, seek out his church on moving to the main audience floor, invite attendance and his city, rather than a stranger's congregation. remove an array of excuses for absenteeism. Of peculiar value at the present time is the To the church bell, with value proved by public press. A church should never do evil immemorial usage, should be added the that good may come Saturday's announce- church tablet, even in a small city. Com- ment of catching themes, which convey a mercial travelers, tourists, visitors, new resi- false impression of what will really be heard; dents strolling by a church are drawn in on or forms of invitation that suggest a side show finding it of their own denomination, or be- at a circus, may draw, but they debase the cause they have heard of the pastor, or because lofty ideals of honesty and reverence which it the type of service they enjoy is to be held. is the very business of the church to create.. The mere word “ Central” on a church tab- But newspapers may be used in appropriate let, has been known to win attendants because and effective ways. In spite of the material Central was the name of the church they tendencies of the age, men are thinking of had elsewhere attended. Trustees and parish religious matters, and to-morrow's pulpit theme committees are thus responsible for much of may be just the one on which some non- the success of a church in reaching the com- church goer is meditating. Its announcement munity. in Saturday's paper may bring him to church. yn IT 162 FOWLER'S PUBLICITY Accounts of religious meetings, social gath- ful judgment, experience, and intelligence as erings, and other forms of church activity, in great as are to be found employed in any other the local columns of a paper, are especially manufacturing or commercial industry. useful. They convey the impression that the First and foremost, in advertising a bicycle church is alive, which is in itself attractive. constant attention must be given to convincing People also become interested in a church the public of the sincerity and truthfulness of when they know what it is doing. Such notes all statements made, and no advertising can should in small cities be in the weekly as well succeed that is not backed up by the equal as the daily papers, as many in such commu- treatment of all patrons in the way of price nities take some metropolitan daily and only and quality of wheel supplied. a weekly in their own town. The high-class monthly magazines, reach- No degree of consecration in church work ing the most discriminating and well-to-do relieves from the obligation to give that work readers, are most excellent media for popular- a wide influence by faithful advertising. izing a bicycle, but it is also requisite that the space in such publications should be filled T. P. McKinney with artistic and distinctive designs to com- mand attention. Illustrated weeklies, and Hartford, Conn., Manager of the Advertising of other publications which go into the home, “ Columbia " Bicycles. are also excellent media for bicycle advertis- THE true measure of a general's greatness ing, and to these and to the daily press may is found in the record of his victories. In be ascribed a very large part of the popularity other words, success proves worth, and as no gained for any wheel through the use of other bicycle has made such a record of suc- printer's ink. For all publications, except res i no TY III obvious that, in the main, the methods of the weeklies, advertisements should be well writ- Pope Manufacturing Company for publicity ten and well displayed with occasional eye- are the best methods for advertising bicycles. catching cuts. The attention of the reader Hence, nothing better can be offered than a having been obtained, clean cut and terse sen- retrospective glance at the policy adopted by tences should retain his interest, and convin- the Pope Manufacturing Company, which, cing argument and conclusion should always under the direction of Colonel Albert A. Pope, be found in every line of space used. A has secured for Columbia bicycles the favor constant change of copy should be made in and loyalty of almost countless riders in all all newspaper and periodical advertisements, parts of the civilized world. and, in fact, next to the selection of proper To-day bicycle advertising does not present media, or perhaps, even in advance of it, the the same difficulties that were in its way successful advertising of a bicycle will depend twenty, ten, or even five years ago. In those largely upon the preparation of the copy for days it was not only requisite to advertise the the advertisement. particular make of wheel to the public, but it Two main thoughts should always be in the was also even more necessary to educate the mind of the bicycle advertiser; one to popular- public to the advantages of cycling, for which ize the name of his wheel, the other to offer latter purposes the most expensive media had convincing statements as to its merits. There to be used at an outlay that would discourage is one other way to popularize a bicycle, viz: almost any manufacturer of the present day. to make the best possible wheel and sell it at However, the difficulties of to-day are by no the same price to all alike: Such a one is the means few, and require for overcoming, care- « Columbia Bicycle, Standard of the World." TXY S 1 'YO GREAT SUCCESSES 163 TA YY Stollwerck Brothers Pamphlet, newspaper and magazine adver- tising I believe excellent as what I might call Cologne, Germany, Makers of Chocolate and Con- suggestive advertising. A man in New York fectionery. By Gebr. Stollwerck. may see the name, St. Charles Hotel, in a REASONABLE advertising in the proper pa- local paper or elsewhere, and note my as- pers cannot be other than beneficial to any busi- sertions as to its luxurious appointments, com- ness; and we have, in the course of years, fortable accommodations, and our mild and noticed this benefit in our own business. salubrious climate surpassing that of Florida As a general thing advertisements after the and California, with our quaint old city and American system, such as have been fre- its historic surroundings! He will bear this quently laid before us and such as we find in mind, but he will make all possible inquiries in illustrated and political newspapers, would about my house and the correctness of my as- not be a success in Germany as we lay more sertions from some one who has been there, stress upon an honest, practical advertisement and so leave the ultimate destiny and effective- than upon advertisements in the socalled ness of the advertisement in the hands of the “great" style. gratified or dissatisfied guest. The successful hotel advertiser must con- New St. Charles Hotel vert his guest to the belief that his house is New Orleans, La. By Andrew R. Blakely, Mana- tiveness of any advertising increased tenfold. ger. Advertisements go placed so as to reach those I TAKE it as the elementary and basic prin- classes that are likely to purchase or patronize ciple of advertising, that advertising is good what you advertise, and satisfied customers when you have a good thing to advertise; and will, in my opinion, bring trade to nearly every bad when you have a bad thing to advertise. line of business. In the former case publicity is given to the fact that it is expedient to trade, barter or negotiate with you; in the latter case, publicity is given to the fact that it is inexpedient to New Haven, Conn., “Surety Shoe Store.” trade, barter or negotiate with you. In other ALWAYS being a believer in advertising and words, advertising a bad thing only increases thinking my methods needed a tonic, I de- the public knowledge that it is a bad thing. cided to consult an expert on the subject. As These considerations I hold as particularly I would tell a physician all about my physical pertinent in Hotel advertising. My greatest troubles, so I told the advertising man every- advertising medium is my guest. . Every thing about my advertising, store methods, guest leaving my house goes forth into the etc. I religiously did what he suggested, the world on a crusade, for or against me. result being that I was more strongly con- Do you see why I lay stress upon the fact vinced that advertising paid, and that the bet- of advertising being a good thing or a bad ter the quality, the more the returns. I dis- thing according to the merit or demerit of carded cheap circulars and all cheap methods, what it makes public? My guests must be and expended my appropriation almost en- satisfied; they must leave my house without tirely on the daily papers. being able to recall anything but the most I found out that good typography was a. courteous and unmarred entertainment, and potent factor in making advertisements stand then they are more potent than any advertis- out prominently, and so had mine skillfully ing medium I could find. set up. The reading matter always forcibly 1 Y X 164 FOWLER'S PUBLICITY and honestly expressed in plain sensible words force is concentrated upon a single item. The what every one could understand. No non- success of the former must be measured by sense, — nothing but shoe-talk describing one the aggregate result attained by force distrib- kind of shoes at a time. uted among fifty to one hundred different What I said in the papers I backed up in departments; hence the difficulty of designat- the store, never advertising anything I did not ing any one particular line of action to which have. success may be attributed. I displayed prominently in the window the system of methods must necessarily be kind of shoes I advertised in the papers, as adopted in the one case, while the special many people want to see what is advertised writer, with thought and ingenuity concen- and dislike making inquiries in the store. trated upon one particular line, be it pickles or I found window advertising a powerful pills, may devise ways and means of present- medium and tried to dress the window in ing the particular article, which, when formu- reference to the paper advertisements. I often lated into an advertisement may contain such displayed only one grade of shoes at a time, originality of thought, unique phraseology and and noticed that during that period and the construction, that it will strike the public fancy immediate future, I sold more of that kind with such force as to at once become a than usual. household word or phrase. Just as a bright Unique window displays brought good re- - catchy" air will remain with us after the sults, but in making them I always utilized more humdrum portions of the opera are such things as would have a direct bearing on forgotten, so a single-sentence advertisement my shoes or shoe business, and be in harmony framed by a special writer who has the faculty with the newspaper advertisements as far as for presenting an idea in the crisp, terse origi- possible. nality of a half dozen words, will remain in Wide-awake newspapers would frequently the mind, be repeated over and over, give a comment upon them, thus exciting curiosity suggestion which will superinduce thought, enough to bring people to my store. Book- and become the means to which the wonder- lets of good quality brought good results, as fully successful sale of an article may be well as advertising matter put into the bundles directly traced. For example: The staying- going out of the store. hooked quality, which is the point of excel- lence in the article, is more forcefully heralded Joseph Horne & Company in three short words, than it could be in whole pages of comment, and “See that hump? ” Pittsburg, Penn., Dry Goods. By T. 0. Hays, will live among the classics in advertising Manager. literature so long as hooks and eyes are used. 5 How I made advertising pay” must be Certainly, so long as woman is tortured with explained in as many different ways as there self-opening hooks and eyes will she inquire are different individuals to explain it. No two when buying, “ Have they that hump?” experiences are entirely alike. The publicity The specialist in the advertising field has, manager for a department house, with hun- then, I repeat, the advantage in tracing results; dreds of articles to be brought before the the very familiarity with which the above public in such way as to convince that 'tis to and kindred expressions such as “ It floats," said public's interest to patronize that house - Children cry for Castoria,” and hundreds of for every possible need, from pins to furniture, others, are quoted in American homes, proves must necessarily adopt methods widely differ- that immense results are directly traceable to ent from those of the special writer whose them. GREAT SUCCESSES 165 On the other hand, the department or gen- the delicate touches of light and color given eral retail houses must gauge their success by the canvas by a master landscape artist. aggregate results from advertising many de- No less true is it that one must possess the partments. Happily for me, the methods power of discrimination to decide upon the adopted in the beginning of my experience as particular style of writing adapted to the sub- an advertisement writer, coincide, in the main, ject. with the policy of the establishment which I In modern newspaper advertising a new now serve in that capacity. Almost a half era has dawned, and for successful work in century's uninterrupted success for the house this line, intelligence is demanded; the mere of Jos. Horne & Co. has become history, both jumbling of words without regard to rules of local and foreign. The natural supposition is grammar and rhetoric is passé. It does make that the advertising has been no small factor a difference as to when and where the per- in securing that success; the logical conclu- sonal or relative pronoun is used, and as to sion, that the methods used must possess the whether or not certain parts of speech agree elements of success; consequently, with little in person, number, and gender. He who or no difference from my adopted policy, what would keep up in the race must diverge from ever of success I may have had was, I con- the old beaten track; must present the subject clude, the result of adhering to those methods. of buying and selling in a style so attractive The whole theory of successful advertising, that people will involuntarily stop to read - or as our text expresses it, - How to make not a re-hash of old stereotyped sayings, ,advertising pay,” may be formulated into less whereby the dear, appreciative public is in- than half a dozen rules, which, if they should formed that “never before was such an not bring success to all who adopted, never- opportunity offered," that “ to miss this un- theless, other things being equal, should prove paralleled offering is to miss the chance of a a strong element in the success of any depart lifetime"; and just as the reader is on the ment house. verge of " conversion” to the belief, he turns Ist. Know your story thoroughly, then tell to the opposite page only to read a similar it; tell it in the fewest words possible, - clear- declaration from Bombast & Co., with the cut, keen and decisive. Make every syllable additional information that it will pay you count. for to come.” 2d. Know your audience and adapt your 3d. Be original. A catchy head-line, the advertisement to the class for whom you-write. briefer the better, often a single word in the The country dailies and weeklies, the monthly proper type and setting will rivet one's atten- journals — home, agricultural and scientific, tion whether he will or not; then if the body the great city dailies and weeklies, not to men- of the advertisement contains facts concerning tion church papers and programs; county fairs merchandise, stated in a way to interest, - and women's editions galore — all require or, in other words, in a new or novel way, it different treatment, and fortunate is the ad- will be read. vertisement writer possessed with versatility 4th. Do not exaggerate. A most impor- of style to successfully meet all the require- tant phase of the newspaper advertisement is ments of his lists. Needless to say that the that nothing be misleading; represent goods keen, word-scintillating production, bristling exactly as they are, that patrons may come to with pith and point is in a fair way to usurp have such confidence in the verity of your the old-style; and again, that veritable word- daily, weekly or monthly statement that it painting in descriptive writing is considered will be accepted with a faith born of implicit 1 166 FOWLER’S PUBLICITY trifle more per yard for an article where such Tact, that keen discernment of the relations confidence exists, rather than go where a cer- of matters as they exist, with the natural tain allowance must be made for exaggerated ability to turn the current in a direction favor- statements – where a premium is placed upon able to the cause espoused, is a quality of in- misrepresentation. estimable value. And the wide-awake mer- The Ananias and Sapphira principle stands chant will recognize and rightly estimate the no show in successful merchandising, but foregoing principles, and be willing to render soon becomes an active principle against the just recompense for good service, rather than best interests of business, driving away rather allow it to be replaced by incompetency be- than securing or retaining patronage. cause of the demand for a few extra dollars Bright and attractive windows prove a most per month, since in itself it becomes a telling effective method of advertising. When you advertising agency, and — ADVERTISING can interest people sufficiently to cause them PAYS. to stop just without the doors of your estab- lishment, almost invariably they will step L. B. Lewis Company within. Once inside and the principal forces of mercantile life necessary to hold trade Boston, Mass., Wholesalers of Boots and Shoes. brought to bear, my merchant may count upon By J. B. Lewis, President. a goodly degree of success. I claim that the For many years past we have been credited advertising of an establishment does not en- by the statistics of the boot and shoe authori- tirely consist in the printed announcements of ties with selling the largest quantity of goods, that establishment, but that every influence or sold by any manufacturer to the retail trade force brought to bear toward' securing and from Boston, which is the heart of the boot retaining business is an advertising medium and shoe industry of the country; and if this for that house. record, coupled with 38 years of uninterrupted The part played by the clerical force of an success in the shoe business, and an experi- establishment in building up and holding its ence as liberal advertisers, will give us the trade, thus becoming a factor in its advertis- privilege of telling our experience in advertis- ing that is not inconsiderable, and the wise ing, so that we may help some fellow-mer- merchant will see to it that this important chant, we are more than pleased to answer force of the commercial machinery is all that your question. an enlightened age demands. It would be difficult to tell just what medium Intelligence, integrity and tact are three pays us best. Our object is to attract a cus- essential attributes of the successful salesman, tomer to us, and then by meritorious goods and which, being daily brought to bear upon courteous treatment, hold him. We never every transaction, will show results in visible advertise falsely. We want a permanent contrast to those produced by the opposite patronage. : qualities : ignorance, faithlessness and stu- Honesty leads to successful publicity. pidity. Intelligence and integrity will invari-# To reach the pinnacle of fame, “Success,” ably serve the best interests of employer, as that publicity for which all men strive, one patrons will receive the attention due them by should follow in the path of that noble states- the laws of common politeness and civility, man, Abraham Lincoln, who said: “I would and that courtesy will be heralded by cus- rather be considered an honest man than have tomers to friends until it becomes a common the wealth of Cræsus." saying: “ I go to — 's because the clerks - Honesty is always the best policy." are so civil.” In every business house, the honest efforts A 1 GREAT SUCCESSES 167 of a firm to please its customers will always by the distribution of cheap forms of advertis- learns who among the trade is worthy of its ers), and the insertion of advertisements in confidence and acts accordingly. Therefore the country newspapers, one section of the we say it pays to “6 Deal honestly with your country being thoroughly worked before tak- customers.” ing up another. This advertising was con- In your advertising do not deceive the stantly increased, and extended into other public; tell it, through the different advertis- lines, taking in some first-class magazines ing mediums, just what you have for sale, in and some few weeklies which were published plain every-day United States talk that a in the larger cities., child can understand. Then the people will The business steadily grew until it became say, “ Here's an honest man. He tells what the largest of its kind in the world, employing he has for sale in a few words, without the about thirteen hundred people with an output usual brass band accompaniment.” of nearly two thousand watch cases per day. Live up to your advertisements. " What is the good of unknown good” is, A manufacturer who gives his customer we feel, in our case an answered query. Our just what his advertisement says he will, is experience indicates that no business can looked upon as a man worthy of future orders. attain a full measure of success unless its good Summed up, successful publicity consists of be thoroughly made known. Our prescription for “ Successful Publicity” Honest manufactures, is : Persistent advertising. Have a good article. Have abounding faith in it. Keystone Watch Case Company Transmit that faith to others in the shortest, sharpest, most impressive way, using the me- Philadelphia, Penn. By H. L. Roberts, Secretary diums which may be best suited for the purpose and Treasurer. under the conditions ruling at the time; and, WHEN our predecessors bought the patents Keep everlastingly at it. for and the business of manufacturing James “ Boss” gold filled watch cases in 1875, the Posner Brothers article was practically unknown and the busi- ness very small, only employing thirteen Baltimore, Md., Department Store. By W. A. hands and turning out about twenty-five cases Lewis, Manager. per week. Realizing that they had a good My experience has been, and is, that profit- thing and that a large business could be able publicity depends upon a knowledge of worked up if other people could be made to the people, reliance upon their intelligence, know what a good thing it was, they at once and respect for the stability of facts. It does began in a small way, but persistently and not prosper by laborious inventiveness, nor systematically, to tell other people the merits studied effects, nor hot-house-cultivated inno- of “ Boss” cases. vations. Simplicity being, in the judgment of The jewelers were first made thoroughly the most intelligent, the principal charm in acquainted with the goods and interested in life, I have made advertising pay best, quick- the sale of them through the medium of mis- est, and most by a cautious comprehension of sionaries, advertising in the trade journals and the people, and simple, energetic application by circulars, signs, etc. of my comprehension. The education of the public was then begun I couldn't say more if I wrote a book. IN 168 FOWLER'S PUBLICITY White Sewing Machine Company IX YY1 . We believe in the idea of giving informa- tion about one's product, and in telling where- Cleveland, Ohio. By S. A. Burgess, Manager. in it excels other articles of the same kind, RESPONDING to your inquiry as to what con- but we do not deem it wise to do so in all stitutes successful publicity, we would say: cases. have a meritorious article to sell, and then The advertising of sewing machines differs keep it constantly before the public in an at- somewhat from that of other articles. We use tractive, curiosity-exciting and oftentimes in- cards, circulars, booklets, hangers, posters, formation-giving manner. etc.; newspapers largely and magazines some- There is a vast difference of opinion as to what; and supplement all by displays of the best methods of advertising, but our ex- ornamental machine needlework under the di- perience leads us to believe that no one method rection of a skilled operator, who gives prac- is best for all kinds of business. It is often tical demonstration of the range of work which necessary to get out of the beaten path and can be done on the White sewing machine. give the public something novel that will create This last, while serving in a sense as a com- favorable comment and indelibly impress the plement to the farmer, is in itself, to our mind, firm's name and product upon the mind of the the most forceful and quick-returns advertising recipient. To illustrate : about a year ago we we do. sent out for free distribution to our dealers a We aim to be original in all our methods of large number of skeleton Mexican magnolia advertising; and while we do not reach our leaves, with simply the words, - Compliments ideals in every case, we feel that very often of White Sewing Machine Co." printed there- our productions in this direction are new and on. In an accompanying circular we ex- pointed. Our ideas in the poster line are plained what the leaves were, where they came unique in more ways than one, and the verses from, and how made. These, being judiciously in connection with the illustrations form a distributed in twos and threes, were invariably happy and effective combination. tied with a piece of bright ribbon and given a We believe we are the first sewing machine prominent place in the home; and as human company to use half-tone illustrations in cata- nature is about the same the world over in so logues, and we do not think the cuts can be far as the possession of something unusual and improved upon. We have carried the half- the desire to show it is concerned, the leaves tone idea a little further in the production of a would be shown to and commented upon by all 24 x 36 poster. That is the largest half-tone visitors. In this way the firm name and product used in a commercial way that has come to would be agreeably impressed upon each one. our notice, and cannot but attract attention Very often a trifling circumstance turns the and influence trade in behalf of the White. scale in influencing one in the purchase of an W e trade largely on the reputation which article, and while it is not always the souvenir we have built up in the past, and we point to or novelty that does this, we know they ma- that to show what the White sewing machine terially assist. Successful publicity necessi- has been, is now, and will be; which carries tates discrimination in the kind and style of with it the conviction that in point of appear- matter put out. The argument advanced ance, lasting and practical sewing qualities, must be gauged to the capacity of the receiver. the White will ever be in the front of the sew- An elegantly gotten up booklet, couched in ing machine procession. dignified language, would hardly fit in some We might multiply words, but we think the sections, whereas, in others, its use would be above will suffice to set forth our ideas as to correct in every particular. what goes to make up successful advertising. TIT TT1 GREAT SUCCESSES 169 Y K 112 this sale, marked down, as likely as not, from a dollar to ninety-eight cents a yard. Another Morris Heights, N. Y., Maker of Naphtha and advertising scheme, while not actually false in Electric Launches. By John J. Amory, Presi- statement, is so in act. dent. Three articles well known to the purchas- We believe we have made our advertising ing public are well advertised by a Sixth pay, Avenue store in New York. Crowds come First, by selecting with our best care and — enough for ten to fifteen clerks to wait on judgment only such mediums as we thought properly, and just two apparently inexperi- would be read and retained by the class of enced help to do the work of fifteen! But people likely to buy our product. the crowd jostles, and those who see through Second, by using the selected mediums the scheme of not selling too many goods when customers would be considering pur- without a profit, do the “ kicking.” chases in our line. In my opinion, these methods of advertising Third, by attractive illustration and concise may at first seem successful, but must in the form of copy, and sticking to the legend, « The end prove detrimental to the best interests of Only Naphtha Launch.” the business. Fourth, by the excellence of the quality of I am a firm believer in our goods making them advertise themselves. Newspaper advertising – meanin table papers : Smith & Murray Getting a location that is likely to be seen; Using clear type, with effective cuts of Springfield, Mass., Dry Goods. By Alexander articles designated : Leith, Manager. Telling exactly what you have, without THE paramount point is truthfulness. While deception as to quality or price. Compari- this may be conceded by almost every adver- sons of prices are odious — as comparisons of tiser — still there's a great deal of advertising many things are. written with truth as a nucleus, but encircled There are lots of articles that may be selling with statements which, if not untrue, are mis- at thirty-nine cents whose former value was a leading. dollar, but to the average customer it must Think of the number of perhaps reputable seem incredible. In such cases comparisons stores -- at least so considered — that will ad- of prices are hurtful. vertise, in big type, a phenomenal purchase While we speak of a successful method of of silks at a trade sale, as “ Unapproachable advertising, we must not forget that in no Bargains ” — with an appended list of quali- branch of business should there be more ties, widths, and prices. diversification of methods than in advertising. Enquire into the correctness of this notable Dry goods have a wider range than any purchase and you'll perhaps find that this other line and while catchy phrases are many LI at the sale, but has converted half of his stock be overdone, and a sort of re-action towards a into this sale at so-called bargain prices. more honest statement of facts seems to spread. The result — note it carefully – is that cus- My impression, strengthened by a little tomers come for expected bargains, examine experience in a fairly fruitful field for adver- the goods, and find one or two good values, - tisers, is that a clear statement of facts, but readily observe that they are mostly silks briefly written in a good and not overcrowded that have been on sale for months previous to space is the best. 170 FOWLER'S PUBLICITY ma Even then results do not always follow be- daily and a few weekly papers. No one cause of a serious mistake that often occurs — could tell me the results of such promiscuous a lack of knowledge on the part of clerks. advertising, not even members of the firm, When asked for the goods advertised, they hence I discontinued that portion of the risk are often ignorant of the importance of the and am running in some thirty dailies, with articles mentioned and show them as nothing a change of advertisement every day, and out of the common. To obtain satisfactory twelve weekly papers, which I use for read- results I think it is of the highest importance ing notices, giving but one good strong sub- to have clerks thoroughly posted, not only on ject that will strike a farmer or his wife the merits of goods advertised that particular favorably. time but on all advertised matter in connection I don't believe in a whole page advertise- otherwise advertising loses ment; a quarter, or at the most a half page part of its value. will do the work better and make as good an impression; neither do I think it necessary W. M. Whitney & Company that every stock in a large department store should be advertised, one as much as the Albany, N. Y., Dry Goods and. Department Store. other. Pick the best and the others will do By W. C. Swart, Manager. as well. Charles A. Dana of the Sun once I FIND the work of telling - How I made told me that it - was as important to know advertising pay," a little difficult; and to tell what to keep out of a paper as it was to know it in writing requires that I should travel back- what to put in," and I think that will apply to ward through many years to hunt up schemes a department store of this size with its fifty-five that have long since been forgotten, and in separate departments. the general round-up it's perplexing to me to In these days I don't believe an advertise- formulate ideas with any such degree of per- ment should be used twice — if you are to fection or clearness that the reader may un- be considered a live store — any more than derstand them. the same editorial, for there's something new I should say that my success is partly, any- every day to write about; nor do I believe way, due to the fact that I like the work, — an advertisement is of much account without a not only advertising but reportorial work, little, at least, description of the article along which I have followed as an interviewer for with price, nor do I believe at all in the phrase the past twenty years. I believe that one • 50 cents, worth $1.” It's worth just what must work for himself to the same extent he you can get for it. The merchant says it's would for his employers, and if he is success- worth $1, but the customer says it's worth 50 ful he will be doubly valuable to his firm. - cents ; it's a dispute, and the customer can My newspaper work gave me a good chance walk out of the store leaving the goods be- to study human nature and I find that a valu- hind. Such little things as that leave bad able aid in dealing with the general public of impressions, and no advertisement or price Albany. I have been with this house going card should be written that will give a cus- on seven years. Previous to that various tomer any chance to doubt or dispute. Make persons had a hand in the making up of the all clear sailing and set your price at a fair daily advertising. Every sort of medium was business profit and stop there. "50 cents employed, such as programmes, circulars, reduced from $1” will do double the work, cook books, bills of fares, fences, and barns, and no dispute follows. all of which, besides the newspapers, were I do not run so heavy on “ bargains ” as very expensive. I cut out everything but the some other stores do, as that is a matter that GREAT SUCCESSES 171 can be overdone before you know it. There's them, and therein lies one of the chief rea- enough of this and that in a large house that sons for our great success. goes slow, and I save such things for a certain In 1893 a trial product of 1200 machines day in the week, when I give them all at one was placed on the market and advertised to time. I find it pays well., the extent of a few thousand dollars in country Neither do I trust entirely to the buyers of publications. In 1893, 1200 Monarch Bicy- . a stock.or the store superintendent, but when cles were sold. The next year 5000 wheels I write an advertisement on a particular stock, were built and marketed by the aid of an if the prices have been changed I see that the advertising appropriation of $20,000 spent clerks know of it of a certainty. Then, if a among country weeklies and a few magazines sale or anything extra is to be on a floor and other publications of a national circulation. where the elevator is used, I look after the In 1895 over $75,000 was spent in Monarch elevator boy to see that he does his portion of advertising, and 20,000 bicycles were sold. the work properly. I even look after our The appropriation was spent on most of the delivery wagons to see that the drivers go standard magazines, illustrated papers, relig- . slowly when people are crossing streets. We ious papers, fashion papers, trade papers, send out twelve wagons four times a day, large dailies, and about 1500 country weeklies. hence they are always in evidence with the This year we have placed advertising con- name of Whitney on each side. I have found tracts aggregating $125,000 and up to Sep- that all such little matters create favorable im- tember ist, we have sold nearly 40,000 high pressions about this store. grade bicycles. Again, I always make it a practice to mingle Our list of publications includes nearly with the crowds with my hat on as though I were every high class magazine, family magazine, a customer, in order to catch criticisms, favor- illustrated weekly, fashion paper, and bicycle able or otherwise, and I find this of immense paper published in this country. We have benefit to me in forming future plans. There also used religious papers, large city dailies, are hundreds of other little side matters, I and papers devoted to the implement, hard- could speak of. In fact I could write all day ware, carriage, and other trades handling on this subject as it never grows old, and bicycles quite extensively. We have used every day something new comes up requiring about 2500 country weeklies, and nearly all fresh thought and planning. of the foreign bicycle papers, and the publica- Is there a risk to advertising? Certainly, tions devoted to export trade. To a limited but very little if you know when, how, and extent we have advertised in college papers, what to advertise. medical journals, and a few other class publi- cations. Monarch Cycle Manufacturing About $10,000 was spent on our cata- logues. Company We have also employed a racing team, costing us about $10,000, and just here we Chicago, Ill., “Monarch Bicycles.” By T. W. might state that it is one of the best means of Crosby, Manager. advertising that we have ever employed. Of It has ever been the policy of this company course there are a hundred and one other ways to increase its appropriation for advertising in of spending money in advertising bicycles. the same proportion as its output has been en- We use theatre programs, drop curtains in larged. The greater the number of bicycles theatres, balloon ascensions, billboards, etc., made, the more extensively do we advertise ad infinitum. PL UX YY . 172 FOWLER'S PUBLICITY We believe in “ keeping everlastingly at We deal with the retailers, who as 'a rule it," and for that reason we spend most of our are business people of keen intelligence, and money in publications of a large and general therefore, discriminating buyers. The persua- circulation. sive advertisement, tinctured with sweetness, Advertising is so deep and intricate a study that lures a woman from the family fireside that no man, no matter how long his experi- on a stormy day, to buy something she doesn't ence, knows even the half of it. We are need, simply because it is said to be cheap, constantly gaining in knowledge and experi- has no effect on this class. They must be ence and continually finding out where we addressed in a business way. Advertising have erred. To tell what constitutes success- matter must have a tone that begets confidence ful publicity would fill a large book. In this by its sincerity, - a tone which proves that article we have simply told where we have business is meant, and that the reader is going spent our money. We do not attempt to tell to get something, perhaps better, but certainly how we have constructed our advertisements, as good as any one else could give him for T VI Harrisburg Boot and Shoe Manu- a hundred and one details of profitable adver- no risk in dealing with an honest advertiser. tising. Our mediums are trade journals, catalogues, We can only add that truth and brevity are booklets, personal letters, postals, and circu- cardinal features of Monarch advertisements, lars. For the former, our advertisements are while attractiveness and convincing argument written in a style that tends to create interest, are always sought after. and to secure a place in the reader's memory. In response to an inquiry, we send a catalogue accompanied by a personal letter, following them up, until, if possible, we make the in- facturing Company quirer's acquaintance, which is likely to prove profitable. Booklets we use to stir up trade, Harrisburg, Penn. By John F. Stevenson. sending them to prospective as well as to old 66 How we make advertising pay" can be customers. Postals we use for distinctive briefly told. Learning what the people want, purposes, sending them out at regular periods, what they are willing to pay, and then pro- calling attention to the merits of a certain ceeding along these lines to manufacture shoes, shoe. We use circulars when we have odd is the foundation on which we begin building, lots to close out, and with these we always using truth and honesty for material -- potent mail other matter. factors, which have contributed largely to our success in advertising. John Heath & Company We do not believe in alluring advertise- ments, brimful of extravagant promises. Sen- Birmingham, England, Makers of Pens, “Ye Old sible people — and they are the kind we want Court Hand,” “ The Pen of the Future." By for customers — ignore such composition; con- John Heath. sequently, the result is money thrown away. ADVERTISING outlay must be regulated by Occasionally a sucker bites, but it is better the possibilities of the article. One is some- sometimes to pass him by, else the book- times amazed at the enormous sums spent on keeper will grow weary sending statements; advertising soap, cocoa, etc. ; how can it pay? and eventually, the account wends its way to But then comes the thought, if a person buys a collection agency, to be heard from in the any of these articles, it is used up in a few words of Poe's Raven, “ Nevermore." days, and there is no limit to extension; but TY 11 XIA ir VY GREAT SUCCESSES 173 CD in my own trade, if a person buys a box of maintaining in the minds of the people the pens, they last him perhaps twelve months. prestige one's business enjoys and commands. You might deluge him with magazine adver- Of course, one may advertise ill-advisedly by tisements day after day, but if he likes the pen advertising to no purpose, and, therefore, the he has, he buys no more till all are gone, and if manner of advertising is the most essential the pen suits him he seldom changes. If then, feature of it. Of course, the time and place by a judicious distribution of samples in the constitute a very important factor; in other office or study, you can show a man and let words, the right manner, the right time, and him actually try just the pen to suit his style, the right place at the lowest possible expen- you have s got him” for all time — hence, as diture, are the essential points. These, of I believe, the success of my sampling plan. course, vary with every line of business. But for all that, I quite admit that if you A Kansas City saloon man might paint his have to make a name, in the earlier part of business advertisement upon the rocks in the your career a judicious outlay (even if money garden of the gods and receive publicity by is sunk for the time) in magazine advertising so doing, but would probably not receive is a necessity, and indeed if you do not spread proper profit therefrom, as the manner and your good by employing agents or travellers, place would not be appropriate for the busi- but depend upon orders by letters, it continues ness. On the other hand the Coates House to be a necessity, the outlay standing to the might erect a monster sign-board upon a high- advertiser in the same relation that travellers' way out of Jerusalem City, and while it would expenses and charges do to myself, as I em- be publicity, it, also, would probably not bring ploy three travellers that are always moving proper returns for the outlay. I, therefore, about, besides a costly London agency. Pos- consider that in the hotel business the proper sibly a skilled advertising expert would regret policy to pursue in acquiring successful pub- much of, the foregoing, but it is the truth licity is the establishing and maintaining of nevertheless. the highest possible grade of excellence in I have done very little newspaper or maga- all the hotel's departments, consistent with the zine advertising for some years past, finding pretense and claims of the hotel for excellence. that my old plan of sampling answered my T he manner of accomplishing this in a purpose best. I send samples through various first-class and high grade hotel, in my opinion, channels all over the world, and these, coupled is, first, the establishing of the highest pos- TO TY Q pens issued make of each box 144 good and hotel — consistent with its rates -- in providing effectual advertisements that will soon produce its guests with everything that any first-class satisfactory results. hotel, with an unexcelled management, could produce for the benefit of its guests. This I New Coates House consider the fundamental principle of success- ful advertising on the part of a first-class Kansas City, Mo. By J. L. Coates, President and hotel; as in that case, each and every guest Manager. who takes his departure in satisfaction at the The answers to the question, 6. What is treatment he has received at its hands, will successful publicity and good advertising?” necessarily prove a most valuable medium of will no doubt be as varied as the number of successful publicity on behalf of the hotel. pursuits engaged in by those giving their views. In addition to this, certainly the next essen- I take it, successful publicity is the profitable tial and possibly the only other necessary acquiring of business renown, and constantly one, is the maintaining in the minds of the 174 FOWLER’S PUBLICITY traveling public who may not have as yet been patrons, the fact of the existence and lo- cation of the hotel. This might be done, for Ottawa, Canada. Dry Goods and Department instance, by the maintaining of huge sign- Store. · By W. A. Howard, Manager. boards or cards covering all the principal rail- I VIEW my advertisements as but letters to roads leading into the city; and a properly the public and in framing them I keep two depicted sign upon the Bartholdi statue, the things in view. Rocks of Gibraltar, or upon a street corner at First, attract attention. Cuts, in my opin- Madison Square and Broadway would help, ion, are the best aids to this end. Catchy and would also be successful advertising; al- headlines, such as familiar phrases, often though there would, of course, be a question do nicely, and public questions sometimes of value, even if permission could be obtained, answer, but cuts, when suitable and tasty, are for it is indeed often difficult to know just what best. returns are brought by advertisements of this Second, interest the readers. Plain lan- kind, or in fact of all kinds, as it is impossible, guage, telling qualities, showing advantages as a rule, to figure out the exact returns which we possess, and proving superiority, I think come from any advertisement. best attain the second object. In conclusion I would say that successful As confidence is the key-stone of commerce, publicity in the hotel business is the acquiring I never make loud assertions that are likely of a wide-spread and enviable reputation for to be construed into exaggerations or what excellence and liberal management in a man- would be worse, falsehoods. Fakes of all ner outlined in my statements above. kinds, whether discount, clearance, or what- TIT Lehigh Valley Railroad that sensible people know that we sell goods for gain. . Philadelphia, Penn. By Charles S. Lee, General I consider the public press the very best Passenger Agent advertising medium, and change my advertise- My experience has been that the true ments each day. method by which to make advertising pay is The front page, right hand, next reading, to do what you advertise. The selection of is my spot. One half double-column gives mediums through which the attention of the much better chance for display than a single public is to be directed to what you have is column. largely a matter of opinion, and experience Programs, circulars, and such are to me only will demonstrate the best medium for use perfect frauds, costing money, and of no use. in advertising any particular thing. We use some plain and some fancy cards, on I think, also, many advertisements say too the days of excursions to the city and during much. This is unfortunate and in many in- the fairs. Last fair-time, I used a box of stances spoils a good thing. My business life wax matches, with a clothing advertisement, has been spent with railroads and I have made and found it good. it a rule to find out first what the public de- Window dressing is second only to the sires in the way of comforts and conveniences, press as an advertising medium, and I have as well as quick time and good service; ac- the dresser change his windows to correspond complish the objects desired, and then put the with the newspaper advertisements. matter before the public in as few words as But plain truths, plainly told, and stood by possible, and the result has always been to when buyers call, is, to me, the epitome of my entire satisfaction. successful advertising. 1 GREAT SUCCESSES 175 TXT VV S L 7 R. H. Wolff & Company cussion. Needless to say, that wheel which is most enthusiastically praised on such occa- New York, N. Y., Makers of Fine Steel and Steel sions impresses itself on the minds of all the Wire, “The Wolff-American High-Art Cycle.” riders very forcibly. When thinking of pur- riders very f By the Manager. chasing their next season's mount these im- Good advertising is that which attracts and pressions cut no small figure in influencing a impresses. If you have something of merit choice. and obtain for it sufficient publicity to secure Our business in cycles has increased in sat- the attention of those to whom it might be of isfactory proportions every year since its in- value, you have attained your object. These ception, and that this may be ascribed to the principles have succeeded in our bicycle busi- publicity we have received, there is hardly ness. any doubt. Besides building bicycles we conduct an ex- In advertising we believe in brevity. Read- tensive steel and steel wire industry. These ers will glance at a brief advertisement saying lines we have followed for almost twenty-five little but meaning much, when they will over- years. When the sport of cycling was in its look a crowded announcement that requires infancy, we supplied material for cycles to time to peruse. The average person has little makers of the best machines then on the mar- enough time to devote to scanning the news ket. Consequently, when, four years ago, columns and utterly ignores the average ad- we began to make bicycles and sell them, we vertisement. did not venture into an enterprise the details Our advertising is confined chiefly to pub- of which we were ignorant. Our intimate lications ---magazines, weekly cycle papers, knowledge of steel enabled us to use the very daily papers. This year we shall also do a finest quality of material, and our many facil- small amount of poster work, but rather ex- ities permitted us to devise numerous improve- pect to obtain the best results from the press. ments on the types of cycles then in vogue. Our text is invariably: The Wolff-American We have always thought the Wolff-Ameri- is as good a cycle as we know how to build can cycle superior to any other line of cycles. and we think we do know how to build a good Our advertising has always been to induce cycle. The intelligent majority of the com- others to think likewise. We disapprove of munity is always open to conviction. sensationalism in advertising and think it is only resorted to by those who have no real in- Florida East Coast Hotel System trinsic worth in the articles they wish to sell. We regulate our advertising according to our Comprising “ Ponce De Leon,” “Alcazar,” “Cor- output and confine our efforts chiefly to that dova," St. Augustine; “Ormond,” Ormond; territory in which we find our goods the least “Royal Poinciana," Palm Beach; “Palm known. There is no better advertiser, in our Beach Inn-by-the-Sea,” “ Royal Palm," Miami. estimation, than a pleased customer, and every By C. B. Knott, General Superintendent. rider of a Wolff-American cycle does us an THE advertising of a hotel is not materially immeasurable amount of good by constantly different from the advertising of any other referring to the many good qualities of his business. Anywhere a well-pleased customer mount. To appreciate what this means one or patron is one's best advertising medium. must be a cyclist. On runs and tours the one hotel man should keep a good house first topic which cements a feeling of good fellow- -- give his best attention to that — and then ship for the day is the relative merits of the furnish his guests with plenty of interesting wheels ridden by the participants in the dis- points and surroundings, always finding new 1 TY 176 FOWLER'S PUBLICITY a TTY features and making them of interest by pic- and with wording such as to stimulate popular tures and short explanatory reading notices. curiosity. We ask the reader to send for We have not been extensive newspaper ad- illustrated circular, free of charge. vertisers, but we have been very extensive Upon receipt of a letter of application (and publishers of pictorial circulars, in which we there are many such when the cost is noth- have made a point of always giving people ing), we send the writer an illustrated circular something new in every new issue, until we and a carefully worded letter, sometimes fol- have reached a picture book of forty pages, lowed by a second letter, further explaining eighty half pages, and fifty-nine fine half- the benefits of the article advertised. Polite- tones. These are to be found in all the prin- ness pays. The result, in many cases, is an cipal folder racks, and with all ticket agents order by return mail. in the country that have any connection at all Politeness pays, yes; but politeness pre- with south bound tourist travel. supposes an object as well as a subject, and folder or pamphlet is made to fold the had we not advertised in the first place we size of a railroad time table, which we find should have had no object toward whom to the most convenient form, and the most eco- exercise politeness, and no customer for whom nomical as there is everywhere a place for it to execute an order. We keep a correct record of all our patrons and supply each with whatever new literature Oehm's Acme Hall we issue. In other words, we try to prevent patrons forgetting us. Baltimore, Md., Clothing. By Conard C. Dillon, Select and study that method of advertising Manager. which will make those who have never seen CITIES and communities differ just as much the place wish to see it, and those who have as individuals do, and must be handled with seen it recall pleasantly as much of it as pos- like care and discrimination. Universal pan- sible and realize how much more enticing it aceas are no longer advocated, and no hard becomes season after season, and you will and fast rule for advertising can be set down. never want for patrons. Baltimore is considered by those who claim to know, a very difficult city to move by ad- Mayor, Lane & Company vertising: Rogers, Peet & Co., Mabley & Carew, and others, by abandoning this field, New York, N. Y., Manufacturing Plumbers, Bath demonstrate the fact more forcibly than words Apparatus. By Victor A. Harder, Treasurer. can. As every one knows, to keep abreast of the To tell you at length how Oehm & Co. times one must advertise in seeking business; succeed, would take up too much of your for, in so large a country as ours, business space. I may say briefly that absolute truth will not come unsought. But how? The in all public statements is the first, last, and company of which I am the president en- all-the-time consideration. Then again, we deavored to make a study of human nature, are very large manufacturers, having on our and finally decided to adopt the plan of get- pay roll at date of writing, 526 employees. ting at human nature in its moments of leisure We are, therefore, able to manufacture at as well as good humor — to advertise in mag- lowest price, know exactly what we offer, and azines, weekly papers, and various periodicals. can at any time give real bargains without Our usual method is to be particular in get- actual loss. Finally, successful publicity for ting up an attractive notice — generally with us means truth telling in its strictest form, and some illustration to catch the passing glance, giving the public good value. If we have at са GREAT SUCCESSES 177 any time found it difficult, it is because the ject of advertising. The business man has public confidence has been so often shaken been flooded — especially of late — with in- by the various firms that have endeavored to numerable theories on this subject. What he introduce new methods of alleged truth telling wants is practical knowledge -- facts, experi- that abound in prevarication and ambiguity. ences of others, — something tangible that I advocate the conversational type of ad- will serve as definite plans and specifications vertisement, and the use of clear cut illustra- for the business structure he is striving to tions, refined, and to the point. I see to it build. that the windows always contain some sample In securing a location in Detroit it was of the goods advertised that day, and that the found necessary to purchase what would now departments have sufficient stock to meet all be considered a small stock of clothing. On likely demands. I examine the articles I ad- the opening day a portion of this stock was vertise before attempting description. loaded on to trucks, and preceded by a brass The department managers are asked to put band and suitable banners, a parade was made their views in writing, and have to report re- through the principal streets of the city, busy sults, using the prepared forms. clerks in the meantime throwing coats, vests, The business, at time of writing, is larger and pants to the crowds that lined their way. than it ever was, and the future outlook This was supplemented by a like distribu- bright. tion from the top of the store building and was the forerunner of many other like sensa- Mabley & Company tional bids for notoriety, prominent among which were free band concerts from front of Detroit, Mich., Clothing, Tailoring, Hats, Shoes. store and in public parks; pumpkin pie eat- By Donald J. McDonald, Manager. ing contests; guessing schemes galore; pay- For the last quarter of a century the house ing the railroad or steamboat fares of country with which I have been identified has prob- customers coming to the city, and furnishing ably been the heaviest advertiser of all the excursion tickets to city customers going out retail establishments in Michigan. Probably of town; giving stereopticon shows; erecting a great majority of the good people of the mammoth and unique signs and electrical Wolverine State credit its success largely to effects on the front of the stores; novel per- advertising. I can say this without egotism, formances and elaborate tableaux in the show because the house was firmly planted in pros- windows, etc. These were some of the more perity and many of its most successful meth- conspicuous methods employed to create talk ods for securing publicity were developed be- -- 66 chestnuts” now, but strong cards when fore the writer took charge of this branch of they were sprung. They made the name of the company's business. the firm known to every man, woman, and From time to time employees branched out child within a reasonable trading radius of for themselves. They all pursued the same Detroit in a very short space of time and policy, or method of advertising, as the parent paved the way for the subsequent cultivation house, and all have been conspicuous in their of the field in a more careful and direct way. respective fields, both for their advertising But now, Mabley & Company, established and their success. Hence it may be fair to for more than a quarter of a century, have assume that a brief summary of the methods not the same necessity for making prominent that won both fame and fortune for these the firm name that a new concern would have; houses may serve as a practical guide for in fact, general advertising — schemes calcu- merchants seeking enlightenment on the sub- lated to extend the name and fame of the 178 FOWLER'S PUBLICITY TO house — do not appeal to us with the same the most valuable advertising a dealer can force and imperativeness that they would or secure. Every business man, I believe, will should to a new or younger firm. We do not acknowledge that if by sacrificing the profit require them ; smaller, experimental establish- on one line he can provoke an active trade in ments must make use of them. Hence while a dozen others, he will be successful and that others devote part of their time and expendi- such a policy of business and advertising is ture to general advertising — making known the one to pursue. In making known the ad- their name and the character of their house, vantages we have to offer the buying public — we confine our attention to emphasizing we make use of the daily newspapers almost the merits of special assortments, lines or altogether. A few long established religious articles of merchandise, leaving the rapid publications and Sunday weeklies are the ex- repetition of the name in such announce- ceptions. ments to accomplish all that general advertis- Special editions, programmes, hotel regis- ing would do. ters, albums, guides, and kindred schemes, Special sales or bargains are in strong we invariably 66 turn down.” Bill posting we W . our hobby." We believe in singling out some ate degree we make use of sign work on walls particular department, line or item, and as its and fences located on main thoroughfares en- importance warrants, work it for a month, a tering the city, it being our aim to secure one week, or a day. As a rule our special sales big, prominent location rather than a dozen are restricted to a week or a day. We seldom of less conspicuousness. find it profitable to extend a sale beyond the In our newspaper advertising we prefer to first mentioned period unless it involves the pay a premium price and secure the best entire stock of one or more departments. position attainable rather than take the run of We frequently find it profitable to sell one the paper. The upper right-hand corner, particular lot or article of a department at outside, is the rule with us. Special effort is cost, or even at less than cost, because in so made, by the use of cuts and special job room doing we not alone dispose of “ jobs" bought type, to have our announcements unlike any at a price, or lots that have been slow sellers, others that may appear, and no advertisement but we at the same time. bring customers to is allowed to run the second time. the store for merchandise that is on sale in In former years we indulged in the gift the same or adjoining departments at a fair business quite extensively, giving articles not average profit. Then, again, a customer only to customers but to all applicants promis- who has taken advantage of one of our special cuously. The value of these, owing to the sales and found that the suit of clothes, the large quantity disposed of, was necessarily pair of shoes, or the hat we sold him at Io per restricted. Experience has taught us that it cent. or 1272 per cent. off regular prices, has is better to give away something of value and given him better service than he ever secured restrict the output. There's no trouble in giv- before for the same money, is very apt, when ing away an unlimited amount of stuff - ?tis he wants something in one of our other lines, human nature to want something for nothing to favor us with his patronage. Thus while - but the point for the merchant to consider our special sales create trade in the channels is : will the giving away of this article bring we most desire to direct to it, they bring cus- me sufficient trade that I otherwise would not tomers to other branches of our business and secure, to warrant the expenditure. Our list bring about a vast amount of word-of-mouth of gifts is now practically restricted to base- advertising which all experts will concede is ball outfits, sleds and skates for the boys in GREAT SUCCESSES 179 1 season, dinner pails for the workingmen, Of course these are axioms that anybody can vest-pocket memorandum books for clerks repeat, and everybody must acknowledge as and laborers, and pay envelopes for the use conservative and sound; but how to excite ex- of manufacturers. This last item we consider pectations, and how to meet them, is a more specially valuable as these envelopes, bearing difficult matter and one of prime importance our advertisements, reach the mechanic and and it is the possible failure to do this, even the laborer at the very time he has money in with the best intentions, that caused Mr. Bon- hand and at the time he is most likely to con- ner to express the sentiment I have referred to. template making a purchase for himself or You ask me to " simply tell in your (my) family. . own clear, business-like way” how I make Contributions to churches, societies, local advertising pay, and what I consider good organizations, charity, etc., we divorce en- advertising, and to do it in from 200 to 800 tirely from our advertising by charging it words. direct to - donation account,” and having the First, I am not at all sure that I ever made recipient distinctly understand it. Advertis- " advertising pay,” and second, I am sure as ing with us is considered strictly on a business to what I consider - good advertising.” basis, and on that basis the great majority of You will permit me, of course, to speak church and club prizes, tickets, etc., cannot from my own point of view, and so I shall come in. not attempt to sell “ Pearline” or “ Sozodont," It is scarcely necessary to add that what we or even to run " the biggest store on earth.” advertised in the newspapers we always had I shall simply advertise a school, and do it in the store, and strictly as specified in every here and now. respect. The school I advertise is wholly a private affair, established and maintained as a busi- Packard's Business College ness. I don't always state that fact in my advertisements. I rather carry the idea that New York, N. Y. By S. S. Packard, Principal. its main purpose and impulse is to benefit the Many years ago Mr. Robert Bonner made community, and that making money out of it a statement that struck me very forcibly, and is quite a secondary thought, and sometimes, that has often recurred to me. As to its in my sentimental moods, I bring myself to be- soundness, I had my doubts at the time, and lieve this; and then I wrap myself in a mantle in some sense question it now. "It was to the of self-abnegation, and pose as a philanthro- effect that nobody really knows how to ad- pist. And let me tell you, whether you be- vertise, and that the most acute and expe- lieve it or not, the more I can force myself rienced advertisers are always experimenting into this attitude, the better I make my school, and are never able to forecast with any cer- and the nearer I come to meeting the demands tainty the result of any particular effort. When of self-inflation. this statement was made, Mr. Bonner was I have two ways of advertising, which I facile princeps, the great American advertiser, will call the direct and the indirect, both so acknowledged and so self-recognized, and “good” according to my point of view. The the New York Ledger stood before the world direct I accomplish by means of circulars and as the best product of judicious advertising. newspaper advertisements. My circulars are Mr. Bonner had two leading ideas, one to as naked, positive, and direct as I can make attract immediate attention through novel and them. I have sometimes descended to attrac- taking methods; and the other to meet the tive pictures and sensational type, but usually expectation he excited, fairly and squarely prefer a small, plain, clearly printed, and well 180 FOWLER'S PUBLICITY arranged hand-book of convenient size to when they speak of their school everybody handle, and to contain not over thirty pages will say, “Oh, yes, I know.” of reading matter. As I desire those who get Finally, do enough advertising in the regu- it to read it through, I simply put in what I lar columns of the daily papers to entitle you to think they wish to know, and what I am sure consideration when you have anything to offer I want them to know. worthy of note; for however much the edito- As to my newspaper advertising, it is pe- rial columns are “divorced from the counting culiar, or rather, I am peculiar. In the first room,” you find that you have a little better place, I never procure nor desire 66 reading standing in the editorial rooms if you have not notices,” and as to “ write-ups” — I abominate forgotten the courtesy you owe, as a business them. In my opinion they are not only degrad- man, to business enterprises. ing to journalism, but are a positive injury to the written up. (Remember I am not selling soap, nor running a dry goods business.) If I am to be written up, I prefer to do it Buffalo, N. Y., Dry Goods and Carpets. By Edwin myself, and pay for it, and have it put where Rose. it belongs, in the advertising columns. This My experience with advertising has been is at once more dignified, and, as I believe, largely connected with newspapers, and the more effective, and whether you believe it or fact that I believe more and more in advertis- not, I wouldn't give a chipped penny for any ing proves that results have been satisfactory. kind of a puff which has in it the flavor of Shoppers expect to be told nowadays what favoritism, superinduced by a paid advertise- to look for, and well written store news has ment in another column. I think nothing come to be of direct interest to more people provokes me more than to read a pretended than almost anything else the newspapers editorial - opinion,” and to discover afterwards print. that it was paid for; and I judge other people In addition to - Well-Written” I should say by myself. - Well-Illustrated.” Where things are quick As to indirect advertising, who shall point with life as they are now, many people are out the infinite methods? The main thing is apt to judge largely by impressions, and for to induce other people to think about you and that reason advertising should be made par- talk about you. If it be a school you are ad- ticularly attractive. In no way can one re- vertising, so satisfy every pupil, so fill him lieve the monotony so effectively and catch the with enthusiasm for his teachers and particu- eye as quickly as through illustrations. larly for his own progress, that he cannot My opinion is that the next few years will keep quiet. Always have something new, see a complete revolution in the illustrative and fresh going on. Never get into a rut. feature of advertising, and that the very best Encourage the active boys to do things in the artists, designers, and cartoonists will be none name and under the patronage of the school, too good for the class of work that will be in such as promoting clubs of various kinds, both demand. Attractive prices are a necessary for athletic contests, and for intellectual im- part of successful advertising — not too many, provement. Have frequent public occasions but such clean-cut, definite statements as give to which the newspapers are invited, and then an intelligent chance for comparison. Special be sure that something happens worth re- buying chances come to the surface every day, porting. Keep the name of the school con- and I always make it a point to tell of them. stantly before the public, in such a way as My biggest success has come along that line will make the boys proud of it. See that - holding up a few special prices every day GREAT SUCCESSES 181 1 for shoppers to look at, and always telling the into newspapers, however, having confined truth about everything we have to sell ourselves to high priced magazines and peri- A wide-awake business is new every day odicals; we are not, therefore, in a position to and that's the keynote of “ Keeping everlast- form an estimate of the value of the former. ingly at it.” In no other way can one reach A growing objection to many popular maga- the public as quick as through the daily papers zines is the mass of advertisements they are and from no other similar investment are re- now carrying, small advertisements thereby turns as satisfactory. As a matter of fact a being often overlooked by the readers. Nov- store seldom gets big and stays big without a elties, as a rule, cost more than they bring liberal use of printer's ink. The enthusiasm back. A well devised trade-mark should is in talking to a hundred thousand people never be neglected, but adhered to in every every day instead of depending on a merely advertisement. No matter how frequently the local constituency. wording of an advertisement is changed, we That advertising does pay is a foregone never, under any circumstances, ignore the conclusion, and the sum total of my experi- trade-mark. The public becomes familiar ence is that intelligent newspaper advertising with it, and in this day of imitators it insures the sale of the article advertised, and prevents the substitution of the inferior goods of un- Beeman Chemical Company principled manufacturers. The free use of bill-boards, to our mind, is Cleveland, Ohio. By E. E. Beeman, President. one of the best methods of good advertising, As a matter of fact we do not believe that and we have an abiding faith in them where any business, especially one that seeks to first-class lithographs are displayed. secure general recognition throughout the We are believers in condensed reading country, can ever succeed except by a large matter. Many a good thing fails to succeed on outlay of money through the medium of ad- account of the advertisers' desire to crowd too vertising. This has been amply demonstrated much in a small space. We believe in using by the great advertisers of the past and press the fewest words possible and in the plainest ent, and no one can err in so doing provided type; fancy lettering simply makes puzzles . T enve general public possesses general utility and Summing up, we feel sure that the man value. How to advertise is yet an unsolved who hopes to succeed without advertising to problem in many respects, and even the best the full extent of his requirements, subjects known and most successful advertisers abso- himself to the possibility of disappointment. lutely throw away thousands of dollars on poor methods, without being aware of the fact. We believe the interest of a new article Denver, Col. By S. K. Hooper, General Passen- seeking public favor and general use is best ger and Ticket Agent. subserved by magazine and newspaper dis- In my capacity as a general passenger play. We do not believe in 6 plunging ” — agent, I have been endeavoring for the past that is, in taking pages in a periodical when a thirty years to satisfy myself as to what con- four to six inch space will answer nearly as stitutes successful publicity; but while I have well. Space in papers and magazines of the done a great amount of advertising in that greatest circulation amply pays for the differ- time, I do not consider that I have yet fully ence in price per line. We have never gone solved the problem. In fact, with all my 182 FOWLER'S PUBLICITY CX- re S experience, I consider myself but little more met with little or no demand and have been than a novice, though I presume I have prob- discontinued after the first edition, while I ably been as successful as the average ad- have been compelled to run several of the vertiser. older ones through many editions, aggregat- I believe that every person who spends ing for each book nearly a half million copies. money in advertising should so spend it that These books are generally preserved and he will receive returns for the money ex- read by a large number of people. I con- pended; or, in other words, have some assur- sider this the safest, best, and most practical ance that the advertising matter will fall into method of advertising for the Denver & Rio proper hands. When you find that the public Grande, although perhaps the same method takes to any particular feature, press it, no would not apply to a railroad not possessing matter how much you like or dislike it, how similar scenic attractions requiring such minute expensive or how cheap it is; it is good description. advertising. I have found it best to confine Photographs and attractive pictures of any . the advertising of the Denver & Rio Grande kind that can find places on the walls of Railroad almost entirely to descriptive books, hotels, offices and other places of business, pamphlets, and photographic views, endeavor- constitute, in my opinion, the second best ing to make the printed matter neat, attractive method of advertising, provided, however, and profuse with illustrations, and in every they are not so marred with advertising as instance avoiding exaggerations and extrava- to make their purpose too evident. gance. I believe that a large circulation of I have long since discontinued the general books of this character is of greater advan- use of fliers, half-sheet cards, posters, and tage than a smaller circulation of extrava- fence advertising, for the reason that there is gantly printed publications. To secure this no possible way to determine whether or not circulation and get the returns to which I there is any direct return from it. However, refer, I call the attention of the public, by for specific purposes, such as advertising local means of cheap local notices in magazines excursions or low rates for any special occa- and newspapers, to the fact that we furnish sion of which the public is already advised in such books and pamphlets free upon applica- a general way, I think fliers, posters, and win- tion. The result is that our mail applications dow cards are probably a good method of at- are very numerous and we are enabled to tracting attention. I have not found, however, place such matter with people who are suffi- that this method of advertising has been the ciently interested to make requests, which is source of much benefit for regular business. an assurance that the advertising has at least I do not attach much importance to the fallen into desirable hands and enables us to value of the stereotyped display advertisement, judge, to a certain extent, whether or not it is in newspapers for railroad work, but I am appreciated by the public. convinced from personal experience that I issue in this way ten different publications, or local notices " in the daily press are one aggregating about 350,000 copies per annum. of the best possible means of reaching the Of this number about 200,000 are sent upon public. postal application, the remaining 150,000 be- I have never been able to satisfy myself ing distributed by our agents. As soon as that what are usually termed “6 novelties" in the demand for one of these publications the advertising line are a success, beyond, diminishes to any considerable extent, I dis- perhaps, keeping before the public the name continue it and experiment with a new one. of the railroad or the article advertised. Of Some of these experimental publications have course there are exceptions to this rule, but I . . GREAT SUCCESSES 183 do not believe that advertising with novel- ties" justifies the expense in one case out of ten. Philadelphia, Penn., Dry Goods and Carpets. Above everything else, I believe that ab- By Henry Ferris, Manager. solute truthfulness in advertising pays. It is GIMBEL BROTHERS'advertising pays for two said that the American people like to be hum- main reasons : bugged, but I doubt this very much as applied Isț, Regularity. to the misrepresentation of anything in an ad- 20, Accuracy. vertisement. I believe it is a mistake, in rail- The immense cumulative effect of regu- road advertising, to draw a straight line from larity in advertising can hardly be appreci- point to point and call it a map. I think that ated. On every business day of the year, in showing the line of a railroad between any every reader of every large daily of Philadel- two points it should be drawn as accurately as phia, on turning a certain page, finds Gimbel possible, to make the map of value, and the Brothers' advertisement. If it were the worst same rule will apply to accuracy in advertis- advertising in the world, this regularity would ing of every other character. probably make it pay; as it is, it pays — well, If I were asked to express in the fewest quite fairly, to speak with moderation. words my opinion as to advertising, I should We now do no irregular advertising what- say: ever. I do not say that special publications, Be original always, — or as nearly so as or signs, or posters will not pay; but I never possible. could make them pay in any sort of compari- If you do follow the same line as others, son with regular newspaper advertising. I make your advertising the best, or it will find mean that while a thousand dollars spent in its way to the waste basket. newspaper advertising will produce a quite Illustrate advertising matter wherever pos- certain and calculable amount of increased sible. Everybody can read pictures and there business, a thousand dollars spent in other is no class that overlooks them. ways does not produce certain and calculable Rhyme always attracts the eye in adver- results at all. . tising ; if it is catchy, everybody will read it; So much for method, — now for style. if very catchy, people will preserve it and The aim always kept in view in writing show it to their friends. Gimbel Brothers' advertising is to make the All advertising should be valuable for the reader see the goods as they are,—not worse, information it contains, so that it will not be and not better; for if they are made to look thrown aside when once read. less attractive than they are, people do not When you have found something that the come; if made to look more attractive than public appreciates, push it along and push it they are, people do not buy. Nothing so persistently. disgusts a customer as finding a thing differ- In conclusion, although I have experi- ent from what she expected. Suppose you mented with almost every method known to neglect to mention the color of a child's cloak, the advertising art, I am still undecided as to and she therefore concludes it is white; when what is really the best. I am continually ex- she comes down town and finds it blue, she is perimenting in order to keep up with the times, provoked. If you had said blue, she might keeping always in view the suggestions that I have liked it; but in her mind it was white, — have outlined above and depending upon the and she is disappointed. You have not only public to decide for me what is good advertis- missed that sale, but left a customer with a ing and what is not. sense of vexation and injury. 184 'S PUBLICITY TI FOWLEROf course I try to make our advertising Chas. Allen Reed interesting but in my experience nothing is so interesting to buyers as facts about the New York, N. Y., Manufacturing Chemist, and goods. Advertisements whose first aim is to Maker of Calisaya La Rilla. be interesting do not commonly prove very S o thoroughly do I believe in the efficacy successful as advertisements. They interest of good advertising that I am convinced that the wrong persons, — that is, persons who it can and does frequently make a temporary are looking for clever advertising, not persons success of a worthless product. who are looking for goods. It is so often employed in this way as to As for making advertising interesting, I enormously increase the expense of the proper doubt whether there is any better way than exploitation of legitimate business, and this talking about the defects of goods. It seems I believe to be the leading cause of the dis- to stir a certain sense of humor in the reader; satisfaction occasionally expressed by some and then it gives confidence, both in the store manufacturers who have had unsuccessful and in the advertising. experiences with well worded and carefully In a word, Gimbel Brothers' advertising placed announcements. has been made to pay as it does by telling It is difficult to prescribe a remedy for this every day a plain story about goods which a condition which makes use of good advertising good many people are likely to want that day. to work its own downfall, but it seems to me to readers think the advertising interesting; but leading mediums to more carefully scrutinize most of it is due to the “ every day," and most what is brought to them and consult specialists of the rest to the “ plain story." on all matters not within their own positive knowledge. Rev. W. C. Bitting, D. D. I consider that good advertising has been done when the readers of the advertisement New York, N. Y., Mount Morris Baptist Church have been induced to write for further infor- A CHURCH, like all other enterprises, needs mation about the article advertised. to keep itself before the public. This is all They thus give the advertiser a practically the more desirable if it be a true church, with unlimited interview, and if, in spite of this, a living message for men, and the heart that sales are not effected, the fault is with the really wants to do them good. In proportion advertiser or his product and not with advertis- as the blessings it offers are sincerely believed ing. to be not only valuable, but essential for the On the other hand, the effort to tell the best life of individual men, or the community, whole story in the advertisement, while it will it should make an effort to attract people to occasionally succeed, is enormously expensive, their enjoyment. does not stimulate inquiry, is not retained in I therefore believe in the right use of the the memory of the reader, and in general may press as one of the most successful agencies be considered poor advertising. in making known the glad tidings, and the In other matters, such as illustrations, choice existence of places where the good news may of mediums, circulars, posters, frequency of be heard. change or repetition, I know of no general Advertising is one of the lamp stands upon rules which may be stated to cover all inter- which the lamp should be put. ests. In some instances good precedents Too many churches are lights under the have been established which are safe to follow bushel, now. and these may be found in some of the journals 1 GREAT SUCCESSES 185 ev Cry devoted to the subject of advertising, and by cient age to have commenced to think of what consultation with a good doctor of advertising they shall do in the world, and how they shall (I am beginning to dislike the word “ex- be prepared to do it best. pert") who, like a good doctor of medicine, Advertising may be placed in such papers declines to prescribe until his diagnosis is with good results the year round. Not in the thorough and complete, made so by repeated cheaper and more trashy papers, no matter how interviews with his client, and unlike the extensive their circulation ; for while number- veterinary who is compelled to treat his dumb less inquiries may come from a properly worded subject by appearances and signs. . advertisement in a cheap paper with a half The time has not long gone by when every million circulation, my experience goes to advertiser was compelled to blaze his own show that where attendance on a school in- path alone, but the experiences of the past volves an expenditure of several hundred dol- five years are so accessible to us all, and so lars, the inquiry is not likely to be followed many opportunities for expert consultation are by a matriculation. at hand, that the abuse of advertising as in- To reach the parents I have found it good dicated at the beginning of this article is in policy to insert, seasonably, brief but effective some degree offset, if not mitigated. notices in all publications where schools are regularly advertised. The greater magazines Eastman Business College and the more dignified of the newspapers generally publish during the summer and early Poughkeepsie, N. Y. By Clement C. Gaines, A. B., autumn a column or two of school advertising. B. L., M. Accts., President. The school that would make itself known I AM asked to tell how I made advertising must “ hang out its shingle” in this column pay. I like the way in which this question is early in the season and keep it in sight until put. If answered sincerely it will draw from it is evident that the game is bagged. August, experience — the only valuable source from September, and October are the most impor- which information can be drawn. tant months for this advertising, but it would One of Mr. Eastman's favorite maxims was be still better if it were commenced in June Let your advertising excite, but not satisfy.” and continued until November, or even until That is, let it be so expressed as to retain any after the Christmas numbers of the magazines interest it may develop until the advertiser's appear. I have always believed that the purpose is accomplished. If to this be added higher grade magazines and journals afford the true secret of economy in advertising — the best means of publicity to a school. They that is, to go after trade where there is some are read by the more substantial and culture- thing to get; to waste no powder on what is loving people who believe in education, both out of range, — the advertiser is likely to do general and professional, and who will deny his work to some profitable purpose. themselves luxuries and even some of the com- The principal object of advertising on the forts of life in order that it may be had. I part of the school is to bring the public to in- have advertised in these every year for many quire into its advantages. As a consequence years, and although I sometimes fear that I have always considered that advertising results are meagre, still taking one year with most valuable which was placed in those another, I am satisfied that it pays. papers published largely for young people. I may conclude what I am saying on this Not for children, for these have hardly as yet head by remarking that advertising for in- commenced to think of what the advertise- quiries is like sewing seed. When the in- ments in a paper mean; but to those of suffi- quiries come in, that is, when the seeds sprout, 1 1 186 FOWLER'S PUBLICITY VIT I les if they are not properly nourished and culti- these lines. To enter into matters of detail ; vated little or no crop will be realized; the to tell of numberless experiments and obser- harvest will be light. The real art of the vations I have made might be profitable to advertiser consists in the stimulation given to some, but would protract this letter beyond the interest aroused. It is here that the publica- limits assigned, and make it wearisome. tions of the school and correspondence or other personal communications with its representa- tives should be used with the most telling effect. By John S. White, LL. D., Head Master. I believe in the personal letter, and insist The highest and most effective method of that all such as go forth from our office be advertising is not to advertise at all. Any beautifully written, whether executed with the institution or business which can assume this pen or with the typewriter. No one can better position is sure to attain all the reputation to afford to spend time in cultivating elegance which its work entitles it, but, as the wise and symmetry of grammatical expression, man of old said, “ Even those authors who coupled with accuracy and brevity in setting write books decrying conceit and notoriety, forth facts, than the school correspondent. never fail to place their own names upon the Wherever there is the remotest prospect of title pages," so there must be some way to results the case should be carefully watched, let the world know that you do not adver- and the correspondence kept alive, for some- tise, and, here, it seems to me, is to be found times the patronage comes years after the first the key to the whole matter. While patent inquiry was made. medicines and “ clap-trap” articles may, in The publications of a school are certainly the estimation of their proprietors, demand a next to personal letters, if not first, in effective- sensational method of presentation to the pub- ness. These should not only be handsome in lic, I do not believe that in the end even such appearance, but interesting and inspiring in ' articles will attain genuine appreciation as matter. quickly as by an honest and simple descrip- But just here I may add that no school will tion of their merits. A good thing is bound ever win even a transient success by misrep- to win success, in any event. As to the resentation. Let the school be advertised, question of presenting its merits to the pub- and in glowing terms, for no subject is more lic, or, in other words, what constitutes good worthy of eloquence than that boon to the advertising, I should say the gist of it is this: human race known as a good school; but this Tell the truth, tell it clearly; use few words, eloquence is a curse rather than a blessing if but a good deal of space; do not print any- it speaks other than the truth, the whole truth, thing that people cannot read without effort; and nothing but the truth. The school master avoid all “ clap-trap” and exaggeration, and draws people to him for so good a purpose be willing to pay for the best location. that he can hardly make the picture too flatter- ing, yet both in outline and in coloring it should be susceptible of prompt recognition, or the disappointment which will follow will New York, N. Y., Wholesale Grocers and Packers be gall and bitterness. of Canned Fruits, Meats, and Vegetables. By I have thus reviewed in a general way the Edward C. Hazard. fundamental principles which I believe to lie As the direct result of advertising is so prob- at the basis of the successful advertising of a lematical, it is difficult for me to state clearly school. I have tried to follow faithfully in what I think - constitutes successful public- GREAT SUCCESSES 187 YYY1 ity.” During my entire business career, com- say, in effect : “ Look at the business world mencing 1850, I have been manufacturing, crowding the greater Monte Carlo, where importing and introducing specialties, notably fortunes are staked and winners and losers canned and package food products. The for- rub elbows! They show me the fabulous mer have since come into universal consump- sums and the numberless wrecks in evidence. tion the world over. The greater number of They declare experts in the business don't the latter were combinations that were new to know where they're at or how they'll come the public and I was obliged to popularize out at the end of the game. If it is so with them; an educational process in which I was men skilled in the trade, what layman can assisted by the friendly co-operation of the hope to succeed, unless by some accident of retailers. My field of operation at the start fortune? But the Press is great, Gold glit- was confined to this and the adjacent cities, ters, and the Play goes on!” and, as my means were very limited, the in- I propose to attack this heresy before point- troduction was effected through constant per- ing out, briefly, what are the fundamentals of sonal application. My aim was then, and good publicity and its corollary, success. A has always been, to offer only articles of false view of the business is insidious in its merit, pure and wholesome in every respect. workings and sometimes does irreparable This has been my motto and my chief reliance harm. Our point of view must be right be- for growing business. I learned that the fore we try our perspective. public was satisfied to pay a fair price, if the The adventitious in advertising is the birth- goods were guaranteed to be the best, and my mark of this heresy, and the fool advertiser brands became a synonym for 56 best.” I its champion. Neither - the left hind foot of adopted a system of samples sent to the con- a rabbit” nor the symbolic 6 key to success," sumer through the retailer. This I have fol- nor any other 6 fake” and foolish fancy of lowed with excellent success to the present our funny man, is the true guidon of good day, and believe more direct results can be publicity. In themselves apparently harm- counted through this medium than any other less, and launched upon suffering communi- my firm has employed. I have, however, ties in what seems to be either innocent play- supplemented this work by newspaper, maga- fulness or imbecile foolishness, these ear- zine, elevated railway, horse car, and stage marks of the ass in advertising are cumula- advertising, — all valuable allies. In my tive in their effect upon the public mind and opinion no business is so well or energetically unquestionably mischievous. No man having worked that its growth may not be jeopardized the real interests of our great business at by resting on the unaided efforts of its man- heart should applaud or even countenance agers. that sort of thing. Broadly, not speculation in any vital degree, Hall & Ruckel but sound, fundamental business principles underlie success in advertising, as in any New York, N. Y., Wholesale Druggists “Sozo- other substantial business. I combat with all dont," “Sozoderma Soap," "Spalding Glue.” possible vigor every contrary notion. Fruit By Frederick L. Perine, Manager. doesn't grow on hat trees, nor flowers on fog I AM asked to believe that advertising is, of banks. . The golden fruit, yielding to the necessity, gambling. The uninformed public wise and diligent advertiser, falls into the and a good many advertisers think it is. Even baskets of commerce only after careful, surely those who are engaged in the business some patient, and often expensive cultivation, done times give way weekly to this heresy. They with a skill and full knowledge of those AY D 188 FOWLER'S PUBLICITY 1 natural, unvarying laws of trade without of better kind and somewhat higher price which none may hope to succeed. If the could be put to far more effective use rela- crop proves scanty or a total failure, set this tively? And yet this blunder is perpetrated down as true: Somebody has blundered and by men who are supposed to know their busi- either ignored or violated the first principles ness, some of them men of reputation either as principals or managers. If we are to “get Bearing in mind, then, the substantial bases there” we must first have the horse: we upon which the whole fabric of success of ad-, should not be so foolish as to " put the cart vertising rests, let us enquire what are those pro- before the horse.” We must have good quality cesses which have been found most useful in -- the kind that pulls — and we must put it to working out my own plans for good publicity. the best possible use. Franklin wrote, “ Every tub should stand Having determined upon qualities and prices on its own bottom.” My plans and work must together with some plan of uses, be reason- have their own individuality and end best ably liberal with your artists, engravers, and suited to the special conditions affecting them. all others who can in any way contribute to Mr. Rose would not advertise “Sozodont,” success in the pictorial or other uses to which for instance, as he advertises 6 Scott's Emul- you will put your purchased facilities. Be sion,” nor would I advertise 66 H-O” as the master mind in everything, but rely upon 6. Spalding's Glue” or any other of our pro- the best talent at command for the develop- prietary articles are advertised. The author ment of your ideas. Be independent, yet of - Fowler's Publicity” would, doubtless, spe- observant, and above all, a leader. Have cialize his advertising of Sozodont to suit pre- faith in your plans. Let them be comprehen- cisely the conditions involved, once he under- sive, with a decent perspective and a definite stood them thoroughly. This is only plain, end. Let enterprise be tempered by pru- every-day common-sense. dence; let conservatism be fired with ardor. I shall not attempt to give here details for Observing such requirements as have al- advertising by means of magazines, news- ready been described and proceeding also papers, programs, bulletins, samples, and all upon those other fundamental principles, of the other agencies employed, but will confine laws, governing all sound business enter- myself to certain important features which I prises alike, however different and individual regard as essential to permanent success. the applications — principles which the intelli- To know the quality and use of facilities gence of my readers will at once suggest with- for advertising, to know, for instance, what out discussion here — the advertiser cannot fall space to buy and how to use it is far more into errors seriously affecting his policy and important than the question of price, however its successful issue. He will find the game of desirable it may be to buy at close figures. advertising a precise science of transcendent I know men who chuckle over a “beat” in interest to the true votary of the art and busi- rates, while unaware they have not been as ness of making money by good publicity. smart as the other fellow with reference to those prime requisites, expert discrimination rimination J. Curley & Brother in qualities and determination of uses. What avails it to contract for ten thousand lines of New York, N. Y., Importers of Fine Cutlery. By space, five hundred bulletins, and a hundred the Manager. thousand samples at prices which beat the In regard to great successes and how to other fellow's, if five thousand lines, two achieve them it seems to us the lines of suc- hundred bulletins, and forty thousand samples cess are so plain there is no mistaking them. 1 . GREAT SUCCESSES 189 TIT ап In the first place, one ought to understand his centuries that the right way to shave was to business in every detail, so that if any one no move the razor with an easy, sliding motion, matter who asks a question it will be properly just as a farmer swings his scythe. We have answered. On the principle that ignorance been the first to give the public such a tool, of the law will not exempt one from the pen- and although we have been sending them to alty, ignorance of one's business will bring the China, Japan, India, Australia, New Zealand, same result. Samoa, Honolulu, and from Portland, Oregon In the second place, in most businesses we to Portland, Maine, as well as to most of the should say it is absolutely necessary for one South American countries and to England, to sell goods of merit, and at the lowest pos- France and Germany, we are not yet satisfied sible prices and profits. Selling one article that we have found the proper medium to get below cost and another at a very much higher it on a good paying basis. We mean, of rate than most other dealers, to make up the course, where - Fortune as well as Fame is loss, does not seem honest to us. perched on our Banner.” The writer has only one man (in all New At present we are sending out circulars York) in his mind who made money in high through the mail. We have found this work profits. But we know many who would be more or less profitable for our business, and willing to. propose to give it a fair trial. It seems to be There is great difference of opinion as to admitted by all that one must advertise one the best methods for communicating with the way or another. public or with the merchant. A. T. Stewart, who was the greatest and most successful merchant of his day, believed in the newspaper advertising to acquaint the New York, N. Y., Makers of “Pri-mo Ladies' public of the facts. Syringe,” “ Blount Door-check Spring,” “Em- We agree with him when one is advertising pire Door-holder,” “Sliding Ladders.” By for the ladies, (God bless them) but when one William V. Fowler, Manager. is advertising for the men it is different. How I AM a novice in many respects, and at the to reach them is a problem we have been try- same time I've had some valuable experience ing to solve for several years. If one had in marketing goods of different kinds, each different articles from day to day, the daily of which required advertising peculiar to press, in our opinion, is the medium. itself. But where one sells the same articles from After leaving the hardware business (where year to year, and where in some cases an I assisted in the work of compiling catalogues, article lasts a lifetime, and perhaps takes a etc.) I became a partner in the concern of quarter of a century to prove its worth, it is a E. J. Hussey & Co., whose business is car- serious problem to know how to advertise. ried on under the title of “ Introducers of In our particular business if a man has a set Improvements.” I assumed full charge of all of table cutlery, a pocket knife, or a razor matters pertaining to advertising, and started that suits him, he does not want another, out by introducing the Universal adding whereas if a lady has several hundred dresses, machine. These goods were sold through and somebody shows her a different one, she state agents, the securing of which was a will purchase it. difficult problem. After trying various means At present we have a razor which is the of advertising I found that the best results only tool in the world that permits correct were obtained by using display advertisements shaving with safety. It has been known for in the local papers in the different cities I IL Yn TIT C TIT 190 FOWLER’S PUBLICITY visited. I would contract for space ranging and is being introduced on ethical lines, and from four to ten inches double column, ac- as we had confidence in the goods we decided cording to the expense, and in addition to to test the matter of educating the public to illustrating the machine and describing its the advantages of the article even if we did construction and use, would invite those look- have to use “blind” advertisements. We ing for business to call at the hotel for partic- regret to say that this experiment was not as ulars. This plan of campaign invariably satisfactory as we believe it would have been brought me a customer, so I consider it was had we been able to properly illustrate and good advertising. After finishing the work describe the article. on the road I spent my time in New York and As there are so many medical journals pub- vicinity introducing patented articles for which lished and it is not possible to use them all we we were local headquarters. To market have concluded that the quickest way to get new goods in limited territory required care- returns is to take one city or state at a time - ud. VI tised, especially as newspaper space is so therein, following this up, likewise, with expensive in this city. Not being able to use postal cards, etc., until the goods are thor- newspapers for the above reason, I compiled oughly familiar to each and every doctor, as booklets of the various articles we handled, we believe we can reach the public through and mailed these to selected lists of names, him better than in any other manner. afterwards following them up with postal Attractive literature is essential to a plan of cards or other circulars. Although this plan this kind; therefore, in addition to describing necessitates a great deal of work and expense the goods in a short, crisp style I believe in we have had splendid returns from it and can using good cuts, good paper, and good print- recommend it to others who may be working ing, for unless all of these conditions are car- in a similar field. Among the goods success- ried out the result will not be satisfactory. fully introduced by the above method may be Money judiciously spent in printed matter mentioned the Blount door check bicycle cannot help bringing returns. sliding step ladder, Empire door holder, etc. For the past three years the greater part of Richardson & DeLong Bros. my time has been devoted to the work of marketing the Pri-mo Ladies Syringe, which Philadelphia, Penn., “ DeLong Hook and Eye,” article is one of the most difficult to advertise “Cupid Hairpin.” By Charles M. Snyder. of any I have undertaken. Its field of useful OPPORTUNITIES were plentiful. ness is almost unlimited but being of a medi- Several were inviting. cal nature we began our work by calling the I selected one and made the most of it. attention of physicians to the goods, with the If I stop here I shall have said all, but a idea of reaching the public through their few details may be illuminating prescriptions. Advertising in the medical I believe that a strong individuality (and journals has brought us good returns because individuality is exclusiveness) is a powerful, we could describe the syringe and point out if not the most powerful factor in advertising. its merits, but when we tried to advertise to My aim was to find some medium in which the public direct, through magazines, etc., most forcibly to express this individuality, we 6 struck a snag” because so many pub- assuming we had it. lishers misjudged the article and stated “they Advertising in the magazines appeared to could not advertise goods of this character.” be a race with nearly two hundred eager con- The Pri-mo is a strictly high-class article testants for publicity. GREAT SUCCESSES 191 7 This same characterless congestion was the I could have left this standing announce- obvious feature of other long-used and well- ment in the cars — known mediums. A glance over their various advertising de- See that HUMP? (Cut) The DeLong Hook and Eye. partments gave the impression of a motley regiment of inconspicuous privates, which But how soon would the public weary of made a splendid background for a few leaders that process ! who had the advantages of large space and Following the announcement alluded to, I position. kept a constant weekly succession. My object at the start was to be one of a I give a few below to show my meaning. limited number, and later we were eager to be “ Conductor,” yelled a passenger, The One. In tones that made him jump, One day a street car rack, containing from “ What is there in this town to see ?" sixteen to twenty expressionless announce- And this conductor, bless him, he Responded, See that ments, attracted consideration. HUMP? (Cut) Then I knew that I had found the medium. Here were only from sixteen to twenty ad- The man who takes the street car floor To be a public cuspidor. vertisers to share attention. Avenging fate, give him a thump, As a rule, each announcement appeared Till he's obliged to See that HUMP. (Cut) My attention was not caught by any partic- ular card; and each was allowed to remain in I soon had it arranged that in the eighty the racks for months without change. cities in which Richardson & DeLong Bros. I thought that this was a decided opportu- did street-car advertising, the changes should nity. take place simultaneously, and I am delighted I began to use this space and changed my to say that this attempt was a complete suc- announcements weekly. cess. Thus, good, bad, or indifferent, there was This has been the main advertising of at least something new for the public to ex- Richardson & DeLong Bros. However, innumerable auxiliaries were I soon had evidence that this feature of used — change was effective. Booklets, My next concern was to hold this expectant Novelty Work, attention. Posters, With this object in view, I took up in suc Circulars, etc. cession all the incidents of street car experi The magazines and weeklies have been ence, as, for example, very valuable. An important point in this connection lies FATAL GRATITUDE. in the fact that these mediums of the first He rose, she took the seat and said, " I thank you,” and the man fell dead, class are not destroyed. But, ere he turned a lifeless lump, We continue to get inquiries from back He murmured, do you numbers. See that HUMP? (Cut) As a means of publicity, it seems that they Fortunately, the article which I had to ad- cannot be omitted. vertise could be unmistakably shown in a good With the advantages of position and space, cut. their value is unquestioned. pect. 192 FOWLER'S PUBLICITY Before everything, however, for the present, Experience soon satisfied me that the maga- at least, for the advertising of certain articles zines are our best mediums. I suppose it is concerning which it is not necessary to go because they are more largely read by men much into detail, I have faith in street cars. of affairs, who are able to risk more money Here are reasons : on another experiment when our advertise- You have only to share attention with from ment has invited confidence in our pen. To sixteen to twenty advertisers. secure that confidence we have used testimo- Almost any space in a well patronized car nials from well known people; have made is position.” plain, honest statements of the merits of our The opportunity for strong individual work pens, referring to any and every user of our is great. pens, for proof; and have always offered to It is not only a relief to see an inviting card refund the money if the pen was not found in the street cars, but there is ample time to satisfactory in every respect. study it. I have constantly changed the advertise- The reader is generally en route to the ments, in order that the person who was not dealer, a point which gives your announce- impressed by one statement might be by an- ments the right emphasis at the right time. other. But over and above all I believe that In a word, the persistency of our advertising month after The features of whatever success the De- month in the good mediums has eventually Long hook and eye advertising has had are brought conviction to many people who would these : not have been convinced without it. A persistent individuality, Although I have some faculty for writing A constant change of copy, good advertisements I have employed adver- The association of the article advertised tising experts, and some of the advertisements with current events, you have written for me have been largely A changeless and omnipresent catch phrase, . sought for reproduction in advertising journals Simplicity, to illustrate good advertising. Brevity. We give the same attention to buying ad- vertising that we give to buying goods, in L. E. Waterman Company · order to secure our money's worth in quality and quantity. Could I begin again, with my New York, N. Y., “Waterman's Ideal Fountain present fifteen years experience, I could save Pen." By L. E. Waterman, President. money, and would first select the best medi- I BEGAN the advertising of the Waterman ums, write (or secure) the most practical and Ideal Fountain Pen with a good opinion of pointed advertisements describing our goods advertising and expecting good results. For- and their merits, and persist as we now do in tunately, my first endeavors were with the keeping our advertisements before the public magazines with which we secured good re- through the selected mediums. sults, but as I extended my advertising into I believe in advertising. It is one wheel other channels I soon discovered that adver- on the coach-and-four that we drive, but it is tising fountain pens was very different from not the fifth wheel. advertising staple articles, and that the prej- I believe in the advertising expert. He is udice against fountain pens because of the the indispensable hub of the advertising wheel. many poor ones that had been made and sold, I have employed a good advertising agent was difficult to overcome by means of adver- from the beginning. His skill and experience tisements. in selecting good mediums and placing con- 0 GREAT SUCCESSES 193 tracts economically adds strength and force to my advertising and increases its value in proportion to its cost, and I have the repu- New York, N. Y., “The Æolian.” By H. B. tation of spending much more than I do Tremaine, General Manager. for it. In a broad sense advertising may be classed I believe in the advertisement writer. He under two general heads: is the fellow that enlarges the wheel and Advertising to supply a demand; and makes it roll farther with each revolution. Advertising to create a demand. I believe in continuous advertising, that the We have had to create a market for the wheel may always be rolling forward with in- Æolian. To do this, it has been necessary creasing speed in the road of prosperity that first of all to overcome a widespread and leads to the goal of success. deeply rooted prejudice that has long existed against automatic musical instruments. Franklin Mills Company Unreasoning prejudice, and most prejudice is unreasoning, is extremely difficult to re- Lockport, N. Y., Makers of “Franklin Entire move. move. In prejudging the Æolian the average In Wheat Flour” and “Wheatlet.” By Charles person reasoned about like this: Mechanical E. Dickinson, President and Treasurer. music is bad music. The Æolian is easy to We have made advertising pay by first hav- play, therefore mechanical. Being mechani- ing for sale an article of really exceptional cal its music must be bad. merit and of such nature as would insure its This conclusion arrived at, most people being wanted when its qualities, not only declined to accept our unsupported word to through our representations in print but the contrary, and would not take the trouble through the crucial test of actual and general to come to see the instrument and afford us use, should become publicly known. an opportunity to prove our claims. An article whose intrinsic excellence “ blows The first step we took toward overcoming its own horn” can hardly be advertised too this prejudice was to obtain the endorsement much, provided that the mediums chosen are of prominent musicians for the Æolian. This of like high standard, with qualities such as proved an easy task. The instrument pos- to assure the advertiser that they will reach the sesses artistic merit that the cultured musician homes and eyes of the purchasing public and is quick to perceive and we soon obtained a command respect and confidence. large number of testimonial letters from men We are firm believers in the extension and and women who stand at the top of the musi- judicious use of printer's ink. We must not, cal profession. Paderewski, Seidl, the De however, expect advertising to 6 do it all.” Reszke brothers, Calvé, Melba, Nordica, Ar- In addition to the jealous guarding of the diti, and over two hundred others have testified quality of the goods, that every user may to the fact that the Æolian is not a mechanical become a praiser, the public prints should be instrument but possesses artistic merit of a supplemented by active auxiliary work, the high order. particulars, of which will depend upon the Following on the same line of action, we article advertised. . next endeavored to bring the Æolian to the The advertising, however, is, so far as the attention of the most prominent people of the public is concerned, the beginning or so enter- world, with a view to selling them instruments. ing wedge,” and the importance of intelli- Again we were successful, and to-day our gence and persistence in the use of it has not company numbers among its patrons Pope been over rated. Leo XIII, Queen Victoria, King Alphonso of 194 FOWLER'S PUBLICITY Spain, President Diaz of Mexico, Grand the thing advertised. Effective advertising, Duke Alexander of Russia, The Duchess of therefore, requires that the standpoint of the Devonshire, and many hundreds of the promi- user of the goods should never be lost sight nent citizens of our own country, Grover of, but in point of fact a great deal, if not Cleveland, Andrew Carnegie, J. Pierpont most, of the advertising is prepared wholly Morgan, P. D. Armour, A. J. Drexel, Jr., etc. from the standpoint of the seller. Anxiety to In our advertising we have endeavored to sell, however, never established a market; tell the simple truth about the Æolian in a willingness to buy is what creates a trade. plain, straightforward way. We have em- Good advertising is difficult to prepare. phasized our claims for the instrument by the Points that often seem very strong to the maker constant use of the endorsements and repeated of things appear weak to the buyer of them ; reference to our patrons. We have succeeded hence the value of professional service in pre- in selling Æolians, some of which cost as paring advertising, — some one who, being much as $750.00 in almost all the countries of unprejudiced, is enabled to see matters in right the world, to persons who had never seen them perspective, with regard to the standpoint of and whose only knowledge of them was ob- both the buyer and seller. I believe in the tained from our advertisements and circulars. value of frankness and simplicity of expres- We believe in good illustrations, sion, and understatement rather than overstate- Plain readable type, and ment. Exaggeration and boastfulness being Well printed circulars on first-class paper. common traits in advertising efforts, their op- We believe that in advertising the best is the posites are conspicuous because of their rare- cheapest. In considering a desirable medium ness. the question with us is not can we afford to I believe further that honesty, truthfulness, use it, but can we afford not to use it. and sincerity after all are the fundamentals of good advertising and whoever puts the Vacuum Oil Company most of these attributes into his advertising will have the largest measure of success. Rochester, N. Y. By Edward Prizer, Manager. I do not consider that my opinion can be of Brown Shoe Company much value, as we are not entitled to classifi- cation as general advertisers. We advertise St. Louis, Mo. By C. B. Abrams, Manager. to a limited extent by pamphlets varying in This subject is one of vast importance, - size from primers of a few leaves to pamphlets is, in fact, an art that must be studied thor- of larger size and more serious intention, these oughly and with care to produce the proper pamphlets being designed to supplement and results. I firmly believe in honest represen- intensify the efforts of our representatives; tation and constantly bringing our trade-mark and in this respect they have proven advan- before the public in such a way that the firm tageous. Our last pamphlet is illustrated, will soon be looked upon as a strictly first- which is a new departure for us, and, from in- class, honest house. dications, a wise one. We prepare all our T here are so many methods of advertising pamphlets with great care and print them in that unless great discretion is used in singling the best possible manner, both as to quality of out the proper medium for advertising a cer- the paper and typographical work. I consider tain article, the money spent in advertising good advertising that which creates upon the is literally wasted. Advertisements must be reader a favorable impression and leads him attractive and to the point. I have seen some to consider the possible advantage to him in advertisements that were very well gotten up, - GREAT SUCCESSES 195 LE and perhaps with a great deal of study, but perts are consulted who unanimously agree as they did not convey anything further than to “ When” but differ on the 6. How.” The what appeared on the face of them. Such Great Northern Railway has more to consider an advertisement is a total failure.. than merely acting as a carrier of persons and If an advertisement does not accomplish the commodities. It runs through large areas of purpose for which it is intended by creating a unoccupied farming, grazing, lumbering, and demand for the article advertised, it is utterly mining country, and the question of settling it worthless, and the less of this advertising, the is one of absorbing importance. better for the financial condition of the firm. How to reach the right kind of people in the On the other hand advertising that is done in the most expeditious and inexpensive way is the proper direction, is sure to produce the proper problem. It has in its territory as fine health, results, and in many cases can accomplish a pleasure, fishing, hunting, and scenic resorts great deal more than half a dozen salesmen as any on the continent. A varied class is to It is of primary importance to keep in close be reached. Books and booklets, circulars touch with the public, by persistently bringing and flyers, indeed a deluge of artistic things before its notice the goods you wish to adver- cover the counters of every railway office, and tise; and never make a false statement, as the mail bags are burdened with them to lure this would have a tendency to make the public the readers to this or that “ best place.” The distrust your goods no matter how good they magazine pages are bejeweled with attractive may be. It is true that there are no laws or displays, detailing in a limited manner the regulations laid down for advertising, and same information that the books do, until it that experience in this line quite often proves seems like Hobson's choice for even the best expensive. The best way to insure success in posted individuals to plan an excursion or pick this art is to advertise prudently, keep the out a location. public pleased, and keep hammering away Notwithstanding this fierce and persistent with untiring energy until you have brought competition, I believe it necessary to be in the your goods into prominence. thick of the fray. I do not believe in extrava- gance in either expenditures or words. Say Great Northern Railway what you have to say in a catchy and practical style, and keep saying it. For settlers and Montana Central Railway, Eastern Railway of investors we use class papers; agricultural Minnesota, “ Pacific Coast Line," St. Paul, publications for farmers; lumber papers for Minn. By F. I. Whitney, General Passenger lumbermen; for hunters and fishermen, sport- and Ticket Agent. ing papers, and so on; but for the general 1 itself to the business man into 66 When and Great Northern Railway and its territory as how to advertise.” The 66 When” is easily familiar to the public — forgetful and confused answered by saying, “ All the time.” A rail- as it is in face of the variety of projects and way has all seasons for its own; its trains run opportunities constantly forced upon its atten- week days, nights, and Sundays and it must tion — as that “ Royal” preparation used in have traffic to fill its freight and passenger the household is to most housewives. cars. To do this, it must keep itself con- To do this, it is necessary to keep yourself stantly before the public. in all good newspaper and magazine mediums, How to do this effectively is a question rail- and as already said, 56 All the time.” If our way men have puzzled their minds over more line has not fully advertised all the time, it than over any other single proposition. Ex- has not been from any lack of a desire to do it. 1 196 FOWLER'S PUBLICITY n w Frank Presbrey “ Really if a man won't let us know That he's alive, he's dead, or should be so." New York, N. Y., Writer of Pamphlets for Trans- And I have no doubt that he was thinking of portation Companies. the following remark, made by an eminent My long experience in preparing descriptive German philosopher, whose name escapes me matter, and illustrated advertising pamphlets at this moment: for transportation companies has emphasized “ Flippity flop der fogel flies my original belief; namely that a plain straight- So gaes der man vot advertise.?" story descriptive of a journey over But whether Lord Byron was thinking or not, the route, suitably and freely supplemented by makes very little difference for he uttered a handsome illustrations, brings the best returns. truism that modern civilization recognizes. This matter should be put out in connection I do not project any new thought when I with well phrased advertisements of suffi- say that the effect of an advertisement de- cient size to allow of artistic treatment typo- pends largely upon the reader. It is more graphically. The best mediums for such uncertain than a letter which is said to be the advertising, if it is for trunk lines and most uncertain thing in the world, because the steamship companies, are the standard mag- effect of a letter depends, not upon the writer, azines and weekly papers of general circu- but upon the receiver and upon his mood at lation. That such advertising pays is beyond the very moment he receives it. dispute. The value of an advertisement is greatly As regards pamphlets I am unalterably of diminished by the fact that there is a waste of the opinion that next to their being truthful vital force because we are obliged to “ fire all they should be artistic and handsomely printed over the tree” when the game is really con- e issuing of a cheap half-baked pamphlet cealed in a very small part of it. is throwing money away. Better save it. I The essential thing to consider in the first believe advertisements of transportation com- place, is how to reach the greatest number of panies should be terse, pointed, and concise. people. The literature should be sufficiently complete, If a printed advertisement is to be worth both as to text and illustrations, to create a anything, it must reach those who read; it desire in the minds of the readers to personally must be written in clear and forcible language see the places or points described. and it must be well printed upon good paper and above all, it must be dignified in tone, National Bank of the Republic avoiding a tendency to claim everything. The advertiser who claims too much for his wares, Chicago, I11. By W. T. Fenton, Cashier and is worse off than the one who does not claim Second Vice-President. enough, and one who tells only half the story I HAVE wondered why I consented to write is unfair to himself; and remembering that it an article on something I know nothing about, costs money to advertise, he must be economi- but since people believe that those who profess cal in the use of words. to know all about a subject are very apt to To use the wrong one is expensive. For know nothing about it, I conclude that I can this reason the professional advertisement redeem my promise without violating anyone's writer has come to be a necessity, because he confidence. gives his thought and time to the concentra- My ideas on the subject of advertising were tion of ideas and to molding them into words. clothed with words by Lord Byron when he T he modern advertising agent is to the said: business men a sort of retained attorney and GREAT SUCCESSES 197 TY we find it profitable to call him in and avail vertisement is either true or it is not. Trust ourselves of his knowledge of our business. the people to quickly discover which. Lin- In these days advertising is a profession, and coln's famous saying is quite apt here : “ You not being in the profession, I do not claim to be can fool some of the people all of the time - an expert, but I have discovered this much, all of the people some of the time — but not that about ninety per cent. of all of the money all of the people all of the time.” To gain expended for advertising is literally wasted. and maintain the confidence of the public, (I) Advertisements in special editions of news- print true statements; (2) offer worthy mer- papers, (which people never read), in city chandise; (3) tell of it in an entertaining and directories, catalogues, programmes, etc., are, convincing way; and (4) have the goods in my opinion, worth very little. I had oc- ready when customers call. casion a few days ago when I was being The importance of this latter suggestion pressed by a solicitor to put an advertisement cannot be overestimated. Nothing will quicker in the city directory, to make inquiries of eight- destroy the worth of an advertisement, or serve een men who are using the directory daily in to thoroughly poison the confidence of readers, this office and not one of them could tell me than failure to produce the goods when cus- whose advertisement was on the outside cover. tomers call for them. And the mischief thus What is the lesson ? wrought may not end there; the announce- Business men do not sit down in the even- ments of other advertisers would certainly ing to read the city directory, or the handbill suffer accordingly, the reason being obvious. that has been thrown under the door, or the Again, successful advertising is impossible circular that has reached its destination by without the use of the press. Prompt results many devious ways, but rather the current are only obtained through this channel. Much magazine, or the family newspaper. The ad- depends, though, on the mediums selected. vertising columns of the average metropolitan Generally, the most expensive are preferable newspaper contain information valuable to the because of larger and better circulation. To business man and the man who does not read illustrate — better a single column for $100 in these is not in touch with his surroundings. a paper of 60,000 circulation, than four col- The same is true of the advertising pages of umns for $50 in a paper of 15,000 circulation. the leading magazines which not only contain Concerning location and display. It is gen- much information, but often literary gems; erally conceded that the top of the column is and since it is the desire of the advertiser to first choice. There are times, however, when reach the business public, he cannot ignore this exception is advisable; if the advertise- these two avenues and must give them first ment be, say four columns wide and about place as an aid to his success. three fourths of column long, to have reading matter on top instead of under is a pleasing The J. B. Barnaby Company change and does not weaken the advertise- ment's strength or effect. The claim is often Providence, R. 1., and Boston, Mass., Clothiers allowed that the adoption of an exclusive or and Furnishers. By G. W. Stalker, Manager. individual style of display is advisable, but this SUCCESSFUL advertising is impossible unless admission does not destroy the value of en- founded upon truth. There can be no com- tirely opposite methods, i. e., the freedom to promise on this point. Honeyed phrases and frame an advertisement as circumstances, con- flowery expressions do not always kill, but the ditions and the occasion dictate. That" variety printing of visionary values and fanciful stories is the spice of life" is as true of advertising as of inflated worth are inevitably fatal. An ad- of anything. TTM UIT y 198 FOWLER'S PUBLICITY TY 1 Au Bon Marche Asbury-Paine Manufacturing Com- Paris, France. Largest General Store in the pany World. By One of the Managers. LA publicité que fait notre maison revêt Philadelphia, Penn., and Quaker Novelty Com- nombre de formes, toutes aussi interessantes pany, Salem, Ohio, makers of “Witch-Kloth," and “Quaker Crimped Crust Bread Pan.” By les unes que les autres, à nos yeux. Nous G. H. Paine, First Vice-President. nous rendons compte du résultat de l'ensemble de notre publicité, mais nos différents genres de We aim to reach the consumers through réclame eu usage se produisant simultanément, channels they have confidence in and to get il n'est pas possible d'evaluer le rendement our goods as near to them as possible. A respectif de chaque genre, ni, par conséquent, buyer for a dealer rarely buys unless he is d'apprécier quel est le meilleur d'entr'eux. shown the article and told by word of mouth Au surplus, le texte de nos annonces se of its merits. We find it the same with the rapporte toujours á nos mises en vente excep- consumer, for where goods well advertised tionelles, puisqu'elles ont pour but d'en rap- and poorly shown did not sell, the same goods peler la date a notre clientele. Notre publi- well shown, and no better advertised, sold up cité est plutôt uniforme que varieé, et nous to expectations and hopes. nous contentons de faire paraître une annonce We spend our money to get the good show- identique dans tous les journaux. A cela ing and to advertise the place of the showing. nous joignons aussi des affiches murales dans How to do this every one knows. We con- le même sens. Celle est à peu pres notre sider a good showing to be a display in charge manière de faire et nous ne pensons pas qu'il y of an intelligent person at a place most visited ait la des éléments suffisant pour apprécier le by the people we propose to reach. plus ou moins d'influence sur nos opérations A careful investigation developed the fact commerciales. that not five per cent. of our circulars reached the consumers, and that not more than two per (Translation.) cent. of our hangers were used —- depending The advertising done by our house takes a upon the dealer to use them — unless we su- number of forms, all equally interesting in pervised the distribution and hanging or gave our eyes. some special incentive, other than the profit We keep an account of the total results, in the goods, to get it done. but as the different advertisements appear First-class magazines and farm journals pay simultaneously it is not possible to estimate us the best; and pay splendidly and with cer- the value of each kind, nor, consequently, to tainty, if the goods advertised are well shown. say which is the most valuable. Our advertisements always announce our Earl & Wilson special offerings, and the dates of sale. They are rather uniform than varied. New York, N. Y. “E. & W.” Collars and Cuffs. We content ourselves with the same an- By F. H. Wilson. nouncement in all the papers. All of our advertisements are brief; and Besides this, we use some billboards making our writings likewise. the same announcements. Our advertising pays for the reason that Such is our manner of advertising, and we we make the best collars and cuffs that can doubt if it contains elements that would ap- be produced, because we tell the consumer preciably influence our business operations. that we make them, and because we keep TTO 1 . GREAT SUCCESSES 199 before him the fact that our trade mark, “ E. & traced to a given circulation of magazine ad- W.” on either of above mentioned articles vertising seven or eight years ago was much means honesty. larger than is the case in these days of ex- Given a staple article such as we manufac- tremely diffusive advertising. Now, owing ture and no amount of advertising will give it to the constantly growing number of periodi- à permanent and profitable sale unless it is cals, a reader hastily looks through half a backed by merit; on the other hand, if you dozen, paying perhaps no attention whatever do not make it known, it will fail however to the advertising pages, whereas formerly great the merit. one or two magazines a month were regarded as a luxury, and were carefully read, adver- Delaware and Hudson Canal Rail- tisements and all. As to the construction of an advertisement, road it should be as epigrammatic as possible and in good taste. Coarseness and vulgarity, no Albany, N. Y. By J. W. Burdick, General Pas- matter how striking, repel. senger Agent The value of an advertising trade-mark is It is so difficult for the railroad advertiser now universally recognized. to trace direct results that the question of what Displayed in appropriate places, the artistic constitutes successful publicity is not an easy poster is effective, and is growing in favor. one to answer. The advertiser of a proprie- The public is becoming more keenly dis- tary article can answer the question from his criminative as between fact and fancy, and, standpoint, but his experience would be value- other things being equal, the announcement less to an advertiser in other lines. will be successful in the ratio of its truthful- In the effort to attract tourist or pleasure ness. travel, it is necessary to appeal to the well-to- A serious responsibility attaches to an- do and cultivated people. This, of course, nouncements of “ The best in the world,” etc., can be done only through the mediums of the and if the facts do not bear out the remark- higher class, and it would be of more value able statement, its extravagance will be quickly to the advertiser to reach a hundred persons punctured. on Broadway than a thousand people on the There is no more to be gained by lying in Bowery. an advertisement than in other business or We do not so much expect to attract travel personal transactions. directly through our published advertisements The ability to a successful achievement in as to stimulate inquiry. If we can arrest the this line implies not only a breadth of culture attention of the inquisitive traveller, we have on the part of the advertiser, but a sane accomplished the first half of the desired understanding of human nature coupled with result. We hope that the facts we place be- business shrewdness. fore him in detail through the mails will ac- complish the other half. Hon. C. C. Warren The largest number of inquiries has followed a costly reading notice in the first-class city Waterbury, Vt., Maker of Highest Grade Harness dailies. We have also had fair results from Leather. the higher class of magazine advertising, My advertising has paid. I use the trade which have been more noticeable however papers to a limited extent, because they reach formerly than in late years. my customers. I do not think that trade pa- In our experience the percentage of inquiry per advertising brings me direct returns, but I P 1 200 FOWLER'S PUBLICITY am assured that it is worth all I pay for it, it is such a telling of the story of the thing because it keeps my name before my custom- advertised that interested attention shall be ers, makes them feel better acquainted with drawn to it. Advertising is 56 the crier on his me, and adds to the reputation of my leather. round," only instead of being but one of him Then, I believe in contributing something he is multiplied to any extent required, with towards the encouragement of every good bell ring and call to match, and a key for thing, particularly when I derive benefits from every door. That's it exactly. You can send so doing, and the trade paper is certainly an out a troop of great, burly criers, deep voiced, institution which no trade can get along with- coarse voiced, conspicuous simply because out. The principal part of my advertising is they are noisy, and attractive only to those who done by circulars and other printed matter, like such things; or a company of fairies, sent through the mail. A part of this matter I delicate, dainty, exquisite, doing the work of prepare myself, but the greater proportion of winning with such grace that everyone with it I secure by employing the highest grade fine sensibilities is charmed. and the highest priced business writers. I There's where judgment comes in. There's furnish the draft, and the writer does the rest. where experience holds a lamp that nothing I do not believe in spending nine tenths of else can buy. Everything from matter and the money for the printed matter and postage, medium to method, type, and make-up counts and only a small part of it in the preparation in this consummation. of the matter which costs me so much to circu- The absurdity of some advertising is pain- late. My printed matter is very simple, and ful to the tender-hearted observer. Beating a often novel, and I seldom send out the same bass drum at an afternoon tea would not be idea twice. I talk quality, and furnish docu- more incongruous. Big type is loud type; it mentary proof of it. I do not give the reader is like a shout in conversation. If all the so many points that none of them can stick readers of a magazine or newspaper were into him. I mail my printed matter at regular reached at once in a group, there might be intervals, and seldom let a lot of it get cold some excuse for a scream in the advertising. before another lot reaches the same party. I But they are not. As a matter of fact the . do not believe in the over-artistic, or in the æs- advertiser reaches the readers one at a time; thetic form of advertising, for I think men has conferences with them singly. There who work for a living want the facts and noth- should be just enough variety in the type-tone ing but the facts, and that they don't care to avoid the dullness of monotony. anything about fine writing or long drawn out Every advertiser on a page — or at once in argument. I don't sell my leather by the the field of vision is trying to catch the solicitation of salesmen, and I can truthfully reader's eye. The “ Howdy” or “ Hi there!” state that my entire business has been built or the pleasant nod must be in sight some- up by making the best leather I know how to where — hence the catch line. It is the salu- make. tation. It is the wave of the hand or the ex- clamation to attract attention. Just as the Manly M. Gillam rowdy will be slangy as well as loud in speech so the thick skinned advertiser will be vulgar, New York, N. Y., Late Advertising Manager for familiar, or common in his address. He will John Wanamaker, Philadelphia, Penn., In- attract his own kind. ventor of the Gillam-Wanamaker Style. If a business is meant to appeal to peo- Good advertising is plain, straightforward ple of refinement and culture its advertising advertising; it is earnest, honest advertising; should be of a quiet, refined tone. That doesn't OT GREAT SUCCESSES 201 XTI call for dullness by any means. It's just like and mellowed by experience is a large part of this: Suppose you were to send out an agent the equipment of the steadily successful adver- to personally meet possible patrons. If you tiser. did wisely you'd choose a representative who accorded with your business. You'd hardly Franco-American Food Company expect an ill-smelling, ill-dressed, and alto- gether questionable character to be welcomed New York, N. Y., “French Soup," “ Blooker's in any respectable home. An advertisement Dutch Cocoa.” By 0. Biardot, Treasurer. is an agent. It is your business, or a phase IT would be very hard for me to say how of your business personified. It stands for we made our advertising pay. I suppose. by you or your venture to every one who reads looking after it, and particularly, by having it. It should speak as you would speak good goods to back it up. In these days of sharp competition only the We cannot say that we have used one real merits of a business win permanent suc- medium more than another. We take up cess. I think there can be no good advertis- different fields as we think occasion warrants, ing that does not tend to hold up those merits. trying every time we can to do something Attracting attention is not enough. Any different from what other advertisers do. A of the big mercantile houses of the country, medium may pay one year and bring unsatis- for instance, could draw crowds with a clown, factory results the next. For this reason it is or with some one throwing flip-flaps in a win- difficult to advocate one more than another. dow. But that would hurt instead of help their business. Richardson Manufacturing Com- Clowning or flip-flapping in an advertise- ment is unwise, unless that is the sort of a pany business that is being promoted. A touch of playfulness I like — not much, not led up Worcester, Mass., “Worcester Buckeye Mower.” to, but unexpected, like finding a nickel in the By E. P. Curtis, Secretary. vest pocket you know is empty. THE Worcester Buckeye mowers, rakes, If I have had any unusual success as an and tedders are sold through established agen- advertiser it is because I have been very much cies located in the best farming centers. These in earnest and very much in love with my agencies are obtained by correspondence and work. I hold that enthusiasm is the most by our traveling representatives, who visit the important qualification for an advertiser. leading towns regularly. The work of our Whether it is preaching a crusade as Peter salesmen is supplemented or strengthened by the Hermit did, or firing the patriot heart as a reasonable amount of advertising in some of Patrick Henry did, or making sentiment as the best agricultural papers, by the circulation we see being done every day all around us, of our catalogue, and by occasional circulars earnestness, confidence, certainty are main- and typewritten letters. We consider our springs in that man's or that woman's mental catalogue our principal method of advertising, make up who so sways the masses. They and we endeavor to procure one which shall make people believe because they themselves show our machine in action. We have entirely believe. Their enthusiasm fires the enthusiasm done away with mechanical illustrations, and of others. Give me an enthusiastic advertiser depend upon reproductions of photographs even if his work is a little jagged, or if it showing our machines doing just what we say limps on its grammatical feet now and then they will do. We believe that the farmer Enthusiastic belief tempered with judgment does not have time to read long arguments, 1 1 202 FOWLER'S PUBLICITY ir OV and that he is not inclined to read them, and next to locals. We think that this is the best we are convinced that the quickest and most position. Everyone reads the locals. It is a effective way to reach him is through his eyes. waste of money to take space and be changed Our catalogue is three quarters picture and around anywhere in the paper. Most of the one quarter text. We believe in making a time you would have difficulty in finding your book rather than a catalogue, and we think own advertisements. We think that it is an that our catalogue will be preserved and read advantage to have the same position. The even by those who, for the time being, may people begin to look for your advertisements. think that they prefer some other machine. When there is any mention of the advertised We circulate our catalogues through our article in the locals, they will look instinctively agencies, and directly by mail, but the bulk to your space. of them reach the farmer through the regular We have a small job printing outfit and set agencies, or local stores. Our agricultural the copy in our own office. We have it set paper advertising we believe pays us, because exactly as we want. If we are advertising a it keeps our name before the public and the blood purifier we write a series of advertise- appearance of it acts as the best kind of an ments on this preparation. We bring out introduction to those who desire to become some new point each time, if we can. These our agents. We attribute our success to mak- appear once in each paper; then the matter is ing the best machines possible, and to not changed. In this way we are able to keep being afraid to tell the people what we make; our matter fresh. Where there is a good deal and we tell them through spoken argument of display advertising in the paper, we have and printed matter. our matter set plain, and it seems to stand out because of its plainness. There is more Hobron Drug Company chance of its being read. We do not make our copy as long as we used to, preferring to Honolulu, Hawaiian Islands. By T. W. Hobron, give extended information in a circular or President. booklet. Our advertising, as a rule, is devoted A DRUG store to be successful must have to our own preparations. We sometimes ad- a good location. We have the best location vertise a preparation for which we are the in this city, and would probably have obtained sole agents, but no preparation over which we a considerable business without any adver- have no control. We prefer to build up a tising. But from our inception we have been demand for our own preparations. advertisers. We believe in it fully; we think Supplementing our newspaper advertising that no druggist in a town of the size of Hon- we use circulars and booklets. The latter are olulu can afford not to advertise. If he wants the nicest form of sending out information. to be at the top he has got to place himself They are convenient for putting into packages, there. Advertising will do it quicker than to give to customers or to use for house to any other method, provided the advertising is house distribution. We try and get some of the right sort and he lives up to his ad- kind of advertising matter in each package vertisements. that goes out of the store. We are now using the three daily papers Besides the newspapers, circulars, and published in English. We use the native, booklets, we have used maps, posters, pro- Chinese, Portuguese, and Japanese papers, but grams, clocks, street cars, rulers, street signs, will confine this article to our work in the cards, time tables, score cards, etc. One of English language. We have a six-inch space, the greatest nuisances that a druggist has to single column, preferred position on local page contend with is the program advertising. We TY Y GREAT SUCCESSES 203 a Y YXY used to go into the programs, but we do not advertising agencies of the country, namely: have any use for them now. They are a mild - Keep everlastingly at it," and “ Advertise form of blackmail. We prefer to put the judiciously.” It is an easy matter to “ keep same money into booklets or circulars. As a everlastingly at it,” but it is a hard matter to rule a program lasts but one night, and is read 66 advertise judiciously.” There is, however, by a comparatively small number of people. a great deal of merit in both mottoes. We manage to keep out of all the “ advertising I firmly believe in printer's ink, in all the schemes ” brought to us soliciting our patron- many forms in which it is employed. I use age. We are going to have a fine record in both trade and general papers, high class a few years, by staying out of all “schemes.” weeklies and magazines, for my general No one can accuse us of partiality. We re- advertising and then for the special and par- fuse them all. In a small town those who ticular work, use fine catalogues and other come in soliciting advertisements for programs, advertising matter of that sort, which is sent etc., are your customers, and you feel that to the trade and to the public who respond to you will offend them; but make a firm deter- the general advertising. mination to stay out of such mediums, and I believe that unless the advertising is at- stick to it. They will see that you show no tractive and unique, and done in the best partiality and they will come back to you again. possible manner, in every form that advertis- We believe in using cuts. You will find ing is done, a large part of the effects or re- that a cut of a pretty girl or an attractive child sults desired to be produced by that advertis- will do for almost everything. They seem to ing will be lost. I believe in the best paper add tone and respectability. and in the best ink — excellence in every- One of the most useful and economical ad- thing that pertains to the engraver's or print- juncts to our business is our printing press. er's arts. Good advertising consists in telling With this we are able to do far more circular clearly, truthfully and persistently, the exact and booklet advertising than we otherwise facts about the goods advertised. could, owing to the cost of having such work When the advertising is judiciously and done outside. We find that we are able to persistently done, following in these lines, I print most of our labels, all our stationery, believe it will always pay; at all events it has wrappers, etc., far cheaper than we could always paid me. have the same done at an outside printing establishment. We are just completing a five Arthur E. Pattison thousand edition of a cook book of over sixty pages and cover, which was set up and printed New York, N. Y., Secretary, Morse & Rogers, in our office. In this book we have devoted Wholesale Distributers of Boots, Shoes, and one page to recipes, the next to convincing the Rubbers, New York, N. Y., and late Secretary people of the merits of our preparations, so of the Pope Manufacturing Company, Hartford, wherever the book is opened our advertise- Conn. ments will have an equal chance with the “ All Gaul” was “ divided into three parts," recipes. and all advertising may be divided into three · classes: periodical advertising, where you George P. Bent buy space from time to time in daily, weekly, monthly, or other publications, and fill it with Chicago, 111., Maker of Crown Pianos and Organs. general or special statements or announce- I HAVE made advertising pay by following ments, suited to varying conditions in your two mottoes, employed by two of the leading business; fixed advertising, consisting of your 1 CP 204 FOWLER'S PUBLICITY n un- 471 11 TYTT catalogue, circulars, posters and other matter Too many men conclude hurriedly that they which is all your own, and is constant in its want a catalogue, call up their printer on the character, and limited only by the amount of telephone, send him in a day or two an un- paper, special press work, etc., you feel war digested lot of « copy" written on both sides ranted in paying for; and free advertising, of their regular letter paper, with some of which comes from “ working ” your papers, their daily paper advertisements thrown in, — or doing things which make people talk about and trust to luck. you, without any particular expense to you. It is a good deal like calling up your car- This last division is what brought to my mind, penter and telling him to go and buy you a for some reason or other, the classical quotation lot and build you a twelve room house on it, with which I began. A whole book, and an facing south if it comes handy and don't cost interesting one, might be written about it by any more. some of the specialists in the art. Study this and each feature of your adver- · Periodical advertising is of so much value tising just as you study every other point and essential importance that particular atten- about your business; with a view to securing tion should always be given to it, and plenty the greatest possible effect and return from of advice about it can be had from those whose every minute and dollar you put into it. experience has been gained through the ex- Don't say too much about yourself— people pense of much time and money, and is worthy don't like it in the long run, and their respect of the most respectful attention. One point is one of the things that help your business — about this impresses itself especially—the but just enough to establish your identity, and buying of your space is only half the battle; where you are to be found, and what you the filling of it with matter which reads are doing there. Comparative statements right and looks right, is even more im- showing the growth of your business, or a portant. brief history of it, may be interesting and But the catalogue interests me, for this is effective. what tells the story of you and of your busi- The great purpose of the catalogue is to ness. Of you, properly, only so far as you show what you have to sell, and this should are a part of your business; of the business be done conscientiously, clearly and attrac- just what it is and all that it is as you want the tively. The statements should be correct, and public to know it and to use it. as complete as you can make them with rea- Whether you publish it once a year or once sonable brevity, and each point ought to be a month, in one form or another, the catalogue as distinct as you would make it if you were is the grown-up son of the early circular personally explaining your goods to half a printed on one side of a cheap piece of paper, dozen individuals whom you wish to secure as announcing the man, his place of business buyers of these goods and then as regular and what he did or sold there. customers. To-day that circular or catalogue is a more The story need not and often should not be or less elaborate article. Its form, size and a consecutive one or in narrative form. It is character must be carefully calculated to its usually better to break it up with effective particular purpose, to the class of goods it catch lines, announcements of new or leading presents, and equally to the class of people goods, statements of your regular terms, or who are or whom you want to make your cus- methods of doing business, your guarantees tomers. In this just as much as in buying or other special features, and with illustrations and filling space in publications, you should and diagrams wherever they can be suitably load your gun according to your game. worked in. The majority of people will take 1 I GREAT SUCCESSES 205 Ut S in more with the help of a picture or explan- American Pin Company atory sketch than from any amount of dry description. Waterbury, Conn., Maker of "Puritan Pins," Don't crowd your catalogue too full — don't Brass Goods. By George A. Driggs, Secretary try to say too much — make it brief and and Treasurer. striking and interesting. Very few people W e have made advertising pay, and then, have the interest in or the patience to learn again, we have not made advertising pay. about your matters that you have yourself - Part of the time our advertising seems to pay, and you must consider this in order to catch and part of the time it seems to us that it does and hold their attention. not pay, but we are convinced that the bulk of The style and the expense of your catalogue our advertising has paid, and that the extent of must depend upon the special conditions of our business is due in some measure, at least, your business and your methods of handling to a liberal use of printer's ink in several of it — but it is almost as easy to waste money its forms. by making it too cheap as by making it too We have used the trade papers, and while showy and expensive. Whatever its size, it the returns have not been direct, we are satis- should carry an impression of dignity, good fied that the advertising was not wasted. taste, reasonable liberality and an effort to We have advertised very extensively in the make every feature a telling one. leading magazines and other general perio- Don't begrudge the time you put in on it: dicals, and we have received as many as remember that it is in a way your traveling twenty-five thousand replies in a few months' salesman going to tell your story to a thousand time. or a hundred thousand readers and to bring We do not know whether this advertising them to you. paid us or not, but we are sure that it familiar- ized the public with the name of the Puritan American Writing Machine Com- Pin, and that some time we must derive benefit from it. pany We have written many letters to dealers and to customers, and in that way have New York, N. Y., Maker of the “Caligraph Type- created profitable inquiry. writer.” By John McCarthy, Secretary. We offer to furnish electrotypes free to any I BELIEVE that a direct and simple state- of our dealers, and will even pay a part of ment of the facts carries most weight. their advertising expenses. There is practically no limit to the variety We believe in liberality, and that the satis- of ways in which the excellencies of a good fied customer is worth a dozen indifferent ones. article may be set forth. The Puritan Pin is the most expensive pin As to what constitutes good printing, I con- made, and possesses a strong advertising sider the form of an advertisement as im- feature in that it cannot bend. It does not portant as the matter. come in competition with the cheap pins, but The name of the article advertised should occupies a class of its own, and is to the pin be most prominently displayed. business what Pears' Soap is to the soap The main idea should be next in promi- business. nence. We advertise the Puritan Pin as a sort of In other words, to borrow an expression leader” for our business, and we occasion- from the artist due regard must be had to ally advertise our brass and other goods in 66 values.” the trade papers, and by printed matter. e TA b 206 FOWLER'S PUBLICITY inces are nce Same Advertising must have paid us, because our it at a rate beyond that which was profit- business pays us and we have always adver- able. tised and shall continue to advertise. Of course we are all looking for the same thing, to be so thoroughly well advertised that the mere mention of an article akin to the goods we manufacture calls up our name, but Battle Creek, Mich., Maker of " Postum Cereal” it is not advisable to try and acquire this fame and Health Foods. instantaneously, for the expense would natu- YOUR request that we tell you what we rally be out of all proportion to any business think constitutes good advertising looks easy resources and then the advertising would be to reply to, but appearances are deceitful short-lived in its influence unless the same sometimes. pace was maintained. First, be sure you have an article of un- Everybody will admit that advertising gains doubted merit, then ascertain that a market its value by virtue of the time over which it can be made for it; in other words, that it is has extended, assuming that a proper amount an article that is really needed by the public, of advertising is placed and kept continuously then talk to the people in a plain, common running. In this way the same publicity can sense manner about what you have to sell. be obtained under gradual expense, keeping Don't undertake to over-estimate your goods. the same in proportion to business returns, Your point will have greater weight with the and it will be conceded that the advertising public if you state the facts in a simple, con- thus obtained will give twice the returns in vincing manner, without undertaking to un- proportion to the expenditure, as compared duly urge them to buy this or do that with advertising of a mushroom character. Above all things, tell the truth. The read- We have pursued the policy of extending ing public are not fools, and they are ex- our field gradually; each year testing some ceedingly quick to discern, and by intuition, different class of publication or a new style apparently, uncover the liar, and to his dis- of advertising, and as there would be only the advantage. one new feature we had a good key as to I do not recall any particular advertisement the returns brought in from our additional of ours that has forced itself upon our notice source. as being especially valuable. We use a con- Thus in the course of several years we have siderable amount of solid matter, and are a been successful in investigating many differ- little inclined to argue the case with the ent styles and varieties of publicity until we reader. There are a number of advertise- have reached the point where we are now ment writers whose ability is based upon pure able to obtain a fairly definite idea as to the artistic talent. relative values of various classes of advertis- ing. Of course what may prove a very profit- Marlin Fire Arms Company able medium for one business will not for us and it has naturally required careful attention New Haven, Conn., “Marlin Repeating Rifles & to keep from striving after a universal fame Revolvers.” By C. F. Small, Manager. more rapidly than we could conscientiously We believe that our advertising has fully acquire it. paid us because it has been a gradual and We have realized that business cannot live carefully developed growth. We have not without advertising while at the same time. attempted to obtain universal publicity at appreciating the fact that advertising cannot once and we have not attempted to obtain live without business. 1 GREAT SUCCESSES 207 A. 0. Kittredge present. Therefore the terms bookkeeper and bookkeeping do not appear in this con- New York, N. Y., Business Editor and Writer on nection. With the progress of modern ideas, Business and Advertising. however, and the development of modern BUSINESS men from the beginning have business enterprises, the bookkeeper as he is been eager to use their general business facili- often described in the papers, and bookkeep- ties as advertisements. Goods are displayed ing as it is taught in the schools and reflected in show windows, and fine fronts are put in by the text books, are fast passing away. buildings occupied for business purposes, not Instead of a bookkeeper we now have the because the business requires architectural “ accountant,” with his staff of clerks, or the display, but because the architectural display“ auditor,” with as many assistants as may be will advertise the business. Factories many necessary to periodically check up the work times are given an imposing appearance, not that comes under his supervision. Modern because the work that is done in them re- business systems have usurped the place quires stately structures, but because hand- formerly occupied by prosy bookkeeping, and some buildings favorably impress the public it is the new that is used for the advertising. with regard to the enterprise conducted there- Cash registers, carbon counter-checks, sales- in. men's orders in duplicate, and so on to the end Business men are prone to put upon their of a long list, have taken the place of the time- cards and upon their letter-heads, and in their honored blotter and day book and journal; circulars and catalogues, views of their busi- and each of these has been found to have a ness buildings and of their factories, because large advertising value. The old has passed of their advertising value. The cage, it is away and all has become new, and with the assumed, in some degree at least, indicates new has come the opportunity of using ac- the character of the bird. counting facilities as advertisements. The business systems in operation in the Nor have business men been slow in acting store are likewise turned to advertising uses. in this direction. The use of accounting and If a store railway or cash carrier plan is intro- business methods for advertising purposes is duced in place of cash boys or cash girls, the now to be witnessed on every hand. Signs new method is at once announced in a way to in store-windows are frequently encountered, attract public attention and advertise the busi- of this kind : - Come in and examine our ness. When a large new safe is brought into business system,” or, “ We invite you to in- the office to replace the old-fashioned, out-of- spect our new plan of sales.” In the news- date, small affair that has answered the pur- papers, announcements in such lines as these pose during the early years of the enterprise, are at present frequently found : 66 Our credit it is likewise located in a manner to suitably system is second to none.” advertise the business. In fact, the further we constant increase in such advertising as pursue the inquiry, the more we discover that this may be expected. Business, with respect business men delight to use their business to the manner of its records, is at present in a facilities for advertising their business. transition state. The change that is in prog- Of late, with the development in account ress, however, is being very rapidly accom- ing methods, the advertising value of mere plished. That business house which to-day bookkeeping is coming to be recognized. hangs to the accounting methods that were Bookkeeping, however, is not an attractive current twenty-five years ago, is at the same term, and neither in the past has the book- disadvantage relatively as that manufacturing keeper been a popular man, nor is he so at . concern which holds to the equipment of 1 208 FOWLER'S PUBLICITY TIT VV machinery which was up-to-date at the same ment must be well placed, attractive, concise, period and has ever since been falling behind. and in a position where it will catch the eye A good system of accounting, adapted to the of the person who is reading the news of the needs of the business, is found to be just as paper. useful as a good machine that has been My opinion is that readers, as a general specially designed for the production of the thing, do not hunt for the advertisements in a article of manufacture to which it is devoted. paper for the pleasure of reading them, but if Business men long since learned to use the an advertisement in some part of it is so strik- most modern and most improved machines in ing,” that will catch the reader's eyes and their factories, and of late they are fast learn- induce him to read the rest of it. ing in the same way to use the best possible I feel that my greatest success in advertis- accounting and business systems in their ing has been to have an attractive trade-mark, offices. As they introduce new machinery and to use that on every possible occasion. I they use the fact for advertising purposes, and have found that our trade-mark is well known very frequently they have displays in the by persons in all parts of the United States. trade papers of their manufacturing facilities, It attracts children, which is always a help to for the good effect that such will have upon advertisers. their customers. They even go to fairs and It seems most important to advertise one's expositions and set up and conduct small business at the time of year when that business manufacturing establishments for the advertis- is the most prosperous. ing advantage that such a display gives them. I know that many firms advertise more A little later we may expect, that in the same when business is dull, but it is my experience general way they will demonstrate their fit- when business is good that it is an indication ness to live in the world of competition by dis- that your wares are in demand. Our business playing in public more or less of their business in particular comes in 56 seasons” and it seems methods. There is nothing chimerical about to me folly to advertise when business is dull, this. In fact it has already been tried to Of course this may not apply to all kinds of advantage in certain directions, and therefore business. is likely to be more and more employed as The front pages and conspicuous positions the years roll on. in papers and magazines, while they cost more, are of much greater value to the adver- Lewando's French Dveing and tiser. Newspaper proprietors well know the value of position and charge accordingly. Cleansing House Circular advertising is a conundrum ! Sometimes a circular — especially when ac- Boston, Mass. By W. L. Crosby, Manager. companied by some little souvenir like a THE first and most necessary thing is to stamp or court-plaster case, pencil, calendar, or have something of real value to advertise. some useful article — will bring good returns, There are so many advertisements before but it is a question if the same amount of the public, which when answered give no real money invested in newspaper advertising return for the investment of the customer, that would not be more profitable. My judgment, it seems to me the first thing should be to of course, is gained from my particular line give the customer as much or more than is of business and may not apply to other kinds, advertised. but I think many concerns waste dollars every I think that newspaper advertising is the year by unattractive, ill-placed advertise- most essential to success, but the advertise- ments. TY GREAT SUCCESSES 209 I have tried many different ideas in setting for granted the goods, for without a line of up advertisements and using catch lines, cuts, goods, it goes without saying that advertising etc., and they all seem to appeal to the differ-' is useless ; I mean, of course, a line of goods ent classes of persons. which may reasonably be expected to satisfy Our business being almost entirely with the the public. But here again I come upon a wealthier classes, needs concise, clear, attrac- link in the relentless chain of advertising tive advertising, and if I may use the term, logic. In the first place it would be difficult to hit upon any article used by mankind All advertisers have undoubtedly made which, in a nation of seventy millions, would mistakes, but one can easily profit by errors. not be susceptible of large sale among a I once had an advertisement in the form of population of that size; and secondly, an a personal written letter, signed by a femi- article not perhaps originally good would, if nine name, all ready to send out, envelopes persistently advertised, tend to a sort of auto- directed, etc., but a few persons who received matic development through the criticism and them first did not understand the kind of pressure brought to bear upon the manufac- advertising and were offended, so I threw the turer by those whom the advertising in- whole lot of letters into the waste basket and fluenced, by a kind of reflex action producing have ever since steered clear of any such pit- the goods desired. Thus we are thrown back falls. upon advertising after all as the principal Theater programs are on my list, but I factor in the making of a business. If this is think newspaper advertising the best of all. correct, then 6 How I made advertising pay" By advertising and good work I have may be answered by “ I advertised,” since all placed our business at the head of all similar advertising must pay, if one has the capital to establishments in America. - Lewando's ” is hold out. a household word. But I assume that what is meant by your inquiry is “ what kind of advertising did you Queen & Company find profitable?” in the sense of relative profitableness, since money spent upon poor Philadelphia, Penn., Makers of Optical, Engineer advertising, when good advertising might ing, Electrical, and Scientific Instruments. By have been done for the same amount, is, in J. G. Gray, President. the ratio of the poverty of the advertising, - WHEN you first asked for an article, I money thrown away. cheerfully consented, partly, perhaps, in- How then to do the most profitable adver- fluenced by the feeling that the date of ful- tising is the question that confronts every fillment was a long way off; but when your advertiser. The answer to this must in large request for specific performance came, the measure depend upon the nature of the articles question arose in my mind, “ Have I made to be advertised. In our business, comprising, advertising pay? " and I should willingly have as it does, a very great variety of articles, evaded the responsibility of answering it. many of which appeal to special classes of True, we have built up a large business. the community, such as certain scientific This business did not grow of itself. It was instruments used technically in particular the result of certain factors, and these factors, manufacturing industries,; other instruments as I follow out the line of reasoning, were used solely by educational institutions; and goods and letting the public know of them. still others appealing to the general public; it Unquestionably, therefore, I am compelled to seemed in my earlier experience proper to admit to myself that advertising paid, taking select special mediums which might be sup- 210 FOWLER'S PUBLICITY ew posed to have the attention of the special Morse & Rogers classes of buyers to be reached, and, where general mediums were selected, to advertise New York, N. Y., Wholesale Distributers of Boots, in a general way. This plan I am convinced Shoes, and Rubbers. By Daniel P. Morse, is a mistake. President. For advertising purposes, mediums may be WHATEVER success has come to us through divided into two classes, that class read by advertising has been by having something men and women, and that class read chiefly worth advertising and persistently advertising by women. Such articles as are used by it. women or are bought for household use, I have found can be profitably advertised in the latter, for women are the buyers for the family and the house. Such advertising must St. Louis, Mo. By Elizabeth Beverly James. be specific and to the point, not general,- We all agree upon one point, that the man the article prominently named, its merits and (or firm) that does not advertise will mourn characteristics briefly and attractively stated. over losses instead of rejoicing over increased In the first class of mediums referred to, profits at the close of the fiscal year, but that read by men and women in general, exactly what constitutes successful publicity ng the popular magazines, news is as elusive as many another of life's still papers, etc., articles of any kind can be enfolded mysteries. profitably advertised and perhaps with better Each signature affixed to a contract for so chance of coming under the right eyes than many lines of advertising space is a plunge if advertised in particular trade papers, since in the dark; it may land the advertiser on the more men of any given trade are apt to read topmost wave of prosperity or in the bank- a popular publication than even an organ of ruptcy courts. their particular business. But competition has made this plunge But here again, save for the mere popular imperative, and, be as careful as we may, a izing of the firm name, general advertising great deal must still be trusted to luck. I am must be regarded as a mistake. A specific free to confess that in my own experience, article must be advertised, its particular some of the best results of my work have merits proclaimed and insisted upon, its name been due to happy accident, the result of mis- displayed as the most prominent feature of understanding my hastily written instructions the advertisement. And of course, for in this or the blunder of a printer unaccustomed to every advertiser's experience bears out the that particular line of composition, and I well-known dictum, such advertising must be assure you, dear reader, that whenever I continuous, persistent, and insistent. All pub- have seen the advantages of such accident licity is good and we use most kinds of it, I have been wise enough to “ O. K.” the for special purposes generally, such as cir- proof without a word of remonstrance for the culars, catalogues, signboards, etc., and each disregarded instructions. has its place, usually a supplementary one, We frequently hear the fact bewailed that but the first and most important medium the newspapers are no longer vehicles for the of advertising is the popular publications and dissemination of news, but that the news items 'newspapers, read by the millions in this are merely supplementary to pages of adver- country as nowhere else, and carrying the tising matter. Rest assured that this con- thing advertised into more minds than can be dition is in response to popular demand or it reached in any other way. would not exist. These advertisements con- GREAT SUCCESSES 2II 'Y V 1 stitute directories informing the reader just to show exactly what are the goods to be where certain goods can be procured, and the sold, and these cuts are always original and the best that can be made. The man of to-day has every moment of Dealing as I do with the heads of thirty- his time occupied; the woman of to-day is five departments, I make it a rule to convince not less busy, nor has she time to go from each one of them as soon as possible that I shop to shop, especially in the larger cities am here to help them sell their goods,, but, where distances are great, so the paper is being also required to make a monthly report referred to, a memorandum jotted down, a of the exact amount of space used by each visit quickly made and the goods ordered department and charge the expense to it, sent out, involving only a delay of, say, whenever the requirements of one of these fifteen minutes for a transaction that under heads seem to me to be excessive I go to him the old system of shopping would have taken and tell him just what it is costing him, a couple of hours. and ask if the price paid for the goods, the In speaking of advertising methods, the quantity he has to sell, and the profit he is respective merits of display type, cuts, locals, getting, will justify the use of the space he etc., I shall have to confine myself to theories desires. Sometimes the answer is in the principally. In an experience of about seven affirmative, often it causes a halt. . years, five of them have been very pleasantly When notified of a special purchase I go to spent in my present position as manager of the head of the department and ask " what the advertising department of one of the is the story.” Frequently I tell the public in largest department houses in the West. his exact words. There is always a reason, To assume that its increasing business is which purchasers like to know, why goods due to my advertisements would be the are offered at perhaps a third less than they supremity of egotism, while to acknowledge are advertised for elsewhere. I am fortunate that the advertising department had not in being employed by a house that allows no been a factor in accomplishing this result misrepresentation. would cause the reader to wonder what I am Then when the story is told, the goods here for at the expiration of half a decade. must be ready; exactly of the quality, exactly As a rule, the advertising manager can write in the quantity, and exactly at the price adver- only of theories, for, unfortunately, there is tised, for by such methods is the confidence usually a power behind the throne who has of the purchasing public won and held. his pet theories, and each head of a depart- Supplement these methods with polite ser- ment is pretty sure to have one differing from vice and prompt delivery in perfect condition all the rest. and there is no earthly reason why any busi- Skilfully used display type and cuts are ness conducted on these lines should not show great attractions, unskilfully used they add a gratifying increase at the end of each fiscal enormously to the advertising expense ac- year. count. I owe a large amount of my success to the work of one of the best artists in the country, and that his work is appreciated by my firm is proven by the fact that I have New York, N. Y., “Sapolio.” By Artemas never had a bill for his work questioned; but Ward, Manager. I use cuts only for three purposes, viz., to I ts advertisements are many and varied, attract attention to the entire advertisement, but perhaps the proverbs of Sapolio have been to draw attention to a special department, or as well received by the public as any other of 1 212 FOWLER'S PUBLICITY 1 its announcements. It is not easy to pro- in securing a dozen more. The three hun- duce and fully develop a good line of adver- dred mark was far ahead and work began in tising, and the preparation of these proverbs earnest.. was no exception to the rule. For six weeks proverbs and proverbial The Broadway stages were still running on literature were the chief of my diet through a that thoroughfare and an ingenious advertis- large part of the day, and the entire evening, ing agent sold me the space on top of the late into the night. Any little volumes which doors, before I fully realized that the stages I could find were slipped in my overcoat had been built in all sorts of sizes and that pocket to be marked as I rode in the cars or the spaces varied from three inches to one foot ferries, and it was strange reading that I did in depth, while the driver's foot-strap was at night, turning page after page of con- fastened to the door, sometimes in the center densed ideas, limited to one line and broken and sometimes at the side. Here was a with an abrupt change of thought in the next. pretty how-de-do. Evidently it was necessary The coarse saying, “ You cannot make a silk to produce a different sign for each space. purse out of a sow's ear” turned the mind "The contract covered all the stages on Broad back to the old New England days of child- way. The space was a valuable one, the hood when the pigpen was an object of real price considerable, and this necessity of paint- interest, and a few lines of other proverbs ing separate signs, bearing relation to the size would be carelessly passed over while the and to the location of that interfering strap, idea developed into the real intent of the prov- greatly enhanced the cost. My commercial erb and the mind was filled with the thought conscience was smitten. Was I wasting the of how many hogs traveled on railroad trains, good money of the Company? Would it be or spent their impertinent money abroad in possible to make that space pay? There are attempts to surprise better-mannered Euro- many forms of inspiration, and what inspired peans. Turning suddenly far other thoughts me in this case was the simple desire to turn would arrest the attention and send the mind an unprofitable transaction into a profitable traveling forward toward the ambitions of life, one. or back to the regrets and disappointments of If the signs were to be painted separately, the past. It seemed impossible, amid such I realized that different readings would be as diverting tendencies, to keep the main end cheap as uniform ones. I sought ideas that positively in view, and many a page had to be would make a series, connecting the entire read a second and a third time. number on some general principle. The T he proverbs of Solomon cover wide alphabet I had already used and it was not ground. The proverbs of Sapolio were long enough for this purpose. The idea of narrowed down to one subject, and it was using proverbs occurred to me and I set to this very narrowing that made the work diffi- work to see what could be done. I soon cult. Over four thousand pages of proverbs found that it was a case of " Drink deep or were carefully studied to select three hundred taste not the Pierian Spring.” Observing a suitable for my purpose. Every race and rule to which I have always adhered, I made every tongue was made tributary to the work. no use of Bible quotations, and the problems Missionaries and travelers in their first studies of Solomon were not touched. A collection in barbaric languages are attracted by the of several hundred wise sayings furnished proverbial expressions of the people because half a dozen suitable for my purpose. An of their force, their repetition, and their oft- evening spent at one of the public libraries times evident connection with the thought of resulted, by the time the doors were closed, their own home land. Few people would S GREAT SUCCESSES 213 1 people.” imagine that so many proverbs exist, but with sledge-hammer blows, and pays bright these were sought for in almost every lan- boys for their clever copy, but is too dull, him- guage under heaven - Egyptian and Abys- self, to know the difference in the character of sinian proverbs, the shrewd sayings of the the journals he uses or to measure the extent Chinese, — which show a wonderful com- of their circulations ? mercial instinct and a deep knowledge of the family relations and of home, - yes, even in languages rarely heard of, such as the Tamil and Icelandic. Students of ethnology find in way of England the proverbs of the different races the clearest proofs of their real characteristics, for these London, England. By Chevalier Cæsar Augustus are the shrewdest and yet most intimate ex- Barattoni, General American Passenger and pressions of their daily life. Judged by the Freight Agent. comparison of homely sayings, it will be “ The great art in writing advertisements is the finding found that all nations are of one kindred, ne bindeed out a proper method to catch the reader's eye."— Addison. out possessing common needs, common aspira- ADVERTISING is an older institution than tions, and seeking similar reliefs from toil most people believe; it is first mentioned in and labor. As my study of proverbs made the Holy Scriptures in the Book of Ruth, the world more familiar with Sapolio, the fourth chapter, fourth verse in the following musty volumes of the libraries were not words: — searched in vain. “And I thought to ADVERTISE thee, saying BUY I have told the story of the production of IT before the inhabitants and before the elders of my one of the most successful of my advertising P plans in order to show that it is hard work, Modern advertising is an art of itself and it rather than wit, that wins in this world, and has become one of the great necessities of that good advertisements are not created advanced civilization in all parts of the world. without honest effort. From the old time methods of posting hand It is not necessary to write a long article to written notices advertising the sale of farms, tell how advertising can be made to pay articles of food, and other commodities, outside Three principles underlie the proper founda- of the village drug store, and in more recent tion of such a campaign. First, prudence in years, on fences, rocks, and trees, the evolu- purchasing the space; second, care and tion has been such that to-day's advertisements cleverness in preparing the copy; third, are displayed in the best literary mediums of exactness in examining the character and the country, including daily and weekly circulation of the medium used. papers, magazines, theatre programmes, etc., These three points can be enlarged upon and not only is the wording catchy and accu- ad infinitum. Awful examples of the final rately edited, but in great many cases articles result can be shown where all the effort was advertised are illustrated in black and white thrown on prudent purchasing and the copy or in various colors, occupying sometimes a and the circulation allowed to take care of whole page of our great dailies or Sunday themselves. Equally terrible pictures can be newspapers. drawn of the young ad-smith, whose vanity Advertising by stereopticon, electricity, or leads him to neglect the prudence and exact- by artistic painted signs on boards both in ness because he is so pleased with the clever- cities and on line of railways, proves also to ness of what he has produced. And who does be one of the modern exigencies of com- not know Mr. Hard-fist, who buys his space merce. 214 FOWLER'S PUBLICITY In my several years' residence in this coun- announcement rather than an advertisement. try I have had occasion to do a great deal of We have not depended upon our advertising advertising for the London & North-Western to draw patronage, but rather on the recom- Railway Company which I have the honor to mendations of our patrons and patients. represent in North America, and my experi- As regards our health food business, we have ence has invariably proven that not all adver- not thought that our interests could be very tising mediums are adapted to my specialty, successfully promoted by advertising, for the viz., foreign travel. reason that with the exception of a few of the In my particular line of business success minor articles which we manufacture, such in advertising can only be attained by making as Caramel-Cereal, Granose, and some of our a careful selection of well circulated daily or newest products, our foods are of such a weekly newspapers and magazines, which are character that the public are not likely to be likely to reach the class of people whose means interested in them, until after they have been and station in life permit them to take periodi- educated respecting their value, and advertis- cal or occasional journeys abroad, inserting ing does not afford space for this. We find such advertisements or reading notices as will the employment of demonstrators who go appeal to their wants and point out to them from city to city a more satisfactory plan than new fields of travel. magazine or newspaper advertising, although In addition to newspaper publicity I have more expensive. also found that by issuing thousands of artistic, As regards the Sanitarium, we adhere illustrated pamphlets, maps, and quaint book- strictly to the requirements of the code of lets describing the scenery and setting forth medical ethics, and hence never advertise in the inducements offered by our line, contain- popular magazines or newspapers. ing also other valuable general information of use to travelers, that these are invariably kept and are fruitful of new and continued patron- age. Sydney, New South Wales, Australia, Seedsmen I think that Addison's words from “ Tatler” and Plant Merchants. which I have quoted at the head of this paper, Of course, the ideas about advertising are although written in A. D. 1710 when advertis- as numerous and varied as it is well possible ing was little known, serve admirably the pur- to conceive; we, however, content ourselves pose of the advertiser of to-day. I cannot by reducing them to three classes, viz: therefore render a better service than bid my First — Sensational, or blow, readers to follow his advice implicitly. Second — Full, truthful, and business-like, Third — Meagre, or too finely cut. Battle Creek Sanitarium First — Sensational or blow advertisements often have introduced into them a lot of buf- Battle Creek, Mich. By J. H. Kellogg, M. D., foonery, cuts of an immoral character, and Superintendent. other devices to attract attention. We, how- We have really not had as much experience ever, think that such advertisements often fail in advertising as you might think, especially in their object, and disgust the more respect- in newspaper advertising. able classes, particularly, for as a rule the We have never done anything in this line, quality of goods is overrated, so that people that is, not anything to speak of. often regard goods so advertised of inferior Our advertising has consisted simply of a quality. plain card issued in medical journals — an Second — Full, truthful, and business-like TT GREAT SUCCESSES 215 advertisements fairly, fully, and honestly de- whereas I understand that in America your scribe the matter placed before the public, cycling press is mainly intended for the pe- giving sufficient particulars to enable them to rusal of the retail dealers. The advertisements form a correct estimate of the matter, or thing, of cycles which appear in the American treated of. In such advertisements the public cycling press would never do in England, be- have confidence, and feel that they can trust cause they are nearly always addressed to the the advertiser. Of course, such advertise- agent or dealer, and seem devoted to impress- ments should be well-displayed, intelligently ing the dealer with the fact that he will make worded, and made attractive by adding a cut large profits by handling certain makes of representing the nature of the business adver- wheels. It seems never to occur to your ad- tised. vertisers that this announcement would inevit- And third, and lastly - Meagre, or too ably suggest to the individual buyer and rider finely cut advertisements, fail to attract the of a bicycle that he would be paying more attention of the public, from the fact that they than the proper price if he were to buy such do not sufficiently set out or describe the mat- wheels. Here in England we address our ter, or goods, sought to be brought under advertisements to the riding public, and such notice. Such advertisements are only glanced addresses cover the ground including the at, and passed over. There is an old adage, agents, because our agents are all riders, and 6Good wine needs no stirring.” So in adver- keen enough to see that an advertisement con- tising, it is possible that the mere mention of taining facts or arguments tending to make an article may be sufficient to rivet attention. people buy and ride certain wheels, are at the same time advertisements which appeal to the Cycle Components Manufacturing dealer or the prospective dealer in such wheels. I am a great believer in appropriate picto- Company rial borders, appropriate and dignified catch phrases, and occasional artistic illustrations Dunlop Pneumatic Tyre Company, London, Eng- depicting cycling in its pleasantest aspect. land, Bicycle Sundries. By A. J. Wilson, Man- One of my most successful forms of adver- ager. tisements is the Dunlop News, which I pub- In the cycle trade my object in wording lish about once in two months. Copies of this, advertisements is to impress the public with are distributed to cyclists all over the British the fact that Humber cycles, or Swift cycles, Isles. or Rover cycles, or Dunlop cycles (as the case may be) are the fastest, easiest, and most Charles E. Hires Company durable. It is difficult to keep saying this in different sets of words week after week; but Philadelphia, Penn., “Hires' Rootbeer.” By notwithstanding the difficulty I consider it of Charles E. Hires, President. great importance to keep on changing the CONTINUED and persistent effort is bound wording of my advertisements, and I very to bring success. seldom let the same advertisement run more In advertising I believe that Newspaper than two weeks consecutively. work, with perhaps an occasional exception, In England the chief part of cycle or tyre is by far the best and most profitable adver- advertising is done in the cycling press. tising. When I say this, it is with a big IF, Cycling experts and enthusiasts of every because when placing advertisements in degree read one or more of our cycling papers, Newspapers and Magazines promiscuously, which are written for the every-day rider, without regard to their circulation or clientage, STT S the cycling prente is by far the best s an occasional excer 216 FOWLER'S PUBLICITY XT it is a profligate waste of money. The first large, and my time too limited; but what I and most important step in advertising is to have said is what I believe to be the synopsis have your advertisements most carefully pre- and foundation of true advertising, and what pared, to say exactly what you want to I shall depend upon this year almost exclu- express, to say it in a way to attract the sively. attention of the public, and to say it in the least number of words possible that will be logical and convincing, so as to impress and create customers for the article advertised. New York, N. Y., Publishers, Booksellers, Sta- I believe also that an advertisement ought tioners, Importers, and News-Dealers. By to be changed every issue. I believe the Simon Brentano. reason of the large percentage of failures by THE advertising of books by retail mer- advertisers is the result of carelessly prepared chants, engaged in the business of retail book- and illy gotten up matter for the advertise- selling, is of very slight consequence compared ments. After you have prepared your adver- to retail advertisers in other lines of business. tisement or advertisements, (and I say this is The elementary reasons that cause retail the most important), the next important step booksellers to refrain from more extensive is to look about you, and see what mediums advertising are easily discerned. will best serve your purpose in reaching the In the first instance, the majority of pub- clientage you wish as customers. Not only lishers upon the issue of new books make this, but these mediums you select should be liberal announcements in the leading daily mediums whose circulation there would be no publications throughout the country, as well question about, not made up of gift or bonus as in the magazines and periodicals. This enterprise, but of bona fide paid circulation practice of book announcements on the part It is only in this way that an advertiser can of the publishers is a firmly rooted and recog- calculate upon a certain basis for his adver- nized method for publishers to make known tising expenditures bringing specific results. their books to the public. A new paper starting out for business with It is assumed by publishers that those a fictitious circulation, and the circulation of interested in such announcements will go to papers whose editors do not hesitate to make the nearest book stores, and make purchases false statements in regard to their Publication of books to which they have been attracted by are unknown factors, and are to be shunned, the publishers' advertising. because the results are unknown quantities, The second point I would emphasize is the and are sure to bring disappointment, and a fact that a retail bookseller is one of the few large waste of money. I therefore, consider merchants engaged in any business, who does the keynote of good advertising, not establish his own price for the goods First:- Well prepared matter, and pre- which he sells to his customer. In every pared by experts as far as possible. instance, associated with the announcement Second: - Frequent changes, if possible of the publishers, is indicated the price at every issue. which the book is supposed to be sold by the Third :- The adaptability of Newspapers bookseller, or at which it will be sent postpaid for the people to be reached, and an estab- to any address. To a large extent these ad- lished publication of truthful circulation. vertised prices are above those demanded by For want of time I will not attempt to go the retail bookseller, the practice of making into the other branch of advertising that a discount from the advertised price, being affords publicity, because I feel that it is too almost universal. 1 GREAT SUCCESSES 217 IT 0 TIY AQ TO These two factors, however, namely: those has been to adopt for a certain length of time of advertising, and having a price affixed to certain mediums and then change to others. such announcements have caused many book- For instance, after using newspaper work for sellers to think that advertising is superfluous. a length of time, we have cut that off and The majority of booksellers assume that taken up posting and have then gone into the book-buying public will purchase books, magazines. having in mind the advertising done by the We consider all first-class advertising good, publishers, and having its curiosity aroused and do not believe in cheap work of any by literary notices, and reviews, and will description, and think the best mediums the come to the book store most convenient. cheapest. As a matter of fact our experience demon- Of course, we, as well as all other adver- strates conclusively to us that retail book- tisers who manufacture different lines of sellers can advantageously advertise to the goods get in some mediums that do not pay exclusion of any and all advertising that is us at all. done by the publishers. We have found that in order to make adver- The immediate book-buying public will tising pay, it must be followed up closely respond to such announcements on the part with the very best kind of work, such as of retail booksellers, who advertise desirable solicitors, and salesmen wherever the goods books at fair prices. are advertised. The real function of the retail bookseller is In regard to newspapers, we do not think to keep constantly in stock a thoroughly well it pays to advertise in any section of country selected list of writers, appealing to an intelli- unless at the time you commence advertising gent class of readers. you have your agents placing goods in such The very purpose of the retail bookseller territory. to make such a selection from the stocks and new issues of the various publishers, and to assemble such a desirable stock is best served by timely announcements of books; and it is Boston, Mass., "Burnett's Flavoring Extracts." unquestionably the case that advertising done By Robert M. Burnett, President. by retail booksellers will stimulate and create We began advertising Burnett's Extracts new business, and will be profitable, if the forty-five years ago, when we began their advertising is done on correct lines, and if manufacture and sale. the stock of the bookseller is maintained at Our advertising may be divided into four that standard which is requisite in all lines methods : aiming at successful modern retailing. First — Representative and high-class mag- azines. Raworth, Schodde & Company Second - Leading publications, reaching the ladies of America. Chicago, I., Makers of "Wool Soap." By Third — Pamphlets, booklets. and other Edward M. Raworth. printed matter.' We find it almost impossible to approximate Fourth - The best daily papers in the closely as to what kind of advertising pays us larger cities. best. Advertising has paid us, for in no other We, of course, have been, and are now way could we prove to the people the quality large advertisers in newspapers, magazines, of our product and create a demand. posters, bulletin boards, etc., and our method Our success in business is due, first, to By >> II. 218 FOWLER'S PUBLICITY making the best extract we know how to lead people to expect more than they'll find make, and second, in telling people that we when they get to the store. had it, and where they could buy it. Our newspaper advertising is supplemented Our many years of advertising had con- by personal letters, catalogues, leaflets, and vinced us that it is as necessary to tell the circulars calling attention to the special de- people what a thing is, and where they can partments and wares. obtain it, as it is to make the thing in the first So much for outside the store. place. The merchant, if he is successful, must do We are continuous advertisers, although half his advertising within store doors; per- we occasionally cut our advertising appro- haps more. priation, and start up again within a few We aim to make all comers 6 feel at months. . home”; to inspire in them a sort of co-part- We believe in keeping our name, which is nership feeling ; to make the store their our trade-mark, before the public, and prom- store. inently displayed in good positions in the Visitors are not solicited to buy. They are Ine summ families. reception room is provided, toilet rooms, a check room for parcels and wraps, a place for Sibley, Lindsay & Curr purchasing stamps and mailing letters, a tea room where a light lunch or a substantial Rochester, N. Y., Dry Goods and Department dinner may be had at a moderate price. Store. By H. W. Bramley, Manager. Of course, there are special occasions, such To bring the store and its wares continually, as opening days, when we aim to make the and in a favorable light, before every possible store particularly attractive and summon to purchaser, is the object of our advertising. our aid flowers, plants, birds, music, etc. We have a city of 175,000 inhabitants, Reception Day afternoons, we usually serve surrounded by a prosperous farming com- a cup of chocolate and a wafer to the store munity and with scores of thriving villages. visitor. This territory is covered, to a great extent, by Our aim is to make the store at all times, a Rochester's four daily papers. There is place where a man or woman may spend five never an issue of any of these papers, on a minutes or as many hours pleasantly and week day, which does not contain our adver- profitably. This we believe is successful tisement. Today, it may be only a column; advertising. to-morrow, three columns, and next day, per- haps a whole page, as the case demands. John Lucas & Company We don't manufacture” advertising. In a store of this size, it is unnecessary. Philadelphia, Penn., Makers of Color, Paint, and From day to day, we give the store's news, · Varnish, Importers of French and German as clearly, as tersely, and as attractively as Plate Glass, and Manufacturers of Sheet and possible. It comes in just as naturally as the Plate Glass. By John Lucas. news of a day to the city editor. The adver- As to experience, we were educated in the tising manager is our editor. Every depart- old way of trying to lasso the whole herd at ment head is a reporter on his staff. one throw by naming everything we manu- In this way, we make the entire community factured or handled in every advertisement conversant with store “ doings." and on every label. Exaggeration is not permitted. We never Whether the change was due to those who LU GREAT SUCCESSES 219 1 set the example of originality in advertising, goods as a good many people are likely to or was borne of the fact that we found adver- need. This information about the store and tising, “ of that kind” did not pay, we have goods should be as truthful, forceful and no disposition to investigate. carry as much weight with newspaper readers Our present policy is to first have some- as would a personal letter bearing a front thing worth advertising, something that will rank firm's written signature. sustain all that we say about it, place it boldly before the public eye 66 all by itself" with brief descriptive matter, sufficient to explain its uses, and make the reader feel lonely with Sacramento, Cal., Real Estate and Insurance. out it, and then to associate our name with it TRUTHFUL publicity is the definition of equally as bold, so that thinking of the article successful real estate advertising. or the want suggests Lucas. Be truthful in your daily paper announce- ments and truthful in your statements and you business advertisements. will be in the path to success. Burke, FitzSimons, Hone & Com- Gus Lavenson pany Sacramento, Cal., Boots and Shoes. Rochester, N. Y., Dry Goods and Carpets. NEWSPAPER advertising, conscientiously, RETROSPECTION leads us to believe that judiciously, and persistently conducted is the there are dozens of elements tributary to suc- surest and shortest way to success for the cessful advertising. But to be brief we would average retail shoe business. say that chief of these are absolute store It should be continuous. Spasmodic ad- honesty and truthful narration of store doings vertising may have been a benefit in some few through the daily press. cases, but the best results can be obtained We think that advertising should begin with only by everlasting and persistent effort. store management. It must be judicious. This simple term Our ideal store is one whose cardinal prin- covers an expanse so broad that columns ciple is absolute honesty and whose reputation might be written concerning it without ex- is positively unassailable. hausting the subject. Write your advertise- To be known far and wide for fair dealing ments forcibly and entertainingly. Avoid the and honorable methods — to have a firm name loud and mouthy style as a thing of evil, yet that is a synonym of wholesome business in- at the same time guard against the too con- tegrity — is, we believe, advertising of the servative and ultra-dignified style that leaves highest order. an impression of old fogyism. But for creating lively, day-in-and-day-out The jewel of good advertising lies some- interest in a store we feel that the most potent where between these two extremes, and the contributor is liberal use of space in the daily most successful advertisement writer is he newspapers. who comes nearest to discovering its exact We know of no other method by which location. widespread publicity can be quickly obtained. Typographical display is also of great im- We therefore think that the enterprising portance. Over-display in shoe store adver- storekeeper should, to advertise successfully, tising is to be as carefully guarded against as publish daily descriptions and prices of such over-display in personal dress, both having a X 7 1 220 FOWLER'S PUBLICITY tendency to create a suspicion of insincerity. be laid, and to the article possessed of merit This does not preclude the use of attractive it will be certain that the bread cast upon the borders, however; on the contrary, these can- waters will be found not many days hence. not be too strongly recommended. Clear Our experience is that 20 times better results plain-faced type only should be used and not have been got from employing first class too great a variety of sizes in the same ad. media whose circulation could be relied upon, A striking headline in strong type and hav- than media the circulations of which were not ing some direct relation to the subject adver- obtainable or doubtful. tised is very efficacious. All of these things count for naught unless the announcement is thoroughly honest and sincere. No manner or amount of advertis- Sacramento, Cal., Maker of Men's Furnishing ing will be of permanent value unless backed Goods. By George W. Elkus. by store methods of enterprise and integrity. SUCCESSFUL advertising is the utilization of Advertising should be a reflection of store the best means of bringing before that portion methods and doings, and can never be success- of the people you wish to reach the idea to be ful unless they are such as will bear the strong conveyed, and in such shape as will cause a light of publicity. favorable impression to be indelibly written on their minds. A. & R. Scott, Limited It is a bringing of something before the public in its best possible light without mis- Glasgow, Scotland, Makers of “Scott's Midlothian representation. Oat Flour, Biscuits, and Improved Oat Cakes.” Successful advertising is done in many By John Lauder, Managing Director. ways, and no set of rules can govern it. To solve the problem of How to make certain style of advertising might be very advertising pay” is puzzling, as in advertising successful for one purpose, or to reach a cer- the truth of the saying " What is one man's tain class, whereas it would be utterly useless medicine is another man's poison,” is most for another, hence the employment of an er- fully demonstrated. Still there are broad pert in advertising is as a rule profitable be- principles which may guide all. In the first cause he will save more than his services in place:- Have a genuine article possessed of avoiding a waste of money, will see where merit; and secondly, employ only the best advertising will do good, and with something media for bringing it before the consumers. of merit to advertise he will do successful ad- The most helpful way to ascertain the re- vertising. sult is by a regular abstract statement of the Advertising is like a machine, for the suc- media employed and the amount spent in cessful running of which every part must be advertising, likewise showing the percentage true and work harmoniously. of advertising to sales. After the first year Successful advertising in the retail business this will give the best idea as to the advertis- is in two forms, viz: through publicity in ing media to be continued, whether daily newspapers, etc., and house impression. weekly, monthly, — posters, or whatever They must both be right or no successful means may previously have been used. advertising can be accomplished, for instance, To advertisers spending only a moderate engage the most successful writer of ads. amount annually the best way is to localize to do your advertising, and he will bring the advertising. Let it be thoroughly done people to your store, but if your show windows and in such a way that a sure foundation may are poorly dressed, if your stock has a “ back GREAT SUCCESSES 22 1 number” look, if your clerks are impolite, if, gained the public for us. This advertising to make a long story short, the 6 house end” succeeded in making trade for us, also of the advertising is not attended to, success- brought our line to the notice of dealers, who ful advertising cannot be accomplished. by 'force of inquiry from their customers, found it necessary to handle our goods. Jaros Hygienic Underwear Com- In conclusion, we beg to say, that it is all important to be properly guided in advertising, pany and to map out a systematic policy followed out under able direction. New York, N. Y. By Isidore Jaros, Vice Presi- A specialist, therefore, for this department dent and Treasurer. is all important, and as experience has In view of the many exhaustive treaties on proven: 6. The best is always the cheapest.” the technical value of advertising, it would be a faint effort on my part to give more than a Antlers Hotel simple experience of the good results attend- ing my attempts at making the existence of Colorado Springs, Colo. By E. Barnett, Pro- the “ Jaros Hygienic Underwear” known to prietor. the world. THE advertising of a hotel in a resort city My first success to gain the recognition of like Colorado Springs is in my opinion a physicians, was by means of medical journals, special proposition, and I doubt if general selecting the best ones published by recog- rules will apply. nized publishers and under the editorship of The patronage of The Antlers is made up renowned scientists. This brought me in con- of three classes : tact with many of the leading physicians, and First, invalids who come to Colorado after gaining recognition and endorsementSprings attracted by its remedial climate, and the “Jaros Hygienic Underwear” being generally through the advice of their physician. recognized as scientific and of great value in Second, tourists, who come at all seasons, the treatment of certain diseases, as well as but particularly during the Summer, and for a general protector, I then sought advertising whom the attractions are the great scenic to the general public through recognized features of the Pike's Peak region and the mediums, and on a very much broader scale. delightful all-year-round climate. The kind of advertising, as well as the Third, — the general traveler for business or selection of mediums being all important, I pleasure. did not hesitate to entrust this to an expert to In general, I have regarded the indirect bring out special features in wording and method as the most effective for advertising character of display. The Antlers. Manifestly, we could not expect I attribute much of the success that we have to attract the invalid or the tourist from the had in further establishing a general knowl- East or Europe by the simple setting forth of edge of our underwear to the catching brief the excellence of the hotel, however notable wordings of our notices, arranged and worded this might be. The preëminent attractions of by this expert. the region, scenic and climatic, must be made Our printed matter which was an adjunct known; and to do this in an effective manner to this advertising, undoubtedly formed the requires the concerted efforts of the various conclusive factor of this work, that is : the interests dependent for their prosperity upon advertising brought us before the public, and the tourist and invalid travel. Recognizing our further printed matter with endorsements this we some years ago organized a Chamber 1 X 222 FOWLER’S PUBLICITY of Commerce which was charged in particular together with the usual array of illustrations with the carrying on of this work. of office, drawing room, bridal chamber, This institution has persistently and effec- dining room, kitchen, and the rest, our little tively advertised Colorado Springs and the book is devoted to the description and illustra- Pike's Peak region together with all its tion of the great scenic features which have various interests and attractions, and has done made the Pike's Peak region famous through- this broadly and impartially and quite inde- out the world. Incidentally we add that The pendent of the support which any particular Antlers is the foremost hotel of the Rocky interest or institution might render. It has Mountain region, and we give an idea of it compiled and distributed medical pamphlets by an illustration or two. appealing to the physician. It has published The theory is that if the reader can be in- and sold at cost elaborately illustrated books duced to come to Colorado Springs, The designed to attract the tourist and pleasure Antlers will stand a very good chance of seeker. It has seen to it that visiting news- securing his patronage. This idea is carried paper correspondents had every facility out in practically all my advertising, and I afforded them for obtaining an adequate idea must believe it to be a true one as applied to of the attractions and advantages of the city a resort hotel.. and region. It has advertised judiciously, There is another point bearing upon the generally in the higher class mediums. It advertising of The Antlers to which I should has carefully replied to all letters of inquiry, allude. From the beginning Colorado whether addressed to the Chamber, or to the Springs has been quite well known abroad, postmaster, to city officials, or to public insti- and particularly in England, largely because tutions generally. It has labored to bring a great deal of the capital for the building of conventions and other large gatherings to the the Denver & Rio Grande Railway, for the city, and has contributed to the entertainment development of Colorado Springs and Man- from time to time of notable and important itou, and for the earlier development enter- visitors. In general it has labored for the prises in Central and Southern Colorado business interests of the city, and has en- came from England and Holland. English deavored in all proper ways to spread abroad and continental visitors to the United States its name and fame. have almost invariably included Colorado I have regarded this as the most effective Springs in their itinerary, as have also the advertising that could be done for the city large number of travelers back and forth and region, and consequently for The between India, Australia, and other of the Antlers, and hence have devoted to the sup- Colonies. This cosmopolitan stream that has port of this work the larger share of my flowed through Colorado Springs has afforded advertisement appropriation. splendid opportunities for the advertising The most important thing is to make known both of the city and The Antlers. Attractive to the country the preëminent advantages and literature placed in the hands of these visitors attractions of Colorado Springs and the Pike's is carried literally to the ends of the earth, Peak region; and in proportion as this is and what is most important, to all the great successfully accomplished I may reasonably health resorts both of this country and Europe. expect The Antlers to prosper. The result is seen in the constantly increasing This indirect method I have followed in number of foreign visitors to Colorado practically all my advertising. Instead of Springs, and of late in the large interest making the hotel the principal feature, with which foreigners have taken in the gold tiresome descriptions which nobody reads, development at Cripple Creek. Y GREAT SUCCESSES 223 ITY Y Of advertising mediums, those of the Any merchant can successfully edit the highest class have proportionately the greatest work of the best business writer on earth — if value for a proposition such as The Antlers. the merchant is a success and is honest. If I believe in a liberal patronage of publications he lacks either requisite he is bound to bring issued by the railroads. the writer to grief. In store advertising success seems to de- Nebraska Clothing Company pend upon driving a double team — bargains and new goods. They are equally hard to Kansas City, Mo. By F. J. Taggart, Manager. handle. It requires the tact born of honest I SELDOM expect returns next day, or even purpose and plausibility — I like the word at once in a week, but rather look for steady - logic” better. First time I tried to push trade. I try and get a man to become ad- bargain goods in my own store, the woman I dicted to the habit of looking for our adver- was waiting upon said, " My husband is a tisement daily, so that he becomes saturated butcher. He has sold meat at less than cost with the idea that when he says "clothing," for fifteen years, and still has kept his family. it becomes natural for him to say “ Nebraska You talk as he does.” God bless that woman! Clothing,” and the same way with hat, “ Ne- I never would have been an entire success braska Hat” — and the same with shoes, without that knock-down. And still, I had “ Nebraska Shoes.” In fact I don't believe told her nothing but the truth. I had told advertising can build a business nowadays the truth poorly. I may blunder once in a unless it iş backed up by facts and values. while, but I have since handled many bar- gains successfully, thanks to that lesson. John Wanamaker New goods? Make the reader anxious to see them ; don't appear over-anxious to sell. Philadelphia, Penn., Dry Goods and Department And yet, I wouldn't give much for the store Store. By A. A. Christian, Manager. that gets above its business. I believe in neat EIGHTEEN years behind store counters and signs and price cards and demonstrations, and in newspaper offices — all in the country where above all in interested and interesting sales- one has to do all parts of the work — led me people. A store, not a museum, though the to try selling goods by telling of them in the more a store because bright and interesting to newspapers — and I succeeded. the visitor. That means displays of goods, · My first advertising, during the eighteen exhibits — anything that will attract the classes years' apprenticeship, was for a store I had of people the merchant is best prepared to an interest in, and I made the advertising supply with goods. readable. In fact, the village preacher's wife It is reasonable that a store's advertising said she read it before she read the marriages should be in keeping with it - attractive, and deaths. The preacher read it, too. I typographically as well as in wording. A have ever since written to women, or in such merchant's good sense is better than any a way that woman — Nature's logician – printer's experiments. Very good advertis- should believe me. Next, I advertised a sale ing matter has been spoiled by over-display of lots in my town — just in the same com- and ornamentation. The advertiser who is a mon-sense way—and the sales during a three merchant, or at least a successful salesman, is hours' auction footed up $56,000. The adver- most certain of success. tising cost $1,200. I can't advertise a business This is not orthodox, according to the ex- unless I live with it. I have few theories and pounders of the new science — so you may am not a doctrinaire. not care to print it. YIL 224 FOWLER'S PUBLICITY ce 1 John Breuner During the past year the Association has purchased its advertising precisely as it has Sacramento, Cal. Furniture, Carpets, and Draperies. bought its coal or stationery. It has ordered In brief, we believe advertising to be suc- what it wanted of each, no more and no less, cessful must connect the seller with a possible and has promptly paid for it. customer. The reputable newspapers of the land are When it has done this, it has done all that conducted upon broad and high lines by men should be expected of it. of integrity, and the supposition that their The goods, the price, and the salesman opinions are purchasable either by fear or should do the rest. favor is about as accurate as the statement that all lawyers, members of a profession to Mutual Reserve Fund Life Associ- which I claim still to belong, are necessarily dishonest. ation This Association must acknowledge that its great progress and success, that in fact what New York, N. Y. By F. A. Burnham, President. it is to-day, is in a very considerable degree ANY enterprise that depends for its success due to the press of the country, and I am, upon the confidence of the public in its stability therefore, a firm believer in the obligation and integrity must in a very great measure which rests upon this and other similar in- rely upon the newspapers, which in these stitutions to support, within proper limit of ex- days are the practical formulators or modern penditure, the public press. directors of public opinion. And I say to the journalists that I care not Before assuming the duties of my present how sharp your criticism may be, provided it office it had been suggested to me from various is honest. sources that in the distribution of the advertis. No greater service can be rendered any ing patronage of this Association I should enterprise which seeks public patronage than find myself beset with importunities for orders fair criticism of its plans and methods, for if for advertisements, to which I should of ne- those plans and methods are correct, are cessity to a considerable extent be compelled worthy of the patronage they seek, their to yield because of the possible harm that merits and benefits will be emphasized to the might result from refusal. public by fair criticism to an extent that I must confess that while not giving these columns of laudation could not produce. suggestions credence, I approached the sub- ject with some degree of anxiety. Chatham Bank It is a pleasure, as well as a public duty, to here record that the suggestions were utterly Savannah, Ga. By Robert F. Burdell, Cashier. without foundation. In our 'line of business, advertising and its Without exception during the past year the results are entirely problematical. My expe- reputable -newspapers of this country have. rience has proven that personal acquaintance been eminently fair in their treatment of the with the constituents and clients of the Bank, system of life insurance which this Associa- carries more weight than printer's ink, it is, tion represents, of the Association itself, and of necessity, the initiative of any scheme of of its present administration. advertising, in our business. General reputa- I say this having in mind especially those tion for integrity, reliability, personal magnet- journals that are supposed to be the advocates ism, broad acquaintance, general promptness, of other systems. and attention to business, in its minutest detail, CY GREAT SUCCESSES 225 TO . secures that public confidence, which is essen- to do in one year the work, and to achieve in tial to successful banking; at the same time a one year the results, which formerly occupied reasonable amount of prominence in the bank- and rewarded a lifetime. ing fraternity, is always desirable. Without publicity, great businesses are im- - Advertisements when made should be pointed possible; all businesses would be local. Type and striking. The common place advertise- and publicity go hand in hand. Type has ment commands no attention. In the banking superseded the bell-man. Without type, busi- journals or other periodicals,the advertisement, ness would be in the condition it was in when if inserted, should carry with it all the promi- the bell-man did a community's advertising. nence that can be given, otherwise, it is gen- It is impossible to over-rate the influence of erally worthless. Type on every person and on every enter- Our experience in banking advertisement prise. leads us to believe that where parties have The invention of movable Type and the been corresponding for many years with each consequent dissemination of knowledge, gave other satisfactorily, that no advertisement will permanence to civilization. Before that in- deflect their trade, unless some special induce- vention, civilizations arose, declined and dis- ment is offered. appeared, and the records descend to us by We believe however, that if advertisers in merest accident. Because type was unknown such periodicals would reciprocate with their the arts and literature of classic times were co-advertisers, that much good would be handed down to us in fragments. What has achieved. been preserved is great, but who can estimate I fear that I have not given you much advice the grandeur or the value of what has been on this subject, as I am not in my own mind lost? exactly satisfied as to how we made advertis- Movable type has made the world's progress ing pay. cumulative. What becomes known cannot be lost. What is known becomes known to American Type Founders’ Company everybody. This then is our business: to be the princi- New York, N. Y. By H. L. Bullen, Advertising pal manufacturers of a powerful and benefi- Manager. cent utility. Those who make machines to : THE principal vehicle of communication be- clothe the body, or artillery to destroy it, tween the advertiser and the public is Type. rank below the type founders, as it is better to Type is to the advertisement what powder clothe the mind than the body, to preserve the is to the cannon ball. The advertisement may vital forces of civilization than to destroy. be pointed in argument, solid in facts, and symmetrical in expression, and yet it will not We make this utility; who uses it? Every- hit the public eye if projected in type that lacks body, for every purpose ! but commerce last of energy. all. I do not know when the first advertisement The art of advertising is a new art. was set in type, but that advertisement was The type founder who made type first for the seed from which all colossal, world-wide bookmakers now creates type fashions for businesses developed; it made them possible. advertisers. That advertisement unlocked the gates of The type founder who a few years ago commerce, and gave impetus to business; and produced a new design a year, now produces that impetus, gathering in force year by year, a new style a month. has put it within the power of a business man Advertisers clamor for change, for novelty, TY TIT Y I 226 FOWLER'S PUBLICITY for individuality, for attracting qualities in great business organization has a more in- type, and the type founder has successfully teresting history than the American Type responded. Here is your weapon, can you Founders' Company. Its foundries are the use it? oldest established in America - one has The advertiser must study type. The entered upon its second century, others have necessity for such study is made imperative by existed half a century or more. The Mac- the rapidly increasing host of those who crowd Kellar, Smith's & Jordan Foundry, The the public prints and strive therein by all sorts Dickinson Foundry, and the Central Type of cunning devices to gain an audience by Foundry, chief amongst its manufacturing means of voiceless Type. foundries, are the leading foundries of the It requires a high degree of skill or educa- world, and have each done more as separate or intuition to set forth purse-opening concerns than any foundry in Europe to propositions in Type which will attract and advance the art of type making in recent rivet the reader's attention among hundreds times. of competing advertisements. When these foundries became merged into The type founders' specimen book is des- one company and their several artists, critics, tined to be the chief work of reference — the cutters, and type founders became of one principal encyclopædia — of the advertise- family, with mutual interests, under one ment constructors. control, conferring together, aiding each other by suggestions and criticism, the results For the last twenty years, the type foundries were magical. Each and all surpassed their of the United States have outclassed the type former efforts; with greater opportunities founders of all other countries in the origi- came greater originality, swifter production, nality of their type designs, and American and better art. Each expert works on those type is largely used abroad, while the foreign lines which best suit his individuality. Thus product finds no sale in the United States. it came about that while the mechanical The fashions in type are now originated processes of the American Type Founders' and established by an organization of expert Company were greatly improved, still greater artists, critics, cutters and type founders progress has been made in developing art in operating the most famous type foundries in type designs. The American Type Founders' the United States, and known collectively as Company has Prestige, Power and Progres- the American Type Founders' Company. siveness. It is a successful business.. Sepa- This Company has catered successfully to the rately, its foundries were as ordinary schools; varied requirements of advertisers, and as a collectively they have developed into a veri- result all the prominent magazines and daily table University of the art of Type Making. and weekly papers are set up in type made by it. Some of its successes are recognizable The acknowledged leadership in the design by name to almost all who have to do with and manufacture of Type is the first factor of advertising, few of whom will acknowledge the success of the American Type Founders' themselves unacquainted with such type styles Company. as De Vinne in its several variations, Jenson The second is its distributing organization, Old Style, Columbus, Florentine Old Style, which covers the world. It has Branches in Bradley, Ronaldson, Satanick, Lippincott, Boston, New York, Philadelphia, Baltimore, and Livermore. Pittsburgh, Buffalo, Cleveland, Cincinnati, With a product which derives its greatest Chicago, Milwaukee, St. Louis, Kansas City, value from the design of lettering artists, no Minneapolis, Omaha, Denver, Portland, San . GREAT SUCCESSES 227 Francisco, and agencies in Toronto, Montreal, to those engaged in the cycle trade. The Dallas, Atlanta ; London, Melbourne, Sydney, cycle business represents a growth of about Adelaide. twenty years, and during that time, greater The third factor, is its system of advertis- strides have been made in connection with ing. Its specimen books are works of art, this business than in almost any other line. displaying attractively the various designs of For some time the mere opening of a store in type, borders and ornaments. These are which cycles were for sale was sufficient to placed in the hands of every printer. Its insure success, but to-day a man who aspires rapid succession of novelties are presented to to establish a permanent paying cycle busi- its customers in the most attractive styles of ness, will take great care in laying his foun- printing; they not only display the type or dation, and in order to prepare a sound base borders and state their prices, but also suggest on which to build a structure that will exist the uses to which they can be put by the for years, it is necessary to advertise properly. printer. Such specimens are sent not only to It is a wise man who knows when and where the printer, but also to those whose work is to spend his money, but one thing is certain, expressed in type, and who may therefore be the name of the machine that he represents expected to influence the purchase of type. must at all hazards be brought prominently These specimens are sought by writers of before the public; and mediums for this pur- advertisements, by merchants who understand pose should be selected that have a wide cir- the desirability of having their advertisements culation among the class of people that it is set in distinctive styles of type, or with desired to reach. A mere combination of borders dissimilar to those used on the publi- words amount to little or nothing, but when cation in which they buy space, and by pub- each and every word brings forth an idea of 1 of retaining and increasing their clientage of handled, or as to methods of doing business, advertisers is to properly display the adver- then an impression is made upon the reader, tisements of their customers. The Company and what you desire to have accomplished is a liberal advertiser in all trade journals has been achieved. appealing to printers, publishers and adver- If just starting in business, it is not neces- tisers. As its product is the common vehicle sary to spend an entire year's receipts in of publicity, it favors discussion, study, com- advertising, for often a few words in a limited parison, criticism, and progress in all matters space, well put, produce better results. As relating to typography. It advertises directly trade increases, so should the space for adver- to a comparatively small class, but indirectly tising - it can be paid for better, and the those who build up great businesses with the business. If not able to write the advertise- aid of advertising. ments that please, some one who writes ads., as a profession, should be called into service. Metropolitan Bicycling Company A poorly written ad. may attract attention, but it will hardly carry confidence with it, and the New York, N. Y. Teaching, Riding, Renting, whole super-structure of business is built on Selling. By M. L. Bridgman, Secretary and what that one word “ confidence” implies. It Treasurer. is not well to think that because the bicycle In these days of rush, bustle, hurry, and business is not particularly active the year hustle, all the people in the world are trying round, that advertising should be confined to a to make money. Especially does this apply few months. Constant dropping wears a stone. 228 FOWLER'S PUBLICITY SS. S VVU Constant legitimate advertising is sure to of the management to employés should not be develop business. Advertise facts, for in this lost sight of, as an employé outside of business way only is a good reputation acquired, and hours, wields an influence among his or her honesty in everything is the key to success. personal friends that is well worthy of con- In building the cycle business, great care sideration, and unless an employer is cour- and discrimination should be used in choosing teous to those who for the time being happen employés. Above all things, they should be to be under his control, he can hardly expect polite and attentive to details. A little courtesy that an employé will be courteous even to extended to customers from time to time, has customers. Years ago, the writer happened a tendency to retain their trade, and a well to be in the employ of a man who was univer- satisfied customer is the best advertisement sally polite and courteous to all those with that can be had. whom he came in contact, and one day this A thoroughly competent man should at all man was asked the reason for this. In reply times be kept in attendance to look after he said, “I have been in business a great bicycles that are sold, adjust them in every many years and seen the ups and downs of way to suit the requirements of the customer business life, and I realize that notwithstand- and be generally agreeable. Great care should ing the fact that to-day you happen to be in be used in seeing that every one who buys a my employ, five years from now, our positions bicycle has it fitted to their particular re- may be reversed, and if that condition of things quirements. It takes time, and by some, it is ever exists, I shall expect the same courtesy considered a thankless task, but returns with and consideration from you that I have en- interest will come from it in the long run. deavored to show toward you.” You can rest Salesrooms should not be overcrowded with assured that employers actuated by principles bicycles all of the same style and finish. If such as these, will never be in a position to space warrants, a sample of each machine ask favors of those who have ever been in with different heights of frames should be their employ. Please bear this in mind, my shown, and see to it that these samples are friends, those of you who are attempting to kept in perfect order and as clean as the most build up a cycle business, and govern your- fastidious may desire. Courtesy on the part selves accordingly. 53 216 | R. R:........ Special Index 224 227 51 ...... IQ6 51 (This index refers only to depart- ment of “Great Successes.” The regular comprehensive index of the book directly follows the contents in the front part of the book.) Brentano, Simon............. Breuner, John ......... Bridgman, M. L............ Brinsmead & Sons, John.... Brinsmead Piano Works.... Broadway Central Hotel..... Brooks, Reuben ........ Brown Shoe Co., .... Bruck, Max..... Bryson, Graham & Co.... Bullard, Ellsworth F..... Bullen, H. L.......... Burdell, Robert F..... Burdick, J. W.... Burgess, S. A......... Burke, FitzSimons & Hone.. Burnett, Alexander... Burnett Co., Joseph.. Burnett, Robert M...... Burnham, F. A.......... Burpee & Co., W. Atlee. Burpee, W. Atlee........... Burton, H. J..... 106 III 194 136 174 55 225 224 199 155 in NRN o 83 194 168 193 175 78 119 205 Baker, L. E.. Bannard, H. C.. 54 Barattoni, Chevalier Cæsar Augustus .................. 213 Barnaby Co., J. B........... 197 Barnard, Sumner & Putnam Co...... 153 Barnett, E............... 221 Barratt, Thomas J......... 45 Barr Dry Goods Co., William 210 Battle Creek Sanitarium ...... 214 Beardsley's Sons, J. W. ... 138 Beeman Chemical Co. 181 Beeman, E. E...... 181 Bell Co., William G.. 140 Bell, William G... 140 Bent, George P..... 203 Berkeley School.... 186 Rest & Co......... 72 Biardot, 0...... 201 Bishop, H. H.. Bishop of Georgia ......... Bitting, Rev. Dr. W. C... Blaine, J. E........ Blakely, Andrew R... 163 Bliss & Co., L. C............. 141 Bloomingdale Bros..... Boston Woven Hose & Rub- ber Co.......... 130 Bouchet, A............... Bowe, John C........... Brainerd & Armstrong Co. Bramley, H. W.............. 218 1 Brentano's ................ 216 219 59 217 217 224 IOI Chicago, Milwaukee & St. Paul ........ 55. Chicago National Bank of the Republic... Chicago, Rock Island & Pa- cific R. R.. ........ ..... 106 Chickering & Sons........... 141 Christian, A. A....... 223 Cleveland Baking Powder Co. 142 Cleveland, Cincinnati, Chicago & St. Louis R. R...... 66 Clough, Charles H... ... Cluett, Coon & Co... 58 Coates House ... 173 Coates, j. L........... 173 Collins, Dr. C. S...... 119 Conwell, Rev. Dr. Russell H. 72 Cook & Son, Thomas....... 53 Cordova Hotel..... 175 Crosby, T. W......... 171 Crosby, W. L.......... 208 Cudahy Pharmaceutical Co. 143 Curley & Brother, J..... 188 Curtis, E. P........ 201 Curtis, G. S....... 107 Cycle Components Mfg. Co.. Daniels, George H.......... IOS Davidson, Frank A.......... Davidson, James.... ....... Davidson Mfg. Co., Thomas.. Davidson Rubber Co......... Day & Martin ................ 117 117 ... 144 225 IOI 205 80 Abram & Straus....... Abrams, C. B................ Aeolian Co.......... Alcazar Hotel......... American Cereal Co...... American Hair-Cloth Co..... American Pin Co..... American Type Founders' Company ...... American Writing MachineCo. American Wringer Co........ Amory, John J.... Andrew, R. B...... Antlers Hotel...... ..... Appel Clothing Co..... Armour Institute of Technol- ogy ........................ Armstrong, B. A..... Asbury-Paine Mfg. Co....... Au Bon Marche..... Ayers, Charles H...... ܬ ܚ 98 Sn 95 221 62 ... ... 52 701 86 California Furniture Mfg Canada Atlantic R. R...... Carpenter, J. M...... Carson, Pirie, Scott & Co..... Catesby & Son, E.... Catesby, William E..... Chatham Bank........ Chesebrough Mfg. Co........ Chesebrough, Robert A....... | Chicago Great Western R. R. Catesbyra Ballkving. CA 109 109 annuo 68 108 74 198 198 224 110 ITO R . I I 42 cai, J... GREAT SUCCESSES 229 Rouss, Charles Broadway.... Royal Palm Hotel.... Royal Poinciana Hotel.. Ruggles, (. W...... Russia Cement Co.... .... 52 175 175. 215 202 202 135 C 125 87 112 105 143 62 193 176 82 Deering Harvester Co........ Delaware & Hudson Canal R. R...................... Denver & Rio Grande R. R.. Denver Dry Goods Co....... Derby Desk Co.............. De Young, E. F........ Dickinson, Dr. A. E......... Dickinson, Charles E.... Dillon, Conard C....... Dixon Crucible Co., Joseph.. Dodd & Co., Chas. H.... Doliber-Goodale Co.... Doliber, Thomas....... Dorflinger & Sons, C... Dorflinger, William F..., Douglass, W. S......... Driggs, George A.... Dryden, John F. ....... Dunnels, Rev. A. Frederic... Dunlop Pneumatic Tyre Co.. 69 220 106 73 214 09 98 селол 50 118 210 04 63 109 91 149 x6r 206 128 169 221 131 67 173 73 Earl & Wilson............... Eastern R. R. of Minnesota ... Eastman Business College.... Eastman Kodak Co.... Eddy Co., E. B.... Eisenlord, W. D....... Elkus Co., L... Elkus, George W... Estey, Hon. Julius J... Estey Organ Co..... Evansville National Bank... Sandlass, L. A............. Saul, Julius. ..... Scott, A. & R............. Sebastian, Jno............ Shepard & Co.......... Shepherd & Son, P. L. C... Shuman & Co., A......... Shuman, Hon. A......... Shuman, R. Roy ........ Sibley, Lindsay' & Curr.. Siegel, Cooper & Co.... Simpson Co., R., Ltd.. Slack, Charles H..... Small, C. F. ....... Smith & Anthony Co.... Smith & Murray ......... Smith, C. J........ Snyder, Charles M.... Spalding & Bros., A..G. Spalding, J. W..... Spencer, George Frink..... Stalker, G. W........ Standard Mfg. Co......... Starin, John H.... Stariu Transportation Lines Stearns & Co., E. C... St. Charles Hotel...... Stollwerck Brothers... Stollwerck, Gebr....... Sterling Cycle Works...... Stevenson, John F...... Stewart, Howe & May Co.. Storrs, Rey. Dr. R. S. Studebaker Bros. Mfg. Studebaker, Clem..... Surety Shoe Store.... Suydam, F. D...., Swart, W. C....., Swift & Co...... Syracuse Cycle Co..... 77 220 197 acomwa 49 20 108 51 53 ŠI 79 163 163 163 ...:• 113 172 107 67 : 55 136 : 55 163 : 64 94 Fairbank Co., N. K. Fenton, W. T.... Ferris, Henry.... Fitton & Sons, S,.... Flint, George H........ Florida East Coast Hotel Sys- tem ................ Forbes & Wallace.......... Ford, Simeon...... Formhals, O. G.... Foster, C. H. W..... Fowler Cycle Mfg. C Fowler, Frank T...... Fowler, William V...... Franco-American Food Co... Franklin Mills Co............ Frink, I. P.......... Frost Co., George.. Frost, George A..... 104 100 170 141 104 114 60 Heywood, Frank E.......... 108 1 Milburn Wagon Co........... ••••.-... 104 Hires, Charles E. .......... 215 Monarch Cycle Mfg. Co...... 171 Hires Co., Charles E.... Moncur, George A.......... 129 Hobron Drug Co......... Montana Central R. R....... 195 Hobron, T. W............... Morgan Sons' Co., Enoch.... 211 Hockemeyer, William A...... Morris, Feild, Rogers Co..... Hollister, Helen. ........... 158 Morse & Rogers..... ... 203, Holmes & Edwards Silver Co. 118 Morse Bros......... .,.., 82 Hook & Hastings Co.. Morse, Daniel P....... .. 210 Hooper, S. K. .... 181 Morse, Hon. Elijah A........ Hopkins, Claude C......... 114 Moses, E. C. ............ un Horne & Co., Joseph...... 164 Mower, E. B..... 78 Howard, W. A........ 174 Mullen, J. Frank ........... Hussey & Co., E. J........ 189 Murphy, Hon. Franklin ...... 120 Hygeia Hotel.............. Murphy Varnish Co........ 120 Mutual Reserve Fund Life 1. Association ................ 224 International Fur Store...... National Bank of the Repub- James, Elizabeth Beverly. .. 210 lic .... ......... 1gb Jaros Hygienic Underwear Co. 221 National Union Bank........ 52 tros, Isadore................ Nebraska Clothing Co........ 223 Jaros, J. N.................. Nelson, Right Reverend C, K. Jay, P. S.................... 109 New Coates House.......... Johnston & Co., J. H..... 150 New England Conservatory Johnston, J. H... ....... 150 of Music.................. Johnston & Co., William G... 155 New Haven Steamboat Co.. 1ος Jones, Charles F..... New St. Charles Hotel........ 163 Jones, Gen’l Edward F....... New York Central & Hudson Jones, L. B.................. River R. R................ Jones, S C.......... New York Military Academy. 146 Jordan, Marsh & Co..... New York Union Bank...... 52 Juhring, John C........... .... 145 Oehm's Acme Hall........... Kellogg, Dr. J. H... 214 Old Colony Steamboat Co..., 56 Keystone Watch Case Co..... 167 Old Dominion Steamship Co. Kilmer, Frederick M......... 112 Old National Bank of Evans- Kittredge, A. O. .... 207 ville ... .. .......... 59 Knickerbocker Trust Co...... 56 Olds, Edward A............ 112 Knott, C. B......... 175 Ormond Hotel ........ ...... 175 Koppel, Arthur...... Pach Brothers ............ 148 Ladd & Coffin..... Pach, Gotthelf...... 148 Ladd, Rev. Dr. Henry M.... Pacific Coast Line......... 195 Lauder, John........ 220 Packard's Business College... 179 Lavenson, Gus.......... 219 Packard, S. S...... 179 Le Bihan & Co., Charles.. Packer Mfg. Co.... 112 Le Bihan, Charles ............ 60 Paige, John C.......... 154 Lee, Charles S............... 174 Paine, G. H..... Leggett & Co., Francis H.... 145 Palm Beach Inn-by-the-Sea Lehigh Valley R. R. ..... 174 Hotel .......... 175 Leipziger, Nathaniel...... 83 Palmer, A. M....... 123 Leith, Alexander ......... 169 Palmer's Theatre..... 123 Lewando's French Dyeing & Pattison, Arthur E....... 203 Cleansing House.......... 208 Pears, A. & F.......... 45 Lewis Co., J. B.......... Pease Furnace Co., J. F. ..... III Lewis, J. B........ 166 People'sLine of Hudson River Lewis, W. A........ Steamers .... ...... 160 Lewis, Walter C..... Perine, Frederick L.... 187 Lipton, Thomas I.... ΙΙΟ Pervear, Charles E..... Lockwood, W. N. 76 Piggott, John ......... 157 Lomax, E. L....... Pike, F. H.... ...... 105 Londonderry Lithia Plumer, Charles S. ... Water Co..... 119 Plymouth Clothing House 80 London & North-Western R.R. Ponce De Leon Hotel........ 175 of England ....... 213 Pope, Col. Albert A.......... 124 Long, George E...... 103 Pope Mfg. Co............. 124, 162 Lord, F. H......... 142 Posner Brothers ............ 167 Lorillard Co., P........ 55 Postum Cereal Co........... Lowney Co., 'Walter M Pray, Sons & Co., John H... 135 Lucas & Co., John.......... 218 Presbrey, Frank.... 196 Lucas, John................ Prescott, J. R......... 128 Prizer, Edward .............. 194 Mabley & Co.............. 177 Prudential Insurance Co...... MacArthur, Rev. Dr. R. S... 138 Philadelphia & Reading R. R. 80 Macbeth Co., George A...... Macbeth, George A...... Quaker Novelty Co........... MacDonald, J. Angus..... Queen & Co. 209 Maison de Confiance, .... Macniven & Cameron ..... Ransomes, Sims & Jefferies.. 144 Marlin Firearms Co....... Raworth, Edward M...... Mariani & Co........ 131 Raworth, Schodde & Co...... Martin, D. B....... 66 Raymond, H. E........ Mayhew, John E..... 153 Reed, Charles Allen .... Mayor, Lane & Co... Reis, Henry............ . McCarthy & Co., D........ 158 Reynolds, John P............ McCarthy, John ..... Richardson & Co., Enos...... McDonald, Donald J........ Richardson & De Long McIntosh-Huntington Co.... Brothers .... McKinney, J. P........ 162 Richardson, F. H... Merchant & Co....... Richardson Mfg. Co... Merchant, Charles.... Roberts, H. L........ 167 Meriden Brittania Co.... 73 Robertson, J. S...... 91 Metcalf Co., T........ 149 Rockwell & Rupel Co.. 129 Metropolitan Bicycling 227 Rockwell, Irvin E. 129 Michigan Central R. ) 125 Rogers, Peet & Co. .... 147 Michigan Stove Co........... 107 | Rose, Edwin .......... 180 198 189 201 193 76 223 135 73 Taggart, F. J....... Tarrant & Co.. Taylor, H. E... Taylor, O. H...... Thayer, McNeil & Hodgkins Tilton, Ralph ...... Townsend, J. Henry.. Tremaine, H. B... 148 IS 2 18 56 193 166 169 142 167 IDO 145 Union National Bank..... Union Pacific R. R......... United States Hotel.... 200 119 183 Gaines, Clement C...... Gardner, Frederic W. Gas Engine & Power Co Gates, C. (............... Gibson, F. James..... Gillam, Manly M..... Gimbel Bros.......... Globe Co..... Gormully & Jeffery Mfg. ( Grand Union Hotel.. Grant, O. F........... Gray, J. G............ Great Northern R. R... Green & Co., Daniel...... Guillaudeu, W. L............ Gunsaulus, Rev. Dr. F. W... 50 62 Vacuum Oil Co... 194 Van Camp Packing Co...... .. 93 Vantine & Co., A. A......... Vogeler Co., Charles A....... 138 209 195 58 I3I ;' ::... 206 10 to 211 R 107 126 132 132 So 153 un 198 74 V O . .... .... .... .... . N♡♡ 206 217 Hale, Frank W... Hall & Ruckel..... Hambly, Dr. C. R........... 115 Hance, A. M............. Hance Brothers & White.. Hancock, C. G........... Harder, Victor A..... 176 Harrisburg Boot & Shoe Mfg. Co. .. Hartshorn Co., Stewart Hartshorn, Stewart.. Hawkins, G. H. E.... Haynes, Tilly ....... щоб Hays, T. 0...... 164 Hazard & Co., E. C.. 186 Hazard, Edward C.... 186 Heafford, George H..... 55 Heath & Co., 1972 Heath, John............ 172 Heaton, John E..... Hemenway, J. F......... 135 Hendricks, Joseph C.... Hengerer Co., William..... Herendeen, F. A............ Herendeen Mfg. Co...... Heywood Boot & Shoe Co... 10$ Wallace, A. B................ 72 Wanamaker & Brown ........ 106 Wanamaker, John .........200, 223 Wanamaker, William H...... 106 Ward, Artemas ....... Warner Brothers Co..... 126 Warner, Dr. Lucien C.. Warren, Hon, C. C... 199 Waterman Co., L. E... 192 Waterman, L. E.... 192 Waters, M. B..... ......... 160 Waterston & Sons, George ... Waukenhose Co.... 145 White Co., R. H..... 63 White, John S.... ... 186 White Sewing Machine Co... 168 Whitney & Co., W. M. 170 Whitney, F. I.......... Wiggin, J. A......... 124 Williams & Carleton Co.. 96 Williams, Samuel P. 96 Willoughby, Hill & Co Wilson, A. J.... .... Wilson, F. H........ 198 Windsor Hotel...... Wolff & Co., R. H. ... 175 Wood, Walter A., Mowing & Reaping Machine Co. ..... Wright, Charles E..... 219 | Yarmouth Steamship Co...... 53 Oo 195 176 RRNI . 205 . . 177 144 129 . 215 . 08 80 201 124 . 80 . 52 Išo 62 : 139 A NN 139 ... ... 100 About Paper “Upon its face is traced the art, the science, the business of the world” PARLIMYMILL papers are not adapted to all kinds of printing. There are almost ATT A proper selection of the paper depends a fair proportion of the effective- ness of the printed matter. Sas 'A little attention to the selection of paper means a large saving in expense, or much more trade-bringing value for the money spent. The quality and style of the paper must harmonize with the character of the work upon it, and the use to which it will be put. Half-tone cuts should be printed upon coated paper, and never upon any paper poorer in finish than the best of size and calender. A half-tone cut must never be printed upon ordinary book paper or newspaper, or any fancy paper except of the smoothest grain and surface. Fine wood engravings need almost as well finished paper as half-tone cuts, although they can stand a softer finish. Outline cuts will print upon anything, from coated paper down to blotting paper. Ordinary wood-cuts will show fairly well on every grade of paper except newspaper and paper of very soft finish. Never print much matter on soft fancy paper, and always use some very plain heavy type upon it. A poorly printed illustration sometimes is worse than none at all, and as the paper has as much to do with it as anything, the finish and quality of the paper must be one of the first considerations. Do not use too thin paper, and never use thin paper at all if both sides are to be printed. Strong colors in paper are never allowable except for cover and circular work, where the largest type can be used. Never use for catalogue work, or for anything containing reading matter, any color except white, cream, straw, and the light tints of other colors. When in doubt use white paper. The difference in cost between very poor paper and fairly good paper, and between fairly good paper and really good paper, unless a very large number is to be printed, does not justify too much paper economy. If the body of the catalogue is upon white paper, use white paper throughout, as a mixing of colors destroys effectiveness and is not in good taste. Cover paper had better be heavier than interior paper. Almost any color and finish will harmonize with a white interior. 1 230 ABOUT PAPER 231 er Li If it is desirable to write upon the printed matter, be careful that the finish of it is such that the ink from the pen will not blur. New styles and qualities of paper are being manufactured constantly, and every first-class paper house and printer carries them in stock or else has samples on file. Very thick roughly finished and spongy paper is admirably adapted to cover work. Coated paper is intended for high-class catalogue work where half-tone and other fine illustrations are used. The majority of books and catalogues are printed upon size and calender paper, of various thicknesses, the better grade of which sometimes approaches coated paper in finish. This book is printed upon the highest grade of what is known as size and calender, a finish adapted to every class of work except the unusually fine and delicate. It will be noticed that the finish of this paper is hard and smooth, and yet the texture of it is sufficiently soft for the best typographical results. The paper used for the depart- ments of “Engraving.” is of the same material, but harder pressed so as to give a surface similar to that of coated paper. The lithographic pages are also printed upon the same quality of paper, but especially finished for the lithographic press. Coated paper is not suitable for book work, as it presents a gloss that is trying to the eye. The paper used for the printing of this book was selected from a large number of samples from many manufacturers, it being the desire of the writer to present what seemed to be a paper capable of the best possible results, and at a cost between that of cheap paper and coated paper. The cream and straw color and that which is known as “natural” are sometimes preferable to white, as they are a little richer and make a good backing for illustra- tions. Common newspaper stock should never be used when it is necessary to produce anything finer than outline illustrations. With cheap paper the plainest possible type should be used, because cheap sim- plicity is in much better taste than gaudy cheapness. It is absolutely necessary to use the plainest and largest type on all work where the paper and press-work is not of the best. Examine the fiber of the papers. A cheap shoddy paper, if of fairly good finish, can be used for transient work, but as it tears easily it never should be found in the permanent catalogue. Never purchase paper for letter-head use until its surface has been tested for the typewriter or pen. The advice of the printer should always be considered, whether taken or not, for it is his business to be informed about papers. Remember that white and light tints are always in good taste, and that one can make no mistake when he uses white for inside work, and a color for cover work. There is no reason why the business man should use wedding paper stock for his stationery, but he had better use this quality of paper than to resort to a foolish sta- tionery economy, for while people have no right to judge a man by the paper he uses, good paper and good printing go a long way toward forming a favorable opinion of the sender in the mind of the distant receiver. 1 SI a About Ink “It feeds the lamp of progress” TTY SAMOCYNUM HEN one does not know what kind of ink to use, use black. If there were not so many shades of ink there would not be so much inharmo- nious printing. Ink is supposed to produce a to-be-seen impression, and he who uses ink for any other purpose spoils his work. There is neither a business nor sense in the printing of reading matter in inks which apolo- gize for their existence, and which try the eye and patience of the reader. The writer does not mean to say that black ink should always be used for commercial printing, but it is better to use black than to use an indistinct color, or the wrong color, for black looks well on anything. A blue black, or a bronze blue, or any other strong shade of a deep color, is always in good taste. Blue black and similar inks have the advantage of distinctness, and further possess an artistic softness which adds to the gen- eral character of the work, unless the work is of a coarse sort. Not more than three colors are advisable in catalogue work, unless the catalogue is lithographed and the extra colors are used for illustrations and decorations. The letter-press catalogue does not need more than two colors, — a black, or blue black, or some similar ink, and a deep or bright red, or some other color for marginal notes or headings and sub-head- ings. A third color or shade should be used for tinting and for decoration, and while it is not necessary, it is likely to add to the general beauty of the work. Any kind of type looks well when printed in black or some shade of a dark color, but lighter colors need a rather heavy type or something different from ordinary Roman, in order that there may be enough body for the color to show. Roman type, and light face type, should almost always be printed in some very strong color or dark shade of it, and not printed in bright red, green, yellow, or similar colors unless the paper and presswork is of the highest grade, in which every opportunity is given even the light color to show to advantage. Nothing is more harmonious — and without sacrifice to legibility - than the use of one shade of ink upon a very much lighter similar shade of paper; for instance, very dark blue ink upon very light blue paper, or very strong orange upon light yellow, or very dark terra-cotta upon very light orange. There is a delight- ful and artistic harmony between a very strong dark red and a very brilliant yel- low, and yet this combination would seem to outrage good taste, but if the paper is coated, the ink of high grade, and the presswork excellent, a most distinct and pleas- ing effect will be given. In selecting ink, the advice of the printer is invaluable. 1 1 . 232 Proxy Reading “ Let others work" 1 . iki IN mo 2 TY Sa inless n as ICE NAVY CLAYTON grandfather's days each individual mind and each individual pair of var sy hands did their proportionate part of the work of the world. Labor- saving machinery brought with it the principle of collective work, or, rather, simplified work, and paved the way for the present era of ENVIRONNE specialists. To-day the successful man does one thing well because he does only one thing. In every profession and in every business there are departments, each working by itself, and yet each a harmonious part of a composite whole. The great merchant plans, and lets others execute. The great editor dictates, and lets others write. The industry of reading by proxy is but a link in the chain of labor-saving business action. There are in this country a number of reliable concerns reading for others. They are known as press-clipping bureaus, or companies, and it is their business to read the leading periodicals and newspapers, and to cut from them personal articles, or articles on any subject interesting to any business or profession. Skilled readers go through everything, and cut out all that is of interest to subscribers. The cost is merely nominal, — from four to five cents per clipping, -and each subscriber can designate the kind of matter he desires. If a man wishes all the comments concern- ing himself, he orders them; or he may order clippings about any branch of mechani- cal or business industry, or of any science or art. He has simply to file his order, and the bureau does the rest. It is obvious that this saves time, and brings to the sub- scriber matter of the most pertinent importance to him, and which he could not other- wise obtain for a hundred times the cost, and very likely could not obtain at all. : The writer was one of the original subscribers to a press-clipping bureau, and the first batch of clippings he received was worth more than two hundred dollars to him. It is obvious that a number of the clippings may be valueless, but if only one in a hundred is of interest the money is well expended. There is hardly a business or professional man, or firm, which cannot to advantage invest the small sum required for clippings concerning interesting matters. The largest business houses have been and are subscribers to these bureaus, and comparatively few who become subscribers ever discontinue their subscription. Probably no other method of obtaining information gives so much for the money as does the bureau that culls from the wheat and chaff of the country's periodicals only that which the subscriber wants, and only that which is of value to him. re ea T 'eau 233 Mail Advertising “Both good and bad” S L nexCU g FarmM AIL advertisers are advertisers who advertise through the mail. They A are the wasters of advertising money. They make more mistakes than all the other classes of advertisers put together. They over- write and underwrite. Most of them assume that the uninterested A public is as much interested as they are. Let the writer picture the mailed circular: A sheet of paper, three times folded. Too much on the first page, and altogether too much on the other pages. Type too fine, and composition too prosy. Paper generally fair. A cheap envelope. A one-cent stamp. It reaches its destination. The mail opener sees the one-cent stamp first, and that is all he sees, for the circular immediately reaches the home of all circulars, — the waste basket. The unsealed mail circular presents itself with an excuse for not being opened The merchant receives circulars. Does he read them? If he does not, can he not judge others by himself, and assume that if he does not read others' circulars, others will not read his circulars ? The writer is referring to the conventional circular sent unsealed through the mail, and not to that class of circular advertising which by its unique character, commend- able brevity, and clean typographical appearance, commands attention — if it puts itself in a position to be attended to. The right kind of a circular, mailed under seal, is likely to be read. It costs more to mail sealed circulars, but it is cheaper, for one circular seen is worth much more than fifty circulars unseen. A letter should always accompany a circular, the letter to contain the salient points of the circular, and excite interest in the circular itself. A catalogue need not be sealed, for its bulk commands attention. Circulars should not be sent in odd-sized envelopes, for even if they are sealed they have the appearance of being circulars, and may receive but little attention. The sealed circular should be sent in the envelope used for regular correspond- ence, that it may be delivered in the regular letter mail and be found among the regular letters. Extremely original and unique envelopes sometimes pay, but it is better to put the 234 MAIL ADVERTISING 235 originality into the circular, and use the ordinary commercial envelope, that it may receive at the start the attention given other sealed matter. Envelopes that are larger than the ordinary commercial size are likely to be de- layed in the mail. Mail clerks are pretty busy, and they handle the ordinary sized mail first. These envelopes are officially tied, and the odd-sized envelopes, although sealed, generally go out in the supplementary mail or skip several mails. A sealed package is not transmitted much quicker than an ordinary package of merchandise unsealed. Not one clerk in a hundred takes pains to notice that it is sealed, and it generally goes out in the bundle mail. Matters sent by mail in envelopes or packages of unusual size, unless carefully packed and securely fastened, are likely to be damaged. The use of cards that have the address on one side and printed matter on the other is not to be commended. They have not the rights of the postal card, and if of unusual size, they are badly broken in the mail. It is better to condense the matter, and place it upon a postal card, than to say more or use larger type upon a card of odd size, with the chances in favor of half of them being smashed in the mail. The writer believes in the postal card because every postal card is supposed to be a letter if the address side appears uppermost; the receiver must turn over every postal card that comes in this way, and if the matter upon it is sufficiently brief, he has a chance to absorb it, even though it may pass from his hands directly to the waste basket. Damaged printed matter loses half its value. It is better to have a small catalogue in good condition than a large catalogue damaged. Expensive catalogues and other printed matter, and all works of advertising art, should either be of small size, or sent securely packed. Advertising through the mail is profitable if it is made to be profitable. The reason so much of it is unprofitable is because an opportunity is given to over-write, and to say too much. The advertiser thinks he has the right to get his full two ounces for a cent, and to take it out in quantity if not in quality. It is generally inadvisable to send more than one circular at a time by mail. Some advertisers seem to be of the opinion that it is profitable to use envelopes for rtising purposes, and they make billboards of them with the mistaken idea rks will pause in their work and read the advertisements. There is just as much sense in painting water color floral designs on the lining of the rubber of overcoat or the mackintosh as in covering the envelope with advertising. The envelope is nothing but a cover. The postal clerk has neither the time nor the inclination to read more than the address. The receiver gets inside of the envelope as soon as he can, and if the envelope tells ory of its contents, the contents may never be taken from the envelope. e nor Postal Cards “One-sided economy" IPPON DE Boss DJ HE government postal card, and the postal card of any size with a one-cent stamp attached, have become universal mediums of adver- tising Experience has proven that the manufactured substitute for the postal card, either in close imitation of the original, or departing from it in size and appearance, has been profitable to the sender; but experience has also proven that the regular government postal 'card is worth more as an advertising medium than any imitation of it. Important matters are often written upon postal cards, and the use of the postal card is so general, for business as well as for social purposes, that almost the same attention is given to postal card matter as to that received under seal. The receiver of a postal card always looks upon the back of it, and if the matter upon the back is sufficiently bold and brief to be taken in at a single glance, the sub- stance of it will enter the mind of the receiver, and the advertising will reach its mark. The circular is the circular anyway, but the postal card can be both a circular and a letter, and its peculiar character forces its message upon the receiver. Postal card matter should always be brief; there should be at least one good strong headline - and better not more than one — which contains a sufficient amount of advertising to be effective, even if the substance of the postal card matter is not read. The heading should be supplemented with very brief descriptive matter in largest possible type, and so arranged that not much more than a single glance will be neces- sary to grasp the meaning. If the postal card is properly written, the message will reach the receiver while he is throwing it into the waste basket. Facsimile handwriting, and reproduction of typewriting — particularly if copied or with the appearance of having been copied — are almost sure to gain attention. A circular letter in imitation of one personally written needs the name and address written in, but the ethics of postal card correspondence does not require the name and address, and therefore if the postal card looks as though it had been written, it will be read as though it really had been. XTY 236 POSTAL CARDS 237 C It is sometimes advisable to print an illustration upon a postal card, but when this is done the illustration should be the principal thing, and the reading matter subordi- nate to it. A printed postal card will be much improved by the addition of a very striking border, either printed in the color of the type or in a different color. A series of postal cards, each containing the briefest matter, and making but one distinct point at a time, mailed at the same hour each successive day, must impress the receiver, because they throw advertising at him in an evolutionary way, and drop upon drop fill him with the advantages of the article advertised. In sending out Y n e 1 m less than six. Be sure that each postal card confines its argument to one advantage, for if it completely covers the ground, it probably will not be read, and the value of its persistence will be lost. If the postal card appears to have been typewritten or is in facsimile handwriting, see to it that the address corresponds with the writing on the back, and that ink of the same color is used. The principal objection to manufactured postal cards is that they are not taken for postal cards, and are nothing more or less than circulars sent without cover. They have the advantage of presenting more space, and the face as well as the back can be used for advertising purposes. In manufacturing these cards care must be taken not to follow the government postal card closely, or the edition will be confiscated and the sender heavily fined. Users of mail advertising should remember that circular and first-class mail matter, including postal cards, are tied in bundles by the postal clerks, and that if a card is of unusual size it is likely to be more or less damaged, and will frequently be received in a condition which completely spoils its advertising character. Regular postal cards are first-class mail matter, and their delivery is as prompt as that of sealed letters. The postal card offers the most economical, the quickest, and most effective means of sending out a short notice. The facsimile typewritten or handwritten postal card is to be recommended, but if in imitation of handwriting, the handwriting must be extremely plain. These pos- tal cards can be printed in copying ink, and very economically blurred so as to appear to have been copied in a copying book. This can be done by placing dampened sheets of scrap paper between each card, and pressing for a few moments, either by the copying press or by weight. The paper can be wet by sprinkling it in piles of a dozen or twenty sheets, and then placing all the piles together under pressure. The paper must not be too wet, for if it is it will blur the writing too much. 1 Copyrights “ You have no right to copy” S TT VEVAVANECTION 4952 of the United States Revised Statutes reads:- A “ The author, inventor, designer, or proprietor of any book, map, chart, dramatic or musical composition, engraving, cut, print, or pho- V V tograph or negative thereof, or of a painting, drawing, chromo, statu- YA ary, and of models or designs intended to be perfected as works of the fine arts, and the executors, administrators, or assigns of any such person, shall, upon complying with the provisions of this chapter, have the sole liberty of printing, re- printing, publishing, completing, copying, executing, finishing, and vending the same; and, in the case of a dramatic composition, of publicly performing or representing it, sing it to be performed or represented by others. And authors or their assigns shall have exclusive right to dramatize or translate any of their works, for which copyright shall have been obtained under the laws of the United States." The property right of authors to their intellectual productions has always been recognized among civilized nations. The common law of England looked upon this right as perpetual, and as late as 1739 the court granted an injunction restraining the defendant from printing Milton's Paradise Lost, which was written in 1665, and the copyright assigned in 1667. An author still has a perpetual right to his unpublished work, but statute law has limited the time of exclusive right of reproduction or copy. If a literary work is published without copyright any one may republish it. A copy- right may be secured for a projected, as well as a completed work. As the law now stands in the United States, the term of copyright is twenty-eight years, renewable for fourteen years more, by the author or his widow or children. The Librarian of Congress has supervision and control over the records relating to copyrights, and has no power to refuse an application, if it conforms to the rules. A certificate of copyright is not conclusive as to priority, nor as to legal right, and all ons relating to copyright law are matters to be determined by a court. The Librarian of Congress is an officer of record only. The rules for securing a copyright and complying with the law relating thereto are very simple, but must be carried out strictly. There is no reason why the writer of FOWLER'S PUBLICITY should know how to write about copyrights. This department was prepared for the book by Edith J. Griswold, of the St. Paul Building, New York City, who has probably given more time than has any one else to the study of this complex and not generally understood subject. O 238 COPYRIGHTS 239 TI The requirements are:- I. On or before the day of publication a printed copy of the title page of the com- position, or a description of the work of art, must be delivered or mailed to the Librarian of Congress. 2. The record fee must accompany the title page or description. 3. Not later than the day of publication, two complete copies of the best edition of the composition, or a photograph of the work of art, must be delivered or mailed to the Librarian of Congress. 4. The words “Entered according to act of Congress, in the year , by in the office of the Librarian of Congress, at Washington," or the words “ Copyright, 18 , by ” (the blanks being filled in with the name of the claimant and the year of copyright), must appear on every copy published. In the case of books, they must be printed on the title page or the page following, and in the case of a work of art, they must be inscribed upon some portion thereof. As to the first requirement, the copy of the title page must be printed (typewriting suffices) on paper as large as commercial note. Each number of a periodical or other article published with variations, or each volume of a book, requires a separate entry, and the title must include the number, and in the case of periodicals, the date. Where there is no title page, a definite title must be printed expressly for copyright entry, or; in the case of a work of art, a description thereof. As to the second requirement, the record fee is fifty cents from residents of the United States, and one dollar from non-residents. Bank checks, money orders, or currency will be received in payment, but not postage stamps. If a certificate of copyright is wanted, and it is best to have one, an additional fee of fifty cents is neces- sary. Certificates of recorded copyrights may be had at any time for fifty cents each. Every application should state the full name and residence of the claimant, and whether the right is claimed as author, designer, or proprietor. All communications should be addressed to the Librarian of Congress, Washington, D. C., and mail or express charges must be prepaid. Money should not be placed in packages of books or other publications, but should be sent with a separate letter notifying the Librarian what is sent to him, to whom the certificate is to issue, and where it is to be ad- dressed. The Librarian will furnish printed Penalty Labels which may be used to nd parcels through the mails free, according to the rules of the Post-Office. In regard to the third requirement, the articles must be printed from type set within the limits of the United States, or from plates made therefrom, or from negatives, or drawings on stone made within the limits of the United States, or from transfers made therefrom. One copy of each new edition having any substantial change must also be filed. The law requires that publication take place within a reasonable time.” If a book is published serially in a periodical, two copies of each serial part as well as two copies of the complete work, if published separately, should be filed. It is not the custom for the Librarian of Congress to acknowledge receipt of the S. 240 FOWLER’S PUBLICITY TM 1 two copies required, and as evidence that they have been sent, it is best in matters of importance to have the person who delivers or mails the books or photographs to write out a statement of the fact as soon as done, sign it and swear to it before a Notary Public, and then paste this affidavit in another book or on another photograph exactly the same as the articles sent, to be used if the question arises that this part of the law has not been complied with. As an illustration, such affidavit might read:- “On this 12th day of March, 1897, I, John Jones, deposited in the mail, at Station X of the New York Post-Office, at 3.30 P. M., a package addressed to the Librarian of Congress, Washington, D. C., postage prepaid, said package containing two copies of the book entitled “Helen,' by John Smith, for which copyright entry was made Jan. 9, 1897, and of which the annexed is a duplicate copy., "JOHN JONES.” If this third requirement is not fulfilled, and the claimant uses the notice of copy- right, he is liable to a fine of $25. The fourth requirement is so plainly stated by the law, it would seem to need no comment, but it is a fact that many publications do not contain the correct notice of copyright. It has been held by the courts that if the words “ Entered according to act of Congress ... in the office of the Librarian of Congress, at Washington," or what the law considers the equivalent, the word “ Copyright," the year of entry, and the name of claimant, are not all included in the notice, the copyright is invalid. • To renew the term of copyright, the author or designer, or his widow or children, must file a printed title and the record fee, with a definite statement of ownership, and the date and place of original entry of copyright, within six months of the expira- tion of the original term of twenty-eight years. Advertisement of the renewal must be made within two months of the date of the renewal certificate, in some American newspaper, for four weeks. Copyrights may be assigned, and the assignment should be recorded with the Librarian of Congress within sixty days of its date. The record fee is one dollar, and a certified copy of any recorded assignment may be had for one dollar. Any person using the copyright notice, or words of the same import, on articles not copyrighted, is liable to a fine of $100. The title alone, as well as the contents of a book, is protected by the copyright if the title is new and distinctive, and not descriptive. There could, of course, be no monopoly of a title such as “The Life of George Washington.” The name of a periodical is not only protected by the copyright, but has additional protection as being in the nature of a trade-mark. By the International Copyright Act of 1891, and by subsequent proclamations, American authors and artists may secure copyright protection in the following countries:- Belgium, France, Great Britain, Switzerland, Germany, Italy, Denmark, Portugal, Spain, and Mexico. rec Trade-Marks “ The mark of exclusiveness” DETONAT NOTE RADE-MARKS are special devices used in connection with goods to distinguish them on the market from other goods of the same kind. Trade-marks have been in use since the beginning of commerce, the foundation of the use being “Faith.” The trade-mark on an GRATI S article stands in the place of the autograph of the drawer of a check; if a person knows the mark, he knows what value to place on the article, and any one making use of a trade-mark to which he knowingly has no right commits a forgery. The laws for the protection of trade-marks are to prevent imposition upon the public, as well as to permit the proprietor of the mark to receive the profits of his skill and industry. The property in a trade-mark exists only while use is made of it, and ceases when the mark is abandoned, or no longer used. The property is not in the article itself, for unless it is patented, any person may have the right to make and sell articles exactly similar; nor does the property rest in the mark itself, for different persons may lawfully use the same mark on different classes of goods. The property really exists in the combination of the article and the mark, or in other words, it is the exclusive right to place a particular mark on particular goods to point out the origin or ownership. Therefore the mark must be specific enough to identify the article and distinguish it from other similar articles. A trade-mark may consist of words in common use, provided the same words have not been used by another to distinguish the same goods, and are not descriptive. Words that describe the quality, ingredients, or other characteristics of an article cannot be claimed as trade-marks, although words inferentially or remotely descrip- tive may constitute valid trade-marks. Any fancy word, or a symbol, such as a star or bird, or a combination of words, or of symbols, or of words and symbols, may be adopted. A proper name may be used as a trade-mark provided it is written, printed, branded, or stamped in a peculiar way; but a name used in the ordinary manner can- not be appropriated so as to prevent another person of the same name from using it for a legitimate purpose, although one may be prohibited from using his own name, if he uses it to fraudulently deceive, or if he has assigned his right to the use of it. 1 Edith J. Griswold, of The writer of FOWLER'S PUBLICITY some years ago learned not to write about things he could not write about the St. Paul Building, New York City, an authority on trade-marks and patents, prepared this department, 241 242 FOWLER'S PUBLICITY IT < T Geographical names which merely point out the place of production cannot be held as trade-marks against others in the same locality. There is an equity practice, how- ever, known as “unfair competition,” and in many cases geographical names have been sustained as trade-marks against dishonest and fraudulent persons. The term “ Akron Cement” used by complainants who manufactured cement at Akron, N. Y., was held good as a trade-mark against defendants manufacturing cement in Syracuse, as it was.evident that the Syracuse people fraudulently used the term to profit by the reputation of complainants' cement. It is to be gathered from the decision in this case, that complainants could probably not have held the term “ Akron Cement” as a trade-mark against others manufacturing cement in Akron. In a recent decision, it was held that the words “ German Sweet Chocolate” were infringed by the words “Germania Sweet Chocolate.” In this case the word “ German” was not used in a geographical sense, and was not descriptive of the quality of the chocolate. The trade-mark was registered by a chocolate maker by the name of Samuel German, who had assigned his right to the use of the mark to the complainants. A person may have one trade-mark which he uses on all goods made or sold by him, or different marks for each different class of goods, or a different mark to repre- sent each different quality of the same class, but the marks must have been, and con- tinue to be, used exactly as the right is claimed. For instance, if a merchant deals in rope, cord, paper, and leather, using an arrow as a trade-mark with each of the com- modities to designate from whom they came, and then adds brooms to his stock, plac- ing the arrow on these, he may be stopped from using the trade-mark in connection ' with brooms by another person who has previously used, and is using, an arrow as a trade-mark for brooms. Any one capable in law of holding property may acquire à right in a trade-mark, and this right begins as soon as the mark is used in commerce. Nations as well as individuals may claim proprietorship in trade-marks. The different colored threads scattered through the paper used in the manufacture of currency constitute a trade- mark owned by the Government of the United States, and it is a penal offense for a person to use any such paper, or even to have it in his possession. In the United States the registration of a trade-mark in the Patent Office has no effect at all on the existing rights at common law. The principal object of the registration act was to allow proprietors of marks to comply with the laws of some of the foreign nations, who require foreigners to register their marks in the home country before prot will be given. Any person, firm, or corporation domiciled in the United States, or, at present, in Austria, Belgium, Brazil, France, Germany, Great Britain, Hungary, Italy, Russia, Servia, Spain, Switzerland, or the Netherlands, may register a trade-mark in the Patent Office of the United States, provided the mark is lawfully used in foreign commerce, and the applicant has the right to the mark. . An application for registration of a trade-mark should consist of:- Ist. A brief letter addressed to the Commissioner of Patents, Washington, D. C., r le CO TRADE-MARKS 243 1 TXT SC TUCI LU stating what is forwarded to him, and requesting registration, and signed by the applicant. 2nd. A statement giving “the full name, citizenship, domicile, residence, and place of business of the applicant (or, if the applicant be a corporation, under the laws of what State or nation incorporated), with a full and clear specification of the trade-mark, particularly discriminating between its essential and non-essential features. It should also state from what time the trade-mark has been used by the applicant, the class of merchandise, and the particular goods comprised in such class to which the trade-mark is appropriated, and the manner in which the trade-mark has been applied to the goods.” 3rd. A declaration or oath made “by the person, or by a member of the firm, or officer of the corporation, making the application, to the effect that the party has at the time of filing his application a right to the use of the trade-mark described in the statement; that no other person, firm, or corporation has a right to such use, either in the identical form or in such near resemblance thereto as might be calculated to deceive; that such trade-mark is used in lawful commerce with foreign nations or Indian tribes, one or more of which should be particularly named; and that it is truly represented in the facsimile presented for registry.” 4th. A drawing constituting a satisfactory facsimile of the trade-mark, or two copies of the mark as actually used. 5th. The Government fee of $25. The application papers are examined at the Patent Office, and the prosecution of the case is similar to that of applications for patents. It is, therefore, desirable to have the papers prepared and the application prosecuted by an attorney familiar with the technical requirements. Moreover, such an attorney would be better able to judge whether the mark comes within the scope of lawful trade-marks; and if the Patent Office refuses to register the mark, the Government fee is not returned. The term of registration is thirty years, and is renewable for a further term of thirty years. It is to be clearly understood, however, that the common law right in the trade-mark does not cease with the expiration of the term of registry. Besides complying with certain requirements of foreign nations, there are other advantages in favor of registration. There is a good moral effect produced by the statement that the trade-mark is registered; a certificate of registry is prima facie evidence of ownership; registration permits of suits being brought in the United States courts regardless of citizenship or amount in controversy; and registration is necessary before an infringer can be prosecuted under the United States penal statute of August 14, 1876. Trade-mark suits may be brought in the State courts without registration. Several of the States not only provide for civil redress, but have penal statutes for punishing forgers or counterfeiters of trade-marks. The property right in trade-marks is assignable, and assignments of registered trade-marks may be recorded in the Patent Office. Wood Engraving “On trees were cut the first symbols of thought” SOOD ON 62GTK FITXATX THE first illustration was cut in wood, because wood was in use in those days, and no other material was supposed to be adapted to en- graving. The first wood cutter was the first man who desired to produce several copies of an original, and he was probably a China- A man, because the Celestials are ingenious, and because, according to records, almost everything originated in China — partly because there are no equally ancient records of any other part of the world. Wood engraving was done in Europe in the first quarter of the 15th Century. Somebody who is not sure of it, says that in 1423 a wood-cut was made of St. Christopher. In the Brussels Library is a picture of the Virgin and Child, cut into wood, and dated 1418, but this date is not authenticated. There is an undated wood-cut of the Child Christ in the Paris Library, said to have been made in 1406. Wood engraving antedates the invention of type, and as the cutting of characters upon wood is substantially the same as the cutting of metallic type before the days of casting, the inventor of wood engraving is entitled to the credit of being the pioneer originator of printing, for he opened the first gate at the beginning of the road to publicity. At the beginning of commercial engraving, illustration was limited to, engraving upon steel, copper, and wood, and later to the drawing upon stone. Photo-engraving, and all similar work, commercially known as half-tones, photo- gravúre, and process work, and all other work produced with the aid of a camera and used in business and in art, came into practical use within the last twenty years. Wood engraving is the pioneer of all processes for the reproduction of illustration. Box-wood is used, because it is hardest, and is capable of taking the thinnest lines. The process of wood engraving remains in its primitive sir engraver takes a piece of box-wood of suitable size, has it perfectly smooth and true on one side, and with a very simple tool cuts the wood between the drawn lines. Non-technically speaking, the wood engraver cuts from the surface of the wood everything but the picture upon it, leaving the picture in relief. The wood engraver's tools consist of a few instruments, the success of the engraving depending almost T1 244 WOOD ENGRAVING 245 WOC no no TIT YY entirely upon the skill of the operator. The original picture is either drawn upon the wood, or transferred upon it by photography or some other method. If the picture is in outline, and not in the form of a wash-drawing or painting, the engraver has simply to cut between the lines, in which case the result does not depend so much upon his skill; but if the picture is a photograph of a painting, or of nature, the wood engraver must be an artist, or rather a sculptor, for he has no lines to cut between, and must, with his mind and hand, produce the effects of shade and character. Wood engraving costs anywhere from fifty cents to five dollars a square inch, and no regular price can be made for it, any more than a price can be set for buying oil paintings by the foot. Where coated paper is to be used, and where most of the illustrations are repro- ductions of photographs, the half-tone cut is less expensive, and fully as effective. Outline wood-cuts will print upon anything with any kind of ink, and with every quality of press-work. Fine wood-cuts, like those which appear in the leading magazines, must be printed upon well-finished paper, although not necessarily upon coated paper, but the better the paper, the better the illustration will appear. The illustration must be adapted to conditions to which its effectiveness is almost entirely due, and if the advertiser is not a printer or engraver, he should never dictate as to the printing of illustrations, but should follow the advice of the man his press-work, and see to it that either the illustrations are adapted to the paper, or that the paper is adapted to the illustrations. While coated paper is expensive, the price is not a sure guide to its suitability for illustrations, for there is a good deal of paper upon the market intended for cover work and other purposes, upon which more than one class of illustrations cannot be printed, and some paper is not adapted to any kind of cut. The drawing or photograph must be absolutely correct in essentials — and in details, if it is mechanical — before the engraver begins his work. Slight alterations sometimes can be made after the engraving is finished, but these changes are very expensive. Always tell the engraver for what purpose his engraving is going to be used, in order that he may adapt it to its work. Never print directly from the wood-cut. Always use an electrotype. Do not send the fine wood-cut to a cheap electrotyper. He may spoil it. Do not use an electrotype of a fine wood-cut for the pattern cut for electrotyping, as a reproduction is never as deep and sharp as the original, and an electrotype from an electrotype from a wood-cut, if the wood-cut be finely executed, is not as good as an electrotype direct from the wood-cut. So far as the printed result is concerned, wood-cuts have the appearance of the process or photo-engraving plate. It would be a waste of space to show illustrations in this department, when the department of “ Photo-Engraving” presents a series of pictures in character identical with wood-cuts. S. Photo-Engraving “Pictures of light" CH AVAA OMMERCIALLY speaking, photo-engraving, or what is commonly M A SA known as process work, is that which is primarily done by the com- bination of the camera and an etching acid. Half-tone cuts are photo- engravings, but as their character materially differs from the process N ASA cut, they are considered by themselves. The wood-cut, as its name implies, is simply a picture or a drawing cut in wood. The photo-engraving cut is made by photographing an outline drawing upon zinc or copper, placing the plate in an acid bath, and keeping the acid flowing over its surface until the parts between the photographic lines have been etched or eaten out. Accommodating nature, or rather chemistry, allows the acid to take effect upon that part of the zinc or copper which does not consist of the lines of the photograph. A process cut cannot be made di- rectly from a photograph, or from any picture or drawing unless the outlines are clear and distinct. The photograph or drawing must be reduced to sharp outline before it is photographed upon the metallic plate. Process cuts were invented to com- pete with the wood-cut, and although they were poor apologies for it at the start, they now have practically taken its place. In the results there is little percep- tible difference between the process cut on nasiljenwaunuma powini en on ruimingunnin punaimanin any wayAUDIA and the wood-cut, for both are in out- line, that is, they show lines, and do not PLATE NO. 1. - From a “sketch from life.” have the cloudy effect of the half-tone HY : V 2. S : NU GE New CZ 10? 16 AY VTT tutti WA SI SPRE YS RI EX A 2 dir TA AY ch AS1216 w EN S2207 7 Velmi nes YMS WW FerFlame ST We JA 22 tetan K. VA ww CA W 2012 SIL AVA NA AH dom 93OF 0: ta B I A0; US! R it. BT YA 1 19 min 1. .. R CH Heri 1. . 2. . 162835 Ar a 1. 'o 2 .M M RAM 30 . SS 13 Inily IN TILL Court JNU BUN Kidu B MUL 10202 UTSAL U ERIKUT 2013 DURWU14 STIKLA WHAT ADALACE W WW UMTV Frislag DISTRITO TUTTO somethinya piliwa liwal UTA! MENU METUS HINNA DOTT. Ir 1975, skick un Turin LE US SVI NA tomar . ... Niti 121 III PON - ........... . . . .. ORA . . c GILL ENG, co., N. Y. 246 PHOTO-ENGRAVING 247 A VMV VA hi!!!Will . : . .. or the lithograph. The pro- cess cut is practically a sort of chemical substitute for the wood-cut. To-day there are probably a hundred process cuts in use to every wood-cut, and while wood cutting is decreasing, photo-engraving is gaining AN . III/III. WIIIIII!. KUSINI III ! .... . 4 .. ..... M . ! $ L U/ Free . 1 " N12 . NI *** Y E . . VIII MC ..L ID:NBN A . 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LON 000 IIS UU 1 0 V . - WIN IM . . ULICA HON . . UM ... . .. VW 3 N C * ANG * 9 - 2 VIDZ III UDDIN - TS W - - Y O DO 900 The process cut, if repre- senting a finely drawn sub- ject, cannot be as deep as the wood-cut, nor can its lines be as sharp, but in the pro- duction of very open cuts the depth is the same, because a hand tool is used to gouge out the metal between the lines. The higher grade of photo- engravers are now engraving even between some of the fine lines, and in that way are making process cuts almost as deep as wood-cuts. The engraver can instantly Plate No. 2.–From a drawing from a steel print. tell whether it is better to use process or wood engraving for any given subject, and unless one knows himself, he should depend upon his engraver's judgment. Practically all of the illustrations in newspapers are made by the zinc process, which has now reached such perfection as to permit of a respectable cut being made inside of thirty minutes. The original plate can be IT I C 17 - V 1 . G - -- NY . . .. . 11 . . GILL ENG, co., N. Y WU wychowa 10 W NEZI achankan DET V . 314 MILLE LETZ. UNIVE OS DUKE . . lika . ZZINI hobhat they PR S FE . . . URODZI III 12 KRRPA LEPLANLETTATUTULED h GTAS WHILE SA ITIVE X TO CA t KLEME . SRS N AGA -* . . . 2 1 S - KUN V . * EztiNSU . .-.. .. .*** . IA . Eet L 29 EYS JS 11 AW Nov L Wuns ed V 2 LA -1.3 CA X2 B S ONRA AITINIMAS Car ki ann . . 24 MOBI .TV SS ! L Ill. FEB TUL EL . . , - NE - AC at - SCUOLA YA * TV I YA ** SE CAMIS U G.SE !! P U . HY SN ROD PUSRA Du . 4 ! VyL SS well I . 12 SA LIBRE FW RU1911 INTIL RS 1. -- . 2222 . lat. . . . *. .. * GILL ENG. Couny .. . . SON SIS DPH ER B . . SE *********. -- - WA Y MUY ..........****** EE SEK GLL ENG, co., N. Y. PLATE NO. 3.- Drawn from a photograph. GILL ENG. CO., Na Y. Plate No. 4.--- From a pen drawing. 248 FOWLER'S PUBLICITY UXOWWWWWW A ... .. UX WWW UNTU NAN AVIVAVIN LA KN i 1. . . . f A printed from, but it is gen- erally better to use an elec- trotype and preserve the original as a pattern. Never make duplicate electrotypes of process cuts from the electrotype of the cut. Always use the original cut as a pattern. What is said concerning wood-cuts, so far as their use is concerned, applies to photo-engravings. . . W + +..+ . WE . .... . nii .. .. .... 11 Hilti ! . ... . ---- * R 10 . . N . lit PO . . 01. ge 1112 . . - * AD +- 2. . . W Ich . .. : I ***** TY 10/ 11 f . . . - with 1 ..... .11173 . out 101111RR . . 1 VII Y . www. GLL ENG. co., N. Y. Plate No. 6. — A newspaper portrait. GILL ENG. co., N. Y. Plate No. 5. — Full shade drawing from object. SA w LEN . . Kush worden Rece CAT AL wie om ' 1 SEN BLAUME TER dit by be R TEGRAL Se t2 OT PU 157 0 SZUST 2 Citi * . SED .. LAVE AVA SriAASE Ezt . ! THAITHE N 11 . IN O Witte KOWITTER AT A VASOS VACA VAR YIRT FCA 0 . M HOTWA ! . * 26 XUTAT. .: NO WA 5 I SW 101! NS 1. U it Wrthu TVIVIRSLININ Com 2 TU SEMARI TO ' .!4.11 .- . 11:4YOUIM! e ' * V . AE To . .Tai AL PS SU ON : U FE VA Casale VOX LA TOTIZA ill... JE or Wir e 01111111 "! SAN ASOSIAS The Mob ETI . INT SIAA .! . . . i R IAS SS * . = 1 IS. -- - ** SA PEC :: 29 . Jl . DER LIEFEHLTEN-Y-:-* 12 GILL ENG. co., N. Y. GILL ENG.. co., N. Y. PLATE No. 7. — From an outline drawing. Plate No. 8.-Drawn from a photograph. SA AVO KAN VOOR 1 ARMANI ve OSTA . POLI) A OO . Oy NY a ,4 . . a . * MI N i A 03 HO PIT NO YO CA . IVO OXY 8 WA NO OY un - 04 02 . .. 27 . * | GILL ENGco., N. Y. GILL ENG. co., N. Y. Plate No. 9. -- From a pen drawing. PLATE NO. 10.- Drawn fro Half-Tones "Rich in suggested outline, strong in the warmth of depth " NITI MUECENT discovery and improvement in methods of engraving have produced what is commercially known as the half-tone. The half- tone illustration is not a lithograph, a wood-cut, nor what is commonly known as a process reproduction. It is more like an etching in appear- A LOR ance and in method of making. The half-tone is made by photographing the picture or object, and by printing the photograph directly upon zinc or copper, either from the original or another negative. The plate is then submerged in an acid bath, the bath being gently rocked for a given period that the acid may flow over the face of the plate, and not quietly stand over it. The plate, when taken from the bath, shows the faint outline or suggestion of the pic- ture, and yet presents a surface as smooth as the finest netting. Half-tones can be made of any subject, but generally the photograph of the subject needs toning with the brush in order that the proper shades may be given, and the objectionable portions removed or altered. A photograph of any object, or the print in wood, or the picture in oil, can be photo- graphed and made into a half-tone cut, and the original picture can be altered by the brush as much as the artist desires, provided he understands the art of painting-in and GILL ENG. co., N. Y. PLATE NO. 1.–From a photograph. GIRL ENGRAYWONY GILL ENG. co., N. Y. PLATE NO. 2.-Retouched from photograph. 249 250 FOWLER'S PUBLICITY Vaul de Sondpie GILL ENG. co. N, Y. . PLATE No. 6. — From a painting by Paul de Longpre. (Copyright, 1894, by The Gill Engraving Co.) HE GILL ENG. co., N, Y. Plate No. 7.— From a photograph. Reengraved. GILL ENG. co., N. Y PLATE No. 8. – Vignetted plate from wash drawing. HALF-TONES 251 painting-out for half-tone engraving. The wood-cut shows everything in lines, nothing being cloudy or solid, but the half-tone cut shows little in actual out- line, and resembles a wash drawing, or an etching. Some of the best half-tone cuts are made from the wash drawings of good artists, and frequently a better effect is produced this way be- cause the artist can prevent the discrepancies shown up by the camera. A half-tone cut can be made without the photo- graph or drawing being lined, while an ordinary process cut cannot be pro- • duced directly from an un- touched or unlined photo- graph or drawing. The half-tone cut is com- mercially the highest and best reproduction of the photograph. Half-tone cuts can be printed upon calendered paper, but their excellence can never be reproduced except by printing upon the best grade of coated or plate paper. The coarser half-tone cuts, which are made by photographing through a coarse screen, can be fairly well printed in newspapers which are not printed upon perfecting presses, but the advertiser should never send a half-tone cut to any publication without requesting the publisher to return it if he cannot print it well. Half-tone cuts were used mostly for the reproduction of scenery, and of portraits, Medpogare GILL ENG. co., N. Y. PLATE No. 3. – A pencil portrait. 252 HALF-TONES GILL ENG. co., N. Y. Plate No. 10.- A pencil sketch. GILL ENG, co., N. Y. Plate No. 9.— Made directly from silver. GILL ENG. co., N. Y. Plate No. 11.- From a photograph. Re-engraved. GILL ENG, co., N. Ý. Plate No. 12,— From a photograph. HALF-TONES 253 painting. but recently they have been very widely utilized for illustrating machinery, for they perfectly present pho- tographic effects. The better grade of half-tone cuts had better not be printed except upon plate paper, and if the book does not use this quality, they should appear as inserts. The effect of an etching can be given by surround- ing the half-tone cut with a faint yellow, green, or blue border, an inch or so wide, or by printing it upon a slight tint a quarter of an inch or so wider than the cut. Half-tone cuts should never be printed in any ex- cept a decided color of ink, or in various blacks, like blue-black or bronze-blue. The engraver requires from one to four days' time GILL ENG. CO., N. Y in the making of a half-tone cut, and a photograph or PLATE No. 4. — From a photograph of a picture should never be sent in without the request that he tone the picture as much as may be necessary, and return it if he thinks a good result impossible. Half-tone work is adapted to vignetting, and the reproduction of faces and dainty bits of scenery. A half-tone cut is capable of producing from fifty thousand to a hundred thou- sand impressions. Unless absolutely necessary, do not use an electrotype of a half-tone cut, for the electrotype cannot possibly be as good as the original. If necessary to save press- work have several similar half-tone cuts made. The cost of half-tone making is from twenty to thirty cents per square inch, the minimum price being about three dollars. Half-tones should be printed upon white, cream, or yellow paper, and never upon deep tints or colors. The accompanying illustrations repre- sent the better class of half-tone work. PLATE No. 5. — Reengraved half-tone. GILL ENG. co., N. Y, Steel Engraving “Deep in richness” 0 III 1 UIT TT VV.VENTEEL engraving in appearance differs from ordinary letter-press work in that the product of the printing press is perfectly smooth, while the result of engraving on steel is in slight relief, the ink of engraving not V V N sinking into the paper. It is not pressed into it, but apparently dropped S ky Houpon it. Steel engraving differs from embossing in being far less in relief, and its capacity to reproduce the finest possible lines. Steel and copper engraving are practically identical, but convenience suggests the consideration of the latter in a department by itself. The steel engraver, with a sharp instrument, cuts the lettering or design into the steel plate. Type is cut out. The steel plate is cut in. The ink touches the face of the type, and goes into the engraved plate. The engraved plate is really a matrix, and printing is accomplished by filling the matrix with ink, and depositing it upon the paper. The process of printing from a steel plate is wholly or half by hand. The plate for each impression is inked with a heavy bodied ink, the ink being forced into the en- graved crevice. The plate is then washed with benzine, polished with whiting, and the paper or card to be printed upon is placed over the plate, and is pressed upon it with a hand or power press, — generally the former, — with sufficient pressure to drive the ink in the crevices of the plate on to the card or paper. The plate is then inked again, washed, and polished for the next impression. The process is slow, requiring two operators, but so expert have they become that a good team can take three or four hundred impressions an hour. The cost of engraving is about seventy-five cents to a dollar per short line, the fancy lines costing considerably more. The expense of engraving an illustration of say sixty-four inches is seldom less than one hundred dollars, and sometimes is several hundred. A good steel plate is capable of producing fifty thousand impressions. The cost of press-work for small cards is about one cent per copy, the stock gen- erally included; and the charge usually made on long runs, exclusive of the stock, is from twenty-five cents to fifty cents per hundred, the size of the engraved plate regu- lating the price, inany plates costing as high as ten cents per copy printed. Il TT1 254 STEEL ENGRAVING 255 TS CSS i Steel engraving and steel plate printing are entirely different from type setting and letter-press printing, and comparatively few regular printers have facilities for steel plate work. Lithography has attempted to imitate steel engraving. It has succeeded fairly well, and is recommended to those houses using enormous quantities of billheads and other standard commercial printing. The imitation is not as good as the original, but if a plain letter is used, the difference in cost suggests lithography, for long runs. Professional cards of every class should be engraved on steel or copper, and the card of the traveling salesman, and even that of the business man, should, if the ex- pense is warranted, be produced by this process. There is a richness about engraved work that commands respect. The social card should always be engraved on steel or copper, and invitations of every class are not in good taste unless steel or copper engraved, except in cases where the occasion is not formal; but even then, if a limited number are to be sent out, the steel or copper engraver should be employed. Many concerns use steel engraving for all of their stationery, including their bill- heads; this gives a dignity and character to the correspondence. Announcements of openings, if sent to ladies, should be engraved on steel or copper. By deeply cutting the steel plate, a more strongly marked relief is apparent, and the result may be classed as embossed. This work is very rich, and is recommended for letter heads and envelope corners; certainly nothing is in better taste for social note paper. All steel engraved work should contain as few words as possible, and proper names should never be in fancy type. The richness of steel work suggests, and even renders necessary, simplicity in lettering. Steel engraved pictures, from stock or special designs, present one of the richest and most effective mountings for monthly calendars, especially if they are to reach the home. Commercially considered, steel engraving is a step higher, artistically, than the highest grade of letter-press work, and is to be recommended to all those who can stand the expense; and for all work reaching ladies, whether in society, or but apers of society. 1 Copper Engraving “Not cut to last." MEN KY FB 01XOKX IT EWE JHE copper plate, and the method of engraving it, and its use, are com- mercially identical with the steel plate. The cost of engraving copper plates with script lettering is from thirty cents to a dollar a line, fancy letters costing from twice to ten times as much. A copper plate will not generally print more than five thousand impressions, the minimum limit often being as low as two thousand. It can be re-cut and made to be nearly as good as it was in the first place, A good copper plate, if not overworked, will do practically the same quality of work as the steel plate, but there is danger of the copper plate losing its sharpness after a few hundred impressions. The cost of printing from the copper plate is the same as from the steel plate. For visiting and business cards, invitations, billheads, and other similar work, the copper plate answers the purpose as well as the steel plate, and the difference in cost recommends it; but for work which may run into the thousands, and where it is neces- sary to use the same design over and over again, the steel plate is the cheapest in the end. Practically all calling cards are printed from copper, and nearly all invitations of a social or business character are engraved upon copper. There is nothing richer nor more appropriate than the engraved invitation or an- nouncement of an opening, and notwithstanding the common use of this class of work, . it is always in good taste, and always appreciated by the receiver. Lithography in one printing can closely imitate copper engraving, but it is not as economical unless a large number of copies are to be printed. The copper plate can be engraved at the shortest notice, and its work delivered immediately. It is advisable to use script lettering wherever possible, as fancy letters must be recom sa Over The engraving itself is recognized as of good quality, and the utmost simplicity is sufficiently rich to render unnecessary the expense of fancy letters or elaborate designs. Ordinary letter-press does not compete with copper work, as it is impossible for it, even with the best of paper and press-work, to resemble it in quality. 256 COPPER ENGRAVING 257 T1 1 UIO The engraving of an invitation to an opening, or for any other business announce- ment, should follow the style of social invitations, both in lettering and arrangement. The paper should be a high-grade, double sheet; or finely finished cardboard can be used. An engraved monogram, or seal, or trade-mark, is generally in good taste, pro- vided it is well executed and not too conspicuous. The professional card should always be engraved, and follow the style of the social card, with or without the address and office hours. Most traveling salesmen prefer engraved cards, and use those without the firm name or address. Billheads and business cards, if a number of them are to be used, had better be engraved upon steel. Considered commercially, copper work is merely a grade higher than the highest class of letter-press work, and is to be recommended in every case where the expense justifies it, and the work is to go into the hands of ladies. The merchant makes a mistake when he assumes that the lower strata of the middle class do not demand the same quality of announcement as those higher in the social scale. The servant girl may not have an engraved card, but she requires to the lady of the house. It is as essential to use the best methods in reaching the common people as in attempting to reach the better class; and even more so, because the better class do not care so much for effect, and will appreciate the intrinsic value of the goods, even if they are not as well announced. Be sure that the engraver spells the words correctly. Engraved work is frequently misspelled. See to it that the engraver does not make illegible letters. Nearly all engravers are artists or are patrons of art, and they do not appreciate the commercial necessity of distinctness. Art can be simple, and script can be readable. There is no more mistaken notion than that which assumes that true art is not simple, and that it must not be legible. The engraved invitation cannot be as read- able as one set in Roman or Gothic type, but it can be reasonably so, and the name and address need not be untranslatable. The language used in all engraved work should be dignified, and in the best of taste, closely following social standards. Humor, wit, or any off-hand expression is never allowable in an engraved invita- tion. The letter-press must never appear in connection with engraved work, nor must the paper, or the envelopes, or anything else about the mechanical construction far depart from the conventional social lines. Originality is not an advantage in engraved advertising, however much it may be essential to every other class of publicity. Embossing “Not afraid to stand up" 1 M 2017 LUU To Y M AKSYMBOSSING differs from other classes of printing and engraving in that it is in relief. The process of embossing consists of stamping the design or letters RSS upon paper or other material with a deeply cut die. B erkan! Embossing may rise but little above the surface, or it may be nearly an eighth of an inch high, but the greater part of embossed work rises not much more than a thirty-second of an inch. Embossing is used for the higher grade of social and business stationery and for business and fancy cards; and further appears in street car advertising and indoor signs. The better grade of embossed work is expensive, but when done in quantities, and coarsely, it is not very much more costly than other elaborate methods of printing. Embossing is recommended for office stationery, as there is nothing quite so rich, and certainly nothing in better taste. Embossed stationery should never be in more than one color, and the richness of the work permits the use of almost any color or tint. cards can be embossed in several colors, and quite a realistic appear- ance is given to the picture of a bottle or other article of smooth surface. Embossed lettering on advertising cards must be large and bold and never run close together. Gilt and other bronze can be used for embossed work, for the relief effect makes the lettering legible at any angle. An attempt should never be made to illustrate an article by embossing, if the article is of fine construction, for the boldness of embossing prevents the reproduc- tion of fine lines in relief. A cheaply embossed card has all the disadvantages of shoddy work, and good letter-press work or lithography is far preferable to poor embossing. Care should be taken to emboss on strong, heavy stock for sign work, and upon a material so firm or so well fastened together that it will not peel or warp. A good quality of bronze should be used. Nothing looks worse than an embossed sign with the gilt worn off of it. Generally a better effect is secured by confining the embossing to lettering and to 1. It 258 EMBOSSING 259 a simple border, and by not attempting to inartistically and ineffectively reproduce over-decorative designs and illustrations. Comparatively few articles look well embossed, and the attempt to make them realistic really works the other way. The expense of making the dies is considerable, except where only small letters and few words are used, and embossed advertising does not pay unless a considerable quantity is ordered. Bas-relief work, which is the deepest of embossing, is sufficiently important to be considered by itself. In ordering embossed work for street-car or indoor signs, be sure to impress upon the maker the disadvantages of over-artistic work, and illegible letters, and insist upon seeing a finished proof. Use as few words as possible, tend towards simplicity, and request that proofs be furnished in several combinations of colors, that the most effective may be selected. In sending embossed signs through the mail or by express, always pack them between boards or heavy pasteboard, and carefully protect the corners. The embossed sign must be attached to the wall or other part of the store or car, and as comparatively few storekeepers are willing to take the pains to arrange for displaying them, it is generally advisable to send hanging cords or other means of holding them in position, and to attach a tack or hook to the cord so that the receiver. without any exertion, can immediately place them in a conspicuous position. ес - - : Bookkeeping “It stands, for it's recorded in the books” en ns DE E JHE better keepers of advertising accounts have invented or adapted systems of bookkeeping, and most of them are practical and labor- saving. This department suggests to the professional bookkeeper, and attempts to furnish a simple plan for those unfamiliar with advertise- ment checking and bookkeeping. The difficulty of keeping advertising accounts and checking advertisements is more apparent than real, and the technical side of them can be easily mastered by any fair bookkeeper. The bookkeeper must record advertising as he would merchandise, and simply needs to learn short advertising expressions and abbreviations, and a system of checking Advertising contracts should be invariably entered in the name of the publication and not in the name of the publisher, and checks should be made payable the same way. If desired, the name of the publisher can be given in connection with the title of the publication, and both may be referred to in the index, but the name for ready reference should be that of the publication. “John Smith” may publish a number of periodicals, and if one is advertising in all of them the recording of the contracts in the firm name will cause confusion. Where several contracts are made with one publisher, it may be advisable to make out a check for each publication instead of sending an aggregate check, in order that the checkbook, as well as the bookkeeping book, may plainly show the disposition of the money. It is well to enter and index the publications in the name of the town or city, in- stead of in the name of the paper. There are many “Heralds,” “ Journals," and 66 Times," and convenience suggests that they be entered as “Smithtown Herald," 66 Jonestown Journal,” and “Whiteville Times.” The name of the State must always General advertisers are entitled to a free copy of the periodical containing their advertisements, but local advertisers may not be given this consideration. The periodical should be opened within a few days of its receipt, and the adver- tisement carefully inspected. The insertion, correct or otherwise, should be entered 260 BOOKKEEPING 261 BOSTON (N.Y.) DAILY SUN Don't lose this opportunity for replenishing your supplies. C. H. WARREN & CO. DEALER IN Fine Silverware, Crockery, high grade Furniture and Bric-a-brac. 393–395 MAIN. C. H. WARREN & CO. May 3-5-7-10-12 1417-19-21-(24) Afsil sol-9-12-14 16-19-21-23-26 28-30 12.00 May 3/4 26-28. Januar Pd. 11.00 199 N. Y. MAGAZINE Afríl 2197 5oONAL d. @50¢ - to be used before Jan.lag Weeding Out Shoes Boy's Satin Calf Lace, with strong, heavy, long-wear soles and handsome Opera toe of magnificent: style and solid comfort, 21/2 to 512, $1.50; and the same thing in Youth's, 11 to 2, $1.25. SURETY SHOE STORE, SURETY SHOE STORE CHAS. H. AYERS 814 Chapel Street 24 l. - May guly 148-June ad Carga Sefta 0x0 PLATE NO. I, .. . - 262 FOWLER'S PUBLICITY in the checking book, and if not according to contract, the publication should be immediately notified. The advertisement should be cut from the page and pasted in a scrap book, and each change of advertisement should also be cut out and retained. The scrap book method of advertisement checking is in every way the simplest, the most rapid, and the best. Scrap books can be obtained of any stationer, and ready made advertisement check- ing books are to be found in the large cities; but care must be taken not to obtain one too complicated to be easily understood and kept. The ordinary scrap book with very large pages gives all the record necessary except the bookkeeper's ledger. The scrap book pages should be plainly numbered, and the index should be in a separate book. If the scrap book is large enough it is a good plan to paste in the contract or a copy of it. The date of each insertion should be written beneath the pasted-in advertise- ment. When a bill has been approved the clerk should draw a line beneath the dates containing the approved insertion; and when the bill is paid, the amount and date of payment should be written between the lines and the date, preferably in red ink. When an advertisement is omitted draw a circle around the date, and when the wrong advertisement appears surround the date with a square. Other marks may be easily adopted by the advertiser to illustrate necessary conditions. The following tables of abbreviations may be of use in the checking and entering of advertisements. IS ise · eow . . · · · · SW . · · · · · · · · · · W · · · · · sm . ............: · · · · · · · . · · · · · . . · · · ... · · · ew · · · · em · · . Daily paper . . Every other week. Sunday paper . . Every other month eom Semi-weekly paper . One time a week . . . . . . . I taw Weekly paper. Two times a week · · · · 2 taw Bi-weekly paper Three times a week . . . . . 3 taw Semi-monthly paper Four times a week . 4 taw Monthly paper . . . . . . Five times a week m 5 taw Quarterly paper . . . . . . . . . * Till forbidden . . Every issue . . Times . . . . Every day . . Next to reading matter Every week . . Top of column . . Every month. . Page . . . . Every other issue . eoi First Page . . . . . . . . . IP Every other day . . . . . . . . eod Second Page . . . . . A yearly calendar, the full year appearing on one side of the card, and so arranged that the days of at least six months run in a continuous line, should be on every checking desk. Plate No. I represents the simple scrap book form worked out into practical use. A full page should be given to each publication, and sometimes several pages. Plate No. 2 represents a form of checking book arrangement which may be used to advantage, but the writer does not consider it as effective and as easy to keep as the ordinary scrap book method. · · . . . 2 p AY 1 * The writing of “ tf” or “till forbidden" in a contract signifies that the advertisement is to run until ordered discontinued. BOOKKEEPING 263 STATE city NAME How . TOATE DATE OF PAPER IPOBLISHED CONTRACT INSERTION IST. I olio Bisten | Journal I Daily) or gan. 1/97 . . Size of Position WHEN то NO. OF WHOLE PRICE TOTAL ADVERTISEMENT LAPPEAR Time's PER TIME cost 4 in T le Ted 200 200.00 (4 inches) | (het page) (Every day! 1.00 How WHEN LAST ILAST PAY- MENTIN OMISSIONS REMARKS PAYABLE PAYABLE PAYMENT MADE OLUDEO cash (monthly) | Feb. 1st I gan. 3% sau 29/97 . A AOVERTISEMENT APPEARE O IN JANUARY FEBRUARY MARCH APRIL MAY JUNE 1-2-4-5-6 7-8-9-11-12 (13-14-15-16 18-19-20- 21-22-29 25-26-27 |28-29-30 PLATE NO. 2. How Not to Advertise “ Write right when you write": 1 no 1 ve EXE HE story writer need not be over-particular. Folks will read poor stories. Poor poetry may not lose the poor poet's money, because he has not any money to lose. Folks buy periodicals for reading purposes, and if they pay for them, they will read them that they may get their money's LARGO worth. Abominable reading matter is read. Indigestible food is eaten. Most men would rather make themselves sick eating what they ought not to eat, after they have ordered it, than fail to get an equivalent for their expenditure. Periodicals are not purchased for their advertising columns. Folks read good ad- vertisements, but they will not read bad ones. As the privilege of reading adver- ments is not supposed to be paid for, folks have a right to suppose that they do not have to read advertisements. It is not necessary to make people read a story. They will read it if they have paid for it. It is necessary to make people read advertisements. If advertisements were read as reading matter is read, advertisements could be in reading matter form. Folks assume that they do not read advertisements, and this is the reason for the engagement of the best artists and the best writers, that the advertisement, by its excellence and attractiveness, may force itself before the public and into the public. The author is paid for writing the story. The advertiser pays to have his con- tribution printed. The story writer is not always limited in regard to space, for it makes no particular difference whether his story is one page longer or shorter. The advertiser is limited to a definite space. He must pay for every fraction of an inch of space he uses. The advertisement is intended to do good. The advertisement that does harm is worse than no advertisement at all. The advertisement is supposed to mean some- thing, and if it means something, it must say exactly what it means, so that the way- faring man or woman, though a fool, cannot misunderstand. It does no harm if the story is not perfectly understood, but the value of the adver- tisement is entirely dependent upon the reader's comprehension of it. The writer of an advertisement never knows the exact characteristics of those who read his work, consequently he must model his advertisements to meet the under- standing of the majority, not the minority, of all classes or of any class. an 01 264 HOW NOT TO ADVERTISE 265 1 Because the advertiser understands his advertisement does not prove that the public will understand it. A certain illustration may be technically correct, and may scientifically illustrate the point, and yet it may be entirely misunderstood by the public, and serve a purpose opposite to that intended. A certain expression may appear to the advertiser to be euphonious, and even brilliant, and the advertiser's wife may like it so well that she embroiders it into a pillow-sham motto, yet that expression may be meaningless to the public, or appear to mean what it does not mean. The advertiser is in the hands, not of his friends, but of the public at large. The good of an advertisement is wholly in what people think of it. Comparatively few people do more than glance at an advertisement at the start, and the good advertisement must be so written and illustrated that a glance cannot misconstrue its meaning. A picture of a building, even if it is correctly drawn, may make the building appear to be smaller or larger than it really is, and if the public thinks it is deceived, it will believe it is deceived whether it is or is not. Intelligent people misunderstand, and always will. It is the business of the adver- tiser to reduce to the minimum the possible misconstruction of his advertising meaning. People are opposed to the man who swindles them out of their money, and who misrepresents things in his statements. They despise the newspaper that sensationally heads its articles, and does not back its headlines with facts. They will have nothing to do with the advertiser — except to take their chances on his bargains — who overreaches fact in his headlines, and who does not balance his advertisements so that each part helps, not detracts from the others. The advertisement which is Ven LLI bankrupt the advertiser. Better not advertise at all than to use advertisements that admit of continual criticism. Of course everybody will not like the advertising. There are kickers against everything. But notwithstanding this fact, the value of the advertisement depends upon how many people like it and how few people dislike it. One may sell the best soap, and his good advertising may have sold an enormous amount of it, but every poor advertisement put out, by disgusting the public, cuts down the sale of the soap. No buyer, with the image of a disgusting or inharmonious advertisement in his mind, is likely to buy the goods advertised. Bad advertising drives away good trade. It is as essential to know how not to advertise as to know how to advertise. When in doubt, throw the advertisement away. Windows “ The eyes of the shop" . UD F there is any free advertising medium, it is the window. COBI GOZ There must be windows to all stores, and all it costs to use window d o d space for advertising is the time required to properly dress it. A The space is there. Use it. The better one uses it, the better it will pay him. 1 T1 yn 1 ssern n Sen gestive if it were illustrated with pictures of window dressing. Efforts have been made to secure these, but the results have not been sufficiently encouraging to war- rant reproduction here. It is better not to attempt to show what the picture will not show well. The arrangement of goods in the best dressed windows, the necessity of photographing through glass, the difficulty of properly lighting the window for effec- tive photographing, and the impossibility of making satisfactorily drawn suggestions of window dressing, make it better for the writer to confine this department to the discussion of window dressing, and to written suggestions of plans, ideas, and arrange- ments. The available sketches of window display, and the few photographs, are so extremely poor as to forbid reproduction. · The window dresser must be a natural artist. No one without an inborn sense of the artistic, and a discriminating sense of color in its lights and shades, can properly suggest or execute window dressing. The window artist must not be a slave to his art, and must combine with his natu- ral and trained professional ability a knowledge of the practical, and he must possess an abundance of common sense. If he is too artistic his windows will appeal to the æsthetic person only,— not to the buyer; and if he is too plain and businesslike, there will not be sufficient beauty in his creations to command attention. The window dresser must be an individual of composite talent, possessing in har- monious proportions a knowledge of business, art, and harmony, and an ability to show that part of the goods which ought to be shown. The window dresser must not build monuments or statues illustrating art alone, for the window is business with art applied to it, that it may stand out in selling relief. The most artistically arranged window, with the colors and shades and lights and shadows blending in the most harmonious combination of effects, may not assist in er On 266 WINDOWS 267 selling the goods, and its true artistic value may be too high for the viewers of it. Window dressing is business, and all the art permitted is that which will make the business stand out stronger and bolder. An artist may not be a genius, but a window dresser must be both an artist and a genius, and must understand how to make his art subservient to business. The large city stores generally employ professional window-dressing talent, but the majority of town retailers do not feel justified in paying the heavy fees asked by experts at decoration. There are few stores without a woman or man more or less adapted to window dressing, and this person should be encouraged to study the art and to practise it. The promise of a higher salary is one of the best stimulators. Better place a sash curtain in the window than fill it with a decorative abomina- tion. The window must be looked into because it is where everybody is, and so impor- tant an opportunity for good advertising should never be neglected. The cost of decorating paraphernalia is merely nominal, the “ tools” consisting of some nails, a hammer, a saw, a few boards and boxes, and the use of the goods in stock. Occasionally it may be advisable to show something not in the line of business, but ninety per cent. of all window decorations should pertain to the goods on sale. There should be an abundance of light, and the window should fairly glow in illuminated brilliancy. Some goods look better in artificial light, and it is frequently advisable to light the window in the daytime. Artificial light allows the illumination to strike just where it is wanted, and often it is necessary to follow the methods of stage realism. Every effort should be made not to have the light glare in the faces of the lookers-on, and to confine the lights to footlights, side lights, and top lights; or if necessary to have a center light, it can be thrown from the side, or concealed even in the center, by a reflector, the reflector being behind some article or decoration. The effect of focusing the light is always good, as the eye naturally follows radiat- ing rays. Lamps and gas should be avoided whenever possible, as there is great danger of fire, and much difficulty in properly arranging them, but it is a good plan to have a few gas burners at the edge of the window to furnish heat for the prevention of frost, unless a steam pipe can be conveniently arranged in their place. The incandescent electric light is the safest, best, clearest, and strongest, and it can be placed anywhere and everywhere. The arc light is altogether too white and unsteady for scenic effect. Whenever possible follow stage arrangements, and give the window dressing a realistic perspective effect. Fully three quarters of all the windows are dressed with a conglomeration of everything literally slung together, and apparently dropped into place. LE 268 FOWLER'S PUBLICITY S Such an arrangement does not readily draw the eye, and cannot possibly hold it. The showing of many styles and articles at the same time confuses the eye, and abso- lutely forbids the focusing of sight and thought. There is no objection to showing several articles, if it is necessary to the plan, but the nearer one gets to singleness, the more effective is the display. Under no circumstances show more than one class of articles in a window, unless the object of the display is to present the different kind of goods sold for a specific price; in such cases, if the price is made prominent by placard, conglomeration is not unprofitable, for one is really presenting one thing, and that the price. In the oneness of window decoration is the effectiveness of it. If there are many lines for sale, something new can be displayed every day; and if 1 in in a fresh surroundings. Decided contrasts are often effective, even though they may be opposed to artistic harmony. It may seem a little ridiculous to place a cowhide boot on a decorated satin cushion, but the inappropriateness of it will attract attention. production of a backwoods hut, but if the lights are arranged correctly, the contrast between the rosewood and the unfinished walls may give an appearance of great elegance to the piano. . If one should desire to show a cheap hat, and the hat looks fairly well, and he wants to place it on a dummy head, it is not necessary to put cheap clothes on the dummy’s body, for the man who can only afford a cheap hat would rather buy it if it is suggested that well-dressed people wear it. Intentionally careless arrangement is all right; but the apparently artistic arrange- ment which is not artistic is all wrong. Ideas on window dressing are unlimited, and it is useless in a book like this to presented simply as suggestions, to be used as they are, perhaps, but largely as a means of starting a train of thought in the mind of the decorator which may lead up to something very much superior to any conception of the writer's. be dressed with the goods only, or by supplementing the goods with streamers, banners, and shields, or by the introduction of anything which shows the goods in action, so to speak. Never present in the same window side by side two similar lines of goods at differ- ent prices, for either the better will not seem to be worth the increased price, or poorer will seem to be too poor to be worth purchasing. The common custom of erecting columns, houses, pyramids, and other things, using exclusively the goods displayed, conventional though it may be, will never out- live its usefulness. Bridges can be made of cloth and worsted; and monuments, churches, towers, and WINDOWS 269 even realistic reproductions of State buildings can be constructed of dress goods, handkerchiefs, and other articles which can be folded into any desired shape. Cones and pillows can be made of stockings, underwear, and of collars and cuffs. Goods can be shown on models, or so laid out as to present all their advantages. Church organs can be built of any kind of dress goods, and vessels and boats and animals can be covered with goods, or shown carrying or dragging loads of the goods. The living window picture in which somebody is doing something attracts more attention than any other method of window display. Curiosity is not limited to the mob, or to the ignorant, and everybody, from the banker to the minister's wife, will stop in front of the window to watch an old-fash- ioned shoemaker pegging shoes. No matter if the picture has been seen over and over again by the looker-on, the activity of that individual will make his work interesting. Something in action is worth many somethings in inactivity. It is an old idea, but nobody ever failed to look at the steaming teakettle, or the fire in the open grate, and no man or woman is uninterested in the method of manu- facturing what is eaten and worn. a e I sure that the attendants are properly dressed, and clean. Art is to be encouraged, but if the people in town do not want art and do not know how to appreciate it, one can sell more furniture by having a carpenter sawing the boards that make it in the window, than by any display of the truly artistic side of furniture. When furniture, or kitchen goods, or carpets, or wall paper, or anythin else that can be arranged as it appears in use is to be exhibited, show it in use. A strip of wall paper, running from top to bottom of the window, does not look half as well as the imitation of a papered room with pictures hanging on the wall. Automatic features are novel, and always attractive. A steam engine in the window supposed to be doing something, or doing some- thing, will bring people across the street to see it. The conventional churn, with a motor to run it, is a dozen times more interesting to churn users than the same churn without the motor. Play a fountain in the window, and let the dropping water and the swimming gold- fishes bring attention to the waterproofs or rubbers. It has been done for years, but a pair of waterproof boots stuck in a pail of water will sell boots. If the schoolboy's shoes sold will wear, get two little fellows to alternate with each other — so they will not be tired — in scuffling across a sandpapered floor in the window, when the streets are full of people. If one sells cast-iron suits for children, why not back one of the little fellows so cli je to the grindstone that it will look as if the grindstone hit him, and have another boy turn the grindstone or have it turned by a motor. T 1 cross a S 270 FOWLER'S PUBLICITY 0 ren If one is advertising some particular kind of trousering, make up a pair of breeches big enough for Goliath, have them ironed well, stuff them so they look as though legs were in them, put a pair of shoes on them, and stand them up in the window so th cannot be seen, and they will look as though somebody was in them. If one sells housekeeping goods, and caters to young housekeepers, why not build a lovers' walk, and show a couple of doll figures walking beneath the shrubbery and flowers. If he can run them on a belt, so that they can appear and disappear, so much the better. From umbrellas build an imitation of an armory. If one uses faces on his draped models, hire some artist to paint a face on them that is a face. Construct a waterfall in the back of the window, and represent the fall of water by the apparent dropping of the goods. If it is to represent a reduced price, placard the goods on top with former price and the goods at the bottom with cut price, and say “Oh, what a fall of — my countrymen!” But if the goods are regulars at regular price, one might say,“ An overpouring of fall goods,” or “ The overflow of quality.” Place a pile of slippers in the window, and label them “The slippers that don't slip." Vegetables can be made to represent catchy lines, and although they are not partic- ularly refined, they are unobjectionable. A pile of dates near the goods suggest the title “Up-to-date —," A basket full of beets makes proper the catch line, “ You can't beat 'em.” If the goods do not crack, they can be displayed with a pile of nuts, and the placard, “ Hard to crack.” Warm goods can be shown upon a stove, with the placard, “Warm goods," or “ Always warm," and a candle or an electric light can be used to give the appearance of fire in the stove. A real telescope or an imitation of one can be used to illustrate the smallness of the prices. Any article can be placed upon a pile of matches, with the placard, “ You have to scratch to match 'em." Why not show a shoemakers' last and a pair of shoes, and label them, “Bound to last”? This is an old expression, but some folks can use it profitably: “It's a good thing, push it along,” and the merchant can put the good thing in a baby carriage. Show a fisherman, but turn his face the other way so that he will look natural, fishing in an artificial pond, and one of the articles can be on the shore, and the other in the pond, and the price can be shown in bills hung to the hook. No matter if these ideas are conventional, and have been used by many, if they are apparently new in the town, they are just as good as those of the utmost origi- nality, and perhaps better, because too much originality is not appreciated by un- original people. - WINDOWS 271 S In Oman SSC If goods are guaranteed, and the merchant gives a written guarantee in the form of a bond, show a large reproduction of the bond in the window. When dummy figures are shown, place them in natural positions, and if possible turn their faces wholly or partially from the window, as the artificial face frequently detracts from the value. The photograph of some prominent personage, properly decorated, makes people look into the window. If a vase or some other article is to be given as a prize, obtain consent to display it in the window. The cooking of griddle cakes in the window, or the making of anything else, is an old plan, but will always be a good one. . Molasses candy or taffy sells better if the public sees a neatly dressed cook making it in the window. If one sells carpets it might be well to exhibit the old-fashioned way of making carpets. If crockery is sold, show a potter working at his wheel in the window, and sell what he makes at a good price, and get the advertisement for nothing. The old-fashioned spinning wheel manipulated by a comely woman dressed in ancient costume is a good advertisement of anything that is spun or woven. Separate the window into two parts, and illustrate the disadvantage of not using a certain goods in one part, and the advantage of using it in another Sometimes it is advisable to entirely forget art in window dressing. The placing of a single article upon the top of a rough packing box, and having nothing else in the window except a reflecting background, must focus attention upon that article and to the brief reading matter accompanying. Build a street of mud in the window, and let a well-dressed dude walk through it, and then have his boots blacked by the new blacking at the end of the lane, provided the blacking will do it; or in a similar manner illustrate the waterproof qualities of a shoe. Many have done it, but it pays to illustrate the price of the article by the amount in bills. If one has a combination of articles at a certain price, show this combination in actual use. For instance, if he furnishes a dining room for one hundred dollars, build a dining room in the window. If the stove is very easy to take care of, have one under full fire in the window, with some one taking care of it. If produce is sold, put a big watermelon in the window, and hire a little colored boy to look at it with his mouth open. letters, use that famous quotation from Shakespeare, “ Upon what meat does this our Cæsar feed that he has grown so great”? and underneath it say, “ This is the meat.” Anything that will make the people laugh, if it does not disgust them, furnishes a good method of window display. 1 272 FOWLER'S PUBLICITY 2 V The goods must be so displayed that their quality and value will attract attention, or else some outside means must be presented to draw attention to the goods. If one sells eatables, either keep the flies out of the window or keep the eatables out of the window. Illustrate a comfortable mattress or crib for children by displaying the article in the window apparently in use. By placing a dummy in the bed, and turning the face side away from the window, a little care in the arrangement of the false hair will produce a realistic effect. It might be advisable to engage a child to sleep or to lie awake in the window, during an hour or two each afternoon, but policy as well as humanity suggests that there be no cruelty practiced, for the public will resent it. Some one member of the firm, head of department, or clerk in all stores not em- ploying a professional window dresser, should have charge of this department, and should receive suggestions from all those connected with the business. Very good suggestions can be had from the trade papers, and often a display of entirely different goods will suggest ideas which can be worked over into very effec- tive decoration. Always see to it that the window is clean inside and out, and do not allow percep- tible dust to accumulate on the goods displayed, or upon anything used in the setting of the display. The same display should not remain more than a week, and daily changes are advisable if new ideas can be thought of frequently enough, and there is time to attend to them. Effectiveness is necessary, originality advisable, and the display of art acceptable when it does not interfere with the business side. There should not be such a super- abundance of business as to forbid the introduction of the beautiful and the harmo- nious, except in cases where the bold and the striking are more effective than any combination of beauty and artistic appropriateness. Testing Advertising “That which seems so may not be so ” turu TI MVH IN . Die IN UNA . L. 1 S LIWA 2 TA ws IV Will 11 + On U WAZONYWAZIVDOES advertising pay? So asks every advertiser. The local advertiser, living in the field of his advertising, where neighbor knows neighbor, and where the local mediums confine their circulation to the town and its outskirts, can easily determine, by judgment alone, whether his advertising pays or does not pay. The local advertiser knows the character of every local advertising medium. He sees the t his house; he reads them, and he knows whether his friends and the people read them also. The local advertiser measures his advertising in a measure of his own, and gauges it with a local gauge. The general advertiser knows whether or not his advertising pays generally; and apparent fact and judgment tell him that certain mediums positively pay, that other mediums perhaps pay, and that some mediums do not pay. He cannot travel all over the field of his advertising, and he cannot see the circulation of his mediums. There is not much trouble in determining the value of the few great advertising mediums, for the advertiser sees enough of them in circulation to intelligently esti- mate their effectiveness. It is not at all difficult for the advertiser to determine that the poorest mediums are worthless, because if he or his men circulate fairly well, and visit several cities and towns, and see them nowhere, there is the best circumstantial evidence that these mediums are worthless. The trouble is in determining whether the mediums which are neither best nor worst are worth using at all. The advertiser may say that he can afford to drop all but the best. He cannot afford to do this, for some of those which he is in doubt about may pay him better than those which he thinks he is sure about. Many advertisers have made use of the time-worn number test, which consists of using a different street number in each advertisement, and carefully checking the returns, keeping a record book containing the numbers and the publications corre- sponding to them. Other advertisers most carefully read the letters which come in answer to their advertisements, and credit the paper with a good mark when the writer mentions it. In the advertising of some cheap lines of goods, and in offering to send free cata- logues, this method has given a fairly good idea of publication value, but it is by no means conclusive, and no advertiser has a right to entirely bar out a publication 273 274 FOWLER'S PUBLICITY YTT SO because either of these methods of testing has resulted to its disadvantage. Not one in a hundred of the answerers of advertisements will take the pains to mention the publication they saw the advertisement in, even though the advertiser asks them to do so. The better class of buyers seldom comply with this request, simply because there is no reason why they should. A proportion of those who answer advertisements first see the advertisement in one publication, and perhaps do not answer it until they have seen it in a good many others; and if the street number test is used, it is possible that the publication which does not deserve much of the credit will get the credit. A proportion of advertisement answerers frequently answer the advertisement from memory, and even if the street number is given, they will not write it upon the envelope. Some advertisers request the answerer to cut out the advertisement and return it, making the advertisement a sort of coupon. This is an old trick, and may not do any harm in the advertising of cheap goods, but it is one which does not appeal to the better class of readers. There is not any sure method for testing the value of general publications. The value of any advertising medium is due wholly to its adaptability to the goods advertised. The medium which may pay one advertiser may be absolutely useless to another. The general advertiser must use his judgment. He must study the contents of the medium carefully, and by making inquiries among his friends and the public, obtain information which will enable him to judge as to whether or not the publication reaches the people he is after. His own individual taste, and the opinion of his partner and wife and legal adviser, may have no weight whatever, because they may judge a medium by their own in- dividual ideas. Public opinion is the only opinion worth anything in determining the value of an advertising medium. If the advertiser desires to reach the middle class woman, and the publisher of a cer- publication states that the circulation of his publication is so much, and appearances corroborate the statement, and the advertiser finds that women everywhere read the publication, he has all the evidencc that he can obtain and all he ought to have to convince him that the medium is adapted to his purpose. If the publisher states that his publication is for sale on all the news stands, and the advertiser cannot find it on more than a few, the chances are the publisher lies.. olisher states that there are a certain number of thousands of his paper sold in a town, and the advertiser finds that not one family out of a dozen he has visited reads the paper, there is something the matter somewhere. If the careful examination of the publication apparently justifies the publisher's claim, and reasonable inquiry further proves the correctness of it, and the publication reaches the desired people, it is altogether likely that it is a desirable medium for the advertiser. 0 1 nces S СТ ni Practicable Publicity “ Fired in the crucible of public opinion without scorching” TGX X 11 THE writer cannot name the best one hundred advertisers, nor does he know of any one who can. He cannot select the best one hundred advertisements, nor does he know of any one who can. He can but do the best he can, and with the discrimination of experience attempt to present what may be considered the best one hundred advertisements of the best one hundred advertisers, and in the absence of proof to the contrary he may assume that his selections are not more than fifty per cent. removed from excellent judgment. The writer asked a number of advertisers to send to him their best advertisement, and without cost to the advertiser. Most of these advertisers willingly granted the request. Each advertiser is a representative business man of past and present success. All of the advertisements presented in this department have brought busi- ness, and many of them are now bringing business. They are examples of more than ordinary success, and the profitableness of their quality is sustained by fact and beyond guess work and theory. Some of the illustrations to save space were reduced from full pages, but their identity has been preserved. Some of them were written by the writer when he was an advertisement constructor, and he is not to blame because the successful adver- tisers still consider these advertisements their best, and he has no right to bar them out, because he is presenting examples of success, not specimens of personality, and the advertisers, not the writer decided upon them. The great diversity of appearance goes far to prove the correctness of the writer's opinion that there is no accepted style of profitable advertising. These illustrations may be honestly criticised, but the critic must not forget that each one, no matter how it may antagonize his ideas of successful advertising, has brought business and has proven its right to claim effective quality. Most of these illustrations do not present modern over-originality, but are plain statements of fact. This department presents a composite mirror of profitable advertising pictures. Each one is, or was, a success, and the advertiser can turn the quality of them all into his mental hopper to grind out from the profitable mass a picture of his own business. llo 275 276 FOWLER'S PUBLICITY THE DUNLOP WESTWOOD GUNNAT WAEEL 22 Oz MAN 226 lbs. sel NO MATTER WHAT MAKE OF CYCLE YOU SELECT INSIST ON SEEING THAT IT IS FITTED WITH DUNLOP-WESTWOOD RIMS THE PNEUMATIC TYRE COMPANY LIMITED. 160. CLERKENWELL ROAD, E.C. LONDON: PNEUMATIC TYRE COLO - MANCHESTER, CLASGOW, DUBLIN, &c. An example of Tire and Bicycle advertising in England. Night Gowns ** LMLET CHEAPSIDE MILK STREET myyjunni TT 116 JOHN PICCOTT 115 SMY TAILORS VIZ 58 inches long, made of the excellent Hill muslip TRADEMARK at $1.00 Jp 7 These ex- ceptional gowns have yoke of fine tucks, pleated back and the front and sleeves are trimmed with pretty guipure pattern embroidery. Mailed to any address for $1.00 and We pay the postage. Money refunded if desired. GGOT sa sele STRAWBRIDGE & CLOTHIER. THE TUDI TI JU! Dry Goods. De babes PHILADELPHIA. tottunud FAUSTION Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. PRACTICABLE PUBLICITY 277 BURNETT'S COCOAINE CROWN PIANO. By means of the wonderful Orchestral Attachment and Practice Clavier in the " CROWN" Piano, you can imitate perfectly sixteen different instruments, either independently, or as an accompani- ment that blends harmoniously with the clear tone of the piano itself, producing the most beautiful effects-effects that are Not Possible on Any Other Piano! No other Piano gives so much additional value without additional cost. The "CROWN" Pianos are always one quality-the very CURES DANDRUFF, SOOTHES ALL IRRI- TATION OF THE SCALP, MAKES THE HAIR GROW AND GIVES A BEAUTIFUL LUSTRE. PRICE, 50C, AND $1.00 PER BOTTLE. The annoyance of noise to others while you are practicing is eliminated by the “CROWN" Practice Clavier. It is most interest- ing and fascinating 10 read of these great improvements to the piano, and to learn of the marvelous imitative powers of the Orchestral Attachment. For Purity and Sweetness of Tone, Elasticity of Touch, Work- manship and Finish the “CROWN" Piano has no superior. Each Piano Warranted Ten Years. Illustrative Descriptive Catalogue, with Music, FREE. GEO. P. BENT, Mfr., Bent Blk., Chicago, U. S. A. Sumbernur A Mason Hamlin BEST You may get lower priced coal but it's no: Creaper. Two tone oi realiy first class coal wil outburntree of the low price kind, JYhich is the cheapest ABRIL PIANO SCREW The Mason & Hamlin Pianos are the only planos manufac tured containing the patented Screw Stringer, by virtue of which they do not require one querter as much tuning as any other plaHo made ; thus reduc ing expense and inconvenlence to a minimum. Full particulars and cata. logues mailed free. Mason& Thamlin BOSTON. New York. Chicago. Kansas City S MCFARLANE & CO OFFICE DOCES Qucce And Fool of Baibur Bathurst Tel. 1226 Tel 1557 STRINGER (PAT Sisak Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. 278 FOWLER'S PUBLICITY XXXXX What You Want When You Want It SAVANNAH lis LINFO.For tih m inimu We carry the stock You sell the goods FROM BOSTON FROM OCEAN STEAMSHIP COMPANY NEW YORK Nah OF SAVANNAH, AND FROM NEW ENGLAND AND SAVANNAH PHILADELPHIA TEAMSHIP COMPANY Up For Florida med Morse & Rogers, Money Saving Distributers of Boots, Shoes, and Rubbers, 134-136 Duane Street, New York. Steamers sail at 3 P.M. From Lewis Wharf, Boston, New Pier 34, N.R., New York, " Pier 18, So. Delaware Avenue, Philadelphia, For Savannah direct, making close connections with rail lines from Jacksonville and all other Southern Points. Unsurpassed Cabin Accommodations Sea-Spray Baths, Electric Lights, and all conveniences Send two-cent stamp for copy of “Savannah Line News" and engraved map of Atlantic Coast. Richardson & Barnard, Agts., M. C. Hammond, Agt., 20 Atlantic Ave., Boston, Mass. 13 South 3rd St., Philadelphia. Jas. M. Barnard, Jr., Gen. Agt., G. M. Sorrel, Manager, Savannah, Ga. New Pier 35, N.R., New York. XYXXX TRADE MAR SUPERIOR NUTRITION COISTERED THE LIFE IMPERIAL GRAN Scott's Emulsion QYRIONTES 1891 BY THE IMPERIAL GRANUM Company THE GREAT MEDICINAL FOOD che cream of Cod liver Oil, with Hypophosphites, is for Coughs, Colds, Sore Throat, Bronchitis, Weak Lungs, Consumption, Loss of Flesh, Emaciation, Weak Babies, Crowing Children, Poor Mothers' Milk, Scrofula, Anæmia; in fact, for all conditions call- ing for a quick and effective nourishment Send for Pamphlet. Free Scott & Bowne, N. Y. All Oruggists. 60c. and $1 LA LANEUS FOZ INVALIDS, CONVALESCENTS AND THE AGED NURSING MOTHERS, INFANTS ARO CHILDREN. FOR SAJ Dr DRVOGISTS + SHIPPING DEPOT - JOAN CARLE A Song New Yox, Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. PRACTICABLE PUBLICITY 279 BEST&CO , MW lum S IAR * TRADE of a . . P TO .. M us IT ti ALS . SSS SOC 1 www . 2 TA OS Boys' Clothing made by Boys' Tailors. ņF High-Grade Shoe .... 29 ***5*•. Look for it when buying a NEW PAIR Best Dealers Sell Them Take two tailors of equal skill and experi- ence: Let one make men's clothes part of the time, and a boy's suit occasionally : let the other have nothing to do but think about, design, cut, and make boys' clothes exclusively: Which tailor is likely to be most satisfactory - for boys? An example of this tailoring exclu- sively for boys is to be seen in our double-breasted, all-wool, Cheviot Suits - in gray and brown mixtures and plain blue, color and satisfactory wear guaranteed, at ". Made by d $5.00. Stown Shoelo the Progressive Manufacturers St. Louis Catalogue with over 100 illustrations of the best things for children, for 40. postage. B Our goods are not for sale by any other house. We have no agents. 160-62 West 23d St., N. Y. III AND ? ? . POULTRY D "1847" ogers COLLARS FACTURES MARK المسلسل السلسللللللللللللللللللللللللا MANUFA املللللللللللللللللللللللللل FROM: Dilverware WW.G.BELL&CO. BOSTON, \SWEET TU US TRADE CUFFS If you wish the old original quality of Rogers Spoons, Forks, Knives, etc., accept only those which are stamped 17 TRADE MARK 4/ROGERS BROSO TRADE МАяк Manufactured only by the Meriden Britannia Co., Meriden, Conn. For sale by dealers everywhere. ALL PAT.MAR. 8.1878 . THE BEST MADE in Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. 280 FOWLER'S PUBLICITY 90000000000000-0000000000og Barnard. Sumuer&Putnan G "REMNANTS” OF SILKS---RAH! THE DERBY IDEA. ESTABLISHED 1842 INCORPORATED 1882 "The Highest Quality at the Lowest Cost." The name Derby is a synonym of quality in G . AT LAST-THE WORD IS SPOKEN. HAD YOU BEEN AWAITING'17* RAA T OTECT HUNDREDS DAT ROLL TOP DESKS. - 99 . SE! - -- 11 4230 DES * of them. The whole counter devoted to them. On SATURDAY © MORNING, at 8 o'clock, the entire accumulation of 17 Zon 2 RSS . . WO T . Online SILK REMNANTS TV . , . LISTA VROLLLS TOP 2000000 v ZOOOOOOOOOOOOOO0000000000000000000000000000000000 o left to us a legacy from our unprecedented December and January sales. Anything short or anywhere near short lengths will be in- o o cluded, 1-2 yard to 6 yards and over in measure. 0 Elegant and refined, sumptuous and gorgeous, Striped, Plaided, o O Brocaded, Taffeta, India, Japanese, Plisse, Blacks, Gros Grains, o Ó Rhadames, Satins, Dresdens, Persians, Cashmeres, Plain, Broche, Pompadours. ALL, EVERY and SINGULAR of our grand assortment of silks reduced to the "LAST EXTREMITY." · In materials and construction ; B ILIR? In finish and utility; DERBY In durability and design, the DESKS DERBY KAHESEAURELIACAN LOUNGE is the standard make of the United States. ILLUSTRATED CATALOGUE AND PRICE LIST FREE. bogO6Q000000000000000000000000000000000000000.coco00oodoo N VZW *** 8 Remnants! Remnants! Remnants! Suitable for vests, trimmings, facings, linings, neck tles, sashes, Xbows, bags, waists, skirts, bonnets, head rests, sofa pillows, aprons, picture throws, piano throws, lambrequins, short curtains, toilet ornaments, and WHAT NOT? This annual event means, should the day be fine, as is probable, Manufacturers, DERBY DESK CO. 93 Causeway St. BOSTON, MASS., U. S. A. NEW YORK BRANCH, 114 NASSAU ST. A GREAT RUSH. Tis an annual event, ANTICIPATED BY HUNDREDS and . waited with pleasurable expectation. Every piece will have its "WALKING TICKET" attached with a "QUICKSTEP" price on it, and the smartest and sharpest O buyers will get the best bargains. Q:. Former prices, style, color, condition and value have been EN. O TIRELY AND COMPLETELY IGNORED. Every yard marked to SELL and SELL QUICK. Special help will be on hand and all possible consideration will o be accorded to everybody. PONES . 1 . . I VHS it S Bright and Early Gets the Best 200000000000080000000000000 LLL . NILA DilutiHitok . WELL STIR BEFORE USING . . . D . + 11 24 4 . Yom .. . Mal . ." DAY: MARTIN'S PARADE RUSSET CREAM UN ANDA widtp. tions 124. TINS AY YI * LUME NA NO . . DR . W . TVORINE ENGLISH DRESSING கிரானை For Circhisins Preserving fun NTTUSU tul > NY VND Leather Boom Sa I A transpare i Cotosuet Did It | Leather..Brown Leather Boot; and Shoes Travelline. Basi, bë DIRECTIONS FOR USE :4 7 I l'Arc Marinetele sak shielt, he upplicarse or : Siegrille ja hiura Gel clči:: - SHARDHE BOTILS BEFORE USIKC LONDON & LIVERPOOL S moulin Des Phase r HIGH HOTBOL LONDON · NOW BOROUCH ROAD IM SMSHOES, Oct SOFAS AMDO PALOKRVESYLL HINDG OF LEATHER GOODS. AND 15 ECONOMICAL IN USE. TIMANUFACTUALIDATI t w .* IN - RUSSET PASTE 11 COTOSUET makes cake-well, just such cake as two hundred thousand women have tasted at our food shows. We wish we could hand you a piece of it. Think of selling & shortening better than butter for cake at the price of A COTOSUETI Sold everywþere in palls Oke lard. SWIFT AND COMPANY, CHICAGO. They Stay Dyed. Stockings, Feathers, Gowns, Cloaks or other articles dyed with . Diamond Dyes AMERICAN FAMILY SOAP . COLD BOOK . 6 49 XON A W I I THE OF SOAP THE A will retain their color no matter how often they arc washed or ex- posed to the sun. A package of Diamond Dyes costs only ten cents and plain direc- tions for using accom- pany it. No previous experience is nec- essary to get the best results. Sold everywhere. Direction Book and forty samples of dyed cloth sent free. WELLS, RICHARDSON & CO., Burlington, Vi, THE LARGEST AND BEST BAR OF SOAP IN THE MARKET FOR THE MONEY .15.- You may get a cold, but you needn't keep a cold- A book about cold stopping free-and how to take Calisaya La Rilla- just drop me a postal card. Charles Allen Recd, 9 Cliff St., New York 100% PURE JAS.S.KIRK & CO. CHICAGO. Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. PRACTICABLE PUBLICITY 281 W People's Line Steamers. WE ARE ADVERTISED BY OUR LOVING FRIENDS" IF YOU HAVE NOT TRIED MELLIN'S FOOD SEND FOR FREE SAMPLE. . 1 . . .-' 11 ..' - NAILS HUDSON RIVER VINY Acred2 7 WWW.YUNYA ... . ITNA . LY, He . giyim NYU EINH WW2 - Leave Pier 41, North River, foot of Canal Street, 6 p.m. daily, except Sunday. KA SOLO ENRO NA ci! 11 Nu! 11:37 - :- 11. :.- . TITRE MOV, PA HU : AN ALE : BA! New York To Albany IL! HAY ONTA . ht ! Xx: 71 ! 90.944, T 123 2 1021122 MS I ,5 1 r ti TESTER! M 11.; Albany to New York, 8 p.m., and Points South. HT M NDIVI VIN HA NA Satu WE V . I anta . Ver st .. . 19 TV V ELIN . 1 CNR ILIML 09 A NAVA rthur 122 W THIS NAWEZA w AN VGA SH 2017 AUREL 5309 SEND FOR OURY BOOK THE BIG THREE- Steamers ADIRONDACK, DREW, DEAN RICHMOND. Connecting at Albany with trains for Saratoga, Lake George, Lake Champlain, and the Adirondacks, also Susquehanna Divi- sion of D. & H. R.R., Cooperstown, Oneonta, etc. Saturday night steamer connects at Albany Sunday morning with D. & H. R.R. for Saratoga and Northern Points, also with trains on the N. Y. C. & H. R. R.R. for points West of Albany. J. H. ALLAIRE, G, T. A., New York. M. B. WATERS, G. P. A., Albany, N.Y. LITTLE GIRL WAS RAISED ON MELLIN'S FOOD AND LIVES IN GREENEYILLE,TENN. "THE CARE Edith. c AND FEEDING OF INFANTS" LA 5 A MELLIN'S FOOD GIRLS o DOLIBER-GOODALE CO., BOSTON, MASS. all MMMMMMMMMM NIHA11A A int S11 III VIA She IN U. TAY 1 * SY 1 YONINA WI RE Si NV WWW WWW I MICHIGAN στους Comfort in Travel Is a phrase that among experienced travelers has come to be almost syn- onymous with "Michigan Central. Rochester Democrat and Chronicle. The only Line running directly by and in fuil view of Niagara Falls. SYN 1712 WA . WA AI I 11 VIDEO Vie . MUNTII TY S . II MY CEATRU . US 1 PC ENI 2 IN SH IMA N : W HIT S 2 S TO Cam WAT . . +1 Y 21 ANT VOTE . * 1 !* PG MAT IMAM IN SAMA WITH 2 W ! . IT . 7 As for the promise of “Comfort in Travel” by this rcad, as well as the speed and safety realized, the many thousands who pass over it will surely testify that it is kert to the letter. The Standard, Chicago. POAP MY 24 EP Sell WA ALS AN WWW PV IVO 1 V 1/ 1 IN UN Com . . . utiti Sili LOMONDIC VOYAQQG vice R9MWONGOMO . . . - Vrh my 2480 . TO .* AVIS VOM vomit - 20 TAVOVODS FUQORIG . HICAGO – NEW YORK – BOSTON VIA NIAGARA FALLS - BUFFALO. 7 “The main line is as near perfection in the way of construction, ap. pointments, service and able management as can be conceived in modern Tailroading. Noskill or expenditure has been spared to make it the modern railroad of the country."-Official Report of Inspection by Railroad Commissioner of Michigan, ROBERT MILLER, 0. W. RUGGLES, Gen'l Superintendent, Gen'l Pass'r and Ticket Agent, DETROIT, CHICAGO, EXQUISITE CLEANSER. SOOTHING. ANTISEPTIC. FOR THE HAIR AND SKIN Why Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. 282 FOWLER'S PUBLICITY A Trip to Florida Niagara FLOW PIPE ELON PIRES? can be saved this winter by warming your house with a LID HOT. WATER BE " . u I! HONDARRU! S HUB HEATER ...... ARD thirt ? . .... LE . . 11 I TATA 1 tu. *. N P .. . V . +1" L WY ES ,*- WW U TUHI HIILIT WITA ES NAM IN 19 YU. N ANTO N 4 . W HAFEN 11 ** * RETURN piesa . jijini * , * 11 . - . MINUMANCIM1001 MEIRI VINNULATUHIAINI WATU naman IN U . A lle AMER HT UM sth thus securing a uniform summer temperature right at home. Think of the luxury of having every room in the house at the desired temperature and no additional coal burned. Our system embodies sim- plicity and power, com- bined with moderation in cost. One of the Hub Hot Water Heaters kepta house of 25 rooms at 70° all winter on 15 tons of coal. The Hub will last long enough to pay for itself in value of fued saved. Write us, and we will put you in the way of get- ting one of these Heaters, no matter in what part of the country you may live in. SI *** Un D 2001 A TO OS . AR VA / .. Pengenal 2:27 PM T ue '... II . 2 71 0 HOURS FROM NEW YORK W by the ? NEW YORK (ENTRAL Wh "AMERICA'S GREATEST RAILROAD" The Smith & Anthony Co., Heating and Ventilating Engineers, BOSTON, MASS. COPYRIGHT. 1896, OY GEORGE MY DANIELS, CENERAL DNSSENGER SOET . . . D : ... V . .... P10_ W ti + + .1kHH .. TL .* *** ww 24 RE HOS ... FPPP . . . - www. 44 - - No. - - . SEE .::: S . TARA -. X Ult NEC SA 2009 ASE * BESAERBAINTE SSS .: SSE S A TSIL KES .. ISYAMAN NASION - TT OHNER . . . . 4 . iy- . - . # ..! 22 . t - .- . * GI! . . . . . . - ....ALH 4 WILL . . ' TTITITTY 211111 P TIL . .. - * : + u .. ! ' . I . . . . 17 10 111. 11. T . : L .. . Le. O ** - -++- . .. O ..- LET . .. O INITI . . O . . .. .. ... . . . .. . . . . .. . . . . . . .. COTTOLENT . - . . . . the SA Illustrated Story of Dress ... . .. . .. .. STRAD .. rt ... . . . . PIN . ..... 12 GOR* .. . re . IL 1 L.LAIRBANA CHICAGO CE COMPANY, Shortens Your Food, Lengthens Your Life-- 42 large pages of healthful a art and comfort — Just send your address on a postal to be Jaros Hygienic Underwear e Co., 831 Broadway, New York. . COTTOLENE : Genuine is sold in tips with trade-marks-"Cottolene" and steer's head in cotton-plant wreath-on every tin. THE N. K. FAIRBANK COMPANY, Chicago. Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. PRACTICABLE PUBLICITY 283 . . . :: . 15 THERE ARE MANY . The Centre of the World - . - . . . .. .. Cool.. **SUBSORBUS IRetreats '. . L . . Tot 1 . . . . . .. RODODELI GRAND UNION HOTE . . 4 1 Falth ... ON THE LINE OF ... . . / I Ally EEEE UR VI . SX NATOMI Ola : 12 VILDF, WKI UNION PACIFIC wy + wap HAHA :: HR . Y SAN ! We VIVI WA Oh . SLINE PLO's pla ..YOU WILL FIND, OVE POUR Fishing In Rocky Mountain Bathing In Great Salt Lake ... In Guyer, Hailey and Curative Water Utah Hot Springs and Soda Springs, Idaho ... THE... || is directly opposite the Grand GRAND | Central Station in New UNION || York. Walk across the HOTEL || street, give your baggage checks to the clerk, and you are at home. No cab fares, no bother with baggage, no long ride over jolty streets. At the Grand Union you can live as econom- ically or as expensively as you choose. ROOMS $1.00 PER DAY AND UPWARD. Send for Advertising Matter before you Arrange for your Summer Outing. E. L. LOMAX, Gen'l Pass, and Ticket Agent, OMAHA, NEB. Our 136 page guide book “How To Know New York" invaluable to every visitor will be sent free on receipt of three one-cent stamps. Address, FORD & CO., Proprietors, Park Ave., New York, Copyright 1896.-Baton-Whitman Ronpany, K. Y. ** * * * . EUCHRE CLUBS TRUMPA AL , C ABRAHAM STRAUS 2 12 2 > > 12 Y 21 . . S . Purchases and mal orders amoubting to $5.00 or more will be delivered free of charge to say point in New York, New Jersey, 'Pennsylvaala and the Now England States until further notice. Parnhases of less than $6.00 will be sent true to all polnts withia radius of 100 miles, 88 ugual MAIL ORDERS PROMPTLY BILLED. OSAODD ! en 010. ..WHICH: WANS 0. 4,000 Pairs of Women's $2.00 to $3.00 Low Shoes at $1.39 a pair. Sittr1IHRE TA o VUR 0 Here's the Shoe Bargain of the SE4808-FOUR THOUSAND PAIRSTWENTY-THREE DIS- TINOT STYLES of the newest and prettiest LOW SHOES, made to rs. tail at $2.00, $2.50 $3.00 a pair, go on sale to-morrow at $1.39 a Pair. The new food that is startling the medical profession, Made entirely from Taro, the most nutritious, wholesome, digestible food-plant in the known world. Thoroughly cooked, ready for immediate use. Unrivaled for Infants, Invalids, and Dyspeptics. Will keep in any climate. Full directions in each package. Price 50 cents. Hobron Drug Company, Proprietors. Honolulu, The assortment includes OXFORD TIES, LOW BUTTONS. PRINOE ALBERTS, SOUTHERN TIES and JULIET8-Bix shades of Tan Vid Kid and Russia leather in plain shades and combinations. Also black Viçi Kid. Every shape of last-Every style of toe and beel-No ase-to- bes or bas-beens in the lot, but every pair mado in the best possible manner for thio season's trade-On sale ia shoo department, second floor, and on bargain table, main floor, for the convenience of costomors who do not wish to try them on. Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. 284 FOWLER’S PUBLICITY . 2 . 111 In / . NNN a |||| 11/ ! OW ollu be YA SELY . "Hunar, | | | A FAMILY AFFAIR is the question of laying Cork Linoleum on your floors. It is perfectly healthy in every respect, and so clean and tidy does it make the room that a child can crawl about all day without soiling its clothes. The mother's work is lightened consider- ably; the father's share of paying for it is made so easy by our Trifle-at-a-Time System that he hardly misses the shilling a week that we take for it by easy instal- ments. Let us send you patterns to-day, and we will take your promise to pay for whatever quantity you may require, whether you reside in London or the country. The quality is such that we have no fear of competitors. We allow a discount of 10 per cent. if you pay cash, but we would prefer to accept your promise instead of allowing you a discount. Carriage paid to all parts of the United Kingdom. You can stick Puri- tan Pins through everything. iyapuge If you can't buy them at your store, send five 2 cent stamps to American Pin Company, Waterbury, Conn. & CORK LINOLEUMS. A Quality. B Quality. 3 yards by 3 yards... 13s. 6d.... 15s. 9ă. 3 yards by 34 yards... 15s. 9d.... 18s. 6d. 3 yards by 4 yards... 18s. Od.... £l 1s. Od. 34 yards by 4 yards... £1 ls. Od....£1 .4s. 6d. 4 yards by 4 yards... £l 4s. Od....£1 8s. Od. Home JH AV CV. 1 " NASORO 11.1 I RIVE Berry Cold . AS 18!! Catesby 0 Sons 65466 Tottenham Court R. ien SI acaeaeaeaeaeaeaeaeaeacadas SY 4K . W . 92 ul! 4 IMPOS is C KO MII W Business hours—8 till 8; Saturdays, 6 o'clock. WRINGING WET - and rheumatism reliever-the Turko-Russian Bath Cabinet 5 1 -an inexpensive necessity for everybody-book about it free. :) Mayor, Lane & Co., ob 128 White St., New York City. ye OOOOOOO I. - - Clothes is a part of every wash. Does your wringer AMERICAN WRINGER CO; wring dry ? Do the Rolls EË WARRANTED wear well ? Be sure on both these points, when purchasing a Wringer, de AMERICAN WRINGER CO. by insisting on having WARRANTED the WARRANTED ROLLS of the AMERICAN WRINGER CO., the largest manufacturers of Wringers and Rolls in the world, with a capital of 2,500,000 back of their warrant. See our name and warrant stamped on Rolls. Books of use- ful Wringer information FREE. Address, No. 99 CHAMBERS STREET, NEW YORK. M the Ys of the of Wringer back Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. PRACTICABLE PUBLICITY D. M'CARTHY & CO. A Belated Holiday Purchase. In Peptonizing Food SA 400 CHAIRS! No preparation on the market to-day is more effective and quicker in its - workings than the To Be Sold To-Morrow --.at --- AI Exactly Half Price, y Liquor Pancreaticus. . .. - SA METCALF. Ona When these. Chairs arrived, 10 days late, we refused to accept them.' The manufacturer, realizing his mistake, and poto wishing to have so large an order thrown back upon his hands, telegraphed us to sell them at any price. They're beautiful Chairs. Just what we wanted for Holiday trade. We could have sold every one of them long ago, if they'd been on time, and at their real value, too. There are sixteen different styles, in oak, curly birch and imitation mahogany. Some with upholstered seats, some with cobbler seats, some with seats of polished wood: This is how we have marked them for a quick sale to-morrow. Take elevator to sixth floor if you wish to invest or investigate. $4.50 Chairs for $2.25 5.00 Chairs for - - - - 2.50 6.00 Chairs for - - - - 3.00 7.50 Chairs for - - - 3.50 8.00 Chairs for - - - 4.00 9.00 Chairs for . . . . 4.50 It has been found of value in Gastric Catarrh, Gastric Ulcer, Cardiac Dis- eases, Pernicious Anæmia and the various forms of intestinal dyspepsia, It is an exceedingly active solution of the digestive ferments of the fresh pancreas, capable of converting pro- teids into peptons, and starch into sugar, with wonderful rapidity. 16 One box of our "Standard Preparations" containing two full sized bottles of Kola: Koloid, Liq. Pancreaticus, Burnett's Cod Liver Oil, Winc of American Ash, Lime Water Tablets, and Wine of Coca, together with two full sized packages of Gluten Flour, and Sola Bein Meal, selling at retail for $15.20, will be sent to any physician in a an in active practice, delivered frec, provided five dollars ($5.00) are forwarded with the request. Only one box will be scot to each doctor. THEO, METCALF CO., Boston, Mass. . PLN ATE 3 th " $? . . . . . . . Columbia Bicycle Experience CHARLES GOUNOD. " To my good friend. A. MARIANI, beneficent discoverer of that admirable wine which has so often restored my strength.' mmmmm Kohdehen Ch. Sounod For Body and Brain. SINCE 30 YEARS ALL EMINENT PHYSICIANS RECOMMEND Most popularly used tonic-stimu. fant in Hospitals, Public and Relig. lous Institutions everywhere. VIN MARIANI Over 7,000 written endorse. ments from prom. inent physicians in Europe and America, (MARIANI WINE.) NOURISHES FORTIFIES REFRESHES Strengthens entire system; positively the most Agreeable, Effective and Lasting Renovator of the Vital Forces. SOLD EVERYWHERE. Twenty years of it -- have made more bicycles, better bicycles, and bicycles longer, than anybody else. Columbia riders ride on the certainty of experience. One hundred dollars is right for quality, safety, surety—the trinity of Columbia excellence. } When you pay less, you get less. Catalogue of Fact, free at Columbia agencies —by mail for one 2-cent stamp. POPE MFG. CO., Hartford, Conn. Every Test, STRICTLY ON ITS OWN MERITS, PROVES ITS EXCEPTIONAL REPUTATION, PALATABLE AS CHOICEST OLD WINES. SPECIAL OFFER-We will, mail, gratis, a collection of 20 Portraits and Autographs of Celebrities. Paroles for rentMARIANI & CO., 52 West iseh streik Paris: 41 Bd. Haussmann. London: 239 Oxford Strect. 52 West 15th Street, New York, Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. 286 FOWLER'S PUBLICITY COOK'S TOURS. The Only Dentifrice of International Reputation" JIRA SOZODONT ANONS TEETH AGRANT SOZODONZ ESTABLISHED 1841. EUROPE. 50 parties under Personal escort during the season, $147 to $2,000; all expenses included. A SPECIAL PARTY will leave SAN FRANCISCO, Feb. 25 for a delightful round of pleasure travel in JAPAN AND CHINA. Incidental visits will be made to all the interesting places en route. DURATION OF TOUR FOUR MONTHS, WEST INDIA CRUISES. 8. 8. CARIBBEE, Feb. 15, and S.S. MADIANA, Feb. 26. Independent tickets to BERMUDA and all WEST IN- DIAN PORTS by all lines. Tours to FLORIDA By CLYDE LINE on Feb. 5, 19, and Mar. 4. ALL RAIL Feb. 4, 18, and March 3. For full particulars see descriptive pamphlets, post free on application. THOS. COOK & SON, 261 Broadway, cor. Warren St., New-York, 1,225 Broadway, cor. 30th St., New-York. Boston, Philadelphia, Chicago, San Francisco, etc. Chief Office, Ludgate Circus, London. HALLS RUCK! SOZODONT POWDER USE TWICE A WEEK Sozodont FOR THE CEETHE BREATH. If unable to obtain SOZODONT of your Druggist, one complete package large bottle with box of powder-will be sent prepaid by express or mail on receipt of regular retail price, 75c., in cash or stamps. HALL & RUCKEL, Props., 215 Washington St.. New York: 46 Holborn Viaduct. London, Eng. GWANAY Fall Rivertline RISING SUN VE AN OU ASTE POLISH STOSHO PAS For Durability PRES POLIS and Economy. KIL FOUND" .) BETWE NEWYORK. AND MERS BOSTON B STEAMERS DUSTLESSAND LABOR SAVINGS PRISCILPURITA PLYMOUTILGRIM. "PASTE "IN CAKES FOR A QUICK SHINE FOR GENERAL BLACKING APPLIED AND POLISHED APPLIED AND POLISHED WITH A CLOTH” WITH A BRUSH" Morse Bros. Props., Canton, Mass., U.S.A. GED. L. CONNOR PASS'R TRAFFIC MANAGER 0.H.TAYLOR GENERAL PASI'R AGENT Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. PRACTICABLE PUBLICITY 287 SWEET REAS Ve FOR THE MILLION Why not secure foot comfort this winter? ST Alfred Dolge Felt Shoes will give it to you. tunn el These shoes are a Felt and Leather Combination: The Leather-a point. yielded to the dictates of fashion. The Felt-for foot common-sense, health and comfort. WHOLZ VISTE: WA CLIN . WER 1 CHAN WAI t We are detemined that, so far as in our power. every American garden shall havo you the best NEW SWEET PEAS in 1890. By keeping Purity and High Quality our aim. rather than luw prices, we are acknowledged Headquarters for SWEET PEAS We have thirty-two thousand pounds of the seed, and sell conimon Mixed Sweet Peas at 35 cents per ib., 3 lbs. for $1.00, postpaid, -BUT we recommend as far supcrior the most beautiful NOVELTIES here offered: O cents buys these Seven Z Superb Sweet Peas BLANCHE BURPEE. Ecklord's " furst of all Sweel Pras.“ Pure white flowers of juinelise size. ihrce and four on a stem. Award of Merit, Roval Horticultural Sociсty, London, 1835. DOROTHY TENNANT. Flowers of large, expandse torin; a deep resyniauve with Wings of bluish-mauve. LADY PENZANCE. Superb flowers of large size and exquisite rulor, benistilul laced pink, touching orange. NEW LOTTIE ECKFORD. Remarkably beautiful, large dhuners. wlule, edged and suffused with lavender-blue. ROYAL ROBE. The largest and orst soft pinke lovely Power of most exquisiic beauty. STANLEY. Large Ilowers produced abundantly in fours on long sienis, and are of a rich, dark naroon: Exceptionally fine forluquels,-lle best dark Sweet Peas SPECIAL SUPERFINE MIXED. This mixture contains ont the very bcat Eckford Sweet, Peas. It is a choice blending vf seventee large flowered new named varieties. The Seven Superb Sweet Peas named above, In same sized packets, would have cost $1.00 in 1895, but are now sold for 25 cents. "JUST HOW TO GROW SWEET PEAS, FULL DIRECTIONS BY AN EXPERT mailed FREE with citeli collection. New SWEET PEAS at merely nominal cost. Get foue friends to order, and secure a collection FREE, ils we mail five collections for $1.00 Or for $1.00 you can have four collections and at 25-cent packet of our fural wonder, " the only Dwarf Sweet Pea ever known. Il'on highest pos; U s ible honors in Europe. Cupid Sueet Peas are put up in regular packets, containing twenty seeds at 25 cents per packet; five pickets for $1.00. In haiti size packets (lun seuds each) 15 cents per packel, 2 packets ſur 25 Curls ; len for $1.00. 1000800.000,....0.00000619.00.00...0....0.0.... SUSAN FIRST KOLEK WRIST tud CA HERRA Antal Y Men's Felt Supper. " Men's Fine Leather Shoc. ...........0040.00000000000000er.......0002......................... On a Felt Footing AN T . . www. me . Y HO. 141.- Nade of one pieco of feit. Soft, fexible leatber sole. The process of making this combination leather and felt sole is original with us and covered by patent. Mado So black and red. Sizes s to 12. Widths A LOE. Price $2. Postage paid. Your money back if you want it . un .No 903.-Made on hand- some sensible last. Made of best calf skin. Hasſelt inner sole aod tine woolen lining. Warm, shapely, strong. Sizes 6 to 11. Widths B. to E. Price $5, carriage paid. Money back if unsatisfac- tory. . . 2 . y aret AW OLA : . | : ' ' En . z n puisg . yire alogi : Our ladies' felt shoes and slippers are as fine as these, and are de- scribed in our booklet. V2!1 "On a Felt Footing," 18 a booklet which has revolutionized the shoo ideas of thousands, sent free. **CUPID,'sible honors in cents per pa 9.90.QQQQPongaCa. ORDER TO-DAY! ask for BURPEE'S FARM ANNUAL for 1896 Alfred Dolac The Leading American Seed Catalogue. A handsome BOOK of 184 pages, it lolls all about the Best SEEDS that Grow. 11 describes rarc NOVELTIES of real merit; beautiful colored. plates, painted from Nature Price, 10 cents (less than cost), but mailed FREE to all who purahase Sevils, l'lanis or Bulbs Write TO-DAYI This advertisement will not appear again Mentions THE LADIES' HOME JOURNAL. DANIEL GREEN & Co. 44 East 14th Street (Unloo Square) NEW YORK Be sure and find this trade- mark on our goods. None genuine without it. FELT SLIPPERS SHOES W.ATLEE BURPEE & CO., PHILADELPHIA, PA, . . . , . . Situ .... . . .. . .:: . i . 200000000000000000000000000000 Webster's International § Dictionary . * . . . . a . , KW 1Z US KUWA SI SUS Invaluable in Office, School, and Home I ll .. * : . TRIMITTAR 5 . . **.. 11 . . Dr. asia. - SHOES .. .. . 1. i 1 2. : Xuntunum . . :...! 1,'*, .. ... OS 9 ". : . Riti IF IA OWN ILL 1 WY SU B n mo unin 418 411 2 . Vuo sh 1. ., , A LEGE ! WEBSTER'S NTERNATIONAL WICTIONARY . . MIX w VYRUS . . ' . .' .. : . os 42 WEBSTER'S INTERNATIONAL DICTIONARY ZG - I 000000000000000000000000000000000-0000000000 VINU TA . ... 9 0 VA * 11 1 ... ** * 1. REVIST. DANDE LARGED do000000000000000000000000000000000000000000000 Top : ** * 11 '3 . ' ON WA 37e Zadarmo 3. Ws e 11 .." 2 . : . :. Successor of the “Unabridged.” Standard of the U. S. Gov't Printing Office, the g U.S.Supreme Court,and of o nearly all the Schoolbooks. AUTHENTIC Warmly commended ABRIDGED: by State Superintendents of Schools, and other Educators almost without o G&C.MERRIAMCO number. THE BEST FOR EVERYBODY BECAUSE It is easy to find the word wanted. Words are given their correct alphabetical places, each one beginning a paragraph. It is easy to ascertain the pronunciation. The pronunciation is indicated by the ordinary diacrit- ically marked letters used in the schoolbooks. It is easy to trace the growth of a word. The etymologies are full, and the different meanings are given in the order of their developinent. It is easy to learn what a word means. The definitions are clear, explicit, and full, and each is contained in a separate paragraph. G. & C. MERRIAM CO., Publishers, Springfield, Mass., U. S. A. Specimen pages, etc., sent on application. 000000000000000000000000000000 C .... A. i S. i .. P.S ! O N ANAL137. acan * nIT th 2015 BwhVER . . l'ir. Al BOSS . 15% . . GES . . - 1 TAO 24- . WESTORA WIN . ? . ATAS MIRRENDEZA! Los .. . . . ' FRANCO-AMERICAN SOUPS - READY FOR USE CLEAN, HONEST. APPETIZING. Sold by Grocers Everywhere. FRANCO-AMERICAN FOOD CO; P.O.BOX 150.N.Y.CITY.! V ETE, Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. 288 FOWLER'S PUBLICITY Window shades are of two sorts - good and bad. The bad ones are the kind that stick when you don't want them to and don't stick when you do want them to. The other kind always catch at the right place. If you care to look, you'll always find that these are mounted on Hartshorn's Shade Rollers and STEWART HARTSHORN's au- tograph is on the label. HARTSHORN'S SHAPERTENERS Beware of Imitations NOTICE AUTOCRAPH. LABEL OF AND ORT THE CENUINE “BVILT LIKE A WATCH!" STERLING CYCLE WORKS. NEW YORK - DENVER - SAN FRANCISCO HARTSHORN) CHICAGO Fit And Misfit The corset that fits costs no more than the corset that doesn't. Dr. Warner's Coraline Corsets are fitted to living models. Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. PRACTICABLE PUBLICITY 289 All Styles and Sizes for Every Kind of Fuel The Genuine all bear this Trade-Park, Beware BAKER & CO. LTD. PAN stehenden Paris 1991 W Healthy and Happy Mother Child. SE CHOCOLATTEN w STIERE -4.91) - GARLAND WWW 1 *LA BELLES REAKFAST 4 AND ABSOLUTELY PURE lavandite Setting 10 CHEMICALS NÖ CHEMICALS Why do Mothers wum Wanne wamwanitRUNDIN 27.11./ 17./ wa maandam EL pol corsets on ibelr) groning Children We beg of you DON']!! but be worn by over A Million Mothers, Misses, and Children loldiouro Остор adidaan well as Rekedals Ananda .MUZICA 2%24d.. WeWorld's Best sure to buy * LE MALTA Ferris Good Sense Waist. FOR SALE BY ALL LEADING RETAILERS Walter Baker & Co. Limited Registered Trade Mark. SUSILIASSALASILAUSIMAISIAIS . > 20 . . TY 1.UA IS mine s . . .. TO New-York Military Academy Cornwall-on-Hudson, New-York. Patriotism, love of country and the American flag are a part of what a young man imbibes at this Academy. Together with the broadening influence exerted by contact with a large number of representative young men from all parts of the United States it is what makes this school the most thoroughly American Academy (next to West Point) in the American Union. We prepare for West Point, all colleges and universities, and for business life. Boarding cadets only are received. For catalogues, address S. C. JONES, C. E., Superintendent. 8 . br. C w il WA VEN ooooOBRO.0.0.0.0.0.0.080.000 0.0.0.0rOWC60C0 0e000.000.000.000.090.0.0.0.0.0.0.0.0.000.000.000.000.000.000.000 . . . . . L- 1,000,000 People Wear W.L. DOUGLAS SHOES . . Green Q HOYA Why does this great majority endorse them? Because they are price-worthy. 2 . O $7.00 . . . VN From $17 SS .1 Absolutely Pure YOU SAVE from $1 to $3 on each pair by wear- ing them. . Redfern Will buy them in Calf, Patent or Russian Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. 290 FOWLER’S PUBLICITY . ! ... ... .. . ... . ... . Do * ****** ** ..ii.' D .." Composite Excellence O i !. ..****** ","1. n r. 10 . on...te .. . to......... Three absolutely new and exclusive features on the Wolff-Ameri- can High Art Cycles for 1896—self-oiling bearings--absolute chain adjustment-spring tempered frame. And all the good points of all good bicycles besides—every feature and quality you want with none of those you don't want. R. H. WOLFF & CO., Ltd., 1 East 42d St.; 425 Broadway; 137 and 139 West 125th St. ; 33 Barclay St.; 332 Fifth Ave.; Foot East 118th St. FREE HIGH ART CATALOGUE. I G room .11. .'.... •****** ii - TRADE - ON WW . - 1 YOWIE 1 TURUT : JE . SIVI WAY I THIS IS THE AGE OF VARNISH. We have passed the age of paint, because we have learned to appreciate the beauty of natural woods—because we have learned that nature is a ſiner artist than man. No canvas can equal a sunset, or a bunch of orchids, or the curl and plunge of a great breaker, or that un- conscious glory in the surprised smile of a child. Into the grain of fine woods nature has woven all her wondrous charms of color, and more delicacies of pattern than were ever dreamed by lace-makers. We paint only soft and coarse woods, now, to hide their defects. We varnish ſine woods, to REVEAL and PRESERVE their beauties. FINE varnish does both. Ordinary varnish does neither. MURPHY VARNISH Co. FRANKLIN MURPHY, President ni N . ESS YAD. SCHT :1," 9 trab 2 VYSIERO WAX VINO VID le STI DIY Tom tha . Head Office: Newark, N. J. Other Offices: Boston, Cleveland, St. Louis and Chicago Factories: Newark and Chicago. Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. PRACTICABLE PUBLICITY 291 Chicago, Milwaukee & St. Paul Ry. Owns and operates 6,169 miles of thoroughly equipped road. FIRST-CLASS IN EVERY RESPECT TO THE EDITOR OF THE TRIBUNE. Sir: The reason for insisting upon my essays being · always placed “next to reading matter" is because they are next to reading matter—if not reading matter itself. Compare them, as to subject and scope, with other ar- ticles in your paper, and see if they suffer by it. Of course, the style is of no consequence. Nobody looks for style in a newspaper. The question for the reader is "What is it all about?'' and “Does he make his point?" My articles are all about'' education, and whether or not I make my point will depend upon how many books I am asked to give away; and how many young people of the right sort come to see me next fall. Now, right here I ought to say something serious; I wish you would listen to it. You could hardly believe, Mr. Editor, how much the business community is suffering for the want of young men stenographers. There has not been a day during the last month when I have not had applications for them. Dull as business is, I could place a dozen good male stenographers, at good salaries, to-morrow, if I had them. Young men make a great mistake when they de cide to give this profession up to the girls. Girls are good enough in their way—and a good way it is, too—but there are places that girls cannot fill, just because they are *girls. No doubt there are a good many floating male stenographers, and no doubt an advertisement for such would get a hundred applicants; but there are plenty of business men in want of such help who don't care to do the picking. They prefer to go to a responsible institution, like Packard's, and have the "picking'' done for them. We never recommend a worker without knowing-not guessing-that he can work. Mr. Editor, if you have any influence with young men, do your best to induce them to learn shorthand. Tell them to go to some reputable school, and if you don't know of any other, send them to Packard's. But don't send them until next fall-say the first Tuesday in September. Any letter of introduction from you will be duly honored. Let us hear from you. Address . S. S. PACKARD. 101 East 23d-st. New-York, June 23. i It traverses the best sections of the States of · Illinois, Wisconsin, lowa, Missouri, Minnesota, South Dakota, North Dakota and the Upper Peninsula of Michigan. For further information, address CEO. H. HEAFFORD, General Passenger Agent, CHICAGO, ILL. M Ujumine LIPTONS TEAS WifTImImmid V2 VARGEST CASALI Direct from the TEA GARDENS to the TEAPOT. 11 WORD. 19: .. . 49A . Vou 2 E VINNI CHICAGO GREAT WESTERN RAILWAY THE VERY LATEST PULLMAN PRODUCTIONS IN COMPARTMENT DRAWING ROOM SLEEPING CARS SI .VIII ... BOX . V . : .: . . I . YA . D .19 AND Indian utices DALHOUSIES LALGUMA. + III : NO ZI VE N- J LA Ceylon Offices, UPPER (HATHAMST, THE COLOMBO, INDIA CEYLON City Road, LONDON.E.C.A MIT SULLIMI . Between CHICAGO and AENEDE PVC JUILITIMIT Dubuque, St. Paul, Minneapolis and the Northwest; Waterloo, Marshalltown, Des Moines, St. Joseph, Kansas City and the Southwest. P.H. LORD, Ocn'l Pass'r and Ticket Agcat, CHICAGO. : 7. ' IEF OFFICES, .: DINNER Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. 292 FOWLER'S PUBLICITY Allt Jos. Horne & Co. ' 3 , . .'' + . . i I will buy the Tie- new “Club" String. ' .. will pay for Col- lar-pure linen, newest shapes. * * ! ". OOO will take the Cuffs -all linen, four different styles. ; . : . . ... for fine White Laundered Shirt, all sizes. ::', $8 the Suit, blue or black Cheviot, silk- lined coat. bili Our Boys' Ashoe made upon Moosehide lasts that embody Shoe the best points and the most healthful ones, for growing boys. Waterproof. Similar to our men's shoes, with the virtue of great wear- resisting qualities in the make- up. Youths' sizes, 11 to 2.............$3.00 THAYER, McNeil & HODGKINS, 7 TEMPLE PLACE. If ever a man could get so much of an outfit and look, feel, and actually be as well dressed for so little outlay of cash, we'd like to know when and where! Boys' sizes, 3 to 6............... 3.50 Jos. Horne & Co., Penn Ave. and Fifth St., Pittsburg, MON. PUES WED. THUR FRI. SAT, SUN. 9000000 USED EVERY WEEK-DAY BRINGS REST ON SUNDAY.. Hosts of people go to work in the wrong way to cure a Sprain, Soreness, or Stiffness, (When ST. JACOBS OIL buil 因司因因因区以区区以区区区区四区区区区以区因因四 ​区B区区区区区区区区B区BBBBBBBBB Home Warming and Ventilation.” A book in which these two important subjects are readably discussed by the i best authorities. Contains practical suggestions about the different ways of heating a house, hints on saving fuel, etc., and leaves the reader free to choose his own system of heating. This book and our 200-page illustrated e catalogue of the Furman Steam and Hot Water Boilers, sent free. HERENDEEN MFG.CO., 8 Scott St., Geneva, N. Y. BBBBBBBBBBBBBBBBB8国区区区UE would cure in the right way, right off. Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. PRACTICABLE PUBLICITY 293 THE JOY OF YOUTH in blowing Soap Bubbles is not greater than the satisfaction of the Cook who, by using Cudahy's REX BRAND Beef Extract in SOUP, thereby adds DELICIOUS O Flavor MASHAURI : WHOLEHANG WIB ANDANI w NA WWW . . .. 2. ..... 11 . . . www * . . AZ WA REX BRANDS . LI ZREX BRAND 1 mi IFXTRACT OF BEEF. '.. i THE CUDAHYA MARINIEUTICALS OMAHA U.S.A mico: immer Cup Designed by Dr. Ar:Dickinson 21 Yes, SISERA 0 . . S 102 r. 1. :19 HET CA There are many makes of perfume, and all of them have a more or less pleasant odor, but, if you wish those that are true to the fragrance of the flowers, and suited to a cul= tivated, refined taste, 42908 XX34239 NA 1 VOX : A : : : 13711111ZRITE * HUN 52 Buy 2000ES Am . Lundborg's “NAME ON EVERY PIECE.” LADD & COFFIN, New York. Anywhere and everywhere. LOWNEY'S CHOCOLATE BONBONS. Among the favorites are: Edenia, Nada Rose, Goya Lily, Alpine Violet. For Sale by Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. 294 FOWLER'S PUBLICITY W ITH THE A Trip to Fort Monroe In (O . . . in Early Spring is like a .. . Burst of Warm Surishine on a Winter's Day. sin. THE STEAMSHIPS OF THB ..... ES OLD DOMINION LINE SAIL DAILY EXCEPT SUNDAY FROM NEW YORK AND DAILY FROM NORFOLK. THEY have all the comforts of the best Atlantic liners, and their cuisine has been famous for years. They afford an oppo lity 700 MILE SEA TRIP: from for a ... Ki New York to Fort Monroe, Virginia Beach, and Norfolk, and back to New York in 48 hours, and at a cost of but $13.00, including state. rooms and meals. The most delightful trip out of New York. --- SEND FOR A COPY OR "THB PILOI" POW DETAILS. -- ....OLD DOMINION S. S. Co. W. L. Guillaudeu, VicoPrestand Trafie Men Pier 26, N. R.. New York. The Autocrat of the Breakfast table B ERTAN RANA The Standard ; TZER of Excellence SEL TERED. TRADE MARK It cures Constipation, Sick Headache and Biliousness in such a gentle, coax- ing way that the unpleasant results of more active remedies are avoided. “It tastes good, too." Sold by Druggists for fifty Years, TARRANT & CO., Chemists, New York. Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. PRACTICABLE PUBLICITY 295 AN FULL OF SNAP the WILAY Y VA 2 S 13 AI 9243 Svet АлтНЕ PRUDENTIAL V HAS THE 19 STRENGTH OF GIBRALTAR TY wamba 3842 5 Sparkle and vim. Full of good health. Full of everything good. A 4 . . . . ſ t . $3333333 A SE Tele2 SES sy 24UX PHP . . S AN 2 7 . . ... 17 re S 9 . 7°. . :* . " LIIKEVOV .. . 129 3 .. . 15 . MAX ve S . A W 19 2. X YAPTUS MS Rootbeer 35 TE NOV CHARYA Every bottle of this great effervescent temperance. beverage is a sparkling, bubbling fountain of health—a source of plea- sure, the means of making you feel better and do better. You make it yourself right at home. Get the genuine. Assets, - $15.780,000 Income, $12,500,000 Surplus, - - $ 3,300,000 A Life Insurance The Prudential Policy Issued by CI) is vastly more important to the welfare of a family than is Gibraltar to the British Empire. The Prudential insures men, women and children. Write for der scriptive literature, THE PRUDENTIAL INSURANCE CO. OF AMERICA, HOME OFFICE, NEWARK, N. J. JOHN F. DRYDEN, PRESIDENT, 5 gallons cost but 25 cents, THE CHAS. E. HIRES CO., Philadelphia... 75 UA THE SI . M Ini y NO MAN too poor to use SMITH'S MATCHES No man wealthy enough to buy better. 1 ::..:::. DNIA . LT HOU A JUSMESSO 2 BETES LES 1 .. 79 KI WAS SEI: weet 12. . TSRAUNIN ow es ill ALS V ES ETE STAY cam BEREK B XEST SEMAN ! k rog 2 BESTE 24 E.C. STEARNS & COMPANY, SYRACUSE. MAKERS OF STEARNS. BICYCLES; SUV FRANCISCO CAL TINKHAM, CYCLE CONDANY, 506-510 6891 994 St., New York City. Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. 296 FOWLER'S PUBLICITY BILATORERNATIBOERENBROERAREBALORD! 取国海淘母留了IE的中国电子商 ​ca QUITE THE THINGS IT IS GOOD FORMS III TO CLEVE LANDS BAKING POWDER marmer RINOPISUTETTIITORUTRUMBOWTIMIIBBONJUNDEIDUBPOMBINORODINOUNDPOUNDER DDRESİNE NEUITTELENNUNÖRFUTOHIRIDBBOLDTITNIIDALTAINBABRELDRUDNPMDBMD50RE BOOM293 Ride a Pambler BICYCLE 7 3EmCTOBUPANDIBOLOOMINI: BIRBRUIBURUAR 2012 DESENDORRECTEDROOBRUMADDONDOOMOO 0mARTBORDEODORANT AMTU32: 3 BOARDS"09320 "STYLISH" "EASY RUNNING" "HIGHEST GRADE MADE" (ATALOGUE FOR TWO 2 CENT STAMPS OR FREE AT RAMBLER AGENUES 10. . PURE E & SURE GORMULLY AND JEFFERY CHICAGO MEG.CO. BOSTON WASHINGTON NEW YORK BROOKLYN DETROIT BOURBESSERDEMBED3990HOBBDDDDD3B2D9EDSBUDID BORBEDREIROS. R.ORREB OB Brainers Armstrong's PATENT SKEIN SILK J HOLDER то си казн балз ISE RS OF SILKS INVALUABL FILO Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. PRACTICABLE PUBLICITY 297 The Cushioned Button Does It Want Grip Light NTERENCESSENTENSENTENER Church HOSE SUPPORTER The ROUNDED EDGE of Metal Loop with CUSHIONED BUTTON Locks (And holds Silk, Wool, or Cotton Hose (With equal strength and soft repose, That neer will Čut, nor Tear, nor Slip- Because ?-Why, 'tis the VELVET GRIP. Sold Everywhere. Sample pair by mail, 25 cents (stamps will do). I light churches-gas, oil or electricity-my reflectors make each burner throw out all its light-drop me a postal-I'11 send you my large catalogue free-tell me about your church —I'll give you estimates and designs for nothing - I. P. Frink, 551 Pearl St., New York 2x We George Frost Co. 551 Tremont Street, BOSTON, MASS. Milli NAVN . . . NIP YA . 2 . NE * X CS . Gamme VO Woman and a Mon SU VOT COM Shop AC WIERA in ". 12. OUW ini 1911 . . V O " M S DES . VA Look at men's clothes from different view- points--For instance : . Sun m V YED SA V INU INA TA home Win vrs SSS M VNS What Women Admire C UM . www ra US W * About our make of gar- ments are the lines of life - graceful contour- strength and manliness of expression - and the many little refining touches that appeal so forcibly to the feminine eye. (Descriptive Matter Here.) SAU 51 and 53 North Pearl Street, Albany. The Clothier, “ Head to Foot," Man, Woman and Child, Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. 298 FOWLER'S PUBLICITY 000000000000000000000000000 . Net .. et . . . . * * . .. .. * * .... . . . .. * * Toto .. . .... .. . . ... . . . . . *ve .. ** * **** . 9 . .... . ....... . .. . ... . .... * .. ... . ! ... . . . i . . .. . . ... . . .*. . ......... **7 . . . . ** Auto . . ....* How do You Do it? .... .. . ....*** . U . . .. . . 11 *** .. . . . WS . . . * . ... ... . DATA * . . . .. . . . .. .. ....... .... .. . ! : . . . . . . SU .. .... . . . ... . .... ... There's a difference of opinion as to the best way to sharpen a pencil:--but none as to the best pencil to sharpen. . .. .. ..... . . 2 ... . . .. .. . 8000CCPTOCOCOCCacounOCCCCCCCCCCCocococococcocco DIXON'S 00000000000000000000000000000000000000000000 That terrible wash-tub ! This is the way it looks to the women who do their wash- ing in g the old- fashioned way. They dread it s-and no won- der. All because they won't use Pearline. Use Pearline -useitjust as directed-soak, boil and rinse the clothes—and the wash-tub won't be a bug- bear. No hard work-no inhal- ing of fetid steam-no wearing rubbing—-no torn clothes- nothing but economy. 510 Millions Norte Pearline American Graphite PENCILS ? are pronounced by constant users of pencils to be the smoothest, mosteyen tempered, -the best manufactured in this or other countries. Made in many grades for many tastes and many uses. If your dealer does not keep them send 16 cts. for pencils worth double the money. JOS. DIXON CRUCIBLE CO., Jersey City, N, J. 000000000000000000000 SILVERWARE. DRVO ml Chocolat-Menier recommends itself: by its Nutritive properties; by its Digestive properties; by its fine Flavor and Aroma; by its unrivalled Quality. CHOCOLAJ MENIER Chocolat-Menier (Vanilla Chocolate) MALL, MA Mark Under the Mark TALES PLATE) It stands for LONG & WEAR SILVER WARE Sold everywhere An essential consideration in the curchase of silverware, whether for omamental or household use, is an ENDURING design. Articles made to meet the varying taste of the entire country, and sold to the trade at large, cannot possess this quality and are soon discarded. The products of Tiffany & Co's workshops are designed to meet the wants of their customers, and are sold only at retail in their own store. Shemalt defies . Hill ARTIST Un 15 all honest competition. Used the world over for Breakfast & Soirees, instead of Tea, Coffee or Cocoa. TIFFANY & Co. ASK YOUR GROCER FOR E SIMPSON, HALL, MILLER & CO Wallingford, Comm MENIER UNION SQUARE, NEW YORK 1 If he hasn't It on sale, send his name and your address to MENIER, Amer- Ican Branch, No 86 West Broadway, N. Y. CIU, or 59 Wabash Ave., Chicago, ANNUAL SALES EXCEED a3 MILLION POUNDS. Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. PRACTICABLE PUBLICITY 299 IT'. ! **** * .. . .. ... 4* M .. . UR EN OP "" O ". 10 PIUMS STAN . . 21:11 - . TA. S . LIK: Trier WDSi Simi: min 4.4.•' n HOPE TO . XXIII M. MUO* 7 *** .CANONISU S * . - .. 4.. . PP . I T turi W . . . E . 11. RINHI.. .. . ERIC . N . . . 4 . 1 .. . - + VITA- - 4EE11+ . . .. 4 . 20 111 ..... .. . 1 0 . ! . . . .. MT . *** . REAU. 1994 O 31 I . Inn VRY PHOTOGRAPHY II Suit les 1SAWIT KIT 1. . . 1.16 * 10 AU 3. A. .. YUII/ IN .. 14 til 2 . S . . .. . . 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FOR USE IN THE COUNTING HOUSE, MILL, FACTORY, RAILWAY STATION, DRAUGHTING ROOM; ALIKE BY AC- COUNTANTS, MANUFACTURERS, SHIPPERS, DRAUGHTSMEN, AND IN FACT USEFUL ALIKE TO EVERY ONE WHO USES A PEN OR PENCIL, AND DESIRES TO OBTAIN THE BEST. SEND 10 CENTS AND RECEIVE A COPY BY RETURN MAIL, ALONG WITH SAMPLES WORTH MORE THAN THE PRICE PAID. TRADES TATTOR TRS PRINTERS | WM. G. JOHNSTON & CO BINDERS PITTSBURGH, PA MARK BLAKK BE *AX8OOK Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. 300 FOWLER'S PUBLICITY - GEO:WATERSTON&SONS 11 W 1 :. ; III 1 SEALING WAX QUILLS.QUILL PENS STATIONERS SUNDRIES Y EDINBURGH ES and ON www he WWW 9.ROSE STREET .NEWGATE ST LONDON 1. HERE WE BI HEILTRIES WITH THE STAR: SEE THE COUNTAIF WAV Awarded Highest Honors-World's Fair, DR ALAS 4 . 4 ASIA CANADA PRICES - EVA OPC Vito 101 JIAN ANADIA GAALA AY 20 CREAM BAKING POWDER it LIN COPYRIGHTED AAVANTİNE &CO COPYRIGHTED BS A.A.VANHINE & CO. MOST PERFECT MADE. A pure Grape Cream of Tartar Powder. Fres from Ammonia, Alum or any other adulterant 40 YEARS THE STANDARD. NEW YORK Specimen of the Gillam-Wanamaker style. APRIL'S FROZEN TEARS are sadly out of season, but they make no mark inside the store. Sure enough Spring is here. And such a getting together of timely goods! We were never so well prepared at Eastertide with all that is seasonable. Stylish Millinery at moderate cost. Wonders in fashionable Wraps and Suits. Unrivaled Silks and Dress Goods. Gloves as New Yorkers never saw before. And so on and on all along the line. UDIO 11 HUIV VVU $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ WOMEN'S CAPES X=RAYS. Free exhibition of a complete Roent- It's like finding money to get such values. gen outfit. Crooke's tube, induction coil, These cloth and velvet Capes are at exactly manu- etc.—every day, 9 to 12–1 to 4 o'clock. to 12_1 to 4 o'clock. A A f acturer's wholesale prices! This season's goods, ų picture of somebody's bones taken each hour. prettily trimmed. some with lace others with jet or $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ silk. Mostly one of a kind. $3.75 to $10; meant to be $7.50 to $18. SPECIAL SILKS WOMEN'S WRAPPERS The lots were large, but great as the cutting has Chintz Wrappers, light grounds, neat stripes, large A Specimens of success, for the reader's benefit, without remuneration to publisher or writer of this book. “It's business' business to tell business” IN POPESYNESVF a thing sells, advertising will sell more of it. It is difficult to make even poor advertising bring poor business. The best is unsalable if nobody knows about it. wat b y The amount of space and money to be used in advertising any arti- ES N cle, or any line of goods, depends upon the thing advertised, the con- dition of the people who buy it, and the extent of the purchasing field. This is a department of classified trade, subdivided for convenience. What is said under one division, applies to that class of trade specifically, and to all lines of business generally. The entire contents of this book are calculated to be of value to the publicity side of every trade and profession. It is obvious that but limited space can be given to a discussion of any one partic- ular line of trade, therefore only leading classes are mentioned on the assumption that representatives of those not given can easily adapt the general substance of this department to their requirements. This department is a sort of guide, or index, to assist the retailer in better utilizing the entire book. It does not attempt to cover the field of general advertising, and is almost exclu- sively devoted to the interest of retailers. The more important lines of retail trade are considered in departments by them- selves, and are referred to in alphabetical order in this department. The reader is earnestly requested to constantly refer to the comprehensive index at the close of the book, as it will materially aid him in utilizing any part of the work. n C TY 11 Agricultural Implements THE sale of articles of cultivation is not limited to the professional farmer and planter. Shovels, rakes, mowers, and all other agricultural contrivances are used on gentlemen's country seats, and the smaller articles are in constant demand by every owner of a house and yard. Agricultural implements are general commodities, and the advertising of them must follow the accepted lines of other articles of common construction. The suburbanite must have his shovel and his rake, and to him the 301 302 FOWLER'S PUBLICITY 1 II lawn mower is a pleasurable necessity — an article of exercise, recreation, conven- ience, and necessity. The use of the horse mower and other large machinery of cultivation is confined to the farmer and planter. These bulky articles must be ad- vertised as specials, and the advertising of them should always precede the season of their use and continue throughout the season. The local newspaper is the only in- dispensable medium, and suitable printed matter, carefully distributed, will round out and make successful the regular advertising. The dealer in agricultural implements should advertise continuously, changing the size of his advertisement as conditions of season and business suggest. His advertisement must never be absent from the news- paper as it is never safe to give any prospective or ready customer an opportunity to forget the seller. It costs less to advertise in moderation during the non-selling sea- son and extensively during season, than it does to pay for the extra advertising neces- sary to bridge over the gap made by the discontinuance of advertising. No matter how many articles he sells, he should almost always advertise one at a time, and seldom more than two at a time. If it seems advisable to prominently announce several articles in the same issue of the newspaper, the announcement of each article should be separated from the others by rules or blank spaces, that each article may virtually have an advertisement of its own. Announce a hay rake one day, a plow another, and the next day a harrow, then a lawn mower, then a shovel, then some- thing else. Do not make the mistake that so many advertisers make under the convic- tion that the man who wants to buy a rake may not purchase one at the store adver- tising a shovel. By advertising a rake one day, the sale of rakes is increased, but the demand for other articles is not decreased. The man who wants something in par- ticular is not interested in many things in general. The natural assumption is that everything is “ best,” whether it is or not, and if the dealer sells several kinds of an article, and advertises them all together, and calls them all the “ best” or gives to strength of his advertising to injure it. Half the shovel users do not realize that they need a new shovel until the advertiser suggests that they do. The would-be lawn mower wants a lawn mower and he doesn't want anything else at the time, and if the advertisement announces only lawn mowers, and particularly only one kind of lawn mower, the argument of the advertisement and the suggestions in it are likely to penetrate the customer's reason. Every buyer of any agricultural implement is a probable buyer of from one to two dozen other articles of culture, but he must be brought to the store by the oneness of a one-idea announcement. Do not make too many points at a time about any one article. If a mower has one hundred advantages, do not claim for it more than a few at a time. Bring out ease of motion, then discuss the durability of the machine. Only give the reader what he will read and remember. Do not fill him so full that he cannot retain any part of what is given him. If a little agricultural advertising pays, the chances are that twice as much will pay more than twice as much, for agricultural advertising is like the big snowball, - it increases more than proportionately as it rolls along. Advertise one thing at a time, or advertise to one no DI TRADES SPECIFICALLY 303 class of buyers at a time. Do not try to reach them all at once, because it cannot be done. Attempt to attract the farmer one day, and the man with only a yard the next. See Classification, “ Hardware.” Architecture THE architect occupies a position between business on the one side and profession on the other. He is supposed to be a gentleman and to possess a liberal education and marked refinement. He must appreciate the niceties of life, and practice the money-spending owner. He is a confidential man; he must be honest to succeed. His interest must be confined to that of his client. While he works along ethical lines he is not necessarily debarred from the use of commercial methods and adver- tising. He has a right to display his card in the local newspapers, and he can use the society papers to advantage. The architect must have the good will of the local press, even if he has to pay for it. He has no right to expect editorial compliment if he does not return the courtesy with a substantial advertisement. His card should never be less than two inches, and it should always be in the newspaper. It may pay him to occasionally increase the size of his advertisement to six or more inches. The architect ought to be a local authority upon building and upon all that pertains to a building and its surroundings. From an advertising point of view it is advisable for him to gain distinction as an expert in some particular branch of architecture. He may be known as a general architect, but in connection with his ordinary reputa- tion he should be considered particularly proficient in some one class of work. The successful architect is always better acquainted with the planning of a dwelling house, or with the designing of a business block, or with some other class of building, than he is with his profession as a whole. It is suggested that the architect become a regular contributor to the local newspapers, and that he originate a series of articles on the different departments of architecture, his writings to be non-technical and o the comprehension of the people. He might write about 66 The Drawing- Room,” “ The Windows," “ The Mantel,” “ Fireplaces,” “Chambers," “ Halls," “Heating,” “ Ventilation," "Harmony,” or about anything else concerning building art and comfort. The advertisement can be general a part of the time, but it had better, as far as possible, have a special character. The home-house is the woman's castle; it is hers by right of Nature, and to her is given the final vote of execution. The home architect must present himself to the woman. The business block archi- tect must reach the business man. See Department, “ Real Estate;” and Classifica- tions, “ Art,” “ Dental," " Law," “ Physicians.” 21 Art ARTISTS are by nature or by inclination opposed to business methods. The more they know about art the less they are likely to know about business. The artist 304 FOWLER'S PUBLICITY IIE cannot advertise successfully except along professional lines, unless he is a commercial draughtsman or picture drawer. He can, however, announce himself in his particu- lar specialty by a neat card, and by a modest newspaper advertisement. He should cultivate the friendship of newspaper men, and contribute to the art papers and to the art departments of the general press. If he would become known and gain dignified publicity, he must be friendly socially with editors, and in some cases it is for him to reciprocate favors done by conducting an art department or furnishing art commercial artist can advertise more broadly and extensively and can use the local newspapers and booklets and circulars announcing his work. As far as advertising is concerned, the commercial artist and the commercial engraver are practically one, and the advertising of this line must reach business houses in need of advertising, illustrations, and engraving. The business man will tolerate the unbusi- nesslike methods of the painter in oil, but he expects the commercial artist and en- graver to treat his work in a businesslike way. Promptness is an absolute necessity. The poor artist who is prompt may do more commercial work than the better artist who is never on time. See Department, “ Printers ;” and Classifications, “ Architec- ture,” “ Dental,” “ Engraving,” “ Law," “ Physicians.” a. IO er- Auctioneering The auctioneer's business is intermittent. It is brisk part of the time and dull part of the time. He can advertise his auction sales, and he can also advantageously announce that he is an auctioneer and knows how to dispose of property. He gener- ally combines with his business the private sale of real estate, and consequently can be considered in the dual role of auctioneer and real estate agent. The local news- paper is his indispensable medium, and he can employ circulars and other printed matter as supplementary to his newspaper advertising. The poster may be a neces- sity to him. Its value is chiefly in its brevity and the opportunity for the use of the heaviest type. The poster should not give detailed information, as that belongs to the circular and newspaper advertisement. The advertising of low prices will bring buyers, but will not bring sellers. It is much easier to sell property at auction than it is to obtain property to sell. The tone of the advertising must be between the two in order that the supply of property may be equal to the demand for it. The auc- tioneer has a legitimate right to adopt extravagant forms of advertising and to use the strongest adjectives. The word “ auction” is conventional, but it has in it the attrac- tiveness that will always be retained by the word “bargain.” The word “auction” should generally head the announcement, followed by large type description. It is ollowing headlines may be used to advantage. “An Elegant Residence,” “ The Home of Comfort,” “ Happy Home for Sale,” “A Charming Country Seat,” “ A Profitable Farm," “ A Handsome House,» « A Suburban Home," “A Bower of Roses,” « A House for Young Folks,” “A Private Residence,” “ A Magnificent Home,” « The House of Luxury," " A City Palace,” “ A Home Among the 1 TRADES SPECIFICALLY 305 1 Pines," “ By the Lakeside," " A Viewful Residence,” “ A Sunny Cottage,966 A House by the Sea,”66 The Store of Location,” « A Profitable Block," " The Store of Business," " Quality at Auction,” “ Regular Goods at Auction,” “ An Auction Sale of Guaranteed Quality.” Auction sales are matters of news, and if the auctioneer is an advertiser, he can depend upon the newspapers to give full reports of his sales, with his name always mentioned. The advertisement should never be less than four inches, and it may oc- cupy as much as a page. The advertising of a merchandise sale, whether at an auction room or at the store of the owner, should follow the general style of the regular adver- tising of its line, to which should be added the strong expressions justifiable in auction advertising. Sensational as the auctioneer may be his advertising must be truthful. A reasonable amount of exaggeration may pay, but lying is a trade-killing boomerang. When the auctioneer has nothing special to advertise, he may advertise for business. Many owners of property can be made to dispose of it at auction. It is the business of advertising to help to bring business as well as to sell property and goods. As most auction goods are supposed to be imperfect or cheap, the auctioneer should present proof of quality whenever he can do so. See Departments, “Insurance," " Real Estate." rne Baking THE multiplicity of baker's goods suggest that general advertising would prove unprofitable, and that each article of food had better be advertised by itself as a specialty in order that it may win the attention it deserves. An advertisement an- nouncing bread, cake, and pastry is not likely to assist in selling much of any of them, but the advertisement of an ordinary muffin will sell muffins to the muffin eater, and will make muffin eaters whenever it is possible. Originate some catchy name as “White Cloud Biscuit,” “Sunrise Johnny-Cake,” “ Saturday Brown Bread," “ Grand- mother's Gingerbread,” “Wheat Gems," “Red Hot Muffins,” “Snappy Snaps," “Appetizing Buns,” “ Digestible Cake,” “ Health Bread,” 66 Tea Biscuits," "Evening Crackers.” Occasionally announce the purity of the food, and use such expressions 1 Freshness,” 66 Purity Pie," 56 Cooked Wholesomeness," “ Lightness, 99 “Honest Bread,” “Cleanliness,” “Home-Made Bread," " Carefully Made Cake," “ The Best Bread from the Best Flour,” “ Well-Made Eclairs.” It is sometimes a good plan to give a portion of the articles local names. Bakers must be continuous advertisers because they sell their goods continuously. They have seasonable articles that always admit of extensive advertising, and almost any article can be made to appear seasonable. Bright advertising will not help to sell eatables in a dirty store with dirty attendants. The salesgirls need not be handsome but they must be cleanly. The baker should announce that every part of the bakery is open to inspection on certain days, or better, have it open all the time. White caps, white aprons, and clean floors cost little, and they add much to appearances. The baker's advertisement should never be less than four inches, and often it will pay him to use half a column. See Department, “ Inner Man;" and Classification, “ Confectionery.” as me 306 FOWLER'S PUBLICITY Banking See Departments, “ Banks and Bankers," “ Savings Banks.” Banks, National See Departments, “ Banks and Bankers,” “ Savings Banks." Banks, Savings See Departments, “ Banks and Bankers,” « Savings Banks.” Barber Shops THE barber has no business to think he is not a business man; if he is not, he ought to be. He has an office in a business block, he deals with business men, and he is not much more a professionalist than is the seller of calico or the dispenser of pills. The local newspaper advertisement is the best for him, and high-class circulars and other printed matter can be used, but none of the latter should be distributed un- less sealed and personally addressed. Even if he is a cheap barber, and has cheap custom, he has no business to use cheap methods in business building. His advertise- ments need not be full of cold blooded dignity, for he can be humorous, off-hand, and even sensational, provided he does not run into vulgarity. His advertisement must be continuous, and in a newspaper space of not less than two inches. There is no objection to the use of such expressions as “Gentle Shaving,” “You Can Sleep While I Shave You,” 66 I Never Cut Against the Grain,” 66 Artistic Cutting," “ The Shave of Ease,” “I Know How to Cut Hair," " Hair Cutting at Cut Prices," “ The. Chaperone of Your Head,” “ Harmonious Hair Cutting,” “ Children Love My Shop,” “ Deaf and Dumb Operators," “ Work, Not Talk.” It is obvious that the barbers located in the large cities cannot use the local newspapers unless the shops are in some commercial centre of the town. Do not advertise “ John Blank, Hair Cutter," but place “Hair Cutter” first. Bicycles See Departments, “ Bicycles," " Recreation," “ Vehicles.” Blacksmithing BLACKSMITHS are generally horseshoers and horseshoers do blacksmithing; at any rate they cater to the same class of trade and therefore must be jointly considered here. They are not and cannot be extensive advertisers, yet advertising can be used profitably. A continuous two-inch card in the local newspapers ought to be suffi- TRADES SPECIFICALLY 307 In cient. Do not put the firm name first and the business afterward. Keep changing the advertisement. Tell the people that you know how to put on a horseshoe, and the next day announce that your shoeing stays shoed. Let the public understand that the repairing done does not need to be re-repaired. Build up a reputation for doing work that lasts. Do coarse work well, and do not be afraid to tell the people that thoroughness is the watchword, for everybody is watching for the man who is as care- ful about the work underneath as about the work on top. Advertise promptness. It is a good plan to occasionally flash before the public eye a line like “What You Want When You Want It.” See Classification, “ Wheelwrighting." 11 Bonnets See Classification, “Millinery." Books See Departments, “Books," “ Printers;” and Classification, “ Stationery.” Boots and Shoes See Department, “ Shoes." Caps See Department, “ Hats.” Carpets See Department, “ Carpets.” Carriages See Departments, “ Bicycles,” “ Recreation,” “ Vehicles.” 66 2- Catering THE caterer's advertising needs to be continuous, and it must prove to the public that the engagement of the caterer saves time, annoyance, and money. Compara- tively few people appreciate the advantage and the inexpensiveness of employing a professional caterer. The caterer should advertise that he is prepared to take entire charge of spreads of every kind, and especially should he announce promptness in the execution of orders, and quality in the viands he serves. He should occasionally announce the saving of trouble, and say that the caterer assumes all the responsibility, thus relieving the customer of the most disagreeable details of the collation. If the caterer is a continuous advertiser, the reporters will invariably mention his name in connection with a reception or gathering. 308 FOWLER'S PUBLICITY O Cigars See Classification, “ Tobacco.” Clocks See Department, “ Jewelry and Clocks.” Clothing, Custom See Departments, “ Clothing," “ Hats,” “ Tailors;" and Classification, “ Gentle- men's Furnishing Goods." Clothing, Ready Made See Departments, “ Clothing,” “Hats,” “Tailors;” and Classification, “Gentle- men's Furnishing Goods.” Coal See Departments, “Fuel,” 6 Heating.” Coffee See Department, “ Inner Man." Confectionery CONFECTIONERY is sold at drug stores and other stores, as a regular, or as an extra, and yet the confectionery establishment occupies a position of its own and will continue to do so as long as there is sugar and folks like it. Confectionery is sold at every season of the year, and the advertisement of it should be continuous, occupying a space of not less than two inches in the local newspaper, the space to be frequently enlarged as occasion may require. A reasonable amount of printed matter, if circu- lated carefully and addressed to individuals, generally pays if used in connection with newspaper advertising. The circular must be neat and artistic. The following head- ings are presented for what they may be worth in the construction of confectionery advertisements : “ Sweetest Sweets for Sweet People,” 6 Sweetened Purity,” “ Deli- cious Chocolates,” “Only Sugar," “ Safe Candy," « Old-Fashioned Molasses Drops," 66 The Candy She Likes," “ Dainty Chips,” “Digestible Creams," “ Healthful Taffy," “Sugared Wholesomeness,” “Home-Made Candy," “ Something for Her," “ Take Her a Box of Chocolates." Do not advertise candy in general. The term “confec- tionery” covers a multitude of adulterations. Use local names for the confectionery. Advertise one kind of candy one day, and the next day announce some other kind. Have molasses days, and days of taffy. Because most of the people think that con- fectionery is unwholesome, both with and without reason, it is necessary to emphati- cally impress upon the public that the candy is pure, if it is, and the statement should TRADES SPECIFICALLY 309 1 CV . M TT be backed with all the proof possible. Freshness is a cardinal virtue, and cleanliness is a commercial necessity. Tell the truth about candy. Do not advertise sweets for children that are unadapted to youthful digestion. The sick customer sickens of the store. Better sell a half pound than sell a pound and gain the ill-will of the customer. Convince the mothers that the candy sold is made correctly and of the best material. Cater to the children. Always have a smile for them. Have the clerks neatly dressed, and never allow any one with unclean hands or soiled linen to handle candy The old conventional way of making candy in the window will never outlive its attractiveness. Open the workroom for public inspection, and advertise that the public is welcome. Few people can see candy made, if it is made as it should be, without wanting to buy it. Do not put a hundred kinds of candy in the window at the same time, and confuse the taste of the gazer. Have a chocolate cream window display one day, then one of molasses candy, then build a field of taffy, then show some other kind of candy. Advertise all the time, and more extensively during the holiday season. Create seasons of candy, or rather candy for each particular season. Specialize, — do not generalize, — and focus the taste of the community by advertis- ing in the most profitable direction. See Departments, “ Druggists,” “ Inner Man; ” and Classification, “ Bakers." Crockery See Department, “ Crockery and Lamps." 1 YT Cutlery See Departments, “ Crockery and Lamps," “ Department Stores;” and Classifica- tion, “ Hardware.” Dental The dentist is a professional man, but custom seems to allow him to depart from the strict ethical lines so closely encircling the physician. In some towns sensational advertising appears to be justifiable, especially if the dentist caters to the working classes. There is nothing poetical about the work, and even bombastic methods are profitable, especially to those who confine their work to extracting. The high-class family dentist had better not depart from the high-grade professional style of the physician, but while his advertising can be more extensive and somewhat near the commercial manner, sensationalism must not be attempted. The printed matter circu- lated by the dentist, whether he gains his patients from society or from the ranks of those out of society, should be of the highest character of excellence even though the expressions contained in the circular border upon the sensational. The ordinary dentist will find it profitable to occasionally advertise prices, and the dentist working headlines are presented as suggestions to the dentist reaching the under side of the 310 FOWLER'S PUBLICITY TS TTT 1 middle class, and some of them may be profitably used by every operator : “ Guar- anteed Quality," « Natural Artificial Teeth,» « My Fillings Stay In,” “ High-Art Fill- ing," “ Teeth Pulled Without Your Knowing It,” “ Painless Methods," “ The Easy Dental Chair," “ Skillful Operators," " My Work Lasts,” « Difficult Fillings a Spe- cialty," « Teeth Without Plates," " Low Prices for High-Grade Work,» « My Work and My Price Are Right,” “ Look at Your Children's Teeth,” « Treat Your Teeth Well," 66 Expert at Filling.” It may pay to circulate books on the care of the teeth. Tell the people what a good tooth powder is, and describe the powder which is in- jurious. Give general advice, and suggest frequent examination. No matter how sensational he may be in his method of advertising, and notwithstanding the fact that he caters to the commonest class of people, the office must be pleasant, neat, and particularly attractive, and about it should be that quiet dignity which the public expects and appreciates. The dentist must be à gentleman, and although the build- ing may be covered with the loudest signs, his conduct to patients, and the atmos- phere of the operating room should be of a character which will convince the patient that he is a man of ability, and that quality is the first consideration. Have a few tropical plants about the reception room, and a vase of flowers near the operating chair. The surroundings, and the little comforts, must be so arranged as to put the patient in a comfortable frame of mind, and to alleviate the grinding pain of the operation. Never have a sensational business card, no matter how much the adver- tising may depart from the standards of professional dignity. The local newspapers should be used, and a continuous card of from two inches to a half a column will be found profitable. See Classifications, “ Art,” “ Architects,” “ Physicians." 1 T 1 Department Stores See Department, “ Department Stores." Doctors See Classification, “ Physicians." Drama See Departments, “ Drama," “ Music.” ERE & Dressmaking THERE are two classes of dressmakers: the one with a regular business office, and the other with headquarters at home, the latter going out by the day and using her front parlor, or some other room, as a sort of working office. The day-by-day and home dressmaker cannot do extensive advertising and must confine it to the classified de- partments of the local papers, and to a reasonable amount of high-class printed TRADES SPECIFICALLY 311 I LLL TY man TU 1 TIT 1 SS- matter. She had better advertise some specialty, one or two at a time, instead of using the plain term “ dressmaker," and it will pay her to frequently advertise prices unless she caters to very fashionable people. The business dressmaker is a business woman and can advertise as extensively as can a milliner or the proprietor of a small store. The newspapers are the best mediums, and the advertising should be continuous and from two to four inches, to be largely increased preceding and during the season It is better to change the advertisement every time. Modest, tasty, and nicely worded announcements, always sent personally addressed and sealed, will bring returns. As the dressmaker's work is confined to women she should depart as far as possible in her advertising from the methods used for reaching men. It is suggested that the dress- maker contribute her services to the local press, conducting a department of dress- making, which, although not calculated to bring her business, gives her the best kind of an advertisement. She can easily become the local authority on the making of a dress, including the selection and the harmony of the materials used. It is her busi- ness to create as well as to manufacture. In these days of artificial style and of French model monstrosities, the dressmaker of simple tastes, who drapes with common sense, will form around her a profitable clientage. The dressmaker should announce, modestly of course, that she possesses the ability to harmonize the dress to the woman, and that her methods do not demand that the woman be fitted to the dress. She should preach, advertise, and practice harmonious costuming, and announce her ability to adapt current styles to those who favor her with patronage. While modesty is to be practiced, self-respect must not be sacrificed. If the dressmaker succeeds there is no reason why the people should not know of it. Sensationalism is never justifiable, but the advertisement of facts, and the printing of testimonials, are always in good taste and are generally profitable. See Classifications, “Milliners," 6 Trimmings.” Drugs See Department, “ Druggists.” Dry Goods See Departments, “ Department Stores,” “Dry Goods.” Electrical UNDER this classification must be considered the scientific electrician and the man who keeps a regular electrical store. The electrician is a professional man in every sense and must consider himself a scientific commodity. His advertising should be dignified and follow the style of that of the physician or artist, while it should, at the same time tend towards the commercial line. Brains cannot be advertised like a circus horse or a spool of thread, but there is no objection to using commercial terms or to progressiveness in scientific announcements. A moderate amount of newspaper 312 FOWLER'S PUBLICITY TY I 11 T space, and the circulation of the highest grade of printed matter will be found profit- able. The electrician had better not advertise promiscuously nor should he make a general bid for trade. He should announce his specialty and occasionally print testi- monials proving his ability. The electrical store, whether or not it has connected with it an expert electrician, can reckon itself on a par with the hardware establish- ment. The newspaper advertisement should be constantly changed, and should never occupy a space less than two inches for the announcement of electrical bells, wiring, annunciators, batteries, and other specialties and regulars, generally. one at a time. Headings like “General Electrician,” or “ Electrical Goods,” may pass unnoticed, while the advertisement of something in particular may gain particular attention. The people should be made to realize the convenience of electrical contrivances, and the advertisement should further convince them of the simplicity and economy of such con- trivances. Too much cannot well be said about the inexpensiveness, convenience, and comparative necessity of the electric light. The advertising should often be educa- tional. It will pay to circulate booklets, each one devoted to some branch, and most of them of a non-technical character. Practical electricity ought to be extensively advertised, and the public made to understand the use of it. See Classifications, “ Hardware," “Gas Fitting.” Engraving THE wood and process engraver deals almost exclusively with business houses, and the majority of his customers are advertisers. The advertisement must be cal- culated to catch the eye of the business man and to convince him that good engrav- ing is necessary to the increase of his business, and that the advertiser is well pre- pared to do the work. It is often advisable to specify the different classes of engrav- ing as “ Mechanical Work," “ Out-Door Illustrations,” “ Eye-Catching Pictures” or any other class that the engraver is especially proficient in. He should sometimes announce prices. Promptness should be practiced and advertised. Finely executed specimens of work must be distributed but never unless personally addressed and accompanied by a letter. A liberal amount of advertising in business and trade papers and a moderate amount in newspapers are profitable. The steel and copper engraver, catering to business and also to social work, must advertise to reach both the business man and the society woman. His advertisement should appear in the high-class business and social publications, and should announce the different kinds of work he does, one at a time. It is unnecessary to further discuss these matters here as a large part of the general contents of the book is directly in the interest of engravers and their customers. See Departments, “ Lithography,” “ Printing; ” and Classification - Art.” Excursions See Departments, “ Excursion Advertising," “ Railroads," “ Recreation,” “ Water Transportation." CC TIC TRADES SPECIFICALLY 313 Expressing WHERE there is competition local expresses will find it advisable to announce some business qualifications like “ Sure Connection,” « Promptness," “ Frequent Delivery,” “Careful Handling," “ Rapidity.” Express companies having exclusive control of their territory can advertise in the same way, but had better bear more heavily on announcing the location of order boxes; and it is obvious that all local express com- panies will find it necessary to continuously print information concerning the loca- tion of their order boxes, in the local newspapers. Sealed and personally addressed cards giving location of boxes, times of despatch and delivery, rates, and other infor- mation that the public ought to possess should be circulated. Half the express com- panies seem to believe that they are monopolies and that the public will be obliged to put up with their eccentricities. The express company is the servant of the public and is paid for its services, and if it treats its patrons as it should, many a package now mail will be forwarded by express. It is the business of the express adver- tisement to educate the public up to an appreciation of the convenience, speed, and safety offered by the well-organized transportation company. There is no monopoly so strong that advertising cannot help it, and there is no express company, even though it is the only one in town, that does not need the inertia of good publicity. The same advertisement should not be run all the time. See Departments, “ Rail- roads,” 6 Water Transportation." SS Fancy Goods FANCY goods are really a part of the dry goods trade and are here considered separately because there are a few stores entirely devoted to this line. The number of fancy goods is legion. There are so many of them that it does not pay to adver- tise them collectively. There is nothing attractive about the term “ fancy goods.” Select one or two articles at a time, and advertise them as specialties. As all fancy goods are not necessities, it is better to create a taste for them as well as a direct demand for them. The newspaper advertisement should be continuous, covering from six inches to a full column. If it seems advisable to advertise many articles at the same time, it is well. to place each one by itself under a composite heading, the heading representing prices or conditions, and each item describing the article it presents. It is a good plan to frequently advertise prices, making them the prominent part of the advertisement. The tone of the advertisement may be bold and even sen- sational, and it may also be literary and æsthetic, with beautifully turned sentences. See Departments, “ Department Stores," “ Dry Goods;" and Classifications, “Five- Cent Goods,” 66 Millinery,” 66 Trimmings." Fire Insurance See Department, “ Insurance.” suranc 314 FOWLER'S PUBLICITY Fish See Department, “ Inner Man." Fishing Tackle See Department, “ Recreation.” Five-Cent Goods UNDER this classification must be discussed the advertising of all goods announced at some specific price, provided that price does not exceed a quarter of a dollar. There is nothing dignified about five and ten-cent articles when advertised by their price, for middle class of people. The five-cent store is a sort of side-show, and even the extreme of the circus style of advertising is justifiable. Set all the canvas, and fairly sail into the public. The limitless variety of the goods admits of fresh advertisements every day. Do not advertise more than one or two articles at a time, unless you are advertising a sort of grab-bag sale, where everything is bunched up. Advertise one or two articles, putting the price in the largest type at the top of the advertisement and enumerating the articles in a sort of catalogue form; or describe a number of articles, each by itself, and each separated from the others by a rule or space. The advertisement should frequently be used as a sort of bait, and not always for the benefit of any one article. Never use less than a four-inch space in the newspapers, and occasionally a two-column advertisement will not be too large. If the flyer ever t will pay the five-cent store. The best rule to follow is to copy the ex- travagant style of the most extravagant advertisers. Appeal to the economy of the people. Force folks to believe that certain articles at five or ten cents, or even at a quarter, are economical, and that it is foolish to pay high prices for high-grade goods, when common articles answer the purpose. Do not be modest. Do not be afraid to use the largest type and the strongest adjectives, provided the statements are true. See Departments, “ Department Stores," “ Dry Goods," “ Crockery and Lamps; ” and Classifications, “ Kitchen Goods,” “Tin,” “ Toys." Floral FLOWERS are living pictures of refinement. They should never be advertised except in the highest grade, clean-cut style. Their beauty and their fragrance, and the good cheer they give, appeal to the best side of woman and man. They are home-brighteners, and educators and stimulators of all that is good. They should be advertised in a way not far removed from that used by those who announce song books and musical instruments. Advertise continuously, increasing the size of the advertisement during the selling season. Announce one flower at a time. Read SIZE TRADES SPECIFICALLY 315 on V TXT VV VY the society papers, and when any class of flower becomes the fad, advertise it exten- sively. Do not make the mistake of believing that all flower customers are well-to-do. Advertise and cater to the common working classes, as well as to the rich. that flowers are the best presents for the sick. Let the advertising cultivate the taste of the people, so that they will want the flowers the seller cultivates. Never use less than two inches in the local papers, and frequently a six or eight inch space. High- class printed matter can be made profitable, but promiscuous circulation of cheap circulars will fail to bring business. See to it that the report of every wedding, re- ception, or banquet gives the name of the florist, if the floral decorations are worthy of notice. Distribute floral literature. Write articles on flowers, and the grow- ing of them, for the newspapers. Keep up with the æsthetic side of the times, and yet do not forget that as the most beautiful flower is simple, simplicity in advertising is not only the most beautiful, but the most profitable way of encouraging the sale of flowers. Flour See Department, “ Inner Man." Fruit See Department, “ Inner Man." Fuel See Department, “ Fuel." Furnaces See Department, “Heating.” Furniture, Household See Department, “ Furniture.” Furniture, Office See Department, “ Furniture.” Furs TT 7 Y FURS should be advertised continuously, notwithstanding the fact that they have one or two distinct selling seasons: one during the summer, when people think they can buy furs cheaper; and one preceding the winter, when folks who want furs must buy them. There are three classes of fur buyers. The first class comprises those women who buy furs because they are considered stylish, and who buy the most ex- pensive furs irrespective of comfort or necessity. The fur that costs the most is the TYY 316 FOWLER'S PUBLICITY TIT fur they want. To reach this class of people, fur advertisements must state that the goods are extremely expensive, and are worn only by the wealthy. If the price seems to be really exorbitant, put it in the advertisement. Most of these customers are buy- ing cost, not furs. The second class of fur buyers comprises the people who buy furs because they want them, and believe that they are economical and comfortable. These people can be reached by every method of advertising, — by the announcement of price, quality, warmth, appearance, durability, and comfort. The third class of fur buyers is not far removed from the second class, and comprises those who wear furs for economy's sake, because they think that a fur gives more for the money, — more warmth, more comfort, and more style. They buy furs as they buy necessities. To reach these people it is necessary to advertise economy and fur-longevity. The fur advertisement can be both specific and general: if the former it should be devoted to only one style of fur; and if the latter, it should stimulate the sale of furs in general by presenting to the public the peculiar advantages of fur-wearing. It is seldom wise to advertise several furs in the same advertisement. The advertising should be fre- quently educational. Do not use a fur illustration in newspaper advertising, for it will not show the style or character of the fur. Issue booklets on the care of furs, and weave into them the advantages of wearing furs. The advertisement in the local newspaper should never be less than two inches, and frequently it had better occupy a quarter of a page. Furs may be advertised as bargains, as regulars, and as specials. See Departments, “ Department Stores, " “ Dry Goods," “ Hats.” Y I Gas and Steam Fitting ALTHOUGH these two departments of mechanics are not always found together, they are analogous as far as advertising is concerned. The advertisement should never be less than two or three inches, and seldom more than six inches. Printed matter, if properly circulated, will pay, but newspaper advertising is indispensable. Advertise promptness. Announce that the shop is prepared for emergencies. Give people to understand that when a pipe bursts or leaks, a telephone message will bring the repairer immediately. Let the advertising convince the public that when it is fixed it stays fixed. People imagine, and not altogether without reason, that fitters do not do their work properly, and overcharge. The one great thing that must be pounded into the public is that the fitter is honest and that his work is honestly done. The public should be made to understand that when a job is finished it is finished. Occasionally announce that workmen are so careful and skillful that they do not damage the finest woodwork or the carpets. The workmen should not look any dirtier than they have to. They should be polite to the customers. The work should be arranged so that they will not have to stand around waiting for the boy who goes after something they have inten- tionally forgotten. Advertise that the workmen are always on time, and that when they start to work, they work. Do not let them leave their tools about the house. Unclean work can be cleanly executed. Tell people how to temporarily stop a leak, and then tell 111 TRADES SPECIFICALLY 317 e Dm 1 IS- them where to find the permanent leak-stopper. The fitter is really a mechanical doctor, a sort of emergency man, and these points should be brought out strongly in the adver- tisement. Present the people with addressed postal cards. Furnish every telephone subscriber with a telephone card bearing the name of the fitter in large type. The work of the fitter is always in demand, and the advertisement should be continuous. Frequently advertise by modestly inquiring if the pipes are all right, and by suggest- ing that it might be economical for folks to have the apparatus regularly inspected. Announce that the inspection costs nothing. See Department, “Heating; ” and Classi- fication, “ Plumbers.” Gentlemen's Furnishing Goods THE dealer should not foster the idea that because he sells goods exclusively for the use of men, that men alone control the sale of the goods. The woman is a cus- tomer, indirectly if not directly. She controls nearly everything her husband and her children wear, and all that is worn by every member of the household. The necktie must suit the woman as well as the man. Ninety per cent. of all the stockings, shirts, collars, cuffs, and other things sold, although frequently purchased by the man himself, is bought under the suggestion of the woman. Advertise to catch the man's eye, and frequently advertise so that the woman will read the advertisement. The following headlines may be suggested. “ Are You Out of Handkerchiefs ? ” “ Does Your Husband Wear a Shirt ? " " Don't Over-Darn Stockings, Buy New Ones," “ Collars of Respectable Standing," " Cuffs That Last,” “ Comfortable Stockings," 66 Stockings That Fit,” “ Non-Irritating Underwear," “ High-Grade Shirts for High- Grade Gentlemen," “ The Cast Iron Blouse,” “ Long Wear Underwear,” “ Health Keeping Underwear,” “ Are You Warmly Clothed?” “Skin Comfort,” “ Comfortable Undershirts,” “ Stomach Ache Preventers," “ Long-Lasting Gloves," “ The Glove That Fits," «« Hand-Warmers,” « Easy Suspenders,” “Comfortable Suspenders,” « Stay- In Collar Buttons,” “Collar-Keepers.” Make a special sale as often as possible, and prominently announce it. Half the men who do not wear garters would wear them if somebody told them to. The average man does not know what he wants, and advertis- ing must inform him. Gentlemen's furnishing goods are always in demand, and always must be advertised. A six-inch space is not too large, and it generally pays better to use half a column, and sometimes a column. If printed matter is sent out, it must be of the highest grade. Half of the printed matter should be interesting to the women, and the other half may especially appeal to men. It is better to send a circular to a man's house than to a man's office. Issue booklets of suggestion and instruction, telling people what they had better wear and how to wear it. See Departments, 6 Clothing," “ Department Stores," “ Hats," “ Shoes,” « Tailors;" and Classifications, “Fancy Goods,” “Gloves.” Glass See Departments “ Crockery and Lamps," “ Department Stores.” el еа. WY I . 318 FOWLER'S PUBLICITY Gloves This classification refers exclusively to the glove store, and not to those establish- ments selling gloves in connection with other articles. Most people wear gloves. Continuous advertising is necessary, although it may be advisable to cut the adver- tisement during the season of poor trade. Advertise either one kind of glove, or one line of gloves. Prices should generally be given, unless the store is of the highest grade. Never use less than three inches in the local newspapers, and frequently as much as half a column. Do not show illustrations of gloves, unless they are printed upon the best of paper. Announce that the gloves are warranted, are durable, are stylish, are comfortable, and any other favorable condition. Do not advertise two- dollar gloves in the same advertisement with a cheaper grade. Make a specialty of some kind of glove, and advertise it extensively, with the price attached. Announce “ Winter Gloves,” « Summer Gloves," "Spring Gloves,” “Fall Gloves," “ Driving Gloves," “ Skating Gloves,” “Warm Gloves," “Fleece Lined Gloves,” “ Stylish Gloves," “ Delicate Shades,” « Gloves That Wear.” A whole advertisement can be given to announcing a full-dress glove, and also to an undress glove. Advertise gloves for men, and tell what they are, then advertise gloves for women, then for children. Announce gloves for school boys and for school girls, and for every purpose. See Departments, “Clothing,” “ Department Stores,” “ Dry Goods,” « Hats,” “Shoes," “ Tailors;” and Classifications, “ Fancy Goods," « Gentlemen's Furnishing Goods." YT S CO TT Grain GRAIN is here considered exclusively as feed for horses and cattle, and not as the kind of grain put' up for family consumption. It is better to advertise one kind of grain at a time than to advertise grain in general. Announce oats one day, meal the next, corn the next, and so on. There is nothing in a regular grain advertisement which will suggest that the keeper of a horse or other animal should investigate the ion of his grain bin. The advertisement of oats may make the oats user bu more oats. The advertisement of corn will help to sell corn. Prices' count, and should generally be given. Quality is a great consideration, and should be the burden of half the advertising. Make the advertisements very simple, that they may be intelligible to the farm hand or hostler, who is frequently the buyer. The printing of statistics, giving the relative nutriment of grains and kinds of feed, will go a long ways towards educating the animal keeper to purchase the best, which ought to be the cheapest. Advertise continuously, but never extensively, the advertisement never to be less than two or three inches in the local newspaper. Booklets on animal feeding will stimulate business and hold trade. It is better to confine the advertising to news- papers than to distribute circulars. See Departments, “ Inner Man," « Recreation;" and Classification, “ Hay.” BV Groceries See Department, “ Inner Man.” TRADES SPECIFICALLY 319 Guns See Department, “ Recreation.” Hardware and Cutlery GENERAL hardware is in constant demand, while building hardware is required largely only during the building season. The retail store is in a sense the wholesale establishment for it sells the bulk of the hardware to local builders, and in quantities which suggest wholesale prices. The dealer, therefore, is obliged to advertise in two different ways, first that he may sell articles for general household use, like odd tools, nails, tacks, and other things constantly used by everybody; second, he must advertise to reach the carpenter and builder, and these latter advertisements must, to a large ent quality and price. The carpenter or builder knows pretty nearly what he wants, and depends upon the hardware seller to furnish the quality he desires, at the most reasonable price. A good proportion of the advertising should be addressed to the consumer, the man or woman of the house. Announce “ Household Sets of Tools,” “ Handy Hammers,” “Family Saws,” or any other articles of household necessity. Comparatively few heads of families appreciate the necessity and convenience of a moderately complete set of tools at the house or office. It is the business of advertising to educate the people into being equipped with the implements of constant use. Make up sets, and advertise them at a low price. Sug- gest that everybody should have a sufficient number of tacks in the house. There may not be much profit in a package of tacks, but it pays to have the people enter the store, and the tack advertisement may bring a profitable customer. Convince the public that poor tools are not much better than none, and that cast iron hammers, and soft iron saws cost three times as much as decent tools. Cutlery is for the woman, and should be advertised to her exclusively. Do not advertise scissors and knives and forks in the same advertisement. Have a knife and fork day and a day of scissors. Pick out each time some one article, and by advertising make it a specialty. Razors, and some pocket knives, are exclusively for men, but with these exceptions the trade is largely with women. Sharpen knives and scissors for nothing and announce it. When a knife is advertised, tell what the knife is, how well it will cut and how long it will cut. Perhaps some of the following expres- sions can be used to advantage. “Forks That Don't Bend,” 6 Sensible Scissors," “Keen-Edged Knives," “Long-Lasting Shears," “ Ladies Pocket Knives,” “ Easy Razors," “ Long-Life Hammers,” « The Axe That Cuts," “ Household Nail Box," 66 Tacks That Don't Lose Their Heads, “ The Saw That Saws,” “ The Keep- Sharp Saw,” “Household Tool Chest," " Want a Hammer?” “Out of Nails ?” “No Scissors in the House?” The advertisement should be anywhere from two to six inches. See Department, “ Department Stores;” and Classification, “Kitchen Goods.” S 320 FOWLER'S PUBLICITY 1 Harness MEN buy harnesses, but women may pick them out. The business harness need not necessarily suit the women, but the carriage harness must be satisfactory to them. Advertise in the local paper to the extent of from two to six inches, and continuously. Announce “ Light Harness," “ Strong Harness,” “ Durable Harness," « The Harness That Lasts, " « The Harness That Wears,” « The Harness of Style,» « The Harness the Horse Likes," “ The Gentleman's Harness," “ Business Harness," :“ Working Harness," “ Heavy-Pull Harness.” If the harness man sells the highest grade of har- ness, his advertising must convince the public that strength is combined with light- ness, and beauty with durability. If the advertiser runs a repair shop, he should announce promptness, and state that the harness he mends stays mended. Ordinary flyers are likely to be useless, but well-printed circulars, carefully distributed, will probably pay. See Departments, “Recreation,” « Vehicles.” 1 Hats and Caps See Department, “ Hats." Hay 111 Hay and straw have their seasons, and therefore must be most extensively adver- tised preceding and during selling times. It will pay to advertise these articles con- tinuously, using a two-inch space throughout the year, increasing it to four or more inches occasionally. Better advertise hay, and then straw, advertising hay three times to straw once. Announce the quality of hay and the price. If some particular hay is appreciated locally, advertise it extensively. If the hay is free from sticks and other foreign substances, give people to understand that the hay is all hay, clean hay, and dustless hay. Occasionally advertise full weight and prompt delivery. Adver- tise quality more extensively than anything else. See Departments, “Fuel,” « Recrea- tion;" and Classification, “Grain." T OT fea- Heating, Hot Water See Department, “ Heating." Heating, Steam See Department, “ Heating." Horseshoeing See Classification, “ Blacksmiths." Hotels, Beach See Department, “ Hotels." TRADES SPECIFICALLY 321 Hotels, City See Department, “ Hotels." Hotels, Country See Department, “ Hotels.” Hotels, Mountain See Department, “Hotels." Inner Man See Department, “ Inner Man." Insurance, Accident See Department, “ Insurance." Insurance, Fire See Department, “Insurance." Insurance, Life See Department, “ Insurance.” Jewelry See Department, “ Jewelry and Clocks.” THE term “ Kitchen Goods” covers so many articles of trade that it is difficult to frame general suggestions under this classification. In considering this line the writer refers to tinware, cooking crockery, wooden articles for the kitchen, flatirons, and other portable articles used exclusively in kitchen and cooking work. These articles are necessities, are purchased at all seasons of the year, and must be advertised con- tinuously to the extent of from two to six inches in the local newspapers, and the space increased occasionally. It will pay to have exhibitions of some of the goods in the store window, and to announce them in the newspapers. Do not advertise kitchen goods. Always present some one article with or without illustrations, and with its principal advantages. Frequently advertise some novelty, even though there may be little profit in the sale of it, for the advertisement will bring people to the store and gather trade for the other articles sold. Issue booklets on the making of coffee, or 11 annou 322 FOWLER'S PUBLICITY of anything else used in connection with the articles sold. Devote the advertising exclusively to the housewife. Do not allow the advertisements to go above the cus- tomer, and remember that the majority of buyers are from the common people or the servants of the upper class. See Departments, “ Crockery and Lamps,” “ Depart- ment Stores;” and Classifications, “ Hardware and Cutlery,” « Tinsmiths." Lamps See Department, “ Crockery and Lamps.” Laundries LAUNDRY work is continuous, although at certain seasons there may be an extra amount of curtain and other special laundering. Prices should generally be given. Emphatically announce the quality of the work. Advertise promptness and free and quick delivery. If satisfaction is guaranteed, advertise it. The advertisement should be from two to six inches in the local newspapers, and printed matter in the form of nicely printed circulars or invitations will be well received and be likely to stimulate business. The following headings are suggested: “On Time Washing,” “ Quick Laundry,” “Your Collars When You Want Them,” “ Quick Work,” “ Cleanliness Is Our Policy," 66 We Don't Wear Out Your Clothes,” 6 Guaranteed Laundry," 66 Hand Work,” 6 The Careful Laundry.” See Classification, “Gentlemen's Furnishing Goods." TT 1 Law UNLESS the lawyer is a sensationalist, a divorce lawyer, a patent solicitor, or one who caters to the cheapest class of transient custom, he cannot advertise other than along the same ethical lines permissible to the physician, the artist, and the architect. In the smaller cities and in the small towns it is not considered bad taste to run a one, two, or three inch card in the local papers. This card may not assist in bringing business, but the courtesy of it is appreciated by the local editor, who is likely to reciprocate by mentioning the lawyer and his cases, when he can do so consistently. The lawyer's stationery must be in the extreme of neatness, and confined to profes- sional quality. The lawyer should see to it that his cases are well reported, and should assist the reporters in writing their reports. The lawyer, unless he is a cannot properly use circulars or other printed matter, except in very exceptional cases. If some question of law is creating local interest, the lawyer can easily arrange to be interviewed by the local press, and his professional opinion printed. If no reporter comes to him, he can, without offending the profession, send a dignified communication to the local papers, giving his legal opinion on the matter in question. This will give him the best of high-grade publicity. See Classifications, “ Architecture, " “ Art," “ Dental,” “ Physicians.” TYTT a Se Use C CIV ei 1 TRADES SPECIFICALLY 323 Life Insurance See Department, “ Insurance." · Lumber The retail lumber dealer finds his patrons closely confined to the carpenters and builders, and therefore is obliged to limit his advertising to methods somewhat removed from general publicity. The number of his customers is limited, and so must be his ad- vertising. The advertising should be of a special character, each advertisement either announcing some one class of lumber, or presenting some argument in favor of his special business advantages, as reliability, quality, promptness, variety, and conve- nience. The kiln-dried quality of lumber, its freedom from imperfection, and other technical qualities, furnish points of advertising vantage. Lumber honesty can be made an important factor. If there is a demand for odd boards and small orders it may be well to occasionally advertise directly to the consumer instead of to the carpenter and builder, but the bulk of the advertising naturally must be arranged to reach the regular and large buyer. See Department, “ Fuel;” and Classifications, “ Masonry,” “ Marble and Stone.” ! Marble and Stone RETAILERS and cutters of marble and stone have a better opportunity for general and advertising than have lumber dealers, for their commodities are frequently sold to the consumer as well as to the builder. It is advisable to carry a continuous card of three to four inches in the local newspaper, and to distribute, under seal and person- ally addressed, circulars and illustrated catalogues. The advertising suggests to the local editor a reason for mention of all artistic designs in cutting and in monumental work. The advertisement should be changed as often as possible, although it may not be convenient to do so every issue. Public monuments, tombstones, and fresh fronts for old buildings are legitimate specialties for advertising. It pays to advertise, and sometimes quite extensively, the specialties of the business which apply to home and business buildings. The illustration of any monument or other article in stone or marble should be as realistic as possible, printed upon the finest paper, and the general execution of the pamphlet or circular must be dignified and artistic. Frivolity and humorous brightness are never permissible in marble or stone advertising. The advertising should be continuous, and the space should be doubled before and during season. See Department, “ Fuel;" and Classifications, “ Lumber,” “ Masonry.” Markets See Department, “ Inner Man." 324 FOWLER’S PUBLICITY . Masonry MASONS should advertise continuously, although in some towns it might be advisa- ble to limit the advertising to half the year, running it in periods of two or three months, but continuity is advised. Advertise to the extent of two or more inches in the local papers, and change the advertisement as often as possible. Announce re- pairing and promptness and quality of workmanship. The local newspapers will gladly mention any large contracts as news, provided the contractor is an advertiser, and it will pay the mason to furnish building information to the local departments of the newspapers. See Department, “ Fuel;” and Classifications, “ Lumber," “ Marble and Stone." Men's Outfitting See Departments, “ Department Stores," “ Hats," “ Shoes;" and Classifications, “ Gentlemen's Furnishing Goods,” “Gloves.” LI 1 Milk nner Oun Ces an 20 V 11 See Department, “ Inner Man." Millinery Good taste is the foundation of all good millinery. In the creative ability, artistic adaptability, and polite salesmanship of the milliner is his profit. The milliner must be an artist or a patron of art, for his profession is founded upon art, harmony, and that balance of combination which makes style and fits style to style. The milliner's advertisement must not be sensational unless it announces a clearance sale or an un- usual reduction of prices. The advertisement must always appear in the local papers, because women buy millinery between seasons as well as in seasons. The space ought not to be less than three inches, and occasionally a half column or a column may be used to advantage. Modesty is essential, because art is always modest. The milliner's printed matter must be of the highest grade, even though the trade may be of low grade. The best of paper, type, and ink should be used, and the distribution must be careful and thorough. The milliner has no right to use handbills or flyers except in clearance sales, and even then he had better put the handbill mone papers. Openings demand extensive advertising, and should have it. It is usually advisable to announce one kind of hat, bonnet, or other article at a time, in prefer- ence to a combination advertisement, but an opening advertisement may be com- posite. Some of the following headings may have merit: “ The Hat of Style," ". The Artistic Bonnet,” “Don't Fit Your Bonnet, Let Your Bonnet Fit You,” “Harmony's Headgear,” “Style of Freshness,” “Something New in Bonnets,” “ Original Hats," “ Artistic Simplicity,” “The Hat That Becomes You Costs No More Than the Hat That Doesn't.” “Your Bonnet Is Here," " 'Tis Not the Hat That Makes the ewS- im TRADES SPECIFICALLY 325 Woman, But Oh How It Helps.” “Hats Trimmed to Meet Your Style," " Hat- Fitters,” “ Artists in Bonnets,” “ Opera Delights,” “ Exquisite Combinations,” “ Hand- some Hats.” Engraved work is in much better taste than ordinary letter-press print- ing, but new type upon good paper is much better than poor engraving. Do not always say “ The pleasure of your company is requested.” Do not be over-original, but use sensible originality. Even such expressions as “You are cordially invited," “We desire your company," “ We want you to be with us," “ We will feel honored by your presence," have the strength of unconventionality, and are so simple in their truthfulness that the receiver feels that she is really wanted. See Departments, “ Department Stores," “ Dry Goods," “ Hats;" and Classifications, “ Dressmakers," “ Fancy Goods,” “ Gloves,” “ Trimmings.” Modistes See Classification, “ Dressmakers.”! Music See Departments, “ Music,” “ Drama.” Nurseries The local nurseryman can increase his trade by rightly assuming that every one should be interested in the cultivation of fruit and that advertising can educate the unthinking into a firm belief that fruit trees are necessary to enjoyable living. The majority of people do not appreciate the inexpensiveness and advantage of possessing annou and during season, and it is well to have a part of the advertising announce a booklet of instruction and argument. The advertising need not be continuous, but it should precede the season, as well as appear during season. Do not advertise more than one kind of tree at the same time. People want apple trees more than they want apple and pear trees, and pear trees more than they want pear and apple trees, and it is profitable to focus their desires. Occasionally tell people how easy it is to plant and transplant. See Classifications, “ Agricultural Implements,” « Florists." Oil Stoves See Departments, “ Fuel,” “ Heating.” Optical THE optician is a professional-business man, and while it is permitted him to advertise his wares as general commodities, he had better confine himself, at least to 326 FOWLER'S PUBLICITY a certain extent, to a sort of compromise between the ethical and commercial styles. He should advertise in the local papers to the amount of from two to six inches, and continuously. He can advantageously distribute booklets on the care of the eyes, and can advertise the necessity of the glasses fitting the peculiarities of each wearer. The success of his business depends upon his honesty and his ability to satisfy. If he is not an oculist, he had better not pretend to be, and should recommend examination by an oculist, whenever the patient's eye appears to be complicated. It is his busi- ness to make and to sell and to test and to examine, but not to give advice when the opinion of the trained specialist is essential. One pair of glasses which do not fit will drive away more trade than ten pairs of glasses which do fit will bring. The follow- ing lines are suggested: “How Are Your Eyes ?” “Do You See Well?” “Does the Light Blind You?” “Can You Read Easily?” “ Easy Reading Glasses,” “Special Spectacles,” “Gratuitous Eye Advice,” « Spectacles of Comfort,»« The Glasses That Fit,” “Eyes Tested Free,” “ Long-Distance Opera Glasses,” “Perfect Field Glasses," “Clear Glasses.” Announce repairing and promptness. Prices can be mentioned, ays best to assume that the price is a consideration. See Department, “Jewelry;” and Classifications, “ Architecture,” “ Art,” “ Law," " Physicians.” 1 Organs See Department, “ Music." Paint The paint dealer should advertise to reach the painter and also the housekeeper, for an immense trade can be built up in ready-mixed paints and in brushes. There should be a can of paint, a bottle of varnish, some furniture polish, and a few brushes in every house, and advertising can be made to assist in putting them there. Some of the following headings may be used to advantage: “Rub Out That Scratch,” “ Is Your Furniture Marked?” “ Paint Your Shelves," “ Paint for Home Painters," “Now Is the Time to Paint," " A Little Varnish Covers a Multitude of Scratches," “Furniture Renewed for Ten Cents.” Advertise continuously for the home trade, and through the season for the painter's trade. Invent some name for the household paint or varnish and advertise it extensively. Do not advertise several kinds of paint in one advertisement. Make each advertisement distinct. Announce some excellent floor dressing. Tell the people that a common pine floor painted and varnished is more cleanly than a floor carpeted. Distribute booklets on how to paint and on how to take care of furniture. The advertisements should be from two to six inches, and changed as often as possible. See Classifications, “ Hardware," " Painting.” Seve C Painting PAINTERS should advertise moderately all the time, and it is best for them to double their advertising preceding and during the painting season. Perhaps some of 1 TRADES SPECIFICALLY 327 the following catch lines may be found profitable: “These Are Painting Days," “ Does Your House Need Painting?” “ Paint Your House Now," “ How Shabby Your House Looks," 66 Brighten the Outside," " Let Me Paint Your Barn," “ Don't You Think Your Woodwork Needs Painting ? " " It's Economical to Paint," " It Does Not Pay to Let the Paint Wear Off.” The advertisement should not be less than two inches. See Classifications, “Hardware," " Painting.” Paper-Hanging THERE are seasons for papering, and yet people paper all the time. The advertis- ing must be continuous, and of from four to eight inches, with occasionally a column advertisement. Advertise chamber paper, dining-room paper, parlor paper, hall paper, office paper, kitchen paper, bath-room paper, waterproof paper, any other sort of paper, one kind at a time. Do not have a conglomerate advertisement, that is, one an- nouncing many kinds of paper; but it will be profitable to have half of the advertisement argue in favor of fresh papering, without necessarily mentioning any class. The adver- tisements can be educational and give advice, and can furnish estimates of cost. Some of the following headings may be worth using: “I Make Your Old Room Look Like a New Room," “ Home Brightening Paper," “ Bright Paper for Bright People,” “ Pretty Paper,” “ Artistic Papering,” “Harmonious Designs,”? “ Dignified Paper," “Cheerful Paper,” “There's Nothing Like Paper," “ The Well-Papered Room Is a Constant Joy,” “Paper-Fitters,” “ Artists in Papering,” “ Modern Paper for Modern Houses,” “ The Day of Papering Is at Hand.” Announce prices and state that esti- mates are furnished free. You should give people to understand that you know how to paper a house so that there will be harmonious variety. Issue a booklet on paper- ing. Few people appreciate how much well-selected paper will do for the home. Create a demand for office paper. It is the business of advertising to stimulate art in wall paper and to convince everybody that a well-papered house, even though in- expensively papered, is much more charming than white or painted walls. Unless the store caters to a very high grade of custom, it is well to have bargain days and job lot sales, both to be advertised extensively. Announce new designs and urge people to inspect them. Have wall paper exhibits. It may not pay to advertise simply, “ John Blank, Paper Hanger," for the term “paper hanger” is altogether too general, and does not create interest. Occasionally it may be well to use headlines like the following: “Oh Tear That Shabby Paper Down,” “ Are You Ashamed of Your Walls ?” “ Your Walls Cry for Covering,” “Freshen the Room with Fresh Paper." Photography THE photographer is a continuous advertiser because his business, although some- what subject to the fluctuations of the season, continues to a moderate extent through- nes. The advertisement should never be less than two inches, and TT 1 1 1 eve 328 FOWLER'S PUBLICITY 11 occasionally a half column or more will be found to be profitable during the busy season. There is no real necessity for business being extremely dull at any time in any enterprising gallery, for the photographer can force people to have their pictures taken when general business appears to be slack. There is no objection to using the word “ photographer" in the advertisement, but it is better to give the advertisement the benefit of a special offer; or it may present some particular class of photography. Advertise children's pictures one day, and state that the process is instantaneous, and that the operator can catch even the fleeting smile of a child. It is well to ad- vertise the taking of group pictures as a specialty, and to allow advertising to stimu- late a demand for pictures taken in costume. The photographer should be an artist as well as a photographer, and should be able, — and advertise it, — to pose people so that they will appear to the best possible advantage. Sometimes it is advisable to make up an odd-size picture, a little wider or a little narrower than usual, give it some name, and advertise it under that title. Any new finish can be profitably ad- vertised. Prices should be given unless the photographer caters only to the highest grade of people. The discount ticket idea is as old as the camera, but so long as people expect it, and the photographer is in a position to give it, the circulation of coupons may, be profitable. They should be handsomely printed and have a sort of official bond appearance. The photographing of celebrities of good reputation is a matter of news, and the newspapers will so consider it. The editors are generally willing to mention the photographing of a group, particularly if there are several generations in it. Good printed matter will pay if not promiscuously distributed. Sensational methods may be profitable, but the leaning should be rather the other way. Perhaps the following headings will help to bring trade: “Cross Babies Taken," “ Instantaneous Photography," “Quick Pictures,” 66 Artistic Pictures," “ Flattering Portraits," “ Life-Like Pictures," “ Art in Photography,” “I Know How to Photo- graph," “ Satisfactory Pictures,” “ Practical Photography," “ Natural Group Taking," “ High-Art Photography," “ Have You a Photograph?” “He Wants Your Picture,” “ She Wants Your Picture," "Now Is the Time to Be Photographed," " Have You a Picture ?” “Never Be Pictureless," "I Take You for Yourself,” 66 Your Photog- rapher," “ Exquisite Portraits," “ Beautiful Photographs." 1 Physicians THE regular practitioner is debarred from any except the most dignified and modest methods of publicity. If he advertises at all he must keep himself strictly within ethical lines, and never descend to the sensational nor even to the level of what is considered perfectly proper advertising for dentists or other professional men. The physician is supposed to be above the necessity of regular advertising, and to obtain his practice by quiet personal publicity confined to the words of his friends and patients. There may be no real reason why the good physician should not as exten- sively advertise his skill as the auctioneer proclaims his selling ability, but so long as ason TRADES SPECIFICALLY 329 A 1 around the profession is drawn the circle of conservative professionalism, so long must he refuse to use many of the legitimate methods of good advertising. In smaller owns, the physician can, with good taste, publish a small card in the local papers stating that he is a physician, and in it give his office hours; and in some exceptional cases he may mention his specialty. A friendship with the local editors will give the good doctor splendid opportunity to keep his name and mention of his skill before the public, for the newspapers seldom fail to chronicle a difficult opera- tion, or to mention the name of the doctor attending some prominent individual. The physician can, without outraging professional ethics, print over his own name in the local papers general advice on hygiene and other topics, and such articles furnish him with the best grade of profitable advertising. As the quack doctor and the educated physician who practices illegitimately have no place in the respect of the public, and A refuses to here discuss profitable methods for the advertising of quackery, whether or not he is competent to suggest to these charlatans successful methods for distrib- uting their dishonesty. See Classifications, “ Architecture,” “ Art,” “ Dentists," 66 Law.” Pianos See Department, “ Music." Plumbing WHETHER or not the plumber deserves the jokes that are perpetrated at his ex- pense need not be considered. He is, and may always be, the victim of unfair judg- ment, and it is his business to counteract his reputation, and by his advertising convince the public that he is a business man in business for business, and that his methods are always businesslike. He should advertise continuously to the extent of from two to six inches in the local newspapers, and should change his advertisement as often as possible. Let him advertise repairing, and from time to time mention the particular articles he sells, as. “ Sanitary Water Closets," “ Improved Bowls,” and other articles of necessity. Perhaps some of the following headings may be profit- able: “ Prompt Repairing,” “Let Me Mend That Leak," “ Leak Mending,” “ When You Send for Me I Come," “Always Ready to Mend,” 6 My Mending Stays Mended,” “When I Stop a Leak It Stays Stopped,” “My Work Doesn't Leak," “ Sanitary Plumbing," “ Modern Plumbing,” “I Charge for What I Do,” “No Over- charge," “ Prompt Effectiveness,” “ Quick Repairing,” “When You Want Me I'm There," 66 Telephone Me," A Plumber in Time Saves the Furniture.” See Depart- ment, “ Heating;” and Classifications, “Electrical,” “ Gas Fitting," “ Tin." T1 1 Powder See Department, “Recreation." 330 FOWLER'S PUBLICITY Printing See Departments, “ Printers,” “ Printing.” Railroads See Departments, “ Excursions," " Railroads," " Recreation,” “Water Transporta- tion.” Real Estate, City See Department, “ Real Estate.” Real Estate, Country See Department, “ Real Estate.” Real Estate, Suburban See Department, “ Real Estate." Recreation See Department, “ Bicycles," “ Recreation,” “ Vehicles.” Restaurants The people who eat in restaurants read the newspapers and consequently there are few restaurants which cannot profitably use newspaper advertising, except in the large cities where there are so many centers as to throw the bulk of the circulation of the papers away from the patronage possible for the restaurant to obtain. Advertise cleanliness, prompt service, healthfulness, cheerfulness, and if there is plenty of room announce that point. It pays to advertise special dishes, and to occasionally print the whole or a part of the bill of fare in the newspapers. The tone of the restaurant advertisement should be appetizing, bright, pointed, and active. If the wheat cakes are unusually good, or the meat particularly tender, or the oysters and fish always fresh, or the bread particularly healthful, announce these facts one at a time. In these days of pie-foundries, cake-factories, and machine-made eatables, healthful- ness is a prime factor, and should be extensively advertised. Perhaps it may pay to distribute flyers near the entrance door. Some cheap restaurants apparently have made it pay. If the restaurant is first-class, these undignified methods are not likely to be advantageous. It has always been found to be profitable to mail, or deliver by carrier, personally addressed, engraved or finely printed invitations to the business men and clerks of the vicinity. It may be a good plan occasionally to send out to TRADES SPECIFICALLY 331 L e ara selected lists of persons a miniature bill of fare or special announcement of some appetizing dish. The advertising must be continuous. It is suggested that perhaps it might be well for the restaurant keeper to pay his waiters living salaries that they may be contented, for contentment breeds politeness, and the originality of announc- ing that the prices on the bill of fare are net, and not subject to fees and extortions, might create a permanent patronage among the ladies and gentlemen who believe in one price, and who do not take kindly to the payment of extras. The writer has always wondered why proper dining-room management should be confined to clubs, and why some enterprising restaurant owner should not do by his customers as he likes to be done by. Revolvers See Department, “ Recreation.” Safes As these articles are used almost exclusively in offices and stores, the advertising of them may be confined largely to papers read by business men, unless it is desirable to increase the sale of house safes, and in that case the advertising must be almost entirely directed to the eye of woman. Comparatively few women of family acknowledge the advantage of a house safe, and a reasonable amount of advertising may build up a large business in this direction. The advertising should be continu- ous, and should occupy from three to four inches in the local newspaper. The cut of a safe does not show well unless well printed, and therefore should not be used in newspaper advertising. Catalogues should never be given out unless asked for or sent for. Promiscuously circulated circulars are practically worthless. A discus- sion of safe advertising for the manufacturer would be out of place in this depart- ment, as the general contents of this book are adapted to his benefit. Schools THE local school, particularly the commercial college, requires newspaper adver- tising. The educational institution must make its advertising educational as well as direct. The advertising should be directed to reach the parent as well as the scholar, and should create a demand for school literature. The number of pupils graduated, the proficiency of the scholars, the positions obtained by them, as well as the advantages of a high-grade education should be brought out prominently in the adver- tising. The popular opinion of some business men that a commercial school educa- tion is not as good for business as the training of the counting room should be offset by argumentative advertising. The preparation for business, and the discipline given by the good commercial college, will materially aid the boy or girl in rapidly advanc- ing in business. The result of the education given, that is, what the scholars have become after leaving the school, furnishes points of great advertising vantage. In Ud III mimo 10- 332 FOWLER'S PUBLICITY TTTTT T this department it seems best to consider the private school or college advertising in the general magazines and publications, because this discussion cannot as easily be given anywhere else. Nearly all school advertisements are alike. They give the name of the school, the location, and sometimes the name of the principal. Nearly every educational advertisement is diametrically opposed to the claims it makes or tries to make. If the ability of the teacher were to be measured by the quality of the announcement, the parent would have an extremely good excuse for sending his child to some other institution. If the soap advertisement must represent the soap, in dignity, quality, and progressiveness, it is all the more necessary that educational adver- tisements should represent some of the results of learning. The advertisement must be cheerful, and should convince the parent, —- or help to do so, – that he is not transferring his child to a cold institution, where learning is dispensed by measure, but to an educational home, where the same care, or better care, is given the pupil than he is likely to receive in the best regulated household. The properly conducted school combines with comfort and good cheer the discipline of system and good teaching, so essential to developing children into well balanced women and men. The healthful location of the school, its hygienic advantages, the moral training it gives, are as essential, from an educational and advertising point of view, as is the learning it attempts to present to the pupil. The advertisement should be used as a circulator of school literature. It should create an interest sufficient to suggest the advisability of investigation. See Classification, “ Teachers.” 1 CO Seeds In this department only the local advertising of seeds is considered. The general argument of the book applies to seeds as well as to other commodities. There are few, if any, retail seeds stores, seeds being handled locally by agricultural establish- ments, department stores, and even druggists. The sale of seeds is very largely limited to the spring, and the local advertising of them should begin about a month before the regular demand, continuing throughout the season. The advertisement should appeal to both the farmer and to the planter, and to the woman with a garden or flower pot, but the two classes of advertising should not be intermingled. The growing quality of seeds and the product of them should be the burden of the profes- sional advertisement, and also of that directed to the household, but to the latter should be added a sort of educational appeal which will suggest that every woman raise her own flowers and vegetables. The advertisement must be brief and pointed, and either instructive or direct. Notwithstanding the almost universal use of seeds for family gardens and for household raising it will pay to stimulate home beautify- ing and the satisfaction of raising vegetables. The seeds may be advertised under the name of the wholesale seedsman if his reputation is good, or the local dealer can back them with his own. Occasionally advertise seeds in general, the advertisement to guarantee quality; then advertise some particular kind of seed; and then stimulate Le 11 TRADES SPECIFICALLY 333 11 IL the planting of seeds. See Department, “Inner Man;" and Classification, “ Agricul- tural Implements." Sewing Machines The sewing machine is sold exclusively by the local agent and he must be a local advertiser, for no commodity in universal use like a sewing machine can be profitably and economically handled without considerable publicity. The local newspaper is the best medium. Advertise continuously, and to the extent of from two inches to as much as a whole column, and occasionally use an entire page. Dull time sewing machine advertising overpowers competition and may reach a class of buyers which are not always affected during prosperity. The circular cannot be used to much ad- vantage, unless it is distributed with the greatest care. Do not give away catalogues unless they are asked for, or sent under seal personally addressed. The advertise- ment should create a demand for the catalogues, as well as for the machine. If the machine can out-distance all competitors, the challenge form of advertising will be profitable. Do not be afraid of large adjectives, and of a plentiful use of them. The local fair offers an unusually good opportunity for advertising. The machine should always be exhibited under the direction of a skilled operator who knows how to do plain, as well as fancy sewing. The operator must be polite and receptive, and of unlimited patience. It is not necessary to advertise all the points of a machine at the same time. The quality of the work, its variety, the economy, the simplicity, the ease of action, the durability, the appearance, are all cardinal points, and may be ad- vertised one at a time. Exhibit the machine and its work in the store, and whenever a skilled operator is obtained, let her give exhibitions, these occasions to be promi- nently advertised in the newspapers. It may be well to admit people by ticket only, as that apparently enhances the importance of the exhibition, but if tickets are neces- sary, make it easy for all women to obtain tickets. If the machine is of extreme sim- plicity, place it in the window, with a girl operator, but do not overwork the girl. The fresher she looks, the more attention she will command, and she cannot look fresh if her hours are too long. Better run the machine with a motor, as that in itself attracts attention. Change the advertisement every time. Better use large type in- stead of cuts, as most cuts look alike. i 0 ne Shoes See Department, “ Shoes." Sporting Goods See Departments, “ Bicycles,” « Recreation,» « Vehicles.” 6 Stables See Departments, “ Recreation,” “ Vehicles." - - 334 FOWLER'S PUBLICITY Stationery THERE are comparatively few stores entirely devoted to the sale of stationery, articles in this line being sold at book stores, department stores, and at druggists. The term "stationery” means everything in general and nothing in particular. Few people are attracted by an advertisement headed “Stationery,” but as everybody uses some kind of stationery, everybody is interested in an advertisement of letter paper, envelopes, pens, pencils, ink-stands, pads, and other articles. Advertise one thing at a time unless there are several things at one price, or the advertisement gives details of a discount sale. In advertising any one class of stationery, it is better to present one kind of that class at a time, in preference to the entire class, unless prices are given. The advertisement should be continuous, and of from two inches to half a column. See Departments, “ Books," “ Department Stores,” “ Druggists.” Steamers, Coastwise See Departments, “Excursions," “ Railroads," « Water Transportation.” Steamers, Excursion See Departments, “Excursions," “ Railroads," “ Water Transportation." Steamers, Lake See Departments, “ Excursions,” « Railroads," « Water Transportation.” Steamers, Ocean See Departments, “ Excursions," " Railroads,” “Water Transportation." Steamers, River See Departments, “ Excursions," “ Railroads," “Water Transportation." Steam-Fitting See Departments, “ Fuel," “ Heating; " and Classification, “Plumbing." Stenography and Typewriting The number of offices furnishing stenographers and doing typewriting is so great, and growing so rapidly, that this trade or profession has the right of consideration. It is obvious that the office prepared to do this work must become known or custom V 1 TRADES SPECIFICALLY 335 TOYO VY TTT U is not likely to come to it. A reasonable amount of newspaper advertising, except in the large cities, is likely to be profitable. Offices located in metropolitan centers may be obliged to limit their advertising to circulars, cards, and letters. Never deliver any advertising matter unless it is personally addressed, and do not send out a card or circular without an envelope. It is better to accompany the announcement with a personal letter which must be extremely brief and remarkably businesslike. The letter should either state what the office handles, or should introduce the accom- panying printed matter. Always send type-written letters, and the mechanical exe- cution, as well as the literary or business side, must be perfect. The office should realize that any letter it sends out is a sample of its work and will be so considered. If the office makes a specialty of law work, scientific work, or any other line, at least one half of its advertising should bear upon that specialty. Advertise promptness and rapidity and accuracy. Occasionally state that all work is considered confiden- tial. Stone See Classification, “ Marble and Stone." Stoves, Coal See Departments, “Fuel," “ Heating:"" Stoves, Gas See Departments, “ Fuel,” “ Heating.” Stoves, Oil See Departments, “Fuel,” “ Heating.” Straw See Classification, “ Hay.” Tailoring See Departments, “ Clothing," “ Tailors.” Tea See Department, “ Inner Man.” Ten-Cent Goods, See Classification, “ Five-Cent Goods.” 336 FOWLER'S PUBLICITY NOU Teaching EDUCATION can never be considered other than a serious matter. Sensational adver- tising methods are neither in good taste nor profitable in any way. The teacher must be dignified in person, dignified in method, and dignified in advertising, but prosiness and disagreeableness and exclusiveness do not constitute dignity. The dignified bright is far better than the dignified dull. In small places cards of from one to two inches in the local newspapers, supplemented by finely printed announcements, constitute about the only legitimate methods open to instructors. The large city papers carry classified departments for the announcement of all those engaged in teaching, and these depart- ments, which are inexpensive, may be used to great advantage. It must be remem- bered that while fact is conservative, progression is enterprising, and that the mingling of the two will produce the best advertisement. The teacher may tell what he can do, and in some cases mention his fee. The printing of a good testimonial adds value to the advertisement, but one or two good ones are far better than many. The advertise- ment should be changed frequently, and fresh testimonials inserted. The city teacher needs the highest grade of announcements, printed upon the best of paper; and all announcements, for every class of instructor, must be in readable type. Everything about the teacher's advertisement should reflect simplicity of method, and should make no attempt at being over-artistic. The teacher can become an authority, and can write for the press to his own advantagé, choosing popular educational topics. See Classification, “ Schools.” Theatrical See Departments, “ Drama," “ Music.” Tin The advertising of this branch of industry must be continuous, and if for a tinshop or tinsmith, should be almost entirely given to the announcement of repairing and other job work. If the tinsmith carries a line of ware, he must follow the methods outlined for hardware dealers and sellers of kitchen goods. The local paper is his best medium. His card should be from two to four inches. Advertise some special class of repairing, and educate the people into making old things work as well as new. See Departments, “ Crockery and Lamps," “ Department Stores," “ Heat- ing," “Stoves;” and Classifications, “ Five-Cent Goods,” “Hardware and Cutlery," 6 Kitchen Goods." Tobacco UNDER this classification is considered the retail side of selling cigars, pipes, and tobacco. As these articles are used exclusively by men, and as every man objects to having any female relative select them for him, it is obvious that this trade particu- larly cannot make attempt to reach the man through the woman. The local news- TRADES SPECIFICALLY 337 TT I paper offers the indispensable method of local advertising. The advertisement should s, and to the extent of not less than two inches, and often it is a good plan to increase the space to half a column or more. Do not advertise cigars, pipes, and tobacco at the same time, but give up the entire advertisement to one of them, or announce the several kinds or styles of either cigars, pipes, or tobacco. It is often advisable to advertise a cigar by some local name, titling it after some prominent local personage, district, association, or society. It is generally better to advertise the price, for in these matters all men are interested in price as well as in quality. Do not announce similar articles of different prices in the same advertisement unless the advertisement is simply one of enumeration. A whole advertisement can be given up to the announcing of some brand of tobacco, or of cigar, or of some style of pipe. It is well to advertise the quality of the article as prominently as is announced the name of it. The following catch lines are suggested. The Smoke of Luxury," “ The Smoke of Comfort,» 66 The Cigar of Quality," " A Cool Sweet Smoke," " The Pipe of Rest,” “ The Restful Pipe," " Old-Fashioned Pipes for New-Fashioned Men," “Restful Tobacco," “ The Cigar Your Wife Likes," “ The Cigar of Pleasure,” « The At-Home Cigar," “ The Den-Pipe,” “ The Club-Pipe,” “ After-Dinner Tobacco," “ High-Grade Evening Cigars.” As men are not likely to read circulars, it is obvi- ous that circular and flyer advertising will not pay. Occasionally advertise smoker's articles as gifts, and suggest that they are the most appropriate of presents. L SD Toys Toy store advertising should be directed entirely to the eyes of women and chil- dren, especially the former. Do not advertise toys in general. Announce dolls at one time, rocking horses at another, games at another, Noah's arks at another, and let each advertisement present some particular and interesting article. There may be a prejudice against toys, but there is not any against a toy. The advertisement must be seasonable, and although much larger preceding the holidays, it is advisable to adver- tise continuously, for birthdays occur irregularly irrespective of seasons. Illustrations had better accompany most of the advertisements. Change the advertisement every time. Especially advertise educational toys and games, and use a part of the adver- tising as educational, in favor of the good which must accompany the proper use of play. See Departments, “ Department Stores," " Recreation;" and Classifications, “ Confectionery," “ Fancy Goods," “ Five-Cent Goods." Transportation See Departments, “ Excursions,” « Hotels,” « Railroads,” « Water Transportation.” Trimmings THE store handling trimmings exclusively is always located out of the center and 338 FOWLER'S PUBLICITY cannot use the local newspapers to advantage, or any other method of advertising er- cept window dressing and personally addressed circulars. The trimming depart- ment of a store admits of considerable advertising, exclusive of the other advertising, or in connection with it. Prices should generally be given. See Departments, “De- partment Stores," “ Dry Goods;" and Classifications, “Fancy Goods,” “Five-Cent Goods," “ Gloves," “ Millinery.” Undertaking UNDERTAKERS must be dignified in their method and in their advertising. The fact that a few are frivolous is no excuse whatever for the others. The strictest sobriety must pervade the business and the announcement of it. An illustration of a hearse at the top of an advertisement is in questionable taste. Hearses are not pleasant vehicles to look at and the pictures of them all look alike. As there appears to be no especial season of business, it is obvious that continuous advertising is the most profitable. The local newspaper is in every way the best medium, and the ad- vertisement should occupy from two to six inches of space. Announce promptness, care, ability, and reliability. Circular advertising must never be resorted to unless the circular is accompanied by a letter, the letter to be couched in the gentlest and most dignified terms. The specialties of the business may be announced, each by itself. Variety Stores See Departments, “ Department Stores,” « Dry Goods; ” and Classifications,“ Fancy Goods,” « Five-Cent Goods,” « Gentlemen's Furnishing Goods,” “Gloves," «Toys." Wagons See Departments, “ Bicycles," “ Recreation,” “ Vehicles.” EELWRIG IOU no Wheelwrighting WHEELWRIGHTS need continuous advertising of from one to four inches in the local newspaper. Circulars probably will not pay. Announce care, skill, and promptness, particularly the latter. Place particular stress upon quality of work, and prove that the work lasts. Occasionally advertise prices. See Classification, “ Blacksmith.” Wood See Departments, “ Fuel," “ Heating." General Advertisers - The world is mine" AY DAD 19 2 2 97 HE general or national advertiser is he who limits his advertising to no particular territory, and attempts to obtain trade, with the assistance of advertising, from every part of the country. There are in North America about six thousand general advertis- ALGIS ers, but if the lines are carefully drawn the number might be reduced to about three thousand. Probably there are about twenty thousand general advertisers in the world, each advertiser confining his announcement largely to his own country. A careful scrutiny of advertisements in the leading general publications of every country would indicate that there are not more than five hundred advertisers advertis- ing in more than one nationality, and probably less than one hundred of them spread their advertising over more than two countries. Nearly all of the general advertisers are either manufacturers or selling agents who dispose of their product through distributers, jobbers, or wholesalers, or sell directly to the retailer. Comparatively few general advertisers sell to the consumer, and these few confine their business to disposing of novelties and cheap grades of articles. General advertising is supposed to create universal trade and not to focus it, the advertising being for the mutual benefit of maker, wholesaler, and retailer. General advertising creates demand, but does not create the sale. A number of large retailers located in the greater cities have successfully adver- tised generally for direct trade and have established profitable mail order depart- ments, but as their stores are always located in a commercial center, it may be assumed that this advertising was more successful in bringing people to the store than in making actual and direct sales. The method of general advertising for the privilege of sending goods C. O. D., with examination permitted, has been successful, and is likely to be; but as it is not a general method, it does not need special attention. Comparatively few people will purchase anything but the most inexpensive goods, unless they can see the goods, and as most of them expect the unseen to be more seemly than it is, disappointment follows upon the arrival of the goods, and the adver- tiser is injured. 1 y 339 340 FOWLER'S PUBLICITY T 1 as The C. O. D. privilege of examination sometimes pays in country districts where similar goods cannot possibly be purchased locally, and although this method has been used successfully, a broader plan is generally more profitable. Experience has proven that it is better for large retailers and department stores to advertise their catalogues than to advertise any particular goods. The semi-general advertiser is one who covers an entire state or several states, but not the whole country. He cannot use the great general publications unless they issue district editions, and he had better depend upon a combination of local, weekly, and daily newspapers The annual amount necessary to cover the entire country depends upon the article, the capital, and the enterprise of the advertiser. An article of luxury, or expensive goods, can be fairly well introduced throughout the country with an annual expenditure of ten thousand dollars. An article of general consumption and utility requires a yearly advertising appro- priation of from twenty-five thousand to two hundred and fifty thousand dollars, and there are a few advertisers who find it profitable to expend half a million of dollars. Probably there are not more than three advertisers in the world appropriating as much as a million dollars a year for advertising purposes. North America has the credit of a supposed-to-be million dollar advertiser, and England has the honor of possessing another. If there is a third, his name and loca- tion are unknown. If a small amount of advertising pays, and the article is in general demand or can be, experience seems to prove that a larger advertising expense pays better proportionately than a smaller one. An article can be overadvertised, but as there are so few cases on record of this condition there is no need of proclaiming a public warning. An article can be under-advertised, and generally is, for few business men appre- ciate the necessity of printer's ink. Even in these enlightened days alleged business men often assert that the cost of advertising comes out of the profit, and therefore cannot be considered a business ex- pense. If the expense of advertising can rightly be deducted from the profit, and is not a part of the expense of business, then the man who thinks this way and advertises needs a guardian or a receiver. Advertising cost is business expense, and must be reckoned as a part of selling cost. Advertising must not be estimated by the cost of it, but solely by the profits of the business. If the business pays with advertising, advertising must be used, and as long as advertising continues to do good work in business bringing, the wholesaler should consider it his business duty to try advertising and to give it every chance before condemning it. It either will pay or it will not pay. If it pays, it is likely to pay mightily. At the worst the advertiser cannot lose more than half of what he spends GENERAL ADVERTISERS 341 e L 11 neSS non for advertising, if the article advertised has any merit whatever, and the experiment is worth all the cost of the first attempt, even if it prove a total failure. The general advertiser either makes something or controls somebody's something, and it is necessary for him to familiarize the public with the article, if he would have the retailer sell it. To properly introduce an article, extensive general advertising is necessary, but the maker had better not begin to advertise at all, and continue in the old ruts of busi- ness unless he is willing and able to spend enough money for advertising for the peo- ple to realize that he is advertising A story half told may be as unprofitable as a story not told at all. The country cannot be covered by the circulation of any one medium. The foolish advertiser confines his advertising to one medium or spreads it over too many mediums. A very few articles may be purchased only by a distinct class of people, and in that case it may be necessary to advertise in only a few publications, but the majority of articles are for the public at large, and therefore they should be advertised in at least a good part of the mediums read by the people at large. It may not be necessary to advertise in all publications, or even in all magazines, or and no one class of the people, unless the class is a peculiar set, can well be reached by any one or two publications. The general advertiser, after careful consideration and consultation with those 1 II e / 4 priation among the mediums best calculated to reach the buyers of his goods. Some advertisers limit their advertising to the religious papers, the magazines, the agricultural press, the daily papers, or to some other class of publication, but this method is not considered as profitable as to distribute the advertising among the rep- resentative journals of each general class, unless the article is a specialty with a limited sale. Experience indicates that the best general advertising is confined to the best gen- eral periodicals reaching the general masses. Religious papers are good general mediums, and so are magazines and agricultural papers, and other publications of general character; and the readers of any one read the others more or less, but the advertiser who confines his advertising exclusively to a class of publications will not reach the general public in its entirety... It pays to use composite circulation rather than classified mediums for general advertising It is impossible to present any definite or sliding scale of medium-values, because one advertiser finds one kind of publication better than another, and an advertiser of similar goods, for known or unknown reasons, prefers a different periodical. Any definite rule would run against conflicting conditions of the most puzzling character; contradiction follows contradiction, and negatives are so mixed with 342 FOWLER'S PUBLICITY . affirmatives that the advertiser must proportion his advertising, not by experience alone, or by judgment alone, but by a combination of the two, and forever watch re- sults and continue in conservative or progressive experiment. The man who knows how to advertise, and is sure of the best mediums, and can give infallible advice, has not been born,- statements of advertising experts to the contrary notwithstanding,— and until he is, and proves his ability, the advertiser must fill the lamp of publicity with the oil of experience and light the wick of his judg- ment. The writer wishes that his experience and his judgment could enable him to present some definite rule of advertising success which the advertiser could accept with safety, but he is aware that what he knows he does not know about advertising, thousands, yes, tens of thousands of men who do not know think that they do know, and that this country is overstocked with ad-smiths, advertising experts, infallible agents, doctors of publicity, and others having self-created titles, who are but charla- tans of publicity, and who live by what they can make people think they know. The best rule to follow, if any rule can be followed, is to advertise the goods in the publications which judgment and experience say are read by the people who buy the goods or ought to buy them, or can perhaps be made to buy them. Let the advertiser ask the people he meets, if they are buyers of his goods, what publications they read, and ask his clerks to ask their friends the same question. Because one thinks a medium is good, just because he likes it, is not proof positive that it is good for him. The wife may be particularly impressed with the value of a certain publication, and yet she may not represent the buyer, and be but one of a small class who like the paper. High-class goods need not necessarily be advertised only in high-class publications, nor need the advertising of low-grade goods be confined to cheap mediums, for every grade of buyer thinks he is high-grade whether he is or not. Many a family does not read the articles in the high-grade magazines, and yet these magazines are taken and are always on the library table that folks may think the family reads them. Perhaps a servant cuts the pages, perhaps they are cut when company is about, but cut or uncut the advertising pages are always cut, and they are read by everybody because they contain what everybody wants. The average person, whether he is of Fifth Avenue or of the side streets, is more interested in a straightforward, honest advertisement of a skin-preserving soap, than he is in an illustrated article of an art which only has its age to commend it. The high-class periodical is not a good advertising medium, wholly because its contents appear to be adapted to the upper class, but it is a good medium because it may have a large circulation, and because the people read the advertisements in it nor Ul. So long as the average advertisement is made for the people to read, and the average literary article is interesting largely to the man who wrote it, the public will read iman GENERAL ADVERTISERS 343 advertisements, and the readers need not be of the class the publication is supposed to cater to. If the high-grade magazine had its constituency limited to its quality, it would not II 2 ca 16 TTT TXT It is none of the advertiser's business why the, people read the publication. All he cares about it from an advertising point of view is that the people read the advertise- ments and buy the periodical. Medium-grade publications are read by every class, and high-grade publications are read by almost every class. High-grade people read medium-grade publications, because there are times in every day of their life when they want to read something appealing to their natural desires, and when a story is more attractive than a great author's tales of when Shakespeare went gunning or how Goethe played marbles. Religious papers, agricultural publications, and even those devoted to educational matters must be classed as of general value because they reach the people. After the advertiser has carefully investigated the readers of the publications, and has discovered that those who buy his goods or ought to buy them read certain publi- cations, then it is his business to proportion his advertising so that the publication that reaches most of his customers will get the largest proportion of his advertising, the next best a little less, and so grade it down until the appropriation is exhausted. A general advertisement of two inches is worth more than two advertisements of an inch each. The advertisement must not be too small, and it is better to have a good-sized ad- vertisement in fewer publications, if there are a number of periodicals used, than a small advertisement in more publications. Because the advertisement of some extensive advertiser is found in an unimportant publication, is not a conclusive reason that it would pay the smaller advertiser to use it, for the great advertiser may not have reached this periodical until he graded down to it, or used it because he found advertising so profitable that it paid him to take all of the publications of good character. Circulation is the one great vital point in the value of an advertising medium, and on that should be based the rate, to be increased by quality, and diminished by lack of it; and the advertiser will find that the publication of the greatest circulation is the cheapest for him provided the circulation is among his customers. The briefer the general advertisement the better, provided it tells its story; but too much brevity is almost as bad as too much matter. Sometimes the general advertiser feels the effect of his advertising within a few du advertiser has come to look upon his advertisement as an investment, and does not expect nor receive full returns for a year and sometimes for several years. Although it may take a little more money to establish an article by advertising, ex- perience says that it takes nearly as much to keep it established. се 344 FOWLER'S PUBLICITY 1 1 TT nei Y S YV Successful general advertisers often spend more each successive year, and there are dozens of instances of great concerns now buried whose funeral exercises began with the death of their advertising. Throughout the country stand gigantic factories and miles of warehouses and empty packing houses with only rats for tenants, simply because the owner's self-conceit seemed to tell him that the goods were so well known that the people did not need to be constantly reminded of them. Any fool can begin to advertise, but it takes a wise man to keep on advertising. Many a great general advertiser has expended as much as one hundred thousand dollars for the insertion of a single advertisement, and has not used many hundred publications at that. Why the man of genius, who finds no fault with the rates charged him, and spends hundreds of thousands of dollars a year in advertising, should refuse to spend a few hundred dollars for the proper preparation of his copy passes all understanding. The executive officers of a great company may live in palaces and drive a four-in- d, and the superintendent of the factory may be an owner in the business, and yet somewhere up in a secluded corner is a dyspeptic looking ex-newspaper man starving on a starvation salary, and furnishing the matter which it costs a million dollars to spread. This man of failure, hired by men of success, is allowed to represent the business before eighty millions of people. The heads of departments are men of brains, and the superintendent is a general of discipline. The goods are well made and well packed. The methods of the house are honorable and businesslike. And yet this under-fed clerk in the garret is attempt- ing to present good goods in a bad way. Half the general advertisements are written to please the writer and the merchant, because the merchant will have it that way, and the writer has not the ability to write them any other way. A well-written general advertisement is worth ten per cent. of the cost of printing it, and it is worth ninety per cent. of the cost of printing it over the really poor adver- tisement. One hundred dollars is a very small price to pay for the preparation of a good advertisement. The general advertiser has no business to write his advertisements, because his knowledge of the business and his technical familiarity with the goods unfit him to tell the public what he has in a way that the public will understand. He who is great enough to build a great business is too great to write advertise- ments, and great enough to hire a great writer to do the work for him. The general advertiser who is proud of his advertisement writing ability ought to be ashamed of himself. If he can do this work well he is doing some other work poorly, and is giving his time to things he can hire done better than he can do him- self. GENERAL ADVERTISERS 345 T S The good general advertisement writer must be of composite composition, and must represent both the buyer and the seller, and his writings must harmonize con- flicting conditions. He must know enough about the goods to be able to write about them, but not enough about them to overwrite them, and he must know about the public in order that he may serve his goods to the public taste. The know-it-all and conceited propensity of general advertisers is to blame for seventy-five per cent. of advertising failure. The poorly written advertisement may not be disastrous in the local newspaper, because the readers know the advertiser and perhaps will supply the discrepancy, but the general advertiser depends upon the effective presentation of his advertising to supply the place of intimate relations between advertiser and reader. Think of the inconsistency of it. A great advertiser spends two hundred thousand s a year in telling the people that he has something for sale. His office is pala- tial and convenient. His factory is a model hive of industry. His department heads live in luxury. His clerks are well paid. The mahogany finishings shine like bur- nished brass. The uniformed porter meets one at the door. And yet this successful man pays two thousand dollars a year for the writing of the matter it costs two hun- dred thousand dollars to print, or one per cent. for quality and ninety-nine per cent. for quantity. The general advertiser says that his advertising man is simply a clerk and that he writes his advertising. Nonsense. No business man of success ever lived who could have been a success if he had understood the writing of advertisements, because his success came from his ability to act the part of a general, not the part of a staff officer. Picture the great business man, with a crown of money on his head, surrounded with carved walls, rugs, pictures, and an army of men to go the way he tells them to go, troubled with the worries of business, financiering for thousands of employés, managing great houses at arm's length, taking a pad of paper into his lap and with nervous pencil trying to write advertisements ! Does this man doctor himself ? Not if he wants to get well. Does this man write his law papers ? Not if he wants to keep his property. Does this man plan his factory? Not if he wants it to hold together. Then why does he attempt to do that which he ought not to do, and which he has not the time to do even if he could do it? Read the answer in the thousands of failures and the tens of thousands of successful business men who might have been more successful. There are general advertisers who use poor advertisements and succeed, for adver- tising with any kind of a chance may be profitable. SP 346 FOWLER'S PUBLICITY AT Not how well advertising pays, but how much more it can be made to pay, should regulate advertising method and expenditure. The great advertiser does not fill good floor space with unsalable materials, and yet he often fills good advertising space with poor advertising matter, and forgets that it costs as much to print a poor advertisement as it does to print a good one. In advocating the establishment of a definite advertising department, presided over by a man of genius, for the economy of every general advertiser, the writer is not attempting to assist that army of ad-smiths who fairly swarm around the office of the advertiser, for not one in a thousand of these men has any particular ability. It is the duty of this book to tell the truth, and to attempt to suggest plans and methods that will save money and make money for the advertiser; and the immutable law of common sense from which springs the dollars of profit says that the story must be told as well as it can be told, and that the telling of it must be paid for, and that the writing of an advertisement requires the same kind of skill and the same order of natural and trained ability as is given to the invention of the machine that makes the goods, and that the best advertisements would be the cheapest advertisements even if the cost of preparing them were almost as much as the cost of printing them. Let the general advertiser tell the story of his business so that the people will read it. Stories of business should not be written by men who are only literary or by men absorbed in business. The pill of advertising must be swallowed, and it must be sugar coated with discre- tion, policy, and adaptability to the public tongue, and the great merchant has no business to leave his regular business and attend to business which is the business of a different kind of a business man. YV T7 VV 1 VI re- Local Advertisers “You find them everywhere” ma 102112 me Vann al ICO ess YENE JHE general advertiser can be a local advertiser, and the local advertiser can be a general advertiser. The exclusively local advertiser is he who confines his advertising entirely to the local papers and to other means of local publicity. The local advertiser may annually spend two hundred thousand dol- lars a year in advertising, or his appropriation may not exceed ten dollars. He can represent any profession or business, and his advertisements can be of any size and of any style. The smaller the town, the more advertisers there are proportionately in the local newspapers. In the small place every business man can advertise, for there is but one business center, while in the large city the local advertiser must occupy a commanding posi- tion in one of the two or three centers if he would extensively advertise. In the United States and Canada there are probably half a million local advertisers, .. including music teachers, lawyers, doctors, and those who confine their advertising to a small card in the local newspapers, but not including the transient want advertiser. Fully three quarters of the local advertisers advertise continuously, and more than three quarters of the remaining quarter should follow the example of the three quarters. There is neither sense nor money in favor of the argument that because everybody in town knows everybody, nobody in town need advertise. The overwhelming, living, active, and very much alive argument in favor of almost universal and nearly continuous advertising in every town of business from the Atlantic to the Pacific, and from Winnipeg to the Gulf, disarms any opinion or com- bination of opinion antagonistic to continuity in publicity. The man who does not believe in local advertising can never prove the correctness of his views until he discovers or creates a town where local business can be done successfully without advertising. This experiment has never been tried, and as the experiment on the other side has always proven to be successful, the well-balanced business man will let profitable- well-enough alone and spend a part of his money in making more money. Occasionally there appears an isolated case where the local merchant has become 1 XT LI 11 1 TT 347 348 FOWLER’S PUBLICITY TY U n wealthy without advertising, and this remarkable exception which proves the rule is pedestaled by every unsuccessful merchant who does not advertise. . This successful merchant who does not advertise had not tried advertising and he always will be harrowed by the suspicion that he might have made more money had he advertised. There is no proof that good advertising does not pay, and there is unlimited evi- dence that good advertising does pay. While this department refers to every local a the advertiser in a place of not more than fifty thousand population, to the advertisers of the larger cities, where local advertising is broadened by cover- ing large surrounding territory and frequently the entire state. Success brings success, and the appearance of success is often equivalent to the genuine article, particularly where people know and follow the advertiser. Folks have more confidence in the man who has confidence in himself, even though he has little money, than they have in the man who has money and nothing else. There is nothing that tends more to build up public confidence, and has about it more of the marks of prosperity, than extensive, well-written and continuo advertising. It pays to advertise partly because each advertisement assists in selling some par- ticular line of goods, and aids largely in the establishment and maintenance of public respect and confidence. Country people, not having a great deal to watch, watch everything, and the lack of liberal advertising may create a suspicion that there is something the matter with the merchant. Continuous local advertising is necessary, because in continuity is local strength, and because if it pays to advertise a part of the time it ought to pay better to adver- tise all of the time. There are comparatively few local merchants who can substantiate excuses for intermittent advertising Nearly all local dealers sell many kinds of goods, and a sufficient number to give continuous trade, and continuous trade seldom continues without continuous adver- u01 a r- tising. If the business is only that of season, and there is no trade whatever out of season, it may be well for the advertiser not to advertise all the time, and the same logic might appeal to the keeping open of the store. Would it not seem that if he has nothing to advertise he ought not to have anything to sell, and if he has nothing to sell, or something which nobody will buy, might he not more profitably close his store or merely keep it open as a sort of loafing club where he and others can smoke dull times away ? The local advertisement should be often changed, and if it appears in a daily an every-time change may be advisable. 1 LOCAL ADVERTISERS 349 Local advertisements are really local news and they should be as fresh as the news. The local advertiser has a right to consider himself a local editor. It is possible to write a fresh advertisement of old goods, and that is the only kind of advertisement that will help to sell old stuff. There must be freshness either in the advertisement or in the goods. The tendency of the local advertiser to advertise his name more prominently than his business is a relic of antiquated publicity and is persisted in because the adver- tiser does not know any better or has more self-conceit than judgment. y local advertiser, with the exception of a professional, and even those need not always be exceptions, should begin with some strong and generally descriptive heading, either advertising the goods or bringing the eye to the description of them. It is better to have the main heading contain a dozen words than to disorganize the advertisement by too many headings. One good heading is worth a dozen poor ones. Always advertise one line of goods at a time, or else make the advertisement of several lines of goods and a sort of composite announcement, each line set off by itself. The newspaper, no matter how poorly it may be printed, is the most economical and only indispensable medium for the local advertiser. All the good 1 advertising pay, but most of them pay better when used in conjunction with news- paper advertising. If the local newspaper does not carry the type one wants to use, buy the type desired and let the newspaper set it. It will.not take a great deal of type, and type is not expensive, and individuality of typographical display' is effective. Sensational local advertising pays, but the advertising that is the most profitable in the long run is that of clean-cut honest statements, backed by intrinsic value. It is possible to make dishonest local advertising pay, but he who adopts it is a fool as well as a knave, for while this method may pay for a while in a metropolitan city where fools are born and fools come in day by day, the permanent inhabitants of a rebel at printed dishonesty and sooner or later stamp it out with their influence. To fool one person in a large city may be to fool only that person and his immedi- ate family, for perhaps he has no home save in a flat, but to fool one person in a smaller place may be to fool the entire town, and local dishonesty will be given the worst kind of publicity. Because of the intimate relations between the town advertiser and the town buyer the local advertisement must have the form and not the formality of a genuine invita- tion, and it had better be too cordial and too personal than too studied and dignified. Politeness on the part of clerks is necessary everywhere, and is absolutely essential in the store of the local advertiser. The clerks must be in harmony with the adver- tising and able to talk familiarly about the goods advertised. There may be excuse for making the large city store formally businesslike and without any suggestion of the comforts of home, for city people do not love home as SU Doner 1 350 FOWLER'S PUBLICITY 1 Woman Ow country people do, because the artificial does not always seek the natural; and great city people hardened to metropolitan ways, shoved and pushed and hustled by ele- vated and surface crowds, may not resent the insult and the discomfort which the country folk will not tolerate. The store of the local advertiser must be bright and cheerful, and in it must be an atmosphere of cordiality that does not smack too much of business. It should be a commercial home more than a commercial store. One may open the city pocketbook with the hardened coal chisel of sharpness and smartness, and he may hammer it in with the sledge-hammer of fraud, but these tools will not reach the bottom of the local country stocking. If the town is large, and many of the customers live at a distance from the store, advertise a waiting room with toilet conveniences for ladies. Do not have the reception room in a dark and gloomy corner, but give it plenty of light, and make it look homelike. Do not let the soap run out, and see to it that there are plenty of towels. Better have no convenience than poor convenience. Offer to check bundles for nothing, and be sure that the checking clerk seems glad to accommodate the checkers. Do not put a pert young miss in the bundle room, the checking room, or in the sitting room, but hire a woman with a perpetual smile, the kind that does not know people by the clothes they wear. Insist upon it that the caller who does not buy shall be as well treated as the one who does buy, and remember that the woman with the faded shawl, and the thin pocketbook, in her poverty may be the agent of wealth, and that she has a tongue of her own that will wag for the merchant or will wag against him. The number of customers is limited, and each customer has an individuality. Everything is fresh that is served fresh, for in the serving is the freshness of the served. Announce fresh arrivals, and when there are none dust the regular stock and brighten it with bright advertisements. The conversational and almost individual form of advertisement writing, a sort of talk “ between ourselves,” is to be highly recommended, but the writer is of the opinion that a good strong headline had better begin it instead of those small indiffer- ent headings with only their oddity to commend them A local advertisement may be of any length, and can be brief in its entirety or brief in its subdivisions. It should be so arranged that the reader will be obliged to read what he ought to read, and need not read what he does not want to read. So long as ninety per cent. of all local buyers are women, the local advertisement must be directed to women. There never was a woman who did not read local advertisements more carefully than she reads anything else. Be careful about announcing discount sales and special bargains, and never make a statement that cannot be backed with proof. n . TT LOCAL ADVERTISERS 351 n TTT Coro Unappreciated honesty is just as unprofitable as dishonesty. Exaggeration of its own accord spills over. People have a fairly good idea of what a thing is worth, and an unnatural twenty-five-cent cut is more unprofitable than a natural twenty-cent discount. The local advertiser cannot fool the local public except at his own expense. It is well to establish a certain form or style of advertising that one's advertisement, while always new or fresh, may have a certain typographical identity, but experience says that no style or form grows better by old age, and that it is sometimes better to change identity than to wear threadbare a continuous individuality. The local advertiser needs an advertisement of good size, because what he says is of interest to the reader as well as to him, and because most local advertisers are liberal advertisers. Every-other-week and every-other-day local advertising may be one quarter as valuable as every-week and every-day advertising. Circulars, catalogues, and other printed matter, if well executed and carefully dis- tributed, will pay the advertiser, but none of these can take the place of newspaper advertising. Remember that advertising does not sell goods, and do not ask advertising to do more than advertising can do. Depend upon the advertising as upon other departments of the business, and see to it that there is a harmony between them all, that all may with equal strength and power pull together. Let the merchant write his advertisements himself if he knows how to, but he should not do it unless sure of himself. Perhaps somebody else is better adapted to it than he is, and if he can find that man he should hire him, and keep him, and see to it that he is satisfied. Fully one half the departments of this book apply directly to local advertising, and nearly all of the others have an indirect bearing upon this class of publicity. ca The Advertising Agent “For the economy of business” 1: 12 XV XIKON $ 40! BOXERE HE farmer raises things. The manufacturer makes things. Together they represent the basis of trade. The wholesaler is the handler of bulk. The middleman or jobber distributes. The retailer meets the consumer. Each kind of maker and trader has his place in the economy of busi- ness, and because business has never been run without all of them it is fair to assume that each one is a necessary link in the chain of business. Some manufacturers succeed in selling directly to the consumer, but there are so few of these that they can be reckoned as exceptions, not as examples. The fact that the bulk of everything from potatoes to steel rails is sold through the middleman indicates that goods cannot be economically distributed without distribu- ters. The manufacturer has neither the time nor the system to handle the consumer nor can he easily reach the retailer. It is the business of the distributing house to systematically, at the minimum of ex- pense, supply the wants of the retailer. The middleman is simply a money-saving and time-saving go-between with the maker on the one side and the retailer or the consumer on the other. Advertising being a commodity that has the same commercial value as other articles of commerce, needs to have and does have its middlemen. The advertising jobber or distributer or wholesale dealer in advertising is misnamed an advertising agent. He is not an agent in any commercial or legal sense, and no- body knows why he should have been so titled. The advertising agent buys advertising space in bulk of the manufacturer of adver- tising, the publisher, and he jobs and distributes and sells this advertising merchandise to anybody who will buy it, and in lots to suit. Because he buys more advertising space than any one advertiser, with few excep- tions, can purchase, he obtains that space cheaper than does the advertiser. Like the commercial jobber or distributer, he has facilities for buying and facilities for selling. The advertising agent is nothing more nor less than a distributer of advertising. Some advertisers have succeeded in placing their advertising direct, and there are . е) U 352 THE ADVERTISING AGENT 353 arguments in favor of placing a very little or a very great amount of advertising directly with the publishers, but the advertiser who expends from five thousand to two hundred and fifty thousand dollars annually in advertising, generally finds it eco- nomical and convenient to do his business through a reputable advertising agent. The purely local advertiser has little need of the advertising agent even though his expenditure may exceed one hundred thousand dollars. It is the business of the advertising agent to handle the business of the advertiser so conveniently and economically that there will be a profit to himself, the advertiser, and the publisher. The metropolitan magazine is no more a New York publication than it is a Boston one. Its circulation is throughout the country, and as it must be printed and published somewhere it may be printed in New York for the sake of convenience. The location of a general publication may have nothing whatever to do with its advertising value. Advertising space in great general mediums sells at a very high price because it is worth it. The general advertiser, that he may cover the country, uses the great general me- diums, and combinations of local daily and weekly papers. He desires so much space and circulation just as he wants any other commodity, and it is his business to get the best at the lowest consistent price. It is better to pay a reputable agent a fair price than to pay a shyster agent any price. The cheap agent generally does not pay his bills, or is slow in paying them, and his customer invariably receives poor treatment from the publications, the advertise- ment being frequently left out or given an undesirable position. The general publication, and all other periodicals, have two prices for advertising. One is for the agent and the other is for the advertiser. The advertiser sometimes thinks he obtains the agent's price, when he does not, for he cannot have facilities for knowing what agent's price is; and frequently he pays more at so-called agent's price than the price a good agent would ask him. The first-class advertising agent knows how to buy space better than does the average advertiser, and therefore he gets more space for his money; consequently, he can sell that space to the advertiser at a little lower price in combination than the direct price. The advertising agent is a money-saver and a convenience-giver. He has the or- ganization and the system for checking advertisements and for looking after the details -an economical combination which few advertisers have and which not more than a very few can afford to have. The high-class advertising agent can handle the advertiser's business to the advan- tage of the advertiser, better than the advertiser can handle it himself, except in ex- ceptional exceptions; and it generally pays to use the advertising agent irrespective of the saving in rates. lan V 354 FOWLER'S PUBLICITY CC By placing business through a good advertising agent the advertiser deals with but one man, gives orders to but one man, and receives but one bill, thus reducing the detail expense to the minimum. In placing business direct with the publications the advertiser must open a separate account with each and stand the expense of annoyance and detail. The honest advertising agent never costs the advertiser anything, and generally he saves money for the advertiser. The publication has no objection to receiving business through an agent, for by that method it saves money, its accounts are simplified, and there is no necessity of constantly looking up credits. Neither the publication nor the advertiser pays the agent anything. The agent makes his money by trading. About three quarters of all the general advertising is handled by advertising agents — a fact that indicates that the agent is necessary to the economy of adver- tising. The leading advertising agents are men of eminent respectability and occupy the highest of commercial positions. There are in every city irresponsible agents, men without capital, honesty, or ability. These Shylocks of advertising sometimes bring the dignity of advertising below that of merchandise, and they are responsible for the lack of consideration given this necessary commodity. The number of questionable agents is increasing. Men of failure seem to think that neither money nor training is necessary, and rush into the advertising agency business because they have not succeeded at any- thing else. These disappointed bundles of self-conceit and feeders upon the credulous, cut rates and promise anything and everything. They frequently do not pay the pub- lisher, and although they do not make the advertiser liable for their indebtedness their financial embarrassment does not place him in an enviable position. These poor agents sometimes make their money by paying bills slowly or not at all, and more often by attempting to force the advertiser into valueless mediums by which advertising space is fraudulently rated at high figures, and yet sold for practi- cally nothing. These contemptible hangers-on frequently take advertising for reputable mediums at less than cost that they may win over a decent agent, and that they may inveigle the advertiser later on into publications which may pay the agent seventy-five per cent. profit. The first-class advertising agent never forgets himself, and he does not forget his customer. He knows that to make money for himself he must make money for the le suggests, but never insists upon any medium. He studies the firm's necessity carefully, and if asked to do so, he presents a list calculated to be of mutual or 1 Tever 2 a THE ADVERTISING AGENT 355 profit. He does not run in a lot of dummy publications, and by lying about them have them added to the list. The public is warned against all advertising agents who do not possess an unques- tionable record of honesty. The advertiser should beware of the agent who has a pet medium which he is for- ever crowding upon the advertiser. The honorable advertising agent cares no more about one medium than he does about another. He estimates all mediums according to their intrinsic value to the advertiser, and advises the advertiser to use only those that he is reasonably sure will pay him to use. Some agents prefer not to give prices for each individual publication, and to present lump sum figures. The lump sum or aggregate figure is perfectly legitimate, because the agent may receive a confidential rate from the publisher which might be revealed if individual figures were given. It is none of the advertiser's business what the agent pays for space. It is decidedly his business what he has to pay for it. If the publisher is fool enough to give the agent his space, so much the better for the agent. It is simply the advertiser's business to buy it as cheaply as he can, provided he buys of a reputable seller. The advertising agent who is doing business for less than ten per cent. is not mak- ing money, and is placing advertising for recreative purposes only, or with future designs upon the customer's pocketbook.. The judgment of the first-class advertising agent, biased though he may be, is infi- nitely better than the judgment of the majority of advertisers. It is safer to follow the biased man who knows than the unbiased man who does not know. essful advertiser uses his own judgment and the judgment of the advertis- ing agent, combining the two for the better conduct of his advertising. The good advertising agent is an advertising necessity. The bad advertising agent is no worse than any other bad jobber. The advertiser has simply to buy his advertising as he does any other commodity, and to use middlemen if it will pay him to do so, and to get along without them if he finds it is better for him to do so. The shrewd advertiser figures it out both ways, and generally closes with the agent. T Advertising Solicitors “Who'll buy my publicity” re VVV WOMETHING to sell must have somebody to sell it. The advertising solicitor is not an advertising agent. He is simply a seller of advertising space and of advertising matter. V W Advertising can no more be sold without salesmen than any other SOKAK merchandise or commodity can be sold. Theoretically the advertising solicitor is of no use, and neither is the drummer or commercial traveler or any other salesman or saleswoman, because if people knew what they ought to have, and did not need to be told what they ought to buy, goods would be sold by sample and described by lecturers. The only clerks would be order clerks, mere human dummies and order receptacles. Because half the men who cannot sell anything else, and really cannot sell adver- tising either, and have made a failure of everything, think that they can sell advertis- ing, and in trying to do so make a nuisance of themselves, is no reason why the respectability of the craft should be lowered in the eyes of the advertiser. There is not a more dignified business, nor one requiring greater knowledge of men and things or education and experience, than that of the first-class seller of advertis- ing. He must be a gentleman for he generally meets gentlemen. The high-grade advertising solicitor, whether or not he sells high-grade advertising, is a business general. He is obliged to win on the battle field of trade by marching and countermarching and by planning his attacks with the keen mind and mental activity of the military man on the field of war and strategy. The advertising man must be more than a drummer, for the drummer has only one line to sell, and can focus his experience into the narrowness of singleness. The ad- vertising solicitor may have but one thing to sell, but he has to sell that thing to every class of manufacturer and dealer, and therefore he must not only adapt his argument, as the ordinary drummer does, to the character of the buyer, but he must adapt it to the condition of the advertiser's trade, to an extent not necessary when selling other commodities. The commercial traveler selling boots, sells only to boot men, but the advertising solicitor selling advertising, sells to everybody. The advertiser himself, if he attends to his advertising, and the advertising man- ager, make a great mistake when they positively refuse to see advertising men. 11 356 ADVERTISING SOLICITORS 357 i I I The advertiser may designate a certain time each day, or a certain day each week, for attention to advertising solicitors, and he may refuse to see them at any other time, but he should not refuse to see them all of the time. The progressive advertising solicitor is a sort of spongy will-o'-the-wisp. He goes everywhere. He sees everybody. He absorbs information. He can tell things one does not know. He can suggest. He is a mine of information. He is worth digging into. The advertiser sells his goods by advertising and by traveling men, and he demands that his sellers be received with respect, and he resents any insult given his represent- atives. As he demands recognition for his own men, so must he give the same courtesy to the representatives of other men. If the advertising solicitor is not a gentleman, he should not be given more than momentary audience; but if he comes into the office as a man, no decent man refuses to treat him as a man. The good advertising solicitor never intrudes. If he finds the business man is busy, he cuts his business short and calls again. The good solicitor is never objectionably persistent, and he should be treated as other salesmen are treated, and even better, for if he is successful at it he has more than ordinary ability. It is the business of the advertiser to ask leading and special questions that he may be thoroughly familiar with what he is offered, and the volume of it. He should demand a statement of facts, and if he has reason to doubt that statement, he should request proof, just as he would test the quality of tea or the durability of steel. The advertiser should close the interview with any advertising solicitor who does not answer reasonable questions promptly and refuses to verify his statements, unless he can give a sensible reason for not verifying them. The first-class medium has nothing to conceal, and does not require its advertising men to withhold anything. The advertising solicitor for a good medium presents his advertising space as mer- chandise, and sells it by its quality and its quantity. Any evasion of any reasonable question asked should be considered by the adver- tiser as a sufficient reason for dropping the medium in question. If the publication will not state circulation, the advertiser should demand the rea- son for its refusal, and that reason must be more than ordinarily reasonable for the advertiser's acceptance. In nine hundred and ninety-nine cases out of a thousand, the real reason for not quoting circulation is lack of circulation, and solicitors are in- structed, if cornered, to talk reputation and quality. Treat the advertising solicitor as a business man and as the salesman of a neces- sity. Ask him business questions and demand from him business answers. He has something to sell. Make him tell what he has to sell. Buy of him if he can prove that what he has to sell is worth the price he asks for it. as ier- 1111 Circulation “ The more there is of a good thing the more good there is to it” S lor E XUANTITY is well-nigh valueless without quality, and quality amounts to nothing without quantity. The good of all good is in the good it does, and the best of good is Al goodless if nobody knows anything about it. The value of quality is in the use of quality, and the use of quality is reckoned by the quantity or circulation of it. Quality of circulation cannot be considered without considering its quantity, nor can quantity of circulation be of value without some amount of quality. There must be circulation. There should be character of circulation, The advertising value of the highest class periodical on the thickest and the smoothest paper, with the most elegant illustrations, and of high literary tone, is practically worthless if nobody reads it and nobody sees it. Quality stamps the character, and the circulation of that quality gives advertising value. A good publication with a thousand readers may be a better advertising medium than a poor publication with ten thousand readers, but a poor publication with a single reader is better for the advertiser than a readerless publication of quality. The better the periodical, or rather, the closer the adaptation of the goods advertised to the readers, the more its advertising space is worth per copy. The publication without both quality and quantity of circulation cannot be a good advertising medium. Beware of the man who has only quality for sale. Look out for the man who has only quantity for sale. Ten cents per line by the year in a paper of a thousand circulation is pretty dear advertising even if the journal is printed on satin and bound in morocco. Ten cents a line may be too much for the paper with twenty or even fifty thousand circulation if the readers are not buyers. The rich are in the minority. The wealthy cannot sleep in more than one bed at a time, nor eat with more than one spoon at once, nor wear more than one suit of clothes at a wearing, and for their money they are smaller buyers proportionately than men of only moderate incomes. 358 CIRCULATION 359 1 or CO The blue-blooded live in feudal houses. They build fences around their homes. They think they are better than others because they are too lazy to find out that others are better than they are. They are intelligent in ignorance, great in self-conceit, and valuable principally to themselves. They do not count in advertising because they are of no account. Rich goods are not always sold to the rich. Velvet and solid mahogany, heavy silverware, and costly feathers, and other things of luxury are sold to the people.. The great middle class buys everything. Folks in moderate circumstances buy more goods than the wealthy because there are ten thousand of them to one prince of money. The great middle class has made every town what it is, has built the houses and the stores, has filled the churches, has created the schools, and has made life worth living. To this class belong the origin and maintenance of life, and upon its children rest the future of every nation under the sun. These people are the earners and dis- tributers of money, and not the hoarders of useless wealth. The advertiser who reaches the middle class, whether he sells gold or coal, is the advertiser who is going to do the most business. There are publications that pretend to be high toned because their proprietors have not the ability to be anything else. Their circulations are small because they cannot be large. The cheap, vulgar sheet, the filth-spreader, or the paper of the gutter, may have an immense circulation, but it is confined to people without money, -—- irresponsible transients, folks who read without confidence in themselves or confidence in their paper. This paper has only quantity. ne illegitimate publication, the paper or magazine catering to the vulgar and licen- tious, cannot be of any use to the advertiser unless he sells goods on a level with its readers. The advertiser of respectability should never consider the filthy or over-sensational periodical, but he should realize that decent sensationalism does not outrage respecta- bility. The over-conservative publication, the one that was deceased years ago, but was o attend its own funeral, and the periodical that is running by the reputa- tion that has passed, are worth something, but not much. Better have good-sized advertisements in a few representative publications than to spread the appropriation among the papers of doubt. The average country weekly, in a town of not more than three thousand popu- lation, has a circulation of five hundred to a thousand; and where the population reaches the ten thousand mark the circulation may be as high as five thousand, if there is a rich surrounding territory. Country dailies have a circulation of from four hundred to two thousand, the aver- age being about eight hundred. Local newspapers, in cities of from twenty-five to fifty thousand inhabitants, fre- or r1 Im 360 FOWLER'S PUBLICITY е - 11 VY ve quently can claim a circulation of from two to ten thousand; and in cities of one hun- dred thousand population the circulation may exceed twenty-five thousand, with an average of about six thousand. Newspapers in the larger cities often run their circulations from two to three times above the fifty thousand point. There are probably a dozen dailies with a circulation of two hundred thousand, and perhaps two or three with a circulation of more than three hundred thousand. One hundred thousand is a paying circulation for both publisher and advertiser. The family publication and the great magazine have circulations varying from twenty-five thousand to three quarters of a million, the latter figure being reached by not more than two or three publications in this country, and two or three in the bal- ance of the world. Comparatively few high-grade magazines exceed one hundred thousand circulation. The woman's publication averages from five thousand to half a million, but there are not more than two or three reaching the latter figure. The small religious paper has a circulation of from three to four thousand, and the er can prove a circulation of from twenty to one hundred and fifty thousand. Agricultural papers average from ten to one hundred thousand circulation. Trade papers have a circulation of from one to twenty thousand, the average cir- culation being about twenty-five hundred. In justice to trade papers it should be said that little of their circulation is wasted, every copy reaching a probable buyer. Advertising space is merchandise, and its value must be reckoned by the quality of its surroundings, and the extent of its field. The advertiser has a right to know the circulation of every publication he adver- tises in, and the successful advertiser always does. No man of sense would buy watches by the barrel, or shoes by the bag. He de- mands a count, and pays only for what he receives. The advertiser has a right not only to demand a statement of circulation but to in- sist upon the proof of it. Ninety-nine per cent. of the publishers who refuse to state and prove circulation do so because they have little circulation. There never was a publisher that could show a large circulation who was ashamed of it. Common law does not compel the publisher to state his circulation, but the law of sense will not allow the advertiser to buy his advertising uncounted and unaccounted for. The personal circulation of the silver-tongued solicitor of the gilt-edged paper that is all edge, is worth nothing to the advertiser, unless the advertiser can buy advertis- ing space on the cheek of the solicitor. The solicitor does not have himself for sale; and as long as the advertising space is in the paper he represents, the paper, not the solicitor, should be considered. UO) VV mo CIRCULATION 361 1 TTN T T S 1 10 X W 1 1 There is just as much sense in catching the smallpox out of sympathy for a friend as there is in advertising in a paper because the editor, the publisher, or the agent is a personal friend. Ask the publisher what the circulation is, and if it is not reasonable to believe his statement, ask him to prove it. If he refuses, drop him and his paper. He is un- worthy of respect, and has no right to the advertiser's money. There may be reason in the refusal of the daily paper and the country weekly to make circulation statements, where competing publications are run by the lies of their publishers, and where the honest publisher by telling the truth falls much be- low the false position of his rivals. Proof of circulation may not always be necessary from local publishers, for the advertiser, by his own observation and by the exercise of his own judgment, can reckon the circulation of the papers himself. He lives where the papers live, and knows where they go, and a little effort will enable him to intelligently figure out their relative circulation. Without going to expensive trouble, the advertiser cannot determine the circulation of general publications, and for that reason he should demand statements, and proof when in doubt. No sensible general advertiser can advertise in a publication of unknown circula- tion. He has a right to assume that the only reason why the publisher refuses to state circulation and to give proof is because of lack of circulation. cions of doubtful circulation were the only ones in the field, the advertiser would have to use them, but as long as none of them enjoy a monopoly, and there is plenty of good quality and proven quantity, the advertiser is safer and better off to refuse to deal with any publication which will not tell what it has to sell. Business economy, common sense, money saving, and money making, and the principles of fairness, equity, and honesty demand that the advertiser discourage cir- culation dishonesty by lack of patronage; and he has a right to assume that any gen- eral publication which will not state and prove circulation does not do so because it knows it could not sell its advertising space for the price asked if the truth were known. Let the writer talk by parable, and tell a frivolous story; and let the reader pause before he smiles, and realize how sensible this nonsense is compared with the idiotic dishonesty and policy of a publisher of alleged respectability. Not many thousand miles away from New York's City Hall, for many years has stood a publishing house that people have called great. The owners are rich, and live in luxury. One of them lives in a big up-town house, and a butler sees all comers. By the back door of this palace for many a year has daily driven a ragged banana seller, with rickety cart and spavined horse. “Buy my bananas,” cries he to the brass-buttoned butler, and the butler answers ” “Fifteen dollars for the lot,” replies the vender.“ How many in the WE ✓n 1 Tinanv 362 e lot?” inquires the butler. None of your business!” exclaims the vender. “But I cannot buy bananas that way,” says the butler, “ I must know how many there are and what they look like.” “Here is one,” says the vender, “ and just look at the quality of it, and all the other bananas are just like it.” “I don't doubt it,” retorts the butler, “but how many are just like it?” And the vender replies in the language of a letter from this great publishing house, written in reply to an advertiser who was impudent enough to ask a statement of circulation. “I make no statement as to the as necessary for me to enter into numerical competition. I would remind you, however, of the fact that you doubtless know as well as I do myself, that in buying bananas the quantity of the bananas is only one factor in their value, the quality being quite, if not more, important.” And the butler entered the house, and on his master's desk presented by the publisher was the same as the argument given by the banana man, and he bought the lot, and paid for them, and when his master returned he told him of his trade, and smiled in anticipation of his master's approving smile; but his master rose up in his wrath, and smote the butler hip and thigh, and kicked him into the street, because the butler followed the business principles of his master, and did for his master what his master did for others. The refusal to state circulation except in the case of local newspapers, is, the writer believes, prima facie evidence of intentional fraud, and the publisher is not entitled to the support of any respectable business man or advertiser; and any excuse offered by the drummer and runner simply begs the question, and is an attempt on the part of the solicitor to trade his persuasiveness in lieu of advertising value. The time has arrived for the business man and advertiser to buy his advertising as he buys other merchandise, and no man of common sense can see any reason why advertising should be purchased by the bag without knowing the size of the bag when that method of buying anything else would land every buyer in the poorhouse and keep him there. The writer's respect for advertising, his slight knowledge of its value, and his little experience, force him to throw the weight or lightness of his influence against all general publications, be they vulgar or refined, be they published by charlatans or by moneyed respectability, which do not tell the advertiser what they have to sell, and which do not refuse to make their money by methods which they would be im- prisoned for in the East and hung for in the West. Honesty begets honesty, and dishonesty begets dishonesty; and the honest adver- tiser must advertise in honest publications and must refuse to encourage the publica- tions of doubt, even though they may be published in giant buildings and officered by Knickerbockers. TTY 7 Rates “A good thing is worth a good price in any market” NAMAYANAZT is not so much how much you pay, it is what you get for what you pay. Five cents a line may be five times as high as fifty cents a line. A There is no arbitrary rule for regulating advertising rates. Van ASV Each publication gets all it can. It would be unbusinesslike for it to ask less than it can conveniently obtain. The successful publisher has originally experimented with his rates, and by that means has reached an established rate. No publisher can set the rate for another. Advertising rates cannot be determined by circulation alone. Advertising rates cannot be maintained by quality alone. The publisher gets all he can, and the advertiser wants all he can get. It is the advertiser's business not to consider how high the rate is but how much the advertising space is worth to him. If one periodical asks four times as much as another, the rate may be only apparently exorbitant, and very likely is low, conditions considered, as compared with the appar- ently very small price asked by mediums of very small circulation and mediums of doubt. The advertising rate is a merchandise price, and must be so considered. If that merchandise is worth its price to the advertiser, the advertiser should buy it, and if it is not worth its price the advertiser is foolish to buy it, no matter how low its price may be. If the medium is not a good medium, any rate is too high. It is necessary for the advertiser to buy an amount of space-merchandise, and it is his business to buy as much as he needs, and pay for it at a price consistent with profit to himself. If two papers of equal value have different rates, the advertiser, if he can get along with one, buys the cheaper. Advertising rates have been considered in an unbusinesslike way and not as prices of merchandise. If it is necessary for a business man to buy a thousand organs a day, he will buy those organs at one place if the price is right, and that place has a sufficient supply. SS niai T S 363 364 FOWLER'S PUBLICITY TY 7 1 He will buy at several places if it is necessary. If he can buy all the space he needs in one publication, and save money by doing so, he will do so. If he finds it better to buy the space in several publications, because he cannot cover the ground with any one periodical, he will buy space in as many publications as he needs. If the advertising space in a certain publication is essential to the making of the advertiser's profit, the advertiser must buy that space no matter what the rate may be, if the rate is not so high that the space is not worth its price to the advertiser. The rate may seem exorbitant, and it may be out of proportion, but that makes no differ- ence to the advertiser, so long as it is worth it to him and he cannot get it for less. Space in any periodical is a sort of patented commodity, and if it is good for any- thing it cannot be purchased for less than the patentee's price, and that price may be based on intrinsic value and it may have added to it the royalty of exclusiveness. It is simply worth buying if it is worth buying, and it is not worth buying if it is not worth buying. The publication without circulation bases its advertising rates on its conservative quality. The publisher has very little to sell and therefore is unwilling to pass an examination, and as what he has for sale is worth very little, he tries to make people believe it is worth a great deal, by charging a great deal for it. Ninety per cent. of the conservative and dignified talk and the exalted uncompeti- tive positions taken by publishers as a basis for fixing their advertising rates is the most contemptible and dishonest species of business bluff. Quality of circulation and quantity of circulation give advertising value, and equable advertising rates are based upon both of these conditions. The paper with circulation may not be a good advertising medium, but the paper without circulation, even if printed upon parchment, has no basis of advertising rate, for it has nothing to sell. The advertising price, from the advertiser's standpoint, must be regulated wholly by the value of the space to the advertiser. The value of the space to some other advertiser has nothing to do with the ques- tion. The fact that the advertising solicitor or the publisher is the advertiser's friend should never be considered. The publisher of any publication worth advertising in is never an object of charity, and consideration for his personality is a personal insult to him. There may be no safe rule to follow, but generally the publication that charges the most for its space has the space that is worth the most. It is unbusinesslike as well as unprofitable to purchase unnecessary material because it is cheap, and he who does so is as foolish as the woman who bought a second hand doorplate in anticipation of her marriage with a not yet selected man on the assumption that her may-be-born child would be a daughter who would marry a man named after the plate, and yet half the first-class business men buy half their adver- tising space because they can get it at half price. RATES 365 TY 1 TOT Half price advertising space may cost ten times a profitable price. The advertising solicitor sometimes sells a certain number of cubic inches of wind, simply because his wind has a bigger circulation than the medium he represents. Many an advertiser refuses to pay fifty dollars for an advertisement in a great pub- lication of circulation and yet distributes fifty dollars among ten publications of little circulation. A ton of coal is a ton of coal, but a ton of bricks is not worth as much as a ton of gold, and yet it would seem that a large proportion of the advertisers reckon the value of their advertising space on the basis that a ton is a ton no matter what it is a ton of. The reader of this page very likely is guilty, but he thinks the man next door is the fellow, and he goes on paying a fair price for nothing and refusing to pay a good price for something. Some daily papers, and some publications of general circulation, have brought the advertising rate down as low as one sixth of a cent per line per thousand. Their space, if the papers are of decent character, is worth more than that, but so long as they will sell it at that rate the advertiser has no reason to find fault. The advertising space in a conservative daily copy than space in any publication of a cheap sensational character, but there is no sense in paying a conservative daily with limited circulation six times as much pro- portionately as that asked by a popular newspaper. The fair rate for advertising in local weekly papers ranges from three to six cents per line per time for transient advertisements, and considerably less on yearly con- tracts. A column is an indefinite article. It may stand for fifteen inches of space, and it may mean thirty. A column of twenty inches in a country weekly is worth from one hundred to three hundred dollars a year on regular yearly column contracts, and less space is worth a little more proportionately. The rate rule of a cent a line per thousand circulation can only be applied to papers of large circulation and cannot be accepted by the local publisher except on long-time contracts. The space in a local country daily newspaper is worth about four times as much per week as is the same space in a local weekly, circulation and quality of conditions corresponding. Publications of general circulation seldom ask more than one cent a line per thou- sand circulation, and if it were possible to establish a rate, this rate would be about right, although family papers of enormous circulation frequently sell their space for a very much lower price. • Advertising space is merchandise, and its rate should be as much established as that of other commodities, subject to the same fluctuation and discounts of trade. Because a few publishers have no respect for advertising space, and are willing to 366 FOWLER’S PUBLICITY 1 TT YY ny . vero sell it for anything they can get, does not justify the advertiser in considering all ad- vertising as an indefinite article to be purchased by horse jockey barter. The publisher who sticks to his rates is generally the publisher who has something to stick to The publisher who knows his advertising space is worth what he asks for it never sells it for less than its price. The popular idea that every publisher is glad to fill up his space at almost any price, even though advertising may be dull, is as absurd as the assumption that the clothing man will give away overcoats because he overstocked with them, or because they sell hard. There is little excuse for cutting advertising rates when it is difficult to obtain ad- vertising, because advertising space is not like overstock, and therefore is not subject to bargain counter discount. The publisher who does not consider his advertising space a part of his merchan- dise, and does not so respect it, and does not protect it, is either a fool or knows his space is not worth protecting, and in either case the advertiser had better have nothing to do with him. Beware of the rate-cutting publisher. The advertiser must consider how many people he desires to reach, how many people the medium will reach, and how much it is worth to reach these people, and if the price is right, he buys the space. The periodical from an advertising point of view is simply a messenger carrying the announcement of the advertiser into the homes of the readers and buyers. For this service the publication charges so much money, and it is the business of the ad- vertiser to determine whether or not he can get his money's worth. It is simply a question of how many are going to be circulated, and to whom are they going, the one condition being worthless without the other, and the price con- sistent with profit. Quality of circulation acts as a governor for keeping quantity of circulation from making the rate too high, and quantity of circulation prevents quality from obtaining an exorbitant price. All advertising rates must be founded upon quantity and quality of circulation, and the advertiser must consider these two conditions of equal importance, and buy the advertising space that he needs, and refuse to buy the advertising space that he does not need, considering price of consequence, but not considering price all-important. Continuity “ All life is movement” OG W A N continuity is strength. In disconnection is failure. The Builder of the Universe did not build worlds on Monday, do nothing on Tuesday, create something on Wednesday, rest on Thurs- day, begin again on Friday, and sleep on Saturday. He built some- thing every day and only stopped when He was through. The strength of nature is in the continuous force of it. The fundamental principle of motion is everlasting. The biggest fish are in the brook that runs on forever. The brook that dries up this month and is a torrent next month is unhealthy, unsightly, and but a transient drain pipe. The strength of its torrent is offset by its periodical dryness. The man who feeds his horse on Monday and gives him nothing to eat on Tues- day, may have a weak horse on Wednesday, and a dead horse on Thursday. If some imbecile should come out of the unthawed North to preach the doctrine continuous change of business base, or the habitual renovation of interior arrange- ment, the business men would take him gently by the hand, lead him into nature's solitude, and leave him there. The child who goes to school on Monday, and skips Tuesday, and attempts to con- nect the end of Monday's lessons with the beginning of Wednesday's studies, is handicapped by conditions diametrically opposed to progressive education. The automatic bookkeeper may finish his entries, close his ledger, and never re- open the past except for reference and billing, but he is not a business man. If he were, he would not be a bookkeeper. The merchant who pulls down the top of his roller desk with everything done and nothing to be continued has no right to be a business man because there is no busi- ness in him. Unprocrastinated-to-be-continued is a motto of trade. Never-to-be-finally-finished is a rule of progress. Hades is the home of the man who stops. This world is for the workers, that there may be no shirkers in the continuous by- and-by. Let the writer present a personal reminiscence. Before him for many years was 367 368 FOWLER'S PUBLICITY U LU suran 0 ome TTT the beautifully engraved calendar advertisement of an insurance company. For years he did not realize the necessity of insurance. When he became a man he went directly to the office of that insurance company and took out a policy. The name of that company by long association had become incorporated in his system. He did not appreciate that advertisement as an advertisement. He did not realize that it influenced him until he wanted insurance, and then that company received some of his money. Some men succeed by intermittent advertising. Some men jump off of a high bridge, and do not get killed. It is the weakest kind of logic to say that because one man can successfully antag- onize the natural laws of success, his isolated example is worthy of a following. All things being equal the business that has been the longest time in the same place is the business that makes the most money. Removal is only allowable under necessary conditions. There is money in bargains and specialties, but the fortunes of trade have been made, and it would seem that they always will be made, along the line of regularity, by handling the business of to-day somewhat as it was handled yesterday, and by handling the business of to-morrow in the same way, subject only to the changes of the times and to a recognition of progressive requirements. Fifty parts of continuous good are more negotiable than one hundred parts of tran- sient good. Character as well as business is reckoned by what it was as well as by wha No business man of sense will close his store every other day or every other week or every other month. The fact that a large proportion of the successful business houses are doing busi- ness under firm names of a quarter of a century ago, furnishes undeniable proof of the tremendous inertia of continuity. The same firm name, the same firm place, the same line of goods, subject to neces- sary change, hold business together. Ninety-nine per cent. of successful advertisers are continuously advertising. They figure business on the hardest slate with the hardest pencil. They do business for revenue only. They do not consider advertising a luxury. They do not break ad- vertising connection because they do not care to break trade connection. Trade connection can be broken, and advertising connection can be broken, and the house can still remain successful. A man can keep his books with the top of a flour barrel for a desk, but the successful man does not. The shrewd business man is not satisfied with a minimum of success. He is forever striving for the maximum of success. Sometimes he cuts expenses, but when he does, he cuts harmoniously and not all in one place. He does not stop advertising. He advertises a little less. Experience, backed by the law of general averages, proves that the first appearance of an advertisement does not bring business, or even create much curiosity. The second appearance does little else than suggest attention. The third may mean AS V as a NSA ev Sa rs are CONTINUITY 369 business, and the fourth may mean more business. The fifth impresses the reader, and the sixth is felt by the advertiser. The man who expects his advertisement to bring business or to create comment immediately, unless the advertisement is one of a series, is as foolish as the man who finds fault with the water because it does not start to boil as soon as he starts a fire under it. The strength of advertising is in its latent power. To discontinue advertising is to destroy a large proportion of the preliminary edu- cation of the possible customers who are beginning to feel its influence. Few people buy anything the first time they hear about it. The occasional appearance of an advertisement may have less effect upon the reader than the punishment of a child by one blow a week until the allotted strokes have been administered. An advertisement in the paper to-day and out of the paper to-morrow, in the next day, and out the day after, breaks the reading connection. The public sees an adver- tisement in to-day's publication and temporarily forgets about it. It thinks about it to-morrow and looks for it then. Yesterday's paper is lost, and the latest paper does not have it. The public forgets again, and no merchant ought to allow any of his possible customers to forget him twice. Good healthy seed may have been sown into fertile ground and the Sun of Pub- licity put out before it had a chance to root. The ground heals up, it has to be plowed over again, and renovation costs money. There is not a solitary case where intermittent advertising has brought returns compared with that from continuous advertising — that everlasting pounding away at the public, day in and day out, with something fresh every time, or old things freshened, with the same space, or some space, in the same place. Because a few advertisers have made, once in a while, occasional advertising pay, there is no reason why exceptional methods should be considered. A rickety ship may survive continuous trips, and profit may pile upon profit, and the ship may go down empty, but only the fool risks his goods in a worn-out vessel. Not the success of the wrong way but the success of the right way is the way that points on to success. The same location in the publication may be as essential as the same location of the store. People should not be made to look for an advertisement. Like the weather reports, it should be where folks expect it to be. Perhaps it is not advisable to use the same amount of space all the time, but loca- tion should be the same, and the smaller space so brightened that the public may not know that it has undergrown. There are lines of business which may not be continuously advertised, but this department considers the many, not the few. People are purchasing all of the time. TSO 370 FOWLER'S PUBLICITY KY D There are many sales in dull seasons. The continuous advertiser gets the bulk of the business because others are not ad- vertising, and because he is. Disconnected advertising is as bad as a disconnected lecture. Think of the speaker talking for half an hour and stopping in the middle of a sen- tence and beginning a week afterward where he left off. Would one hire a carpet-layer to put down one row of carpet a day? It is absolutely necessary to connect the advertising periods, and it is much cheaper to connect them with continuous advertising than to do the extra amount of advertis- ing, after the break, to make up for the break. A man starts in with a four-inch advertisement, and runs it two months, and then stops it two months, and begins with the same advertisement again. Half the strength of the first two months' advertising is lost, and it will take at least two months' extra the equivalent in space, to connect the new advertising with the old. The readers have had a chance to forget, and have forgotten at the expense of the ad- vertiser. To a certain extent he must begin all over again. It would have been cheaper to run a small advertisement during the intervening two months. The connecting advertisement, even though a small one, gives the advertiser the ad- vantage of being a continuous advertiser, and prevents the reader from forgetting him. Outside of necessities three quarters of everything purchased is purchased in the mind of the purchaser from a week to six months before the purchase is made. The buyer may not realize this, and he may think that he purchases the article on the spur of the moment because he does not take time to think out his motives and there- fore does not admit that he began to think about buying the thing a long time before he bought it. The value of preliminary advertising is almost as great as the strength of seasonable advertising. Nearly every advertiser of seasonable goods should advertise from one to two months before the season opens. There are few extensive general advertisers who do not advertise continuously, and many of them sell goods sold only during three or four months of the year. The man who wants a furnace sometimes considers the purchase of it a year before he buys it. Many a woman has purchased her sealskin cloak in her mind five years before the cloak materialized. Comparatively little furniture is sold on the spur of the moment. Most of it is considered and reconsidered months before it is purchased. Half the men who keep a horse decided to buy a horse and decided not to buy a horse and kept up this vacillation for a considerable time before they bought one, and as the horse advertiser has no way of finding out when the horse wanter is buy- ing, the only way he can reach him is to advertise all the time. As it is with horses so it is with almost everything else. c TO CONTINUITY 371 CA ssa IT Asons 1 Practically all things, even some necessities, are purchased only after considera- tion. People so easily forget that it is necessary they should not be allowed to lose sight of the name and business of the advertiser. Continuous advertising impresses the public with the stability of the house. Continuous advertising may produce the original suggestion of the necessity of purchasing. Continuous advertising will keep alive the flame of desire and focus its light and heat in the store of the advertiser. In every country the successful advertiser is the continuous advertiser, and experi- ence suggests that it is safe to follow successful practice, and much more safe than to trust in successful exceptions. When one sees men build gigantic plants and make millions of profit, all the while advertising, never letting their names drop from sight during seasons of selling and seasons of quiet, he may feel convinced that the advertising that pays is the advertis- ing that lasts, or that the advertising that lasts is the advertising that pays. Many an advertiser has considered the advisability of discontinuing his advertis- ing during the dull season, but when he confronts the fact that the successful adver- tiser does not do so, he accepts accepted principles and keeps on advertising. The manager of the largest advertising department in America recently told the writer that he expended a million dollars a year in advertising and that his company had considered the advisability of reducing the appropriation. The books were care- fully scanned, and expert mathematicians figured, and the advertiser let well enough alone and did not take the chances of discontinuing. Economy is a business virtue, and a dollar saved is sometimes a dollar earned, but not always. Better spend a million dollars in advertising and make a million, than to spend one hundred thousand and make nine hundred thousand. Business economy uses money for the making of money. Extravagance should never be tolerated. To be over economical may be as bad as to be extravagant. If the doubling of the advertising appropriation will bring sufficient extra profit to pay for the investment, the man who refuses to advertise is guilty of idiotic negligence. So long as the strength of everything, from love to politics, is in the continuity of it, so long must the good of advertising be in the continuity of publicity. A < Magazines “ They're books, and the world likes books” II TXT 1 V 1 TIT 1 rinore POLYAMIY PERIODICAL may not be a magazine, but a magazine must be a periodical. A magazine may be published every day, or every year, but if pub- lished less frequently than twice a year it is not considered a maga- zine. Most magazines are published monthly, and are supposed to present literature or alleged literature. A magazine is a pamphlet, but a pamphlet is not necessarily a magazine. A pamphlet, as distinguished from other printed matter, is commonly made up of from eight to several hundred pages, generally with a cover and with the leaves fastened together by stitches or by paste. Broadly, a pamphlet consists of eight or more pages, with leaves so arranged that they may turn as in a book. A magazine is a periodical pamphlet, but there are no limits to its form and con- struction, provided it does not resemble a newspaper. Many of the religious papers and social publications have adopted the pamphlet form, and have a right to call themselves magazines. A narrow definition of a magazine would limit it to a publication issued not oftener than once a month and containing no news, but if this is accepted literally a number of literary papers, published weekly, could not be considered magazines. As a mat- ter of fact a magazine is not a newspaper, but it can be almost anything else. So far as known, the first regular magazine appeared in England in 1731. In a different form it is issued to-day. Magazines began to appear shortly after the first newspaper was published, and the number of magazines has increased in about the same proportion as that of newspapers — that is, if a wide definition of the word “ magazine” is accepted. The newspaper is, and must be, local, and however large its circulation, the bulk of it will always be confined to the place of its publication and to its immediate vicin- ity. News is perishable stuff, and is spoiled by too much transit. The magazine may be local, and the field of its circulation may extend throughout every part of the country or the world where there are people to whom its policy is adapted. The local advertiser largely confines his advertising to the local papers, and does not use magazines of general circulation unless he is desirous of building up a mail trade business. 1 rwa. III 0 372 MAGAZINES 373 o ZITTO en Si The larger manufacturers and distributers find it necessary to reach the consumer in every place where their goods are sold or can be made to sell, and to effect this result the local newspapers are used, and the advertising increased by taking space in the great magazines of general circulation which reach every section of the country and present the Sent for a Cent advertiser with an economical way of conveniently covering the largest field. The general advertiser seldom advertises for Plate No. 1.--- A fairly good heading for an across- page magazine advertisement for catalogues. Set in direct sales. He desires that his advertising shall Johnson Old Style. Crinkly Rule border. assist the local dealer by creating a general de- mand for his product. Originally, general advertising was largely confined to local newspapers, but to-day it includes the local newspapers and all of the periodicals of wide circulation. The general magazine covers the entire country and especially reaches the large towns and cities. Business economy and con- venience forced the magazines into the adver- SPECIAL OFFER! tising field. Only a few years ago the best magazines A $55.00 Guaranteed 1850 Machine for Only ♡ contained less than a dozen pages of advertis- Buy Direct From Manufacturers. ing. To-day they contain almost as much ad- Try it FREE. Save Agents Large Profits. On receipt of $18.50, we will ship this New High Arm, vertising as they do reading matter, and this High-Grade class of advertising has grown more rapidly 6* Brooklyn” than has any other. Magazines, with few exceptions, are not local institutions, and their reading constituency is Light-running, noiseless; adapted for light or heavy broad and general, and is as likely to be a RANTY. If you prefer 30 days' trial before paying, send thousand miles away from the office of publi- cation as it is to be in the city of issue. The where, to any one, at lowest manufacturers' prices fact that a magazine is printed in New York, or Boston, or Chicago, or San Francisco, does not necessarily limit its advertising value to any section of the country, although all things being equal, the larger part of the circulation may be nearer the office of publication. Magazines are published in large centers JOHN BLANK, 1546 and 548 Blank Ave., Brooklyn, N. Y. simply because productive and distributive fa- PLATE No. 2.-— Reproduction of recent magazine adver- cilities are better. tisement. Over-crowded with matter. Very poorly set. Line, " Special Offer," is objectionably conventional. Read- The tremendous growth of magazine adver ing matter is fairly well put together. Attempt is made to tell everything in one quarter of space required. tising has suggested to conservative advertisers that people do not read magazine advertisements because few of them are next to reading matter and will not be seen unless the reader makes an effort to find them. These advertisers confine their announcements to covers or other preferred posi- SEWING MACHINE anywhere, and prepay all freight charges to any railway station east of Rocky Moun= tains. Money refunded if not as represented after 30 days test trial. We ill ship C. O. D., with privilege of 20 days trial, on receipt of $5.00. Oak or walnut. work, self-threading shuttle, self-setting needle, automatic bobbin-winder, and complete set of best attachments free. TEN YEARS' WRITTEN WAR- for large illustrated CATALOGUE, with Testimonials, explaining fully how we ship sewing machines any- without asking one cent in advance. We are head- quarters and have all makes and kinds in stock from cheapest to the best. Over 52 different styles. High- Arm" “ Brooklyn King" machines $14.00 and $16.50, guaranteed better than machines sold by others at $19.00 to $23.00. We also sell new sewing machines at $13.00, $10.50 and.. We will sell you a better machine for the same money or the same machine for less money than you can buy elsewhere. REFERENCES. - Sixteenth National Bank, Brooklyn, Smith's or Jones' Commercial Reports. This special offer is made to introduce our machines and make new customers. Write to-day. Address (in full) $8.00 374 FOWLER'S PUBLICITY 1 AT - W Machine 1 tions, or ignore the magazines altogether. This argument has apparent strength, and if it were not that general opinion is safer to follow than specific judgment, one might carelessly decide that magazine advertising did not pay. It is true that nearly all magazine advertise- ments will not be seen unless the advertising pages are turned or read, but as long as people consider the advertising pages as interesting as the literary pages, this argument against maga- zine advertising is unworthy of consideration. General advertisers have stamped their ap- proval upon magazine advertising, and a quarter of century of success in this direction is suffi- cient to break down any apparent argument against this class of publicity. As long as the most successful advertisers in the world are continuous magazine advertisers, and only a very small percentage of them can have pre- Direct from maker–no mid- ferred positions, the small amount of self-con- dle man's profit-guaran stituted opinion in opposition cannot decrease teed to be a regular $55, the volume of magazine advertising. machine-drop us a postal Many people read magazine advertisements before they read the rest of the magazine, partly 1 and we'll tell you all about it. because the advertising pages are always cut, John Blank, 546-548 Blank Ave., Brooklyn, N. Y. and largely because they may be more worth reading. The public is beginning to discrimi- re-written and re-set. Type used is series of Howland nate, and many a man and woman after cutting Barta Original border. their way through the almost insurmountable mountains of wordy story, over-painted art, and uninteresting history, gladly turn their tired minds from the pages that are principally interesting to the writers, to the advertising pages which represent life, activity, convenience, and necessity. The writers for the magazines write to please themselves, and 0000000000000000000000000000000000 OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO not always to please the reader. Ooooooooooooooooo OOOOOOOOOO The advertisers in the maga- zines write to please the readers, and therefore what they say is 0000000000000 0000000000000OOOO OO00000000000000000000000000000000 read, for there is in the adver- Oooooooooooooooooooooooooooo000 tising department a far-reaching Plate No. 4.— A catch-line in De Vinne. Moon border. hospitality sure to find an an- swering call in the heart of the receiver. The rank and file of magazine advertise- ments are prepared by deep thinking business men aided by bright writers and great artists, who appeal directly to the wants of the public, and serve their readers PLATE No. 3.- Advertisement illustrated in Plate No. 2, 888 The Style of Sense 1 COC 000 MAGAZINES 375 XT TT 10 FRANK BLANK england Toy Bazar is. The Lead- ing in the U.S. feelingly, readably, and satisfactorily. The advertising pages of the magazine may not be adapted to the reader who thinks because he thinks he ought to think and measures everything by his own measure, but they do appeal to the people who want something; and there are few folks with money who do not want something or who refuse to thank the advertiser for telling where that something can be found. : Magazine advertisements are neither posters nor expressions of sensationalism. They are plain, common-sense statements of business fact, mechanically arranged and conveniently served. The advertising pages are works of business art, worthy of study, — and they are studied. Every inch of space costs money, and quality, not quantity, is forced into them. The majority of magazine advertisements are reliable, because magazine publishers are dis- criminating and seldom intentionally run a frau- dulent announcement. Magazine advertisements form a sort of di- 55 Blank St., New York, rectory for the people's wants, handsomely em- Unparalleled assortment of bellished with eye-pleasing illustrations. They tell the reader where to find what he wants, TOYS, DOLLS, GAMES, and suggest to him and advise him. They are truly educational, and they help to push along etc., of every description, comprising many interesting Novelties. the wheels of civilization. Personal selection abroad and Direct The advertising pages of the great magazines Importations enable us to offer the reflect public opinion; they are announcements Latest European Specialties in our of necessity and convenience. They mirror the line at most reasonable prices. business world, and are really as philanthropic as they are businesslike. Catalogue. Retail only. The reader of magazine advertisements knows No connection with any Toy Store on Sixth something. To him the advertisements repre- Avenue, New York, or in Brooklyn. sent the evolution of the times and lift him out of the shadow of old-style living into the modern matter. Principal objection is that it advertises Mr. world of health, sense, and comfort. not to break a word in a heading like “Leading,' and Magazine advertisements produce a healthful competition and bring about that much desired condition, the survival of the fittest. The best must live the longest in advertising as in everything else. Such advertisements go a long ways towards the annihilation of the objectionable, and they have lifted advertising up to the platform of dignity. Let the advertiser watch the magazine reader in a reading room and on the train that he may see him glance through the reading matter and then read the advertising pages with hearty appetite. The woman who may never have an open fireplace is studying the illustrations, and is filling herself with information that she will distribute to her friends with money. W Send for Illustrated PLATE No. 5.-- Reproduction of holiday magazine ad- vertisement. Well set. Does not contain too much 1 1 1 Blank more than the goods he sells. It is always advisable there is no use in finishing a headline with an expression like “In the U. S." Advertisement is too general. 376 FOWLER’S PUBLICITY cococo The highest grade of commercial education · and the top-most quality of progressive infor- mation are found in the advertising columns of the magazines. Magazine advertisers are continuous adver- tisers, and are bright examples of that pro- gressiveness which believes in advertising all of the time if one would do good business all of the time. The magazine which cannot exist without its advertising is not worth much as an adver- tising medium. Advertising simply gives the magazine publisher an extra profit. The best magazine advertisers incline to- wards the use of full pages, and comparatively few successful advertisers use less than quarter cai . pages. Several continuous pages are impressive in CSS in addition to their intrinsic worth. se va 29) Illustrated descrip- tions of the toys of J all nations, the dolls on of all sizes and com- plexions, the games dostane 29), for everybody, and all at right prices. O Don't bother to our 2 write a letter, don't enclose stamps.Just send your address on a postal to If the advertiser would cut his advertising, he had better reduce his full pages to quarter pages during the dull season, but it is better to continue the full pages. Everything the people use and want can be advertised in the magazines. Magazine readers are not all of classical education, and the man who thinks the high- grade magazine reaches only high-grade peo- ple is mistaken. The great middle classes read the maga- zines, and if they did not magazines could not have the large circulations they are known to have, for all the people of tone put to- gether would not support a single great peri- odical. People read magazines because they like to read them, and a large proportion read them because they think they ought to read them, but it does not make any difference to the ad- vertiser so long as they read them. Buyers buy magazines, and the buyers are the people the advertisers want, and so long 1 Frank Blank, 55 Blank St., New York Plate No. 6.- Advertisement illustrated in Plate No. 5, re-written and re-set. Attention is focussed on the free cata- logue. It is obvious that few will buy any class of holiday goods from an advertisement of general articles. Headings are set in Gothic Condensed, reading matter in Jenson, address line in French Elzevir. Collins border. Wide border is used to separate the advertisement from those next to it, and to throw the heavy type matter into relief. MAGAZINES 377 11 as they will buy the magazines, it is none of the advertiser's business whether they are up to their literary grade or not. A certain proportion of magazine readers, like all other ******************* readers, skim through the advertising pages, and the maga- zine advertisement should be extremely short, with a part of it set in the largest type, so some of it at least may be absorbed at a glance. The descriptive magazine ad- vertisement will be read provided it is properly headed and well introduced, and contains matter worth reading. Magazine advertisements need not be examples of rhetoric, but they must be in plain, distinct, and clean-cut English. A well-printed magazine does not necessarily have a large circulation, but all things being equal the best made magazine is likely to have the largest circulation, provided it contains matter adapted to the people. *Magazine advertisements are of long life because few maga- zines are thrown away, and although the strength of the ad- vertising may weaken in thirty days, the effect of it may never be wholly lost. The examples presented are of reduced size but are intended to illustrate larger advertisements as well. Many of the other departments present illustrations of magazine announcements. Long- Wear Under- 1 1 Wear PLATE No.7.-A heading in How- land Open. Moon border. Great Weeklies “They tell of news and story” K IO A MPKOVYCHYNESLYN this department are considered those publications of large and gen- e ral circulation reaching no one district to the exclusion of others, and SUB Xeys covering the country at large. Val These papers may contain a résumé of news, with important events VINAV served in literary style, with or without illustration, or they may be ex- clusively devoted to story and miscellany or to humor. All great weeklies are general publications, and are in no sense local. Most of them are published in the commercial centers, New York having more than all the other cities combined, and yet the city of publication has very little to do with their constituency. There are several great weeklies published in New York and other cities and almost unknown to the residents of their places of publication. Religious and agricultural papers could be classed as great weeklies, but for obvious reasons they are considered by themselves. The distinctly children's publication, if it is issued weekly, is a great weekly. While its contents are devoted to children, its advertising pages are essentially for the family and rightly contain the announcements of goods for grown-up as well as for young people. As these papers are paid for by the parents, and as the advertising in them is not of things children buy, they may be classed as family publications. It is significant that the publication having the largest circulation of any published in America, with but two exceptions, is a paper for the children in name and contents, yet nearly all of its advertisements present general goods for general use. The paper for children, no matter how much it may be read by children, is in every advertising sense a family publication, and is regularly glanced over by nearly every adult member of the family. Articles of business that are useless to the women or to the members of the house- hold have been successfully advertised in papers for children, the original assumption chat men read these papers or else have their attention called to the advertising by some member of the family, having proven correct. nnouncei Own 1 IL SUCC en field of their own and yet may be classified as great weeklies. These papers are thoroughly general, combining news with literature, and illustrations for both. They 378 GREAT WEEKLIES 379 1 I . THE GAME OF_ reach the upper middle class and are largely read by travelers and tourists. They may have a large club-house constituency, and they are likely to be found in the read- ing rooms and libraries. They have a reading circulation far beyond the actual numbers printed, and are considered excellent AMUSEMENT AND INSTRUCTION. mediums for high-grade goods of every line and THE GAME BOTANY.. for every class of luxury. They reach both the Interesting. Educating. Artistic. Gives a good knowledge of flowers, combined with home and the office, and are read rather more by pleasure. 52 Beautifully lithographed cards (in colors) men than by women. They are on file in almost FROAI PAINTINGS FROM NATURE. Highly endorsed. Sent, postpaid, on receipt of 50 every leading hotel and public reading room; they cents, registered, money order, or two-cent stamps. THE SMITH & JONES CO., Publishers, are, therefore, within the reach of the common Box 30. SMITHVILLE, Pa., U.S.A. people, and probably are good advertising med- PLATE No. 1.- Reproduction of common form of weekly paper advertising. Too much matter, too little iums for ordinary classes of goods except the space, and too many display lines. very cheap. The humorous paper is read almost exclusively by men, as women as a class do not seem to have a keen appreciation of humor, and are not disposed to pay ten cents per copy for papers exclusively humorous. Their circulation is largely confined to clubs and reading rooms, and to sales upon conveyances. Humor is art, and high-grade humorous publications are adapted to thinking men of the upper grade of intelligence. These publications offer good advertising to every class of luxury, to the better grade of necessities, and to articles of a purely business nature like stocks and insurance. Story papers are genuine family publications, and there cannot be better mediums for the ad- vertising of everything used about the house- hold. With story papers may be considered every publication devoted to women, and containing besides stories, articles of general family in- terest, except the fashion papers, which al- All about flowers — 52 paintings though read exclusively by women reach a from nature — the game of instruc- distinct class, and are considered in a depart- tion, entertainment, and art — post- paid for 50 cents — send stamps. ment by themselves. The class of goods to be advertised in any The Smith & Jones Company, family or story paper, and this rule applies to Smithville, Pa. all other publications, must correspond with the Ecococoooooo o o character of the reader of the paper. PLATE No. 2.- Matter in Plate No. I re-written and re-set. Heading in Satanick. Reading matter in Cushing Monotone. Contour Border No. 280. Type like Satanick The contents of any publication plainly show should not be used except when the head-words are short and the character and propensities of the readers, and the letters used the plainest in the series. any intelligent advertiserin five minutes can easily judge of the constituency of the paper. There are scattered all over the country many publications which for want of bet- ter classification must be considered as family weeklies or monthlies. Many of them are made up of stereotyped matter edited with a saw and chisel and sold at a nominal Game of Botany 380 FOWLER'S PUBLICITY TTTT III 11 IIIIII LI price, generally with a premium worth more than the paper, which does not neces- sarily mean that the premium is worth much of anything. The circulation of these papers is not natural, and in them are found few The preservation of the hair is desira advertisements of reputable advertisers. Their ble to men and women both for comeli- columns are filled with announcements of patent ness and comfort. The loss of hair is due more often to neglect than to any nostrums, many of them in character below the other cause. Blank's Hair Tonic cleanses the scalp of dandruff, preserves the hair, decency line, and with the advertisements of gift prevents it from falling out, promotes enterprises and cheap jewelry. to dull and scanty tresses. They may be good mediums for the advertising PLATE No. 3.-Reproduction of a thoroughly con- of illegitimate goods, and at any rate they are about ventional advertisement and of typographical display the only publica- guaranteed not to attract attention. tions which will take any advertisement and ask no questions. Their circulation can never be determined with exactness, and the first-class advertiser, even though he may sell low price goods, is safer out of them than in them. There is a large number of little weekly papers made up of clippings and serial stories, published by unknown men, and sometimes with enormous circu- lations, but as nobody knows anything about them, and as other mediums fill their field, the best thing to do with them is to leave them alone. In this country there are probably not twenty-five great general weeklies, exclusive of the agricultural, religious, trade, class, and fashion papers. It would be un- fair to mention their names, for Ten to one you don't individual judg- take cold with Jones' ment would dif- Hygienic Underwear. fer from that of the writer, but it Blank's Hair Tonic chap- PLATE No. 5.-An example of extreme brevity. is fair to assume erones the hair — takes care that if a dozen of the great advertisers were of it — keeps it from falling out — it doesn't make hair, it requested to select the best twenty-five, the keeps the hair. names of not more than thirty-five would be mentioned. The great weekly, where it is a paper of PLATE No. 4.—Matter in Plate No. 3 re-written and re-set. Heading in Gothic No. 6. Reading matter in general matter, is, from an advertising point of Jenson. Barta Original Border. view, essentially a monthly magazine published four times as often, and it can be successfully used by the same class of advertisers. Good Bye S Colds . . : individual judga . {Take Care Of the Hair :.' GREAT WEEKLIES 381 FOOT WEAR 1 . her and claims Shoes By Mail The best advertisers have not yet settled in their minds as to whether or not, price and circulation being equal, the weekly periodical is as good a medium as one of similar character published monthly. It has been argued that the active life of a Goods by Mail. monthly is not more than thirty days, and that the Send to us for shoes active life of a weekly is limited to seven days, you do not find at and for that reason the monthly is the better adver- home. We send on approval and pay tising medium. charges one way. The advocate of weekly paper advertising claims SMITH & JONES. to counteract this argument by the one which says 500 Smith St., Smithville, Mass. that because the weekly paper is published four Mention this paper in ordering. times as often as the monthly magazine, the adver- tisement must be fresher and sharper, and therefore PLATE No. 6. — Reproduction of common form of setting weekly paper advertisements. All matter more readable; should be set from left to right and not up and down the column. “Goods Sent By Mail” is not so good and in his argu- a headline for shoes as is “Shoes By Mail." It is not much use to ask people to mention the paper ment he goes fur- they saw the advertisement in. ther and claims. that the reading life of a weekly paper is as long as that of a monthly magazine, basing his logic upon the hypothesis that the monthly, as well as the weekly, is read immediately upon its receipt, and that each is laid aside within the same number of days. High-grade shoes for The believer in monthly magazine advertising gentlewomen and gen- thinks that the magazine is not old until the next tlemen — the kind not number is printed, and therefore it must be new commonly found out- for thirty days, and that it has four times as long a side the great cities — time for the passing around from reader to reader; write size, and we'll and he adds weight to his argument by the state send you many pairs ment that magazines are more often bound than on approval, and pay are weeklies. express charges one The weekly paper champion tries to offset this way. argument by his claim that while the monthly may Smith & Jones, remain fresh longer than the weekly, it reaches 500 Smith Street, Smithville, no more readers in its circuitous trip, because Mass. the readers take a longer time in reading it, and allow it to remain idle longer. He attempts to PLATE No. 7. — Matter in Plate No. 6 re-written counteract the bound magazine argument by saving that weekly papers are bound with adver- matter in Ronaldson. Barta Border No. 244. tisements, while bound magazines do not as often have the advertisements included. The magazine man claims that his advertisements are read, notwithstanding that they are all in the back of the book, because they are as interesting as the literary and re-set. Heading in DeVinne Open. Reading 382 FOWLER'S PUBLICITY LA 110 Pianos. •Imith 4 Imithe .. . 7 . . * Piano Points ! + NL pages, and the weekly paper enthusiast lays great stress upon the fact that nearly all advertisements in weeklies are next or near to reading matter and do not have to be looked for. The argument on both sides is good. The solution will probably never be reached, and there If there is any reason why you should is no particular reason why it should be, for ex- buy any piano, there is every reason perience has proven that advertising in both is why you should buy the almost invaluable, and certainly if experience counts for anything RS292929292929 Not highest in price, but highest in it does not matter quality. Handsome, musical, durable. much which is the It's as near the perfect piano as mod- better so long as ern skill and modern progress have both are so good. come. A SMITH & SMITH Piano would If the writer make an ideal gift. Nothing more were forced to ex- appropriate or more acceptable could be imagined. press an opinion Sold on EASY PAYMENTS. Our Cat- he would be in- alogue, which will be mailed free, tells Beautifully illustrated the story. Send for it. clined to take the art piano book sent pre- SMITH & SMITH PIANO CO., stand that circu paid upon receipt of 500 Alley St., Boston. lation and price your calling card. The and character of work is too valuable to Our Offer! We will send our Pianos on trial, freight prepaid, if no dealer sells them in your vicinity, piano send promiscuously. to be returned at our expense for railway freights both field being the Don't send stamps, no same the adver- og simply mail us your My PLATE No. 8.— Reproduction of thoroughly over- tisement in a card. The book tells all The advertiser should done piano announcement. not admit that there may not be reason for buying a about the Smith & piano. Points given in this advertisement appear monthly is worth in nearly all similar announcements. Smith High-Art piano, slightly more than alle the instrument of tone, one in a weekly, and he thinks the majority of ad- beauty, and durability. vertisers will agree with him in this opinion. At Sold for cash, or sold any rate, monthly rates are higher than weekly in payments to suit you, rates, and price-received is always a good indication Sent on trial, freight of value. pre-paid, to be returned at our expense, if no- The great family and children's papers are sold al- body in your town most entirely by subscription, and some of them have sells it. been sent to a family for two or three generations. Smith & Smith Pianoc The illustrated and humorous papers circulate 500 Alley Street, partly by subscription, but largely through the news- Boston, Mass. stands and upon the train, with a large club and R y reading room constituency. PLATE NO. 9.– Matter in plate No. 8 re-written inlorenor noilghearintion and re-set. Headings in Erratick. Reading mat- All things being equal, a regular mail subscription and ter in Light Face Title Roman. Collins Border is better for the advertiser than a transient news- No. 200. stand sale, but a regular news-stand sale, the publications going to the same buyers year by year, is to all intents and purposes a subscription sale, and must be so considered. | ways, if unsatisfactory after trial. దీనిని నిందించడం గమనా . TI GREAT WEEKLIES 383 The great weekly papers have a solid, definite, and seldom decreasing circulation. Their readers depend upon them and have grown to expect them and to feel lonesome without them. They naturally respect the advertiser and give him the credit of permanency. The purely literary publication, which may be considered a sort of literary-shop- journal, limits its circulation to the few people who take it either because they want 1 as tions is worth more proportionately than in periodicals of more general constituency, but as the circulation is so small, the advertiser must beware of charges that are exorbitant in proportion to the circulation. Caution is suggested in contracting with any alleged great weekly which apparently sells by reason of the value of the premium it gives. Nobody appreciates something for nothing, and folks who buy for premiums principally care little for the accom- panying paper. The paper that is good for anything, and whose publisher foolishly thinks he cannot sell it without a premium, is a good advertising medium, notwith- standing the publisher's mistake. Advertisements in great weeklies should be changed every week, and the typo- graphical display brought to the height of simplicity's art. Most of the great weeklies are well printed, and the advertiser can embellish his announcements with well-executed illustrations. In great weeklies of family circulation, it may not be necessary to use extreme brevity, because family folks are natural advertisement readers. Advertisements in periodicals read by men must be in the extreme of conciseness and brevity. The examples given in this department are necessarily of limited size. In other departments appear samples of good great weekly advertisements. Great Dailies “Builders of civilization" : 1 1 CIL1 1689 TS K D HE great daily is a daily periodical of one or more daily editions, issued at morning, noon, or night, and presumably published in a commercial center and recognized and known by name and reputation every- where. The great daily paper, no matter where located, represents some- thing. It may stand for politics, for local news, for state news, for national news, for international news, for journalistic respectability, for filth, or for some other distinct characteristic. It may be known for its editorials, for its foreign news, for its sporting tendencies, or it may be the recognized standard bearer of its party, or the advocate of some reform or lack of reform. In the days of the immortal Greeley, editorials counted, and many a newspaper lived on the product of one journalistic brain. Things have changed, and most of the great dailies are to-day mirrors of public opinion with the reflections of it regulated by the manipulators who own the sheets, and with editorial character largely drowned in floods of news. The great daily, with few exceptions, is a newspaper, a sensational paper, or a paper of special article and story, with contents covering the world of news, art, and science, with everything served upon the same plate, and everything seasoned to the appetite of the multitude. To the credit of legitimate journalism there remain a few great dailies that are as grand in character as they are wide in circulation, and they maintain their integrity, giving to the people enough of the truth, and not of the unwelcome side of human affairs, to satisfy any reasonable mind. As things have changed so will they continue to change, and the mental journal- istic barometers are indicating that the day is not far distant when newspaper history will repeat itself, and the world of newspapers will go forward by starting backwards; and when those glorious days return, the newspaper will be a distributer of news framed in composite editorial character, managed by collective and not by individual mind. The so-called sensational paper may not be sensational in an objectionable sense. Sometimes progression is called sensationalism by people who pride themselves upon 384 GREAT DAILIES 385 their conservatism largely because they are too lazy to be other than conservative; and these people object to more than one headline, and desire to have the news of the day strained through a cob-webbed filter. The conservative paper is a magnificent ad- Fair's Fine FURNITURE vertising medium so far as it goes, and its value must be considered partly by quality and CHRISTMAS RUG GLORY. largely by the quantity of its quality. We have prepared an exclusive The purely sensational paper, that distorter “Rug Corner" on our “Christmas of news and bombastic liar that makes a sen- Floor" for the lovers of these sation out of nothing and blankets the good beautiful Oriental oddities. In it we have thrown indiscriminately a side of life by always showing the bad side of choice collection of the handiwork it, is a journalistic monstrosity and should be of the various rug-weaving peoples. All of the accepted styles and pat- suppressed by law. Such a paper is never terns are here for your choosing. read by decent people, and as decent people Nothing could be more appropriate have the money and do the buying, nine tenths and acceptable for a holiday gift than one of these beautiful speci- of those who read this periodical are not worth mens of rug glory. Many of the reaching. smaller sizes are in the shape of mats for upper hall or bathroom. The writer wishes it distinctly understood Christmas novelties are disappear that he is not condemning honest and progres- ing rapidly, so do not longer delay sive sensation, because sensation has a right your choice. to live, and always will live, but he is attempt- JOHN C. FAIR CO. ing to pre- sent in a true 86, 88 AND 90 WEST 105TH ST. NEAR BROADWAY. and honest FACTORY: 708 AND 710 WEST 420 STREET. light the al- most value- PLATE No. 1. - Reproduction of recent daily paper adver- less advertis- tisement. As the announcement is about rugs there may not be excuse for the line " Fair's Fine Furniture," and certainly ing value of iit should not be more prominent than the subject-heading. There appears to be little significance to the word “Glory" those few as applied to Christmas rugs. The advertisement contains Regular rugs- irregular rugs- not business-like. daily sheets rugs for 50 cents-rugs for $1,000 read by the depraved, and occasionally glanced at -give a rug—the receiver will bless your good sense-if you by the curious. haven't any one to give to buy one Circulation counts, but circulation without quality for yourself. back of it may be as valueless as the sands of the John C. Fair Co., desert. 86 to 90 West 105th St., near Broadway. The local daily issued in the smaller places, with manier places, Win XX XXX******************** ninety-nine per cent. of its circulation limited to its PLATE NO.2.— Matter in Plate No. I re-written and re-set. Heading in Gothic No. Il. Descrip- tive matter in Ronaldson Condensed. Name and address in French Elzevir. Maltese Cross Border. in a department by itself. The circulation of the great daily paper is from one half to two thirds within the city limits, and the greater part of the balance covers a radius of from twenty-five to light the all Rugs For han village of Christmas rather too much matter and the so-called “ fine" wri 1 386 FOWLER'S PUBLICITY U in small type. thirty miles. The rest of the papers go all over the state and into other states, reach- ing the country at large through a limited subscription list and by a very extensive circulation in hotel and library reading rooms. The greater part of great daily readers live in or near the city, or are country people of the better class who can afford a daily paper and consider the read- 6TH AV., 48TH TO 49TH STS. ing of it necessary to keeping up with the times. The great daily paper reaches every class of people THREE BARGAINS in its city except those very much above or below it, and the better grade of people in the country. While nearly every copy of a great daily is sold LADIES' JACKETS on the news stands or by newsboys, of course ex- cepting those which reach the country, the circula- JACKETS of Frieze or Persian tion is not of a transient character. Most people Boucle, shield fronts, storm collars. stand by the daily of their choice, and if they read any other daily, they read it in connection with their PLATE No. 3.—Reproduction of opening part of leading department store's advertisement. Descrip favorite paper. tion omitted to save space. Name in altogether too large type, and subject-headings in altogether too The great daily paper, besides its regular sub- scription and news-stand sale, has an immense read- ing room constituency, which although not as profitable to the advertiser as its regular circulation, is not of insignificant value. The advertising in the great daily is about three quarters local, and the balance of it is that of general advertisers who use the paper for the benefit of local dealers or for general ad- vertising solely. The city advertiser is obliged to use the great daily for there is no other medium to take its place and no other method of reaching the people of the city. He cannot cover his territory by circulars, although he may use them to advantage. The great daily offers to him the most economical and the only exclusive means of reaching his cus- tomers. The large city advertiser is really a semi- general advertiser for he gathers trade from around his city, from a large part of his state, from the country at large, and not a small part of his sales come from city visitors. HOWY Cercy The great daily reaches his regular and his transient customers and is read by the visitor PLATE No. 4.—Matter in Plate No. 3 re-written and within the gate of his city. in Condensed Roman. New Barta Border, It is almost an insult to the advertiser of the great city to discuss the value of great daily paper advertising, for long ago the question of its necessity passed into an axiom. 3 Jacket Bargains Blank's Hayacam - . a. lean DIS re-set. Heading in Howland, name in DeVinne, address GREAT DAILIES 387 . -..':. . 1 at the LARGEST UP-TOWN BOOKSTORE. WILLIAM R. BLANK, 500 and 502 Sixth Av., advertisement evidently intended not to be cheerful. The political flavor of a great daily has nothing whatever to do with its value as an advertising medium, except in a very few places, where the adherents of some one party are of a lower order, and therefore are not the buyers; but politics are so wonderfully and fearfully mixed up nowadays, that people of one party read papers of other parties. OPEN EVENINGS. It is admitted that the majority of city merchants do ALL BOOKS OF ALL PUBLISHERS, ENORMOUS STOCK, not do enough advertising, and that many of the most MODERATE PRICES, extensive advertisers say too much in the space they use instead of saying less or using more space. Trade in the great commercial centers is practically unlimited, N. W. Cor. 110th St., New York. and the liberal advertiser gets the bulk of it. The great city advertiser should change his adver- PLATE No. 5.- Reproduction of daily tisement as often as possible and should seldom allow read. Probably the maker copied a casket name-plate. Advertisements should be the same advertisement to appear more than twice. The advertisements must be bright and newsy and the style of talking to the people is to be encouraged. Illustrations should not be used unless they do justice to the article, and as most dailies are quickly printed it is better to use no illustrations except outlines. The women depend upon the great daily for buying news, and they invariably visit the store that advertises. It is obvious that the great city advertiser must announce many articles on the same day, but the use of rules or white space will easily give each article the advantage of a separate advertisement. The conventional plan of giving the weather prob- abilities and preceding the advertisement with some news item is not too old to miscarry. Generally the larger the advertisement the better it will pay proportionately. All the books of all Notwithstanding the almost universal custom of publishers all ready placing the name and address at the head of the for you. Come early. advertisement, the opinion is ventured that beyond Stay late. Open a small type illustration of the name and address, evenings. Make the beginning of the advertisement should be given yourself at home. to some strong headline referring to the goods for sale. WILLIAM R. BLANK. It is a good plan to date the advertisement, and 500 and 502 Sixth Avenue, to give people reason to expect daily inducements. Within the last fifteen years the great daily has PLATE No. 6.- Matter in Plate No. 7 re-written become a medium for the advertising of the manu- Bold Face Old Style. Name and address in Gothic Condensed No. 5. facturer's product, in order to stimulate the local sale of it. Many of the advertisements now found in the magazines and other general publications are in substance produced in the great dailies. MI 1 Books Here and re-set. Heading in Dazzle. Reading matter in 388 FOWLER'S PUBLICITY The Real Value The general advertisement in the great daily should be extremely brief and attempt to make but one point, and unless the reader is sure to understand by inference that the goods are for sale locally, mention of that fact should be made. The magazine and general periodical advertise- ments reach the country at large, but cannot perfectly cover any one section of it. of a watch depends The great daily paper advertisement covers the upon the accuracy of local ground completely, and fully supplements the the movement and advertisements in general periodicals. not upon the price The great daily advertisement directly reaches the reader at large. In every great city there are thou- of the case. The “ NEW YORK” and sands upon thousands of visitors, and all of them “ BOSTON” Fuller read some local paper while in the Watch movements are most accurate city. time-keepers. The great daily paper advertise- For sale by all retail jewelers. ment reaches the PLATE No. 7.- A well-set general daily adver. same class of peo- 1 TY great daily W atch ADA. 1 tisement. The use of Italics with Full Face is questionable. Heading is not specific, can apply to anything, and is not likely to attract the attention of men, me that read the pic mal II DUR S magazines, and also the people who do not read the magazines, and it focuses the trade directly into the store of the There's no peace local merchant. It has seldom been found profitable to confine with a bad time- general advertising wholly to great daily papers, piece—better reg- nor has experience proven that it is economical ulate your move- to limit the advertising to any other class of pe- riodicals. Cments with a The local advertiser must use the great daily. To Sr New York” or him it is almost all he has worth using. The general advertiser finds it best to use all the « Boston” Fuller leading publications of general circulation, and to Watch Movement add to his list from fifty to one hundred of the great daily papers, supplementing his periodical advertis- S. All jewelers have 'em ing with lithographs, signs, and every other legit- imate method of publicity, that the entire field of his 200 9 ) trade may be covered specifically and locally as well PLATE No. 8.- Matter in Plate No. 5 re-written as generally. The advantage of using the smaller dailies and country weeklies in general adver- tising is discussed in separate departments. and re-set, in series of Johnson Old Style. Elzevir Border. GREAT DAILIES 389 It is fair to presume that every publication purchased is read, because if that was not the intent the action of buying would not take place; but many a general publica- tion may be misplaced and unread because the buyer does not find it necessary to read it at once, while few buyers of daily papers postpone their reading because the paper is stale if not read when served. Continuous great daily paper advertising is necessary, and experience has proven that spasmodic advertising in great dailies is not worth one quarter as much as con- tinuous publicity. The advertisement may be seen to-day, and thought about to-morrow, and if the paper has been destroyed or misplaced, and there is not any easy way of finding it again, a proportion of its value may be lost. There are but few indispensable classes of advertising, and advertising in great daily papers is one of them. The examples of advertising given in this department must be necessarily limited to the smaller announcements. Other departments in the book present almost every style of great daily advertising. Local Dailies “ Props to progression's pillar” TY y i PEDDY HE great daily paper is both a general and a local periodical. The local daily paper is primarily local in its circulation, and while it may have a scattered clientele, its constituency is limited to its im- mediate town, city, or county. KIS Exclusive of the great daily papers, local dailies may be divided into three classes. The first class comprises those papers that are metropolitan in character and yet are not published in metropolitan centers. They are of great reputation and wield a tremendous influence. They are quoted from generally, and known, although not regularly read, by the thinkers of the entire country. Many of them are grander examples of journalism than half of the so-called great dailies. The second class includes those papers without a national reputation, that yet ex- ercise a great influence in their local communities. They are frequently published in buildings of their own, and are conducted upon a strictly business basis, the count- ing-room and editorial-room working harmoniously but independently. The third class covers the small local daily papers. These papers are largely printed from plates, and the home-set matter is almost exclusively of local character. They seldom receive telegraphic dispatches, and often the editorials are stereotyped in more senses than one. They are generally as good as their territory, and their shortcomings are not their fault. They are necessary to the upbuilding of every town, and poor though some of them may be, it would be better if there were more of them instead of less of them. Their apparent lack of enterprise is almost invaria- bly due to their publisher's lack of money and not to his lack of intellect. What has been said about advertising in great daily papers, so far as local advertis- ing is concerned, generally applies to advertising in local dailies. The advertising space, even in the smallest local daily, is valuable to the general advertiser, and invaluable to the local advertiser. Nearly every Eastern town of more than six thousand population, and about all of the Western towns of over three thousand, support from one to four dailies. The introduction of perfected news systems, the economy of ste first-class plate telegraphic service, enable every local town of fair business to support a respectable daily newspaper. ATT < TI VY 390 LOCAL DAILIES 391 11 TTT 1 JOHN MAY JOHN MAY, President. FRANK MAY, Vice-President, OTY Importers and Wholesale Dealers in T Nothing better shows the character of a town, nor better marks its business growth and permanency, than the existence of a first-class, well-edited, and well-printed daily newspaper. The family looking for on as per tantont. a home, or the widow desiring to settle where she can economically bring up her .................... HARDWARE family, and the man of capital searching for a local store opening, can obtain as much information from the newspaper di- HARDWARE AND BUILDERS' SUPPLIES, SADDLERY, SADDLERY HARDWARE, FARM IMPLEMENTS. rectory as from the gazetteer. Wagons, Buggies, Carts, Blacksmiths' and Wheelwrights' Ma- This is an age of small dailies, and terials. Imported and Domestic Table and Pocket Cutlery. where there is a daily there must be local PLATE No. 1.— Reproduction of a rather artistically set local ad- vertisement, but not calculated to advertise beyond bringing the enterprise. By their dailies the condition name before the public. of the towns is known. The local country weekly is either existing by itself or is printing a daily edition, and probably one half of the small dailies of to-day are the children of prosperous weeklies. The small daily does not AUDIO necessarily take the place of the country weekly, not- withstanding that many progressive newspaper men Deale sends out a delivery wagon every hour. are laboring under the delusion that a poor daily is PRICES MUCH LOWER. better than a good weekly. There should be more GOODS FRESH. PATRONAGE VALUED, weekly papers, but there should not be fewer daily | Tidal Wave Flour... $1.25 Best Creamery Butter.. ...300 papers. There should be as many daily papers as | Elgin Creamery Butter..... there is room for them, but no daily paper can ever Fresh Country Butter...... .....150 Mince Meat, per pound.. blanket the good local family weekly, from which | Corner Mechanic and 25th. Phone 231. has sprung all of the newspapers of the world, and A. DEALE & CO., without which there could not have been magazines Cor. Mechanic and 25th St. or even modern civilization. Plate No. 3.— Reproduction of advertisement Advertising space in the local daily is absolutely with bad heading. Never deliver things in a hurry. Deliver them promptly. indispensable to the local merchant. The retail merchant in any town where there is a decent daily newspaper is obliged to adver- tise in it, or else to do less business. May's Honest No matter if the local daily is printed upon the poorest paper, and the typograph- Hardware ical display would make the shadow of We wholesale and import every class of Ben Franklin blush; and no matter if hardware, saddlery, farm implements, and materials for wagons, buggies, and carts. there are no editorials, or editorials that Foreign and native table and pocketcutlery. John May Hardware Co. are not worth reading; and no matter if John May, Pres. Frank May, Vice-Pres. the news is imperfectly served; if that 11 100 Meau, per pound......................--10C .. ... ... . .. ... ... . - PLATE No. 2.- Matter in Plate No. I re-written and re-set. Series of Gothic No. 6. Barta Original Border. it must be used by the local advertiser. It is the only way of reaching the people day by day. If there is more than one local daily paper in the town it pays to advertise in all 392 FOWLER’S PUBLICITY [ 1 : A Day i Delivery wagon leaves every hour- all the groceries you CLOTHES CHEAP TY PLATE NO. 4.—Matter in Plate No. 3 re-written and re-set. Heading in Bradley. Reading matter in Old Style. Name and address in Ronaldson Con- densed. Last line in Jensen. Double rule border. he does and here the of them unless they are positively objectionable. Even the poorest daily paper must have a constitu- ency, and it must reach a class which the other papers do not touch. Somebody must buy it, or it would not exist, and some of those who buy it probably do not buy any other daily paper. The local daily is a local institution and is read by the people of want when you want its town,even though every one of them 'em. may think that they We ordered too do not respect it. A. Deale & Co., many, and we have The local adver- Mechanic and 25th Sts. tiser must regulate too many left. We'd Somebody always at the telephone. the amount of space rather sell and lose he is to use by the money than keep'em. amount of business border. he does, and by the amount of business he wants to do, provided he does $8 Men's Overcoats for $3.25 not want to do more business than he can do. $15 Men's Suits for $10 Generally large space in a local daily paper pays $10 Men's Suits for $6 proportionately more than small space. The majority of unprogressive local advertisers use $8 Men's Suits for $4 too little space, and $5 Men's Trousers for $2.95 they are likely to $3 Men's Trousers for $1.50 find their announce- ments drowned be- And no Wonder. Bargains Like These SURE SATISFACTION Were Never Offered . . . . . cause surrounded by . $8.00 Men's Overcoats............Now $3.25| larger and better $15.00 Men's Suits. .............Now $10.00 advertisements. Jonathan Whitestone $10.00 Men's Suits. ..Now $6.00 $8.00 Men's Suits. ............Now $4.00 With few excep- $5.00 Men's Pants. ................Now $2.95 tions, no successful $3.00 Men's Pants... ..Now $1.50 merchant ever used PLATE No. 6.--Matter in Plate No. 5 re-written small space in a local JONATHAN WHITESTONE. daily, and those who rated with single rules. Florentine Border No.155. PLATE No. 5.-— Reproduction of local clothing have succeeded and are succeeding are the liberal advertisers. Experience indicates that continuous every-day 11111 n ) They're Going Fast! find their announce- .............. ILDI 1111 and re-set. Set in Gothic Condensed No. 11 and Howland. Illustrates the effect of heavy type sepa- advertisement. There is snap to the heading, but it a does not refer to clothing more than to anything else. ddvertisers. The cut in price is so heavy that reason should be given for making it or it will not be believed. LOCAL DAILIES 393 V TT Anato Uud and advertising is worth nearly twice as much per time as every-other-day advertising, Connection between seller and buyer should never be broken. The argument used by some merchants that they do not need to advertise extensively in local dailies because everybody knows where they are and what they sell, has been over and over again proven to be false by the success made by extensive local ad- vertisers who are sure to take the business away from the man who thinks he can do business with- out asking people to do business with him. While it is sometimes good policy to advertise the firm name exten- sively and to allow Have it to appear at the Just top of the column, Received it is generally more A Large Line Of profitable to adver- LADIES tise the goods more prominently than COATS the firm name. and An advertisement CAPES of more than one Direct from the Manufacturer, which article can be di- will be sold at the very lowest prices. A full line of vided into distinct Novelty Cloths sections, that each and a full line of FILO, ROPE and I article may have other Embroidering Silks in all the ! latest shades, at the advantage of in- Styles of Sense H. I. BLANK, dividuality. Happy SMITH BLOCK. Whenever pos- Combinations PLATE No. 7.—A very poorly set and ineffec- sible the advertise- Prices Right “ Just Received” is just as strong as “ Have Just ment should pre- sent news, and often it is a good plan to date it, and to change it every day. H. I. Blank No business is too small to be advertised if the Smith Block town is not too large, and there are hardware men, stove dealers, barbers, shoemakers, grocers, meat- men, dentists, florists, architects, auctioneers, bakers, blacksmiths, dealers in coal and wood, confectioners, dressmakers, flour sellers, harness makers, hay and PLATE No. 8.—Matter in Plate No.7 re-written straw men, insurance agents, laundries, marble, stone in Old Style Extended. Combination of Collins and lumber men, masons, milkmen, painters, paper- שמחתון UWUUU 1 tive dry goods and department store advertisement. Received" and takes up less room. W and re-set. Heading in Reubens. Descriptive names, Harbie, Slone matter in Old Style Antique. Name and address 11 Borders and single rules. 394 FOWLER’S PUBLICITY B. & B. 1 'TIT hangers, stationers, tailors, tinsmiths, and others, in every community, who think they ought not to advertise because others in their line do not advertise, and therefore lose a large amount of business which advertising would assist in bringing to them. The local daily is profitably used by the gen- eral advertiser to develop the local field, and As soon as you read this send us your name to encourage the local merchant or agent who and address and we'll mail you our illustrated handles his goods. special Handkerchief and Muffler circular--an easily understood announcement of an impor The general advertiser finds it profitable to tant event. 100 different patterns Ladies Swiss Em- use the local dailies, and he places his advertis- broidered Handkerchiefs at these special prices ing with them direct, through his advertising -10C each—12720 each-and 250 each or $285 a dozen. . agent, or through the local dealer; and in the All the departments of the store are prepared latter case he allows the dealer a certain sum for and busy with the greatest merchandising in good and pretty and useful goods we ever did. for local advertising. SPECIAL SPRING GLOVES L The local advertising of a general article Ladies' real $1 50 Kid gloves, $1 00 A PAIR should invariably bear the name and address of BROWN & BROWN those handling it, unless every one in the trade PLATE No. 9.— Reproduction of an unprofitable style of sells it, when it is only necessary to use some advertising. “B. & B.” may be used for a trade-mark, but it never should stand by itself in great prominence. In con- expression like, “ Sold Everywhere,” 66 Sold by. nection with a descriptive heading it is effective. Grocers,” “ At the Drug Store.” The general advertiser in selecting local dailies should be guided by the judgment of the local dealer, who is in a position to know the advertising effectiveness of the newspapers. Before making up lists of local dailies, it is well to write to the dealers in each town and ask them to give the names of the papers considered good advertising mediums, with the name of the best one written first, the next best next, and so on. Any intelligent local merchant without effort can give information concerning his local papers, and it pays to abide by his advice; first, because it is good; and $ If you can't come, drop a postal second it is well not to antagonize him if it is and we'll send you our handkerchief expected that he will handle the goods. Often and muffler circular. Never before did we offer so many it is advisable to accept the paper she selects and so beautiful handkerchiefs for even though there may be reason to differ from so low prices. his judgment. Brown & Brown, The local dailies are very liberal in the matter 500 Smith Ave. of reading notices, and will always do well by the advertiser who does not overcrowd them. set. Series of Old Style Condensed Title. Scarf Eorder. The general as well as the local advertiser should remember that local daily paper space is merchandise, and that there is really no more reason why the local publisher should give reading notices than there is for B. & B. PLATE NO. 10. - Matter in Plate No. 9 re-written and re- LOCAL DAILIES 395 his receiving presents from the advertiser. Courtesy for courtesy pays, and the ad- vertiser who is liberal with his paper obtains much more for his money in one way or another than does the fellow who by grabbing for all he thinks he can get, gets less than he ought to have. The local daily is for the local people. In no other way can they obtain the local news daily. The great daily in a near-by city may flood the town, and it may keep correspondents in the midst of it; but it is taken for its general news and not for its local color, and the sale of it does not affect the local daily of enterprise. The local daily goes into the homes of the people more than any metropolitan journal. Everybody, from the children to the oldest inhabitant, is interested in the local news, and the paper is read and passed around and absorbed and digested by. every member of the household. Next to the local weekly the local daily is nearest to the people's hearts. The departments of “ Great Dailies” and “ Local Weeklies” should be read in con- nection with this department. The examples of advertising presented necessarily occupy limited space. Throughout the book the illustrations are directly in the inter- est of local daily paper advertisers. no Local Weeklies “Near to people's hearts ” sexe Ox612 1 1 le ( LEKARZ HE first newspaper was a weekly paper because people were not ready XIX for a daily paper, and a newspaper could not be issued less often than A once a year. The public had existed and had had a happy time of it without the e magazine, the literary periodical, the daily paper, and the publication of fun, but as soon as the invention of type made it possible the local weekly was demanded in order that people might know of each other and that the progress of the town might be chronicled with periodical regularity. Fully three quarters of the periodicals of the world are published weekly, and more than three quarters of this three quarters are country newspapers. town of a thousand people, and the Western town with one church, one hotel, and one street of houses, would be ashamed of itself without one or more local weekly newspapers. The local weekly newspaper reduced to the narrowness of a dictionary definition, is a paper published in a definite locality, devoted exclusively to the people of the town and filled with local happenings, some editorials, and a considerable amount of miscellaneous matter. The better class of country newspapers have a circulation outside of their local constituency, and nearly all of the Eastern papers are read by the Eastern people out West. The circulation statements of weekly newspapers are wonderfully and fearfully made. Most local publishers prefer to claim that their circulation is larger than their competitor's when the exact circulation of both papers is a press-room secret. The real circulation of weekly newspapers ranges from two hundred and fifty to five thousand, the average circulation being about seven hundred. Probably twenty-five per cent of the country newspapers print and sell over a thousand copies a week, and from five to ten per cent. have a circulation of from fifteen hundred to twenty-five hundred, comparatively few reaching three thousand, and a very few circulating as many as five thousand copies. The country newspaper that exceeds two thousand circulation is a profitable local enterprise. Such a paper frequently occupies its own building and is published by a prominent citizen. ine aio 1 396 LOCAL WEEKLIES 397 eno 1 general. de Small as the circulation may be, the country newspaper reaches every buyer in its local field, because no resident of the town or village has money enough or brains enough to buy anything who does not regularly read the local newspaper. The local newspaper is the only medium that can THE ONE be guaranteed to reach individually the members of PRICE every buying family in the territory of its circulation. Headquarters for There can be little waste in the circulation of a Oysters, Clams, Butter, Eggs, Beef, Pork, Mutton, Poultry, weekly newspaper. Salt and Smoked Meats. It must be admitted that some weekly newspapers A choice line of have patent insides and patent outsides, with stereo- Canned Goods typed miscellany, and with only a few columns of Constantly on hand. reading matter set with type worn to the second It is to your interest to give me a call. nick, and printed by a mechanical and editorial de- W. H. TUBS, partment consisting of one man and two boys, ac- CORNET BL’K, N. SOUTHBORO St. SMITHVILLE. complishing a result which would drive the city printer to distraction, and further turn up the up- PLATE NO. 1.-The usual form of market and provision advertising. The matter is altogether too turned nose of the shabby city editor. These papers are not models of journalistic enterprise, and they may not receive the respect of the community; but if they are the only papers in the town, they are read, patent inside and all, and every self-respecting citizen subscribes to them. The majority of local editors and publishers are philanthropists as well as money- earners, and they make their papers as good as the support given them warrants. If their papers are a disgrace, the blame of it should rest as much upon the town as upon the paper. The editor of a local weekly may be an unreliable fellow, for there are drones and dishonest men in every trade. It may be that some particular editor is below the average; he may be a liar and a thief, and he may be willing to sell himself at so much Come in— telephone us - send per inch, but if he owns the only local paper, or anybody — all the best to eat in knows how to run a paper, he exercises a power meat, fowl, and fish, all ready, which nothing but a better paper can annihilate. and fresh. Prices — well you know they're always bottom. Many a country editor, although he may be a W. H. TUBS, crank and of the thinnest pocketbook, is a man of Cornet Block. great intellectual ability who could occupy a po- sition much higher than circumstances have given him. Series of Ronaldson. Crinkly Rule Border. The country editor in his poor clothes, in his poor house on a poor street, is, ten chances to one, a better read man, a more progressive man, a better man, and a man of more ability than three quarters of the well-dressed dudes who are more polished 1 What To Eat be that some particularedion PLATE No. 2.- Plate No. I re-written and re-set. On relli 398 FOWLER'S PUBLICITY TT 1 B. F. Smithard & Bro 7 | Muncy Bed at foot than at head, and who possess clothes, canes, and gloves, but nothing else. There is no society so exclusive, so wealthy, or so blue-blooded, that it can afford to refuse a welcome to the decent country editor who may enter its sacred precincts. He is its intellectual, if not its material equal. The local daily has not taken the place of the local weekly except in places where the local weekly was too weakly to live. The day will never arrive when the im- perishable sentiment of journalism will so dwindle as to despise the local editor and his weekly paper. Dear and sacred as the old oaken bucket in the thoughts of our grandfathers, is the old-fashioned country weekly to the builders of journalism and to the writers of everything. This week we omit any prelude and address There are some things which cannot be given up, ourselves to and the grand old country newspaper, with its old- Coats, Capes and Dress Goods. fashioned type, chipped type cases, and old hand- The roata are opened by Dozens, at prices press, will never be forgotten, but will always live UIO VALS to fit all purses. See them. in the present as well as in the past — a memory og are just what Ladies want; T10 UOMON Plush and Electric Furs. A and a realization in one. very large variety of DRESS GOODS, Plaid The best people read the weekly newspapers, Dress Goods from 8 to 75 cts. per yard, in all styles; will please anybody. and few are too poor to take them regularly. The local newspaper is the only indispensable advertising medium for the local merchant. Every From $2.50 to $6.50. We also carry Excel- sior Blankets from 50 cents to $1.15. copy of it is paid for, and it is read because people ob is complete for want it enough to pay for it. UDUGI Toat DLUGA Ladies, Men, and Children. Ladies' Ribbed Pants and Vests, An advertisement in a local newspaper is worth 25c. per Pair. Men's Shirts and Pants, 25c. more than an acre of circulars. to $1.50. Table Linen and Counterpanes of every variety and price. Progress refuses to invent an advertising substi- tute for the local weekly newspaper. Dress Linings Paris Cordette, Elec- DION LUUDtric Fibre, and Perca- line in Black and Drab. Silk Eline in Black, The local merchant may think that the people do : for Coats, a specialty. not read the weekly newspaper, and may believe For Dress Trimmings We have some Su very pretty that only the common people see it. He fools him- Imported Spangled Passementerie and Silk Velvets, Persian Silks in Colors. Imported self. The ignorant rich, although they may scoff Dress Buttons, large and small, Pearl & at its shortcomings and criticise it, read it even Ivory. though they say they do not. The intelligent read B. F. Smithard & Bro. it because they want to know the local news and Plate No. 3. — A very frequent form of local are willing to devour it even if it is poorly served. and what there is is badly mixed up. The firm There is no class of individual from the poet to name should appear but once. the shoemaker who does not like to see himself in print and to read about what other folks are doing. The local advertiser needs a local standing, and the local newspaper, better than anything else except his ability and integrity, can assist him in building up a perma- nent business and a reputation. The advertisement in the local weekly is of as much interest to the reader as the account of a social gathering. Blankets I weekly advertising. Altogether too much matter, LOCAL WEEKLIES 399 The local merchant who cannot use the weekly newspaper has something the matter with him, and it is his duty to find out what the trouble is, for it is not with the newspaper. The reader looks at the local advertisement as much as he looks at the reading matter, and one half the value of the paper to him is in the advertising columns. He may say that this statement is wrong, but it is right just the same. If there are on this North American continent a half million local merchants, the statement can be boldly made that four hundred and ninety thousand of them adver- tise in the local newspapers. With this overwhelming majority in favor of local newspaper advertising there should be some brain-trouble retreat for the regeneration of the few local merchants who defy custom, opinion, experience, and facts in their attempt to get along without newspaper advertising. . 116 BARGAINS : BARGAIN No. 1 BARCAIN No. 2 BARGAIN No.3 BARGAIN No. 4 BARGAIN No. 5 BARGAIN No. 6 PLATE NO. 4.—Matter in Plate No. 3 re-written and re-set. Heavy Gothic. Barta Original Border. To save space the descriptive matter following the bargain headings is omitted. A good form of making up bargain advertising or where more than one article is advertised at a time. The greater part of local newspaper advertising contains from two to twenty-five times too much matter, and the firm name generally occupies type from two to five times too large. There may be an excuse for printing the firm name at the top in the great city. papers, but there is no reason why the name should be most prominent. The local merchant should advertise the goods he sells six times more prominently than he advertises himself. The larger the local advertisement, the better it will pay proportionately. The local merchant is known by the size and quality of his advertising. A large local advertisement does not need a preferred position. o essential in magazine advertising, is not so necessary in local news- paper advertising because every countryman is interested in the local advertisements ewS- 400 FOWLER'S PUBLICITY HOL SUI bian Exposition, Chicago, 1893, and will surely read the advertisement prop- THE Blank Typewriters erly introduced with a large heading. If more than one article is advertised at are the only machines using Highest Medal Awarded THE BLANK all steel typewheels and are TYPEWRITER No. 1, World's Colum- therefore the most durable. the same time the items should be sepa- Are the highest grade standard machines. Have interchangeable typewheels and rated by rules or space, the advertisement key tops, so that the same machine can be used to write different languages. being a composite one, - that is, one made The Blank Typewriter No. 1 has been thoroughly tested by years of use in all parts of the world. From its non-liability up of two or more small advertisements, each to get out of order it is specially the machine for the home. It appeals equally to the child, the student, the professor, the sten- with its full identity, and all under a de- ographer, the business man, or the mechanic. Send for cata- logue, addressing THE BLANK TYPEWRITER CO., scriptive heading. 550 Lakeside St. The custom of running professional cards PLATE No. 5.- Reproduction of a very much over-crowded is a profit- great weekly paper advertisement. Wherever lengthy descrip- tion is necessary it is better to advertise one point and to sug- able one to gest the sending for a catalogue. both adver- tiser and publisher. It is true that all the people know the lawyers and doctors, but they frequently forget the office hours; and nearly every professional man can afford to return the courtesy of a small advertisement for the many favors the editor will do him. There is no class of business men, from the tin- smith to the owner of a department store, that can- Don't take chances in not profitably advertise in the weekly newspaper. shoe buying — look out Go through any town and notice the stores that for bankrupt goods — look the W WWWWWWWWWWWW quality is always sacri- best and ficed in sacrifice sales -- appear to better pay a few cents pay the more and be sure — what best; look we sell is warranted into the Surety Shoe Store, 814 shops that Blank St. seem to be doing busi- The Blank typewriter has to do PLATE No. 7.— A very plain and simple ness,wheth- form of advertising. Heavy Gothic and Old right writing—for home, for office, Style Roman. Newspaper Border No. 72. er the occu- for everywhere—the machine of pants are tinkers or merchants, and the ad- simplicity and satisfaction-send vertisements of these places will be found for book about it, free. The Blank in the local newspapers. 3 Typewriter Company, 550 Lake- The local weekly newspaper gets deeper side Street. down into the family heart and pocketbook peragamaanmaanpamangle than any other medium the journalistic sun PLATE No. 6.—Matter in Plate No. 5 re-written and re-set. has ever shone upon. Heading in Howland. Reading matter in Cushing. Collins Collectively, the local newspaper is of SHOE SENSE . pamainananananana All Steel Type Wheel namamaganananananampigle Border No. 176. LOCAL WEEKLIES 401 value to the general advertiser; individually, it is a business necessity to the local merchant. The department entitled “ Local Dailies,” should be read in connection with this department, for its contents directly apply to local weekly advertising. The depart- ment of “Great Dailies” touches upon this matter, and applies to it. The entire contents of this book directly apply to local weekly advertising. Coöperative news- papers are local newspapers, and the value of them to general advertisers is discussed in a department by itself. It is obvious that the examples given with this department must be brief. A large proportion of the specimens of advertising throughout the book are directly in the interest of local weekly advertising. Coöperative Papers “ Many in one, but each one its own ” 1 CSS a VANN A ROM the reader's or advertiser's point of view there are no coöpera- tive newspapers. For the want of a name, and to collectively classify what is face- tiously known as patent insides or outsides, the title of " coöperative” para las was given to those periodicals that are not entirely home-print. There are three distinct classes of country newspapers. First, the country newspaper set entirely within its own office, and printed from type without the use of stereotype plates. Second, the newspaper printed altogether in the home office, a part of it made up of type matter, and the balance furnished in the form of stereotypes and representing the general news and miscellany. Third, the newspaper known as coöperative, and made up of one or more pages. set and printed at some central office, the home office setting and printing the balance. The introduction of coöperative newspapers has made it possible for every country seat to possess a representative, profitable journal. The fact that the newspaper is coöperative is neither for nor against its quality or local standing. There are many good coöperative papers, many poor coöperative papers, and many good or bad home-print papers. The matter printed at the central office and furnished to the country publisher is. of the same kind that he would use if he set it, and is generally of a higher grade, because coöperative matter is edited by men of great experience, and is better adapted to the public wants than the bulk of the miscellany appearing in the home- print paper. The concerns making that part of the coöperative newspaper furnished to the local publishers derive their profit not from the sale of the white paper, but from what is known as coöperative advertising. The central office publisher devotes a part of the pages he prints to the advertise- ments of general advertisers, and because he prints so many papers at the same time, or rather parts of them, and because he buys white paper in such large quantities, he can afford to carry advertising at prices much lower than the combined rates of the local publishers. It has been claimed by those who do not know, and who have never studied the 1 11 402 COÖPERATIVE PAPERS 403 ine n WC CI TY situation, that coöperative advertising is not local advertising and has not the same proportionate value as that set and printed by the local publisher. This ridiculous claim had its origin in the ignorance of the advertiser and in the low price of coöperative advertising. The advertisement in the coöperative part of the newspaper may be more promi- nent than that appearing in the local part, because there is less of it, and it is more surrounded by reading matter. To claim that coöperative advertising does not reach the local reader because it does not happen to be printed in the local part of the paper is as absurd as to assume that an advertisement pasted on the back of a magazine circulated in a town would not reach the people who buy the magazine. The advertiser whose advertisement appears in the coöperative list of a thousand newspapers receives the same benefit from his advertising as he would if his adver- tisements were set separately by each of the thousand local publishers. Assuming that the local columns are read more than the miscellany pages, and that all things being equal the advertisement on the local page is more conspicuous than that upon the coöperative page, this objection against coöperative advertising is fully met by the fact that the coöperative advertising page is never crowded, forcing each advertisement to be conspicuous and invariably to be next to or near to reading matter. Coöperative advertising is coöperative only in convenience and price. The printer of the coöperative part of the newspaper is simply an economical pro- ducer of convenience. It is true that coöperative matter appears in many publications at the same time, but that does not injure it, nor is it any the less fresh to the readers. It is no more coöperative than syndicate matter, and there is not a large daily in this country with- out syndicate news or miscellany. Many of the great dailies exchange matrix and are as coöperative as the country newspaper. If the printing of coöperative matter lowers the tone of the publication, then no respectable daily could consistently become a member of an associated press. This is a day of duplication, of syndicate, and of labor and money-saving coöpera- tion. The circulation of a coöperative newspaper may be small, but the circulation of coöperative newspapers in the aggregate must be extended. An advertisement in one thousand papers of a thousand circulation each is worth more than the same advertisement in five hundred papers of two thousand each, because all things being equal the smaller the circulation of the paper the more the advertising space is worth proportionately, This logic may seem illogical and demand explanation. A paper of two thousand circulation cannot be more than one influential organ, while two papers of a thousand circulation each may constitute two influential organs. Стт 404 FOWLER'S PUBLICITY 1 T A paper of large circulation has several means of income, while a paper of small circulation depends upon a limited constituency, and if its circulation is very small its readers must be very loyal or it could not exist. The objection to advertising in many papers of small circulation is because the expense and trouble of clerical work and the cost of sending electrotypes and of checking and paying bills are sufficient to suggest to some advertisers that it is not economical to use too many publications of small circulation. It might not pay the average general advertiser to advertise in several thousand country newspapers, simply because the cost of attending to the matter might be more than the benefit to be derived from the advertising; and it is obvious that some advertisers could not afford to attend to these matters, even if the space were free. The paper of small circulation generally circulates in small places where it is a local authority and where its influence is all powerful, and then it is likely to be the only medium conscientiously and regularly read by its readers. he United States and Canada many thousands of country newspapers; most of them are coöperative, and have existed from five to a hundr some of them have been read by several generations. These papers are near to the people's hearts, and close to the local pocketbook. These papers are read and re-read by the country buyers, and every one reaches a family or a buying individual. The readers of coöperative newspapers are residents of small towns, and even of large towns. They are the people of permanency, the people of home, the people of constant buying. The readers of coöperative newspapers supply the world with everything the world has, and as a class they buy more in number of purchases and in aggregate value than any other two or three classes put together. It may be hard to enter the inside of the city pocketbook, or to keep one's finger upon its contents, for city people are birds of passage, and the advertiser who has them to-day loses them to-morrow; but country people, although it may be hard to get them at the start, are like the old-fashioned windmill, slow of movement and slower to slip backwards. The advertiser who can reach the country people, — and they are the readers of coöperative newspapers, — has back of him a constituency which may be reckoned as profit, capital, and investment to him. Whether or not the advertiser can tell who reads the general publication, he knows who reads the coöperative newspaper; for only one class wants to read it and will read it, and that class is exclusively made up of country folks, heads and members of families. One thousand coöperative newspapers must not be considered as one composite paper. They are one thousand individual, independent, separate, and distinct local publications, and the advertiser should congratulate himself that the plan of so-called coöperation adds to the character of the local press and gives to him all the benefits 111. COÖPERATIVE PAPERS 405 1 V of being an almost universal local advertiser, reaching as he may each individual home and town at the very least of expense, doing with a few electrotypes, and with a few strokes of his pen what, if things were otherwise, he would have to do with many thousands of electrotypes, by many thousands of bills, by many thousands of letters, and by the great expense of detail. The coöperative newspaper is simply a local newspaper, and because the publisher of it chooses to be a business man and to produce his paper in the best and most economical way, is no reason why he should not be considered the publisher of an independent paper; he is such a publisher, and his paper is an independent sheet, no more coöperative from an advertising or reader's point of view than it would be if there were no such things as coöperative methods. It is as unfair to depreciate the individual or aggregate value of coöperative news- papers, because some of their pages are printed in a central office, as it would be to under-value the work of all carpenters, because all carpenters use hammers and nails. The coöperative plan benefits the publisher, the reader, and the advertiser. The coöperative plan enables the general advertiser to become a local advertiser at the very minimum of expense and at the extreme of convenience. There are several coöperative lists, and the advertiser by consulting them can reach the whole or any part of the country. It is true that readers of coöperative newspapers read the general magazines and other periodicals, but as a class, more than any other class, they are less readily reached by general publications, for their interest is largely in their homes, and the home paper is the paper of their liking. . Every home-dweller may take a general publication, and probably does, but all the people of a local town cannot be reached by any one general publication, while practically every one of them reads the local newspaper. The coöperative paper is a local newspaper. It cannot be anything else, and therefore it is the paper that is read locally, and the advertiser who uses the coöperative lists simply carries his an- nouncement directly into the homes of the country people, in a local as well as in a general way. Agricultural Press “ The organs of the land ” V IN ONE R HE agricultural paper is the trade paper of the farmer, and the home paper of the farmer's family; and while it is not distinctly a family magazine, a religious paper, a story paper, or a periodical of class, it is a genuine medium of communication between the seller of a neces- e sity and the receiver of it. It is a class paper only in that it is read in farming communities. It is a family paper because it is read in the agricultural homes of the land. It is in no sense a local periodical. If it does not cover the entire country it reaches a large part of it. The agricultural paper is interesting to . A M o w e r Of doubt Is trouble Forever the tillers of the earth because of its tech- nical farming character; and is readable because it contains stories, miscellany, and special articles. It is a home-bright- ening paper and it is a distributer of in- formation. Farmers are not city people, and a good many of them are not men of money, but they earn their own living, know the value ? Upon a thousand fields of suc- of a dollar, and, while they make little cess the Royal mower mows. show, they really have and buy more Two generations have used the household comforts than half the city same mower, and it mows on, always doing its duty, and never folks who live by trust alone. failing in anything. Book of ab- The reader of a general paper may be solute and guaranteed fact, free for a postal. homeless and his personal estate may be limited to his trunk or hand bag, but the PLATE NO. 1.-A good form of advertising, set in Gothic No. 16, reader of an agricultural paper has some- a very plain and strong letter, and one to be recommended where the thing because from something he makes his something, and when he wants something more he has the something to buy it with. The farmer may not be a ready buyer, and he may be opposed to luxury, but when headlines are not long enough to suggest a condensed type. 6 Point Border N 406 AGRICULTURAL PRESS 407 For the Land's Sake are MYYYYYYYYYYY T he is once reached he is reached forever, and it is worth while to spend a great deal of money to get hold of a man of stick-to-itiveness. The farmer has saved cents while other men have lost dollars, and what he has, he has. The farmer has children, and often many of them, and his children have children while he is living. Around his old-fashioned fireplace are annu- ally gathered the families of his pos- terity and prosperity. The Blank Disk Cultivator-the only cul- The farmer's children may live in tivator that cultivates the land and makes far-away cities, and they may think the land do its work - honest book about it poky at the old farm, but the old it free. man's influence and the old woman's love, by their persistency if by nothing PLATE NO. 2.A somewhat original form of agricultural advertising. The word “land” always attracts attention. Set in Runic No. 30. 14 · else, have an influence which never Point Barta Border No. 245. can be taken away. The advertiser who has the farmer back of him has fortified himself against the probability of failure. The farmer may confine his reading, and so may his family, to the religious paper, to the local newspaper, and to the agricultural press, and some farmers who call themselves planters may read the magazines; but the great majority of them, whether they are rich or poor, do not regularly 20000000000000000000000000000000000000 read the high-priced magazines, al- 8 though their families are subscribers to children's and ladies' papers. Proportionately, there are few scien- & tific planters, but there are thousands of intelligent farmers who handle farm- ing as the business man manipulates business, and who use their brain as well as their brawn in crop making. $ The serious book of sea- These high-grade farmers are men of § sonable and successful success and money, and they read all $ seeds. Progressive pic- $ the agricultural papers, and to them tures. Reasonable read- particularly every advertisement is im- g. Drop a postal for it. portant. 80000000000000000000000000000000000000 The narrow-minded advertiser con- PLATE No. 3.-A rather profitable form of advertising. Set in siders agricultural papers fitted only to Modern Antique Wide No. 110. 6 Point Border No. 78. the announcement of agricultural implements, seeds, and other articles of farm use. It pays to advertise these things in agricultural papers. Costs A C e n intelligent farmers who handle for 000000000000000000000000000 t 9000000000000000000000000000000000 n in 408 FOWLER'S PUBLICITY 444444. . : 40 years 1114 - Farmers are human beings, and live as others do, and they raise few things not intended for the inside of man. They must buy of the store or through the mail practically everything they read, wear, or use, except eatables. As nearly every farming community is re- moved from large commercial centers, the far- mer depends more than any other class of men upon advertised necessities and comforts. Anything that can be advertised in any publi- cation except that of the highest grade, can be The original and only. There is one, and ! advertised in the agricultural paper. . Because the broad value of the agricultural only one, and none other, real good, reliable, ! positive, and never failing fertilizer, as sure press has not been generally recognized, with the result that few general advertisements appear in as taxes. It is the famous Billimiac. it, the opportunity is given to the advertiser of PLATE No. 4.—Heading in Gothic Condensed No. 5. foresight to reach a class of people that have Reading matter in Gothic Condensed No. II. Two of been neglected and have money to spend. mended. 6 Point Florentine Border No. 169. The illustrations presented in this department are intentionally devoted to the more technical side of agricultural paper advertising. The other departments of the book present suggestions directly applicable to this branch of publicity. *1111 ** the strongestel in Gothing in Gothic cont the strongest of type faces, and to be generally recom- been neglected Religious Papers “ Christianity's Organs” D E ME HE Christian religion began without denominational creed, and is now ! GT ia 14Xe Religious history is beginning to repeat itself, and in the coming millennium days the eleventh and twelfth commandments will stand at the head of human law, unattended, and in the strength and purity of their broadness. In the undenominational days there was neither type nor press and there were no religious journals. The invention of printing, and the full realization of denominational classes began at about the same time, and with them came an apparently necessary appreciation of what might be commercially considered religious trade organs, that each sect might have a journalistic advocate of its own. There is hardly a Christian denomination from the African Church to the Church of the Highest Ritual, without from one to fifty denominational papers, each standing for the universal doctrine of goodness, and each claiming that the shortest and most economical road to Heaven is by the way of the creed it represents. Religious periodicals are divided into three distinct classes. The first class includes the small Church paper, issued by some local parish, with its circulation confined to the membership of its church. The second class comprises the denominational papers, and in it are to be included nearly all of the religious organs of the world. The third class covers those papers broadly called “ Christian” by their publishers, and sometimes by the public, that are assumed to be independent of theological matters, and to be devoted to the upbuilding of the good-will side of religious doctrine. These periodicals are to religion what the non-partisan newspaper is to politics. The first class must be considered as local papers. They are generally good ad- vertising mediums, even though their circulation may be small. Their constituency is interested in them, and their influence, although it may not go a long way, is weighty; and their readers are disposed to patronize the advertisers who help to support them. The second and third classes, as far as advertising is concerned, are of the same value to the advertiser. are 409 410 FOWLER'S PUBLICITY 1 THE BEST S's WORTH. The best dollar's worth that can be given a woman is a year's subscription to WHITE'S FAMILY JOURNAL. papers. To 1 TT I Denominational papers will exist for many years, for until the world is ready to accept the independent religious paper there will be comparatively few of these broad _ periodicals. The denomination may have much to do with the value of the advertising space of its representative PLATE NO. 1.- Reproduction of the announcement of one of America's leading periodicals. The adver- tisement has a cheap appearance, and is unworthy of the house using it. The space is too small for a If the denomination is made up of the poorest decent advertisement. class of people, or the paper represents a poor dis- trict, then that paper is valuable only for the advertising of necessities and low-priced luxuries. If the paper represents a denomination or a part of one comprising the more well- to-do people, then it is a good all-around medium for the advertising of general goods. It should be remembered that while the poor do not buy expensive goods, the rich buy both expensive and cheap goods, and for that reason the religious paper catering to a moneyed people can be used for every line of commodity; but it must not be forgotten that the paper on the wealthy side of religionists must have a very limited circulation, as must any other publication with an exclusively rich constituency, for the wealthy are in the minority. Comparatively few religious papers are read exclusively by the poorer element, the majority of their readers being intelligent and well- to-do people, and highly respectable representatives M USIC WHITE CONSERVATORY, of the universal middle class. PLATE No. 3.- Reproduction of the usual form Generally the ignorant and extremely poor, and of music school advertising. An effective adver- tisement cannot be crowded into this space. the extremely rich who may not have the time to be intelligent, are not readers of religious papers, for the one may not know how to read, and the sentiment of the religious press is not conducive to the happiness of folks of too much money. As the religious reader represents the better side of the middle class and the folks of home and family, and as he is generally a saving, industrious individual, the constit- uency of these periodicals undoubtedly com- prises a large proportion of the buyers of the world. Some denominations seem to have geo- Awelcoming, brightening, and freshening monthly visitor—the journal of entertainment, instruction, graphical preferences, and the advertiser and necessity-restful and needful reading twelve must consider them; but the great majority times a year for one dollar.-White's FamilyJournal. of religious people are distributed through- out the entire country, and the circulation PLATE No. 2.—The matter in Plate No. I re-written and re- of their organs is likely to be general. set, in Extra Condensed No. 8. 18 Point Border No. 20. The religious paper is first and always a family paper. More than ninety per cent. of its readers live under family ties and have local habitations and names. Smithville, I11. The Ladies' Paper AY VI RELIGIOUS PAPERS 411 E ne re- DA AIMAA For Health, for Rest. Baths, elec- tricity, etc. Very accessible; only an hour's trip from Chicago. ? For illustrated book address, With the exception of the local country newspaper, and a few family papers, there is no advertising medium that enjoys as great a home patronage as the religious periodical. While there are many families with but one re- PANNINOTO Fof Baths. ligious member, the majority of families take a re- SANITARIUM, PENTOWN, ligious paper, and all of the members are likely to WIS. John Smith, M.D., Pentown, Wis. read it and pretty sure to glance over the advertise- PLATE No. 5.- Reproduction of a form of adver- ments. tising often found in religious papers. Has not It is difficult to so construct an advertisement that enough only the member of the family receiving the paper will read it. The readers of magazines and other general publications are, to a certain extent, readers of religious papers, but the religious paper reaches many who are not regular readers of other pe- riodicals, and consequently it can claim a field *************** ******* ****** of its own. The religious paper, if it is truly religious, has a definite, almost everlasting hold upon If there's any music in you, and its readers; for no matter how many other pe- you can be taught music, the White X riodicals they may read, the reading of the re- Conservatory, of Smithville, Ill., ligious paper becomes a regular duty. will make you musical. If the religious paper is worthy of the reader's **************************** respect, and it generally is, the reader has con- PLATE No. 4.—The matter in Plate No. 3 re-written and fidence in its advertising, naturally assuming that a paper representing Christianity would not commercially cater to the wants of the devil. 20000000000000000000000000000009 The religious paper is a general publication, and its advertising space is adapted to the an- nouncement of every line of family and gen- eral commodities. Some advertisers have found that religious papers have not paid them, and others have discovered that other mediums have been un- profitable; but the fact that the best general ad- vertisers use the religious papers indicates their Everything for the making and intrinsic value. keeping of health-real restful rest- The term “ religious paper" is used by the beneficial baths-exhilarating elec- tricity-only an hour from Chicago- writer to cover all publications claiming that our book free-John Smith, M. D., distinction, although he is well aware that a President part of them are but journalistic wolves in 50000000000000000000000000000008 an sheep's clothing — or rather, black periodicals covered with whitewash. in Lippincott. 6 Point Border No. 75. With all proper respect to those papers classed as religious, and to the high moral influence that they exert over every community, the writer, in writing a book about re-set in Boldface Condensed No. 7. 6 Point Border No. 606. ! 000000000000000000005 The Home Of Rest 0000000000000000000000000008 PLATE No. 6.—Matter in Plate No. 5 re-written and re-set, 412 FOWLER'S PUBLICITY gainst self-destruction 40 years. business, must handle alleged religious things with the naked hand of truth; and he must, to be honest, Very best invented; handsome, durable center piece, not "mineral' ashes," but guaranteed a speak of those pa- Shines Testimonials furnished from Benj. Smith, pers that are relig- Rev. Lyman White, D. D., Gov. Claude Blank, Silver and numberless names and firms of national ious in name only. Surprisingly reputation. Send $2.50 for either “store” or “dwelling" size, (express prepaid). There are many of PLATE No. 9.-- An unprofitable form of advertis- ing. Where the name is mystifying, what the article PLATE No. 7.- A crowded form of religious them, some of them will do should be as prominently advertised. paper advertisement. The headline is good, but what the article will do had better be the most of large circulation, and they are diametrically opposed prominently advertised. in business conduct to the rules of common decency. Many a so-called religious paper of supposed-to-be pure moral tone, with editors who have not yet cast aside the cloth, is run for revenue only. Its advertising columns are filled with questionable and disgusting announcements of patent nostrums of the lowest order, and financial, investment, and other humbugs which cannot fail to injure the reader, and which stand as a dark and growing cloud in the fair sky of religious journalism. Editorial honesty and business dishonesty do not make a successful combination for editor, publisher, or advertiser. · The periodical that is bad, and does not pretend to be good, may be a fair advertis- ing medium; but the publication that is bad, and pretends to be good, outrages sense, and swindles the advertiser as well as the reader. The printing of unreliable advertisements in a secular publication is questionable and the in- telligent advertiser will avoid it, but the appear- ance of frau- dulent an- nounce - ments in a publication a Suco Z Gas Home-Lights Shines Silver < For $2.50 we'll send you supposed to Surprisingly For $2.50 we'll send you the handsomest and the most durable and most light- ful of gas burners. Testi- monials from Benj. Smith, Dr. Lyman White, and Gov. Blank. We prepay the ex- press and guarantee every- thing and warrant it to last S for forty years. 张张张米米米米米米米米米 ​Christian- ity, is relig- Elitto-Bronze does one thing iously, mor- well — it shines silver, and ally, and gives it an easy shine and the commerci- shine that lasts. ally damn- able, and PLATE NO. 10.—Matter in Plate No. 9 re-written and re-set, in DeVinne Condensed. 12 Point Border No. 65. can find no excuse in any code of honor. It has been said that the editor, who is supposed to be good, is not re- sponsible for the business manager, who may be supposed to be bad; and that the religious paper 米米米米米米米家张※※※※※ PLATE No. 8.—Matter in Plate No. y re-written and re-set. Heading in Gothic Condensed No. II, and read- ing matter in Roman. 18 Point Border No. 23. RELIGIOUS PAPERS 413 TT TIES and 5 EUROPEAN CONSERVATORIES. A $1,000 PIANO to best music pupil. GERMAN CONSERVATORY of MUSIC. JOHN WHITE, Director. Largest, Cheapest, Best. Send for prices. has acquired foolishness; and in either case White College and Conservatory. FT carrying swindling advertisements can still do 23rd Year. 24 PROFESSORS from 8 UNIVERSI- good to the community. . The editor of any religious paper, if he be re- ligious, will not tolerate the insertion of question- PLATE NO 11.An unprofitable form of college and able advertisements, and will resign if the peri- conservatory advertising. The amount of matter given odical persists in printing them. cannot possibly be effectively displayed in the above space. : The editor of a so-called religious paper print- ing dishonest advertisements either knows that they are dishonest and that he is an accessory, or he is a natural fool or one who has acquired foolishness; and in either case his vocation is elsewhere. The time has arrived for the religious denominations and the publishers of real religious papers to expose and to crush out of existence the so-called religious paper run 23 years of success—two dozenemi- nent professors and graduates of by fools and charlatans, and usually by both. eight universities and of five Euro- The advertiser can do no better work for pean conservatories-a thousand dol- lar piano to the best pupil-John the cause of Christianity and for the up- White, Director. building of business honor than to scrutinize the advertisements of all the religious pa- Plate No. 12.—Matter in Plate No. 11 re-written and re-set. pers and to keep his money out of those ac- Heading in Lightface No. 45. Reading matter in University. 12 Point Barta Border No. 244. cepting objectionable advertisements. The illustrations accompanying this department are of necessity limited in size, and the greater part of the contents of this book directly apply to religious paper advertising. The College Of Quality Trade Papers "Some of the builders, stimulators, and regulators of business" PENNEYHE trade paper is a business necessity. Business may be run without it, but it never has been run without it. The fact that every trade has from one to a dozen representative papers, is prima facie, as well as circumstantial evidence that the trade e paper is part of the economy of business. In this department must be considered the trade paper and not the financial paper. The trade paper is a business paper, but the business paper need not be a trade paper. The trade paper is the official or self-constituted organ of the industry it represents, and it is devoted to its field to the exclusion of all other ways of money making. The trade paper business is overdone. There are about four times too many trade papers. One half of the trade papers are merely collections of advertisements bound to- gether. They have little real circulation, and most of that is free, their publishers mailing to selected lists, and forcing them upon the public in the form of sample copies. Many of the publishers make little effort to increase their subscriptions, and every effort to enlarge their advertising. By the forced growth of the advertising the paper becomes larger than a magazine, and as but few copies are printed the greater part of the income is profit. These papers contain little reading matter; and nearly all that does appear is in the form of pure and simple puffs and illustrated write-ups that are indirectly or directly paid for. The editorials, if there are any, are indifferently put together, or are written in the interest of some one advertiser. With a smart, but not able man at the head — for the circulation of the illegitimate trade paper publisher is always larger than the circulation of his paper — some of these alleged organs have become great financial successes. The advertising space in these papers is worth something, but not one half of what is generally paid for it, because the circulation is generally limited to the advertisers and the paper can have no per- manent or recognized standing. The value of all advertising, and particularly that of trade paper advertising, must be reckoned by the character and reputation of the advertising medium, as well as by the circulation of it. The advertisement in the illegitimate trade paper is not as valuable as is the C01 414 TRADE PAPERS 415 1 ordinary circular because the lack of reputation of the publisher counteracts the strength of the advertisement and makes it seem to be worth less than it really is. The real trade paper is published and edited by men of business, and the adver- tising space in it is well-nigh indispensable to the wholesalers and manufacturers of every article in the line it represents. There is not, and there cannot be a better method of advertising than trade paper advertising for men making or wholesaling the goods the trade paper illustrates. As business is run to-day, and as it probably will be conducted for many years to come, fully ninety-nine per cent. of everything that is made does not go directly from the maker to the user, but passes through the wholesaler, jobber, or distributer, and from him reaches the consumer through the retailer. If the goods are of universal use, and have a name and character which can be intelligently designated, the maker must become a general advertiser to induce the consumer to demand that the retailer carry the line; but this advertising needs the further benefit of trade paper ad- ********************* *** *************** vertising in order that the man- ufacturer may come in direct You hear it everywhere contact with the retailer, the sale V of his goods be stimulated, and his salesmen properly introduced before they arrive at the retailer's store. The trade paper advertisement directly appeals to the retailer and also to the wholesaler, and as these men must be reached, as these men must be reached, *** * ******** * * *** * * * * * *** * *** it is obvious that the trade paper Plate No. 1.—The above can comprise the entire advertisement, or can be the in- troduction to one. Set in Philadelphia Lining Gothic. 6 Point Border No. 606. advertisement is necessary to the successful and economical conduct of making and wholesaling. Some lines of goods cannot be generally advertised, and to the manufacturer the retailer becomes the real consumer. The trade paper is the only printed medium which can reach him, because it is the only thing that he will read and knows that he ought to read if he would keep up with the development of his business. No matter how small the circulation of the trade paper may be, if it is a good paper every reader of it must be a probable buyer, while readers of general publica- tions may be only possible buyers. There is positively no waste circulation to the real trade paper. Its influence is direct. It goes directly from the maker of things to the distributer or seller of things, and every copy of it reaches a man already interested and not one who may be made to be interested. Any advertising medium that can reach one thousand interested and probable buyers is worth more to the advertiser than a paper reaching ten thousand possible diese I want a Dingby Desk - 1 416 FOWLER’S PUBLICITY 1 1 buyers, unless the one thousand probable buyers are included in the ten thousand possible buyers. The trade paper is a readable, interesting, profitable, and necessary directory with the dryness taken out of it, so arranged as to be easily assimilated by any one in the trade it represents; and its advertising pages are as much news pages as are any other of its pages. While all good trade paper advertising is direct from advertiser to buyer, the returns are not generally immediate. Many a profitable advertisement has not seemed to pay for years, and yet persistency has proven that it paid all the time. Comparatively few retailers order directly from the advertisement, and yet the appearance of the advertisement may have been the original suggestion which resulted in the order. Sales of the greatest magnitude have been stimulated and made by a trade paper advertisement when the buyer may not even recall the advertisement. Every trade paper is read, advertisements and all, for all there is in it tells of the story of profit. Every trade paper advertiser who falls out because his advertising S 1 Nobody ever overstocked With Jones' Fast Black PLATE No. 2,—The introduction to an advertisement, or it can be used as a complete advertisement. Set in Ronaldson. Non- pareil Border No. 216. has not paid, and because he did not make it pay, adds another stone to the monu- ment of failure which marks the tombs of the men who do not think. The trade paper is a commercial clearing house, and more; for it is a sort of typo- graphical business club or arena into which is thrown the thought of trade. The trade paper is a business showroom where everything new and interesting and profitable is placed before the reader to the benefit of the reader, the advertiser, and the publisher. The good trade paper civilizes trade, is a spreader of trade, increases trade, makes trade progressive, ventilates dishonesty, disarms unnatural competition, and tends to raise cold blooded business up to the standards of fraternity. The trade paper gives the reader what the reader wants, and sifts out from general business the things of interest to its particular business. Trade papers carry advertising for the same reason that magazines and daily papers take advertising. A trade paper without advertising would not be worth much because trade paper advertising is a part of trade paper intrinsic value. TT TRADE PAPERS 417 I 29 نخست عععععععحه 3333 . Every successful manufacturer and wholesaler, with hardly an exception, has been, and is, a trade paper advertiser. The heads of wholesale houses and the makers of commodities are conservative men who act after experiment, and who never con- tinue on the wrong track. The fact that nearly all of them are trade paper adver- tisers furnishes an incontestable argument in favor of trade paper advertising. Perhaps the trade paper advertisement will not bring one answer a month, but that answer may be the opening wedge to a trade and a hundred times over-pay the cost of a year's advertising. · The sample copy circulation of a trade paper is valuable, provided the paper is solid enough to have a regular circulation. Every sample copy goes to somebody in the trade because it cannot go to any one else. A successful trade paper and one profitable to its ad- vertisers may have half of its circulation in sample copies, provided there is some volume to the other half. Three quarters of the paper may be ad- vertising, and yet it may be a good trade paper; and it may be one half clippings, and yet not be un- The Blank Engine is parsimonious. It's too mean to 6 interesting to the burn much coal, and so independent as to almost run itself. reader. The trade paper that is all clippings Plate No. 3.-Set in Rimpled. Nonpareil Border No. 219. and of all sample copy circulation is not a trade paper in anything but name; and the trade paper that is all puffs, and has all of its reading matter for sale has no right to live, and lives only by swindling the credulous. The trade paper has a perfect right to print a paid notice, but it has no right to print only paid notices. There is no reason why it should not speak well of its ad- vertisers, but the trade paper that condemns editorially those who do not advertise in it, simply because they do not advertise in it, is a blackmailing sheet, and should be suppressed by law. Beware of the trade paper with a differe advertiser, and look out for the one that does not dare to stand on its dignity and is afraid to express an honest opinion. Good Morning, Gentlemen! Want an engine To-day? 418 FOWLER'S PUBLICITY The quality of the trade paper can be determined by its editorial strength, its lack of indiscriminate puffing, and by the reliability and volume of its trade news. The trade paper may be known by the quality of its representatives. First-class advertising men do not work for second-class papers. Some trade papers are criticised because they print so much personal news and speak familiarly of the men in the trade. It would be a good thing if all trade papers printed more names. The reader of a trade paper has a right to ask his paper to tell him what other men in the trade are doing, and it interests him to know that his competitors are enjoying vacations and have built wings to their factories. There may be men who do not read the trade papers, and yet succeed, but so long as the ninety-and-nine read them and are successful, there is no need of analyzing the peculiar composition of the one man who succeeds in making money by reading nothing. The man who does read the trade papers may be wise, but the fool never reads the trade papers. There may be reasons why the business man does not read the magazines, but the sun of sense never shone upon an excuse for the tradesman that does not systemati- cally read the paper which represents his Some Seasonable Sensible Successful Stylish Sure har M01 e upeines Usine Selling Slippers ему that men read trade papers is advised to print at the bottom of his advertisement, in the smallest type, a reward of twenty-five dollars for the return of an alleged lost, } Drop a postal for our slipper book. strayed, or stolen dog. He who cannot get trade out of the trade paper is generally of short-lived trade. In every mercantile reading room are the Gothic No. 40. Nonpareil Border No. 203. representative trade papers, and in nearly every factory office these papers are on file. Intelligent manufacturers and managers after reading them hand them to the department heads, and from there they reach every class of business and skill except that of common labor. Do employés read trade papers ? Read the answer in the crumpled pages and in PLATE No. 4.-A reiterated advertisement. A form some- times profitable, but must not be over-used. Set in Round TRADE PAPERS 419 orners & ea se Tal 4. the well-thumbed corners and watch the rapid wearing out by constant use in work- shop and reading room. Trade papers may contain a superabundance of chaff, and the reader must separate it from the kernels of wheat; but compared with many other pu more nutritious brain and business food to the square inch in the good trade paper than there is to the square foot in some others. As trade papers are read by business men, who have not the time to wade through long descriptions, it is obvious that brevity and new or strong headlines will attract the eye as the pages are turned. Illustrations must not be used unless they present the goods to advantage. The advertisement must not be humorous unless it is really funny. Do not paraphrase the poets, and do not present original poetry, for business is neither funny nor poetical, and business men want facts. The statements must be plain and to the point and say as little as possible and stop when that to be said has been said. There is some justification for having the firm name at the top of the trade paper advertisement, but it is better to ad- vertise what is for sale more prom- inently than the name of the seller, } One of One Million Points and there is no reason why the firm About Blank's Best China 3 name should appear twice in the same advertisement. Specific rather than general state- ments are advisable. The trade paper advertisement may be like a letter of solicitation Two upper lines set in Lining Gothic Extended No. 40, and heavy line in Latin Antique. Half Nonpareil Border No. 6. with the strong points brought outta forcibly by typographical display and with the strength of brevity. Do not ask people for orders. Even the fool knows that order taking is a part of business. The advertiser should state what he has, and should attempt to show what it is good for. Typographical display is of great importance. Many a poor advertisement well set is stronger than a better one poorly set. In sending advertising copy to a trade paper it is well to specify the words or lines desired to be made prominent. A good way is to underline the words or paragraphs with one, two, or more lines, the number of underlines being readily understood to indicate the relative importance. This underlining is not technically correct from the compositor's standpoint, but will be understood. Whenever it is necessary to bring out a word or line in unusual prominence it is well to specify it in a note to that effect. If the advertisement contains illustrations, send a diagram with the copy specifying where the illustrations are to appear, or else paste in the proofs of them. It sells PLATE NO. 5.-A form of advertisement that will apply to anything. LI 420 FOWLER'S PUBLICITY I · Continuous trade paper advertising is necessary, for if there is a good reason for keeping the store or factory open throughout the year, there is no particular excuse for discontinuing the announcement of the business. The advertiser who advertises in January and discontinues in February, must advertise more extensively in March to cover the gap caused by his foolishness. It takes more advertising in March to bridge the lack of advertising in February than it does to advertise in January, February, and March altogether. There are lines of goods which cannot be extensively advertised during some months in the year, but it never pays to discontinue the advertising for long periods. A break in advertising often breaks trade connections. The way to say a thing is as important as what to say. As no sensible man would try to put a gallon of milk into a half-gallon measure, there is no reason why he should attempt to crowd a page of matter into a half-page space. If trade paper advertising is good, a good deal of it is better. The serving of an advertisement is as important as the words in it. One must make it easy for people to read his advertising, and not force them to make an effort to find it. The fact that nearly all successful trade paper advertisers use full pages, and never less than quarter pages, demonstrates that liberal space pays better than limited space. The advertising solicitor desires that the space be increased. He would not be a good solicitor if he did not work in that direction. Because the trade paper pub- lisher wants the advertiser to advertise liberally, does not prove that it will not pay him to do so. There is no record of any trade paper advertiser failing because he used too much advertising space. The trade paper advertisement need not be artistic, but it must be bold, strong, and truthful. It must advertise the goods, or it must create correspondence. It should be of the hitting kind, making one point at a time. It is better to hit the pocketbook of one man than the feet of a dozen men. If a dozen articles are made they need not all be advertised in the same advertise- ment. The trade paper advertisement is of the greatest assistance to the traveling sales- man. The salesman of a liberal trade paper advertiser never needs an introduction, The custom of using several trade paper pages for the reproduction of the catalogue is rapidly earning recognition, and is considered a unique and economical way of in- creasing the circulation and value of the catalogue. The expense is not great, and the impression created is worth more than the cost. The appearance of so much advertising indicates that the maker has confidence in his goods, and it is an evidence of enterprise and prosperity. The catalogue may not be taken from the wrapper, but the trade paper is always open, and the conspicuous advertisement is always seen. The illustrations accompanying this department are of necessity limited in size, but the greater part of the contents of this book directly apply to trade paper advertising. 1 Fashion Papers. “The Adam-less Eden of journalism ” S92 XOXO PA HE few men who read fashion papers are too few to count. The paper of fashion is preëminently for woman, and it is to her what the trade paper is to the tradesman. This department does not consider the paper partially devoted to fashions, such as are more than half of the family papers, but defines as the fashion paper that publication which is almost all fashion and sometimes em- bellished with miscellany. There are comparatively few fashion papers, and nearly all of them are of very ex- tended circulation. The majority of fashion paper readers are those who make their own dresses, or make dresses for a living. The fashion paper, therefore, reaches commercially the consu- , ZXODC M 94.24*2*** A CNO CARI mer of dress goods, and the indi- vidual maker of clothing for women and children; for the dressmaker, although she may do her own work, is a manufacturer from an advertising standpoint. Fashion paper space is valuable to the maker of general household goods because these goods are pur- chased by women. It is of espe- cial consequence for the advertising of everything worn by women and The Odell dress shield children, and even more particu- can't smell, and the larly for the announcement of every perspiration can't get through it. class of dress goods, and for the paraphernalia used in the construc- tion of things worn by women and *** * **** ** children. Stats Quite recently the general ad- PLATE No. 1.-Set in Old Style Extended. Combination Border Series 94. *** HOTE Dress Shield Sense *U***** **** 421 422 FOWLER'S PUBLICITY shoe must Fit to Fit vertiser of soaps, foods, musical instruments, and other articles of general consumption has discovered that the papers of fashion, although devoted exclusively to fashion, are excellent mediums for the advertising of every luxury and of most commodities. The dressmaker's influence is sometimes all- powerful, and fortunate is the advertiser who has her upon his side; for even if she cannot directly bring him business, she has the veto Blank's ladies shoes and can pre- i are made right, and * vent his they fit. goods from The price has nothing selling. to do with the PLATE No. 2.-Set in Contour No. 1. Nonpareil Bor- The adver- der No. 247 tiser should not only advertise for the stimulation of the sale of his goods, but he should attempt to obtain the good-will of the dressmakers. The fashion paper advertisement should be ex- For all of Dr. Warren's plicit and illustrated whenever the illustration will Corsets are fitted to do justice to the goods. The advertisement must be honest, because living models. women who know how to make dresses, know how to discover fraud. Frequent change of advertising matter is to be Balance in Cushing. 18 Point Border No. 22. recommended, and if there is nothing new to advertise, it is well to re-write the old advertisement, or at least to change its typographical appearance. A part of the advertisement should offer to send free samples, and if the samples are in the form of a pin, dress stay, hook and eye, or other article which must be used to be appreciated, enough should be sent for a thorough test. The advertisement in the month- nation Underwear fits ly paper of fashion may give all the because it is cut to fit. leading points of advantage, but the advertisement in the weekly need not present more than one or two points at a time. PLATE No. 4.-Set in Mayence. 24 Point Border No. 4. There is no necessity of heading VV PLATE No. 3.-“ Fit” set in Columbus No. 2. *.:::::::::::::::::::::::::::::::::::::: 00.... 0... ....000000000000000000000000000000000000 00000.... 0 0 Bound to Fit The Fitter Combi- 0 **••.6 ..•°000000000000000000 T .. ..... . FASHION PAPERS 423 2. an advertisement an advertisement 000000000000000000 read exclusively 1 women with any such line as “ Ladies, Attention!” It is better to get right down to business, Good Form . © Bad Form 000000000000 somewhat descrip- tive of the goods ad- vertised. The specimens of It takes a mighty bad figure to look un- advertisements given in this department @ sai gainly in Blank's Shirt Waists. are not complete as ÖÖÖÖÖÖÖÖÖÖÖÖÖÖOOOO to descriptive matter, Plate No. 5.-Set in De Vinne. 18 Point Border No. 13. but present what may be considered striking headings and introductions. The entire contents of the book more or less apply to fashion announcements. Educational Papers - “The organs of the mind” I can properly incl n ainon vu. FX S TDUCATIONAL publications are primarily those issued in the interests of teachers or those about to become instructors, but the classification can properly include periodicals promulgating the interests of any e associate body organized for educational purposes. Mahant Sunday-school quarterlies and lesson papers, although of educa- tional purport, can be better considered as religious publications. The major part of the circulation of an educational paper must be among those who teach for a livelihood. There are ignorant teachers, but the greater part of them are of more than ordinary intelligence and of liberal mind and education. A few primary school teachers and the pedagogues of the district school may be of an inferior order, but nearly all of them at least have book intelligence, and most of them possess natural ability. At any rate they have passed some sort of exami- nation and have not been found entirely wanting. Probably three quarters of the instructors of all classes are young women, or women of doubtful age, and the educational paper is a woman's paper to an extent not exceeded by any publication other than the fashion journal. Female teachers are individual buyers, and are at the head of their families; or if only a member of the family, they are conspicuous ones, and their influence is greater than that of any other class of readers. The conductor of even the smallest school is a public character with a large nce, and cannot help being intimately known to the parents of the scholars. The teacher has influence, and one good teacher on the side of the advertiser to recommend his goods, may be worth a dozen ordinary individuals. A number of teachers are supporting families or relatives or contributing towards their support, and they partly regulate the spending of the family money. Conditions allow the business man to earn the money and his wife to spend it or to regulate its expenditure. Every advertiser recognizes the buying power of woman and adapts his advertis- ing to her almost exclusively. The female teacher is a composite woman and man. She is the money power, and the power behind the money. She earns the money, and she spends it. 424 EDUCATIONAL PAPERS 425 Everything being equal, one teacher's influence is worth one married couples' influence, or two to one; but as the teacher is more powerful, her value to the adver- tiser may be as twelve to one. ALL The teacher that boards around, or the one who does BRIGHT not see her home but twice a year, is a power in her TEACHERS boarding house; her tongue is forever wagging for or Like to arrange attractive and against things, and as the wagging is controlled by a pleasing entertainments in connection with the closing of mind, the teacher's words stand for something, and school. Send for our circular influence trade. of Speakers, if you have not already received one. It will The teacher's paper must reach four to six times help you out. more women than men, and it cannot help being a PLATE NO.1.-Reproduction of a fairly well set advertisement. "All Bright Teachers" is sweis valuable medium for the advertising of everything used valuable inedium for the adve not a good heading to use in an educational paper for all teachers think they are bright, by women and in the family. and it is better to advertise what is for sale. Even though the female teacher may be a confirmed old maid she was obliged to have a father and mother and could not help having brothers and sisters, and every member of her family naturally refers to her and de- pends upon her judgment in the purchasing of almost everything except perishables. An article advertised in an educational paper will reach every class of household buyer through the teacher who reads NI it. 0 Shame LE BER School Closing Entertainments Now V There is absolutely no evidence on the side of the claim that it only pays to advertise educational things in educational papers. The school book and all the para- phernalia of education must be ad- vertised in the school paper, but because it pays to advertise these things there, does not prove that it Our“Speakers” speak does not pay to announce general well, because there is commodities in the same medium. something in them, and No class of household necessity or not the poor dry stuff ** luxury need be barred out, and even articles for men's wear may be most have. Drop a profitably advertised in the educa postal for circular. tional paper, partly because many men read it, and largely because the women of men read it. The fact that the teacher may not wear or use the article does not furnish a reason for not advertising in educational publications. Advertisements in educational periodicals must be devoid of exaggeration and honest in fact and honest . PLATE No. 2— Matter in Plate No. 1, re-written and re-set. Head- ing in Taylor Gothic. Reading matter in Old Style Roman. 24 Point No. 2402 Border. 426 FOWLER'S PUBLICITY TO in appearance. It may be easy to fool the general public, but it is difficult to deceive the teacher. The advertisements must be written in the best of English and with reasonable . brevity. WORDS CORRECTLY SPOKEN. If the advertisement attempts to be By John White, Ph.D. argumentative, it must really be so. RETAIL PRICE, - 15 Cents. The intelligent mind despises a poor Bound in extra cloth, stamped in black and gold, printed with red line argument more than it does no argu- their mother tongue with accuracy. ment at all. Plate No. 3.—Reproduction of an inconspicuous advertisement. The readers of educational papers are not of poverty or of riches. They all have money, and ready money, because their incomes are assured. They are not curiosity seekers, and the advertiser can safely offer to send free borders, very wittily written, and a work valuable to all who would speak .. in publications reaching the masses. The educational paper is really a general publication reaching the progressive intelligence of every community and through it the common people. So far as advertising value is concerned, the educational paper is not a trade paper in any sense, and it may possess the same general value as does the general family periodical. The educational paper is always carefully CIOIOIOIOCO read, and often preserved. So firmly is the writer convinced that the ed- bout that he is willing TI speaking Fo00లకలం SOCO ST point, a general publication, that he is willing to substantiate the opinion that although the majority of teachers are not of family, there is nothing of infantile use or of household neces- sity which cannot be profitably advertised in John White, Ph. D., has their papers. written a book of necessity. Teachers are the educators of children, and It's called “ Words Correct- their interest in them begins at their earlier ly Spoken.” It conveniently Č tells how to use words. ages and continues up to womanhood and man- Bound in fine cloth. Red hood, and although many teachers may not have lined borders. Price 15 children of their own, they cannot help being cents. the relatives of children, and direct contact with C9C9C9e9e9e9e9 children makes it impossible for them to avoid PLATE No. 4.—Matter in Plate No. 3 re-written and a personal interest in their welfare. re-set. Heading in Tudor Black. Reading matter in Roman. Elzevir 14 Point No. 107 Border. The teacher does not do her own washing, but she understands washing, and her influence in favor of a laundry soap may be worth more to the advertiser than the opinions of those who actually use it. Comparatively few general advertisers have fully recognized the actual value of vom n Te EDUCATIONAL PAPERS 427 OV FANNIE, - - - Soprano PRINCE, - - - - Tenor KATE, - Mezzo Soprano | HARRY, - - - - - Tenor MADGE, - - - - Alto | SAILOR, - - Buffo Tenor CHORUS OF MEN-1st and 2d Bass, and ist and 2d Tenor ers are old maids, and it is not a good plan to educational papers, and he who first uses them extensively will build up for himself an intellectual constituency, permanent in intelligence, and of the stuff that the wind cannot blow away. geressengers CNSSSS Teachers have annoyances enough of their 35.VOS. .. VI.. .SS.VI. 33.6.. Viss. own, and are supposed to be opposed to circu- lars that are forced upon them, and to any method SE 1 of impertinent ad- THREE OLD MAIDS. vertising. They (One Act of Ballad Opera.) may not read cir- For Public School Entertainments. By JOHN JONES, author of "Evening Bells.” culars because they Parts for soprano, mezzo so CAST OF CHARACTERS: sometimes will not Se prano, alto, buffo tenor, two tenors, Sa open the package and bass and tenor chorus. “Three SC Old Maids” by John Jones, author containing them ; of “Evening Bells," is one of the PLATE NO.5.-- Reproduction of a supposed- to-be unprofitable advertisement. Many teach they may not be brightest of jingling one-act oper- use any term like this for a heading. There is willing to receive settas, suited to everywhere. no need of giving the names of the characters. * mail at the school- e room; there may be an ordinance against it; but PLATE No. 6.- Matter in plate No. 5 re-written and re-set. Headings in Egyptian Condensed Shaded. Read- they will read the educational papers, and the ing matter in French Elzevir. Florentine 12 Point No. 146 Border. advertisements in them are sure to be carefully considered, if they are worthy of it. It is extremely difficult to obtain the home or boarding address of the teacher, and really the only way the advertiser can reach her is through the widely circulated educational paper. The advertiser should not make the mistake of considering teachers wholly as teachers. They are women and men. They must eat and sleep and wear clothes like other people, and they are opposed to being approached always with shop talk, for they have a right to be considered as human beings with human desires. The illustrations of this department present announcements of educational purport. Many of the other departments display examples of advertising adapted to educa- tional periodicals. re X Foreign Papers “To the glory of free America" AN men GO ar H E HIS department considers publications in foreign languages that are printed in America. The representative tongues of the world are spoken in this land of the free, and intelligent foreigners refuse to exist in America without K a number of what might be considered home papers away from home printed in the language of home. A conglomerate people people this country. Most of those not born here, and even those speaking their native tongue a part of the time, are Americans or pretend to be, and as long as they live here they must eat American food, live in American houses, and to a large extent wear American clothes. It has been said that there is no necessity of advertising American goods in Ameri- can papers printed in foreign language on the assumption that all foreigners of money and intelligence can read and do read English papers. The intelligent foreigner does read English, and he reads the American papers printed in English; but he also reads the papers of his native tongue. · The American paper printed in a foreign language, as far as advertising is con- cerned, need not be considered a foreign paper. Experiment has proven that any commodity used by the people at large, can be advantageously advertised in this class of American publications. The foreigner in America who has not mastered the English language is not a ready buyer and no particular effort need be made to reach him; but every attention should be given to reaching the intelligent foreigner living on American soil by attracting his attention through the regular papers and especially to meeting him through the papers in his own language. The advertisement in such a paper should always be translated into the language of the paper. Because the advertiser's wife or sister is educated and is considered a linguist, is not a sufficient excuse for allowing her to do the translating. Nothing more offends the intelligent reader than a faulty translation, and he is not likely to have confidence in the goods incorrectly described. It is well to adapt the substance of the advertisement to the wants and characteris- tics of the people the paper reaches, and if the advertiser is an American or of other English-speaking race he should be especially cordial. ce - 1 e C 428 FOREIGN PAPERS 429 a- The advertiser had better consult some native speaker of the language of the paper he is to advertise in in order that he may not make the mistake of underdoing or of overdoing his expressions. There are a number of publications in this country that are printed in foreign lan- guages, have but little circulation, and are read exclusively by the most ignorant class. These papers cannot be good advertising mediums for American goods. Advertisements for the papers under consideration must be brief and yet explana- tory, progressive but not overoriginal, and fresh but not too fresh. The best educated foreigners do not always understand the English language as well as those born to it, and the advertisement presenting an example of fine writing may be one which will not be appreciated because it will not be understood. The best way to prepare the advertisement is to write out in English what should - be said, send the copy to some American-foreigner, and request him to so re-write the advertisement that the people of his tongue can understand it as well as English people can understand the original copy. An order should never be given to translate the advertisement literally. The meaning, not necessarily the wording, should be translated. No American unless he has been a resident in a foreign country for a number of years can successfully translate English into another language, however proficient he may be in translating another language into English. The better class of foreigners in this country are Americans in every buying sense, and consequently anything which is used by the people at large can be profitably ad- vertised in the representative papers of foreign language. The advertiser cannot afford not to investigate the circulation of these papers and intelligently determine whether or not they reach probable buyers. If they do, it is his business to advertise in them. It does not make any difference whether the advertiser speaks the language or not, and he may even be socially opposed to the race speaking it. The question for him to decide is “Do the readers of the paper buy my goods, or do they not?” If the German making goods for Americans advertises in American papers, there is no reason why the American making goods the German uses should not advertise in the German. If the papers reach the spot, that spot should be covered by the papers. wey Professional Papers “Within the sacred chambers of themselves” P NUEV Or en N EJ HE professional paper, as considered in this department, is one con- ducted wholly on ethical lines. However businesslike its manage- ment may be, its attitude and policy must be in accordance with some written or unwritten code of accepted law. Editorially it must stand for a professed principle, and not even its business department can depart from the rules governing the profession it repre- sents. The musical paper is semi-professional; but the drug paper, and the one represent- ing any art or science except the stage, and that which pertains to the treatment of the human body, are more allied to business art than to professionalism, and must be considered either by themselves or as trade papers. Medical and surgical journals, dental and dramatic papers, and those devoted to the study of chemicals or to architecture may be classified as purely professional. The professional man of good standing, or the dealer in professional goods other than those of a dramatic character, finds that there is written against his methods of business a never-to-be-broken law commanding that he shall advertise so far and no farther. The ethics of all medical associations positively refuse to allow the members to extend their advertising beyond the most modest forms, and the limits of professional decency decline to include the advertising of medical things outside of clinics. Advertisements in medical papers are confined to the announcements of surgical appliances, hygienic articles, and proprietary medicines. No decent medical paper ever admits a patent medicine advertisement, and never prints the announcement of any known-to-be-unreliable article. The real medical paper is one of the grandest and noblest examples of journalistic purity. It is honest in editorial, honest in news, honest in advertising, and stands out in the most commendable contrast from many so-called journals of goodness, of edi- torial godliness, and advertising deviltry. It presents to its readers the very cream of printed integrity, and serves to them its matter filtered through the sieve of scrutiny and analyzed by the chemistry of discrimination. It may be mistaken, but it is never intentionally wrong. Its readers must read it or they will be behind their profession. It is absolutely indispensable to every man with brains enough to be a doctor. SA 1 430 PROFESSIONAL PAPERS 431 The medical paper is read, advertisements and all; for every doctor knows that the text of the advertising, as well as that of the other columns, contains news and infor- mation of benefit to him financially and to the health and happiness of all human- kind. Every advertisement in the truly medical paper is an announcement of philanthropy and professional charity, whether or not it makes money for the advertiser. The dressmaker may get along without the fashion journal, the banker can bank without the banker's paper, and the pilot can pilot without the organ of his craft; but there never was a doctor who did not begin to read the medical papers when he first began to study medicine, and who did not lay down the last copies of his papers with the laying down of his life. The circulation of the best medical papers may not be equal to that of other high- class journals, but every copy reaches a man of influence, intelligence, and skill. There's None Just as Good % If there's anything as good as Blank's Solution, others would sell more of it, and at better prices. Other solutions cost less, because they are worth less. PLATE No. 1.— A form of advertising set in Jenson Old Style, with Jenson top and side piece. FOWLER'S PUBLICITY 1 The physician is the only man except the minister and the lawyer who goes inside the family circle, entering by a door closed to the world. He must be the friend of his patients ; in sickness and in health he is socially the equal of every one he treats. If he speaks well of insect powder, or soap, or of any- thing else used about the house his recommen- dation means money for the maker. The general advertiser values the influence of the doctors as three to one and perhaps fifty to . in one of any other class of men. The physician's influence cannot be purchased by money, and it is to the credit of civilization that there is one class of business altogether founded upon brains and honor. The doctor never speaks until he thinks, and then he says something. There are charlatans in the medical profession, but not enough to count. . Any article of professional use must be ad- vertised in the medical papers, and the fact that The doctor's un= derwear-made for QQQQQQQQQQ him, and adapted to his changes. 爬爬爬爬爬爬爬爬爬 ​ Sense Under- Dress Pepsin Purity PLATE No. 2.- A profitable form of advertising. Set in De Vinne. Border made up of Collins Band Border No. 180 and single rules. few general advertisers use them does not prove their inefficiency Dear Doctor: for the profitable stimulation of the Kindly drop a postal — sale of all good things worn and we'll send you the purest (9) eaten. It may not be profitable to pepsin there is or can be. advertise pianos in medical papers, but everything used in a better way of living can be successfully advertised in them. Plate No. 3.— A successful form of professional advertising. Set in Latin The dental paper, to a large ex- Ant ne dental maner too larre av Antique. Collins Band Border No. 192. tent, is or should be on a par with the medical paper, and although dentists as a class do not stand as high, many of them are fully the equals of the physicians. Mos PROFESSIONAL PAPERS 433 Experiment The dramatic paper is read by theatrical people, and is the only medium reaching exclusively professional women and men. Every actor or actress reads one or all of the papers; therefore it is obvious that no other medium can take their place in presenting pro- fessional announcements, and these papers further are good mediums for the advertising of restau- rants, hotels, modistes, jewelers, costumers, trunk makers, and those who make or sell portable articles. While the professional paper is in a tech- nical sense a trade periodical, it has the right to The reliability of claim a position among general publications to an extent not always given to it. White's Emulsion is It is obvious that professional men and women | founded upon seventy are members of families, and live not far differ- years of successful ently than do other people, and for that reason they belong to the general class, notwithstanding making. There's safe- the extravagance of some of them, and the re ty in the certainty of markable intelligence of others. continuity. The illustrations accompanying this depart- ment represent forms of advertising for medical Plate No. 4.- A form of typographical dignity. . Set in Ronaldson. Single Rule Border. and other ethical publications. The form of advertisements for theatrical publications cannot well be presented here, and the reader is referred to the departments entitled “ Drama," “ Music,” and “Musical Financial Papers “ The organs of money" TOK HAUS MX, ixer nnnnnnnnnn EXDEHE editor of a financial paper may not be a financier. He may have been a failure on 'Change, and he may never have conducted any business successfully. The writer of a text book may be a poor teacher, and yet produce a good book. The great financial minds of the world have learned the art of money making by utilizing the brains of the men of thought who do the technical thinking, and who for nominal pay are willing to make it possible for men of smaller minds to gather in independent fortunes. rnnnnnnnnnnnnnnnnnn The financial paper, if it is honest, is a periodical guide to wealth, and a true mirror of financial fluctua- tions. From every quarter of the business world it gathers information and figures, runs them through its dis- criminating hopper, and serves them for the conve- nience of the manipulator. There never was a suc- cessful man of finance who did not read the financial papers. A number of these pa- can borrow it, in sums of not pers may be under the di- rect control of monopolies, and biased editorially, but nnnnnnnnnnnnn even then they may be worth reading, and certainly PLATE No. 1.~- A form of financial advertising. Set in Johnson Old Style. Barta Newspaper Border. they are read. Money To Let UULUULUUUUU I have $50,000. Respon- sible parties with good security 3 less than $5,000, at 5 per cent. E 434 FINANCIAL PAPERS 435 ITIN Y re earn .' : Insured Insurance • • BA333333333 232323232333 There are many great financial news- papers founded upon integrity and run by honesty, which have earned the title of authority. These honest papers present to the finan- cial advertiser opportunities which cannot be found in any other direction. They are practically indispensable. They offer ex- cellent and dignified mediums for the ad- The directors of the Blank Life In- vertising of banks, bankers, stocks, exchange, surance Company are men of success, insurance, desks, deposit vaults, office fix- and without a failure. The assets for tures and devices, office furnishings, and ten years have never gone below $5,000,000, and the surplus remains at everything pertaining to business; and it $2,000,000. Policy holders are doubly has been profitable to advertise in them insured. goods for men's wear, blooded stock and 2323232323232325 stock farms, country estates, office build- ings, storage, European tours, railroads, and PLATE No. 2.- A form of insurance advertising. Headings set in Bradley. Reading matter set in Old Style Roman. practically everything that a business man Collins Border No. 200. can use, be it necessity or luxury. Advertisements in financial papers must be dignified, and never should descend to nonsense or frivolity. Readers of financial papers are busy men who wholly or financially worship the god of money, and who imagine that man's chief end is to make more money than he can conveniently use. They do not respect and will not tolerate anything but definite fact. They go to the theater and to the circus for fun, but they do not read their financial papers for recreative purposes. There is no necessity of always following Everything that we can * the conventional style which seems to be a consistently do for our de- part and parcel of financial advertising, for positors we do do. Com- a little brightness will not offend, and by its fortable reception room, contrast will attract attention and command polite officials, handsome respect. check-books, accommoda- Financial advertisements must not be filled ting attention always. with adjectives, and must not broad-statement anything. They must be of the “yea, yea, First National Bank, nay, nay” kind, typographical fact upon fact. Smithville, Mass. The old conventional expressions need not be entirely avoided, but they can be supple- mented with stronger statements more strongly Ronaldson Title Slope. Florentine Border No. 149. They do not respect and will not tolerate Bank of 22 蔡露凝凝瑟瑟瑟瑟瑟瑟瑟瑟瑟瑟瑟瑟瑟瑟蘇凝器 ​WY PLATE No. 3.- New style of bank advertising. Set in 436 FOWLER'S PUBLICITY TN Want : Draft ......... put, and stamped with willing honesty. There is no reason why the financial advertising of these progressive days should continue in its aged conventionality. While dignity must be preserved, and while there is no excuse for sensation or any form of startling typography, there is no reason why things of finance should not be presented with the jingle, as well as with the solidity of specie. Brightness need not in any sense be friv- olous, and real brightness is almost always dignified. The examples presented in this department are necessarily of limited size. Several other departments of the book directly apply to financial paper advertising. 11 Smith & Smith have correspondents every- where. PLATE No. 4. — A style of banking advertising. Read- ing matter is set in Gothic No. 6. Florentine Border No. 140. Musical Papers “Sound commodities” OXU Pro 319 Concert Playing | i Expert XXEHE purely musical paper is a sort of cross between the trade or pro- fessional paper and the family publication. . It is a trade paper in that it is read by those who make their living out of music, and it is a family paper because the majority of musicians are members of families. It is a woman's paper, in that the majority of those interested in music are women. It is fashionable for women to be musical, and women have the time to study music. The advertising space in all the good musical papers, and there are comparatively few of them, is of extreme value to the makers of musical Mr. George White, for fifteen years first instruments and to the publishers of songs and violinist in Smith's Orchestra, can be musical com- engaged for private or public concerts. positions. Everything PLATE NO. 1.- A form of professional announcement. Heading in Light Face Title Roman. Reading matter relating to mu- in ordinary Roman. Single rule border. sic or of con- venience to the musician should be advertised in the musical paper. The musical paper is a good advertising medium for every article of household use, and it is especi- ally valuable for articles of art and for those things which assist in home-brightening and in develop- ing the mind and the taste. Miss Mary Smith for four years The musical paper is an excellent paper for was the pupil of Maccaroni, and furniture, the better class of toilet articles, for for five years was professor of books, jewelry, silverware, crockery, glass, and music in Blank's College. Va- 1 those things of semi-luxury and happy necessity. cancies for only four scholars. While the professional musician cannot adver- PLATE NO. 2.- A form of professional advertise- tise in a sensational way, there is no reason why Cushing Monotone. Florentine Border No. 169. he should confine his advertising style to the con- cu ventional card. He can advertise what he is instead of putting his name always at the top. Piano Teaching ment. Heading n Howland en, Readii matter in 437 438 FOWLER'S PUBLICITY TIT Smith's Famous Harmonious Brass Band to change them constantly. 1 Unless the artist is well known his ad- vertisements can contain testimonials, but they had better have one good one than several poor ones. Very few professional advertisers change their advertisements, and for that reason, if for no other, it pays to change them constantly. If the teacher of music has an unusu- ally large number of scholars, he should give the number in the advertisement. 25 pieces, and 12 soloists. Engage= If the music teacher has developed ments must be booked two weeks in some musical prodigies, let him present advance. the names of them in the advertisement. If the professor has studied abroad, or PLATE NO. 3.—A fairly, good band announcement. Set in De under any great musical masters, he may U Vinne. Barta Original Border No. 26. say so in the advertisement. The musical advertiser in the musical paper should remember that his voice or his musical skill, while a professional accomplishment, is a trade commodity, — something which he wants to sell, and therefore he should advertise him- self, or rather what he can do. He need not al- ways follow the over-conservative ethical lines, skin, while a profesional accomplishiment, is a Teacher of Harmonious himself, but at the same time he must preserve his dignity. He should never adopt sensational methods, nor should he advertise himself after the style of soap advertising; but there is a happy com- promise between these extremes, and the dry and almost meaningless musical card. The illustrations present only forms of profes- sional cards. The other departments cover general advertising. I can't teach everybody, because everybody hasn't a voice, but if there's anything to build upon. I must succeed because I have al- ways succeeded. For twenty years I cultivated voices in Blank's Con- servatory. PLATE No. 4. — A new form of announcement for teachers. Set in Old Style Condensed Title. Parallel Rule Border. Secret Papers “ The feeders of harmonious fraternity” an VIN XET 1 X XS HE fraternity press comprises those publications devoted to the interests of all secret societies, beneficial associations, and organizations calcu- lated to fraternize men and women for financial or social benefit. | The circulation of these publications, if they are official, may be of ALTEIXEIRA no uncertain quantity, for many of the organizations furnish their members with a free subscription to the publication in question, the annual dues in- cluding the subscription. The larger proportion of fraternity papers are not subsidized, their circulation de- pending upon their quality, and their necessity to the members of the association. The circulation of these publications may or may not be large. The fraternity press is generally dry, and seldom reflects the enthusiastic fellowship of the membership it represents. Nine tenths of all secret publications are as uninteresting as the papers issued by insurance companies, for they contain matter almost valueless, as dry as the multipli- cation table. The editorials are full of statistics and of technical arguments. The reading matter is all alike and is absolutely devoid of brightness, with a super- abundance of heavy writing which the editors think is sound, principally because there is no ring to it. The majority of association members are men, and because they are men the fra- ternal editor thinks he must direct his publication entirely to the statistical side of readers who have not the time to listen to him. The articles fairly reek with morbid sentiment, and smell of fermenting duty. A bright line may occasionally occur by accident, but it has hard work to shine out from a heap of statistics. : The average fraternal paper is a sort of a periodical slice cut from such interesting volumes as books of statistics, and of the same bubbling character as the Congres- sional Record. Men who cannot write, but who are high in the Order, overwrite about unwritable things, and argue and reiterate until their argument returns to the hole it started from. The editor is generally an old man who does not know any better, or a young man who ought to know better. LII 439 440 FOWLER'S PUBLICITY Occasionally these papers are taken from their wrappers, but seldom after the receiver becomes familiar with the wrapper. There are some association men who read their fraternal papers through and through, but this class of men seldom buy anything, and cannot be reckoned as possible customers to the advertiser. Do not think that there are no fraternal papers that are good advertising mediums, because the progressive organ of a secret society, is, and must be one of the best of advertising mediums. The reason people do not read most of the fraternal papers, is because they are not worth reading. The association member believes in his association, and is prejudiced in favor of the association paper. · He wants to read it, and will read it, if there is any reason why he should. The fraternal paper that is devoted to the family as well as to the man, presents the advertiser with one of the finest mediums possible. The good fraternal paper has a secret hold upon the reader, and the advertisers in it are given a personal introduction to every member of the association. The advertiser must examine the secret paper carefully. The fact that the paper has a circulation of one hundred thousand does not make it a valuable medium. The strength of the fraternal press is not in its circulation but in the number of people who read the paper, for a fraternal paper with a thousand circulation may have more readers than a similar paper of ten times that circulation. Some fraternal papers contain notices of assessment, and other absolutely necessary data. These papers must be read, and therefore are good advertising mediums. cter of the paper, and the character of the readers, can generally be dis- covered by the intelligence of the editorials and articles. If the paper is filled with statistics and articles which nobody wants to read, the paper is worth little as an advertising medium, even if its bona fide circulation be a hundred thousand. The secret paper can have an immense circulation, and a paid one too, without having a reading circulation. The strength of the association, and the fact that the advertiser belongs to it, have nothing whatever to do with the advertising value of the publication. Secret papers are always worthy of consideration, for the good one has a tremen- dous influence, and the more influence a paper has, the more valuable is its adver- tising space. 1 Firm Papers “ Supplements but not substitutes" à VOKS 1 minimaaEWSPAPER advertising must be granted first place. The good of almost all other good advertising is valuable as it works in connection with regular periodical publicity. The house paper, that is, the advertising sheet regularly issued by Gila a retailer for the better advertising of his goods, and circulated among his customers, by mail or otherwise, generally is, and always ought to be a good medium of local advertising. It does not take the place of newspaper advertising, but it works well in connec- tion with it. The value of this paper depends upon not having too little reading matter in proportion to the advertising, and in its regular issue. It should be published at least once a month, and should reach its readers at about the same time each month or week. If it contains too much advertising, it is nothing but a big circular, and is so considered. A good many concerns are now issuing interesting papers of reading matter, with one or more blank pages left for the insertion of the firm's advertising, enabling t advertiser to purchase a better thing than he can publish himself, unless he be an extensive advertiser. The publication of little papers with not less than one half good reading matter, are sure to meet public approval, and to be welcome visitors in every home. The paper should look like a paper, not a collection of advertisements. The heading should be engraved, or in regular newspaper heading type, and the reading matter should be of a popular character, made up of one or more stories and interesting miscellany. Local retailers can make an arrangement with a newspaper office in some town outside of their territory to print the paper, using the regular miscellany, and thereby O1 an It is better to have the advertising distributed through the paper than to locate it all in one place. First make a paper, then insert the advertising in it. Distribute the papers from the regular counter, or send them by mail or messenger, personally addressed. 441 442 FOWLER’S PUBLICITY 1 17 - It may do no harm to distribute them promiscuously on the street, as the receivers are likely to keep them; but one paper delivered and personally addressed is worth four papers given away indiscriminately. It will pay to have the paper contain some locally written matter. If possible, fre- quently print a story by some local writer. It might be well to request the customers to send in cooking recipes, and other in- formation concerning good housekeeping. These matters should be printed with the name of the writer, or her initials. It is not necessary that the firm name appear in the heading, although there is no objection to it. If the name is “Smith,” call the paper “Smith's Weekly,” or “Smith's Monthly," or “Smith's Ladies' Companion,” or “ Smith's Magazine." General names may be preferable, like the “ Ladies' Bulletin," « The Woman's Paper," “ The Household Gazette," the “Family Fireside,” with the firm name as publisher. It is easy to make a combination plan with retailers in somewhat distant towns, employing one printer to do all the work, the papers being somewhat identical. It is no use trying to get these papers entered as second-class mail matter, for to do so one must have a genuine paid subscription list, and take the advertisements of rival advertisers if they are presented. It is a good plan to advertise this paper extensively, and state that yearly subscrip- tions are free to any one having a family. The expense of getting up these papers is not heavy, and they can cost anywhere from a quarter of a cent each to five cents; a very good paper can be produced in fairly large quantities for a cent apiece. Illustrations help the text, provided they are good, but it is better not to use illus- trations at all than to use poor ones. . As the firm's advertisements are the only ones in it, there is no necessity of using heavy type, or of making exaggerated statements. The advertising should be modest, honest, and of interest to the reader. The issuing of any publication quarterly gives the public a chance to forget it. Do not put puffs in the reading matter. Let what is said be limited to the adver- tising columns. The reading matter should be for the reader, not for the advertiser. A common cheap newspaper quality of paper may be used, but as it costs so little more for a heavier and better paper, ordinary book paper is to be recommended. What is known as natural color, or straw color, or light orange may be preferable to white. Do not use too small type for the reading matter. Eight Point is small enough. Select some plain and yet characteristic type for the headings of all the articles, and be sure that this type harmonizes with the general dress of the paper. The more local matter one can get into his paper — not local news, but items of interest to the people of the town— the more interesting the paper will be, and the greater will be its value as an advertising medium. LII r Cai n TOI Useless Mediums “ It's useless to use the useless" PATYNYTDVERTISING has a right to be a part of every publication. If it were not for advertising three quarters of periodical publishing would not be profitable, and the quality of reading matter would materially degenerate. Sia Advertising makes it possible for the publisher to print a better paper, and still make money. The useless publication is the one depending entirely upon advertising patronage for its support. Springing up, living a little while, and dying, all over the country are alleged trade papers, so-called family papers, assumed-to-be art books, nameless directories, and want-to-be publications, which are simply collections of advertisements sufficiently interspersed with reading matter to fool the advertiser. These mediums have no paid circulation, and are not respected or read by those who receive them for nothing. They have a different advertising rate to each advertiser, based upon what they can get, and their representatives are of shabby dress and mind-bare brains. Advertisements are obtained for these publications simply because the advertiser allows himself to be swindled, and because the advertising solicitor, by telling a large story, forces the thoughtless advertiser to believe that he is getting a great deal by paying little. The circulation of these publications is free and often limited to the advertisers. Occasionally a large number is printed, a few upon good paper and the balance upon the cheapest stuff, and the collector presents the affidavit of a reputable printer. The papers have been printed, but as the advertiser is after papers circulated, not copies printed, it is obvious that the circulation-in-junk cannot be profitable. Frequently the publisher of these papers presents the advertiser with copies printed upon the finest of plate paper, and he may have the advertiser's name upon the cover. Everything looks well upon the face of it, and the advertiser does not take pains to look behind its back. Every large printer has been swindled by these charlatans, and in the junk room of many a printing office are stored tons upon tons of the papers that never circulated. Many of these publishers never pay the printer more than the deposit. When the 443 444 FOWLER'S PUBLICITY d. ordered number has been printed, the publisher obtains an affidavit for collection purposes only, and with it enough copies of the paper to give the advertisers. The publisher forgets to come back, and the printer charges the account to profit and loss, and throws the papers into the waste basket. Frequently the advertising solicitor brings in a permit to circulate his papers or maps or time tables along the line of railroads, and subsequently he brings a receipt from a responsible official stating that these articles have been received. Very often this advertising matter is never circulated, although the official intended to do it, and but the railroad is under no obligations to circulate the matter, and will not do so unless it can do it conveniently. The advertiser should demand an affidavit of circulation as well as a statement of printing and delivery. Nothing said in this department must be taken as derogatory to the advertising space in regular programs and in papers circulated by reputable organizations, for such publications at the worst are only semi-free. The program is not a free or a useless medium, because it is a perquisite which goes with the price of the ticket; and the association paper, although given away, is of interest to those in sympathy with the object. The safest way for the advertiser is to refuse to advertise in any publication, with the exception of programs and association papers, which does not have a paid circu- lation and one of known volume. The advertiser should also ignore all publications, even of circulation, if the income comes exclusively from advertising, unless they represent some definite object. There are hundreds of papers running by what they used to be, and are but dried-up mummies of once active life. A publication which was once extremely progressive and profitable, and was one of the best advertising mediums, through a change of conditions may lose its sub- scribers, and yet it may continue to live on the income from its advertising. This publication is practically useless, and because the advertiser has advertised in it for years is no reason why he should continue to do so. The advertiser should periodically inquire into the condition of an old-established publication, and if necessary should investigate it as thoroughly as one which has just started, that he may avoid contributing towards the support of the old and useless. Age and reputation count, but no paper is a good advertising medium unless it possess something besides age and reputation. Because a paper has been on the list fifty years, may be no reason why it should continue to be on the list. There are many publications existing to-day, and asking and receiving high adver- tising rates, when if their circulation books could be scrutinized not one tenth of their charges could be maintained. omes m USELESS MEDIUMS 445 11 USE 1T V rance 7 Some publishers seem to believe in the policy of producing a very large and finely executed paper, and of hiring the best solicitors, and of printing very few papers, re- ceiving their income almost exclusively from the advertising. They can afford to t paper and ink and to engage the best grade of workmen because their paper bills are small, and their heavy expense is limited to a salary list. Their success is due to appearances and not to circulation. These publications seldom quote circulation, and never prove it. Their representatives are almost always gentlemen, men of dignity who know full well what not to say. They wear kid gloves, and are accompanied with canes. Their cards are engraved, and their education is liberal. The year of establishment is on the card or on the first page or cover of the paper. They point with pride to the illustrious authors who used to write for them. The majority of the advertisements are from the most conservative and highest grade of houses, for these concerns seldom employ advertising men, and advertising is almost exclusively placed because of the appearance of the publication and the general looks of the advertising solicitor. Because these publications carry the advertisements of old-line houses, occasion- ally the progressive advertiser signs a large contract for advertising, assuming that men of old-fashioned success who made their dollars by knowing dollars would not dvertise in these mediums if they were not up to the standard claimed for them. By the thoughtlessness of the advertiser these useless mediums succeed. It is as well for the economical, progressive, and intelligent advertiser to watch the mediums he is in, as it is well for him to keep an eye on those he does not use. Because a paper has paid is no sign it is paying to-day, nor is it evidence that it is not paying, for all things being equal the older the publication, the better it is. There is a vast difference between the value of the publication of active age and the paper of infirmity.. The advertiser is warned against all solicitors and publishers who talk too much about reputation and age of publication. The publisher of a good advertising medium, whether it is old or young, knows its value and presents the proof of it in the briefest and strongest language, and he never refuses to answer every reasonable question, and to back his answers with proof. There are enough progressive and thoroughly legitimate and profitable publica- tions to suggest that the advertiser confine his advertising to the papers of fact and discontinue advertising in the papers of doubt. A further consideration of useless mediums is given in the department entitled “Desultory." Free Mediums “Something for nothing is worth nothing” PRYLYL GIFT is not something for nothing, because of the mutual love or respect of giver and receiver. Something for nothing in business is worth nothing. Everything travels in circles, and the good of it, like the power of electricity, is in the future mutual connection, where that which is given becomes absorbed and paid for. When one pays one cent or many cents, or one dollar or many dollars, for anything, whether it be a newspaper, a magazine, or anything else, he is obliged to make an effort -- for the payment of any sum of money is effort. No matter how small the sum, the spending of it is proof that the buyer desires that which he buys, for no buyer intentionally purchases anything useless; if he pur- chase that which is of benefit to him, he will get that benefit immediately or within a convenient time. He who purchases a newspaper or other periodical buys it to read, and he will read it, because if he does not read it he is a fool to buy it; no man is intentionally a fool, and few things are purchased unintentionally. No matter how valuable the publication may be, no matter how good the paper or how beautiful the illustrations, the appreciation of that publication is partly due to the fact that it is paid for. As an advertising medium, the best periodical for nothing is not worth as much as the poorest publication for something. The free paper can have no standing, and can be founded upon nothing. If the paper is worth anything it will be sold at somewhere near its value, and even if it is worth a great deal it is not considered as valuable unless there is a price put upon it, for nobody thinks much of anything which the seller does not think much of himself; if the man who has something thinks so little of it that he will give it away, there is no good reason why the receiver should take the pains to discover the hidden value which did not occur to the giver. The free paper has no permanency, and that which is not permanent has only transient value.. The regular publication is supposed to be a permanent one, and in its continuance is a large part of its advertising value. 446 FREE MEDIUMS 447 e a ren People are not birds of passage, and they naturally cling to that which has lived and which they expect will live. The continuity of the human mind is illustrated by its slowness in accepting any new reform or idea, the tendency being always to stick to old methods, and live as the liver has lived. Naturally people refuse to appreciate anything of transient character, and turn to and hold fast to those things which time has taught them to depend upon. The old publication is a good advertising medium because of its age, and because its past may guarantee its future. The new publication is a good advertising medium if its quality is such as to sug- gest its permanency. A publication given away with goods, or a free paper which cannot be obtained without an effort on the part of the receiver, while not competing with the regular publications, cannot be classed as entirely of the free order. There are a few free publications so high in art and so remarkably well edited, that for the time being they present good advertising; but no matter how good they may be, all things being equal, they must fall far short of the periodical which is wanted so badly that effort and money are put forth to get it. There are in the United States, and in every other country, little papers of limited circulation, poorly printed and even more poorly edited, which seem to sail on the water which has passed, but their readers and the fathers of their readers depend upon them; their names have been handed down as a sort of inheritance, and some people take them because they want them, while other people take them because they think they ought to take them. Poor, little, indifferent attempts of way-back journalism, feeble editorials, sent-in news, baked-over miscellany, and warmed-up jokes, all printed with an old-fashioned hand press from battered type — but on their subscription books are the names of old families and their posterity, and a square inch of space in these publications is worth more than a square foot in many a free publication forced upon its reader, even though it be printed upon parchment, decorated with roses, and bound with ribbons; for in the former are reputation, age, permanency, and guarantee of good faith, while in the latter can be found only what appears unbacked by the past and unrecognized by the future. en ee 1 Proofs “ As it will be so shows the proof of it” . G SAMEMNMM HENEVER possible see a proof. 2 Every printer, and all newspaper men, will willingly show proofs, for by so doing they are relieved of the whole or of a part of the re- sponsibility. S kip Nobody, not excepting the most practiced writers and expert printers, possesses sufficient second sight to be able to see how a thing is going to look before it is presented as it will look. The sight of the proof often suggests necessary changes, and frequently presents the opportunity of making important improvements The correcting of proof is not difficult, and the fundamental rules of proof reading are easily learned. So far as the writer is aware, all plans and directions for proof reading have been technical and mystifying to any except professional proof readers. It is to be hoped that the new way of presenting proof-correcting directions is so simple as to be readily understood by everybody. While proof-reading signs or marks vary slightly in different offices, any printer or compositor will readily understand the meaning of the characters given in this department. an Traiøs stop here. t. Traids stop here. Trains stop here. 1. (change bad letter.) 1 East and West. East and West. . (Bring down to line) 448 PROOFS 449 I will not go. I WILL not go. caps (capitals.) William Black. William Black. . (capital.) Boston, Mass. Boston, Mass. Boston, Mass. S. Caps (Smule Capitals) Boston Tribune. Boston Tribune. Ital (etalics) Chicago Express. Chicago Express. Chicago Express. Rom. 1. (Roman type.) Go in to the hall. Go into the hall. was not come up) ovat Hundreds of dogs. Thousands of cats. Hundreds of dogs. Thousands of cats. (Paragraphe it.) 450 FOWLER'S PUBLICITY Are you going ? JAre youwell ? Are you going ? Are you well ? 50 pins, 25 needles, 675 thimbles. 50 pins, 25 needles, 75 thimbles. 1 (no facagnose.) as needles. - Run in so pins, 25 needles, 95 thimbles. (All in one line.) Good morning! w f Good morning! " (wrong fout.) I don't want to go. stet 1. (Donot make conection) For molandfyon tr For you and me. . (Transfase.) I don't want to go. A selection sufficient for both of us. A sufficient selection for both of us. - (Irausfise) A school for practical)men.t r A practical school for mēn. (Trausfose.) PROOFS 451 I tolp you so. I told you so. Tell me your own name. Tell me your name. Go to bed. Go to your bed. your Where ishe ? Where is he? 1 toif you so. I told you so. 1 (Twen letter round.) Tell me your det name. I (Take out.) Golo bed your - (onsert it.) Where ishe? # Where is he? B (put inoface.) Come with mefquickly. less # come with me quickly. - (Reduce oface.) God cof 60 6 –60–6o. (one en dash) Fish) Fia/Fah. 1 2 1 Fish — Fish — Fish. . (Two an dash.) Fish/ Fish./ Fish. Fish - Fish Fish. 452 e me Some pens paper and ink. Some pens, paper, and ink. I love you/ Do you love me ?) I love you. Do you love me ? (Period and Interrogation) Some peng paper and ink. 9%, 1 Some pens, paper, and ink. (commas) Druggists sundries. V Druggists' sundries. ^ (Afost co the.) Hall's Romeo. Hall's “Romeo.!! Halfa Romeo, ý ở HalP, “ Romeo.” (2uotations.) =) I (Hyshen.) A well-wisher. A wel wisher. A well wisher. I will go. - line I will go. He will go. He will go. They will go. ( Straig liten They will go. . lnds of lines.) Take Notice. IR Take Notice. 1 Pake Notice Index (hidex fist.) PROOFS 453 A Great Fair. A freat Fair. Ir l A great fair. e A great fair. (Lower ease.) • He called him honorable !" “ He called him honorable '!" (single quotations) : Timothy Titcomb J. G. Holland. Timothy Titcomb (J. G. Holland) " (Parenthesis) Wendell Phi vous monofamier el coerman) Orations. Wendell Phillips : Orations. Stones grow animals live. Stones srov/animals live. Stones grow; animals live. / Semicolms Fie, my lord, a soldier? Fie, my lord! a soldier? Fic, my loráſa soldier? ! Pie, my lord! a soldier? (Exclamation.) Twas Ca@sar. hê "Twas Cesar. coglihong.) 'Twas Caesar. 'Twas Cæsar. Puffs “ A puff's a puff yet people heed it” 1920) 1 P W NYHE writer of the first advertisement naturally suggested that the editor editorially or locally refer to the advertisement. The puff and reading notice are synonymous. Common usage divides the puff into three classes. S A First, the puff that is all puff. Second, the puff that is partly puff and partly information or news. Third, the long reading article apparently a part of the regular news or miscellany, with the puffing part prominent or supposed to be disguised. Not fully authenticated history has credited France as the birthplace of the original TI puff. rance Whether the commercial puff was an offshoot from a once popular French style of headdress known as pouff is a question, but in the absence of any contradicting evidence, and out of respect for history, it may be well to assume that the puff-of-type sprang from the pouff-of-hair. The headdress pouf was an arrangement of the hair over cushions of horsehair, and ornamented with designs indicative of the wearer's taste, or picturesquely display- ing incidents in the history of the wearer's family. The record states the Duchesse d'Orleans, on her first appearance at court after the birth of a son and heir, wore a pouff in representation of a nursery with baby, cradle, nurse, and a bundle of playthings, all exquisitely executed in gold and enamel. The imagination, fortified by the similar spelling of the two words, can easily bridge any inconsistency, and assume that the realistic representation of the nursery was a puff for the child. It is authentically stated that Madame d'Egmont, after her father, the Duc de Riche- lieu, had conquered Fort Mahon, wore in commemoration of the event, and perhaps as a puff of her father's fighting qualities, a pouff representing a miniature fortress built of diamonds, a diminutive clock running mechanical sentinels. Some time after the appearance of this fortress-pouff, the word was Anglicized to puff, and began to stand for all classes of reading matter written directly in the interest of some advertiser. Puffs are both legitimate and illegitimate methods of advertising, The puff never has taken and never can take the place of the regular advertisement. a Ssume nursery T was a 454 PUFFS 455 No class of advertising is more abused, more indiscriminately used, and more dam- aging than the puff. A good puff, even if all puff, if it be truthful and dignified, is certainly a profitable companion to the regular advertisement. · An exaggerated puff defeats its own object, and creates a feeling of distrust and disgust on the part of the reader. A lying advertisement is bad enough, but a lying puff is worse. An advertisement may not appeal to the intelligence of the reader, and it may be opposed to refinement and dignity; but it is peacefully tolerated, when the same reader may resent a puff of the same character. The reading columns of every publication are supposed to be for the reader, and the reader feels that he has been illtreated and swindled if more than a reasonable part of that which he has paid for is used indiscriminately for puffing even reliable dealers. reasonable notice, or to any puff, no matter how long, if the greater part of the article containing the puff is of general interest and value. The advertiser generally assumes that because he advertises he is entitled to un- limited reading notices. No advertiser has any right to demand or to positively expect a puff. There is no better reason for giving the advertiser more than a limited number of puffs thari for the advertiser furnishing shoes and stockings and flour to the publisher, or presenting him with so many samples that he would not have to buy regular goods. Some foolish publishers, and even those who own good advertising mediums, have injured themselves and caused the legitimacy of puff advertising to be questioned by offering as bait unlimited reading notices. Advertising space is merchandise. The quality and intrinsic advertising value of a publication can frequently be deter- mined by the number of puffs it prints. The publisher who does not consider every type-set word, whether reading matter or advertisements, as actual, definite, measurable, and positive merchandise, proves by his own words and actions that his advertising space has little commercial value. The publisher has no more right to consider any part of his columns worthless than has the grocer to call his molasses water. The publication that promises all sorts of things to advertisers, which over-opens its advertising columns to them, probably contains advertising space worth as little as its publisher thinks it is worth. Reasonable liberality on the part of the publisher is not an indication of weakness, nor does it affect the quality of the advertising space; and the publisher has a right to give proper reading notices just as the tea man has a right to present his regular cus- tomers with free samples of tea. Comparatively few daily newspapers refuse to give a reasonable number of puffs to their large advertisers, but the advertiser must beware of the magazine or other general publication which prints out-and-out puffs. 1 456 FOWLER'S PUBLICITY YY more er. The liberal advertiser may, by right of courtesy, expect a few reading notices, and it is to be presumed that he reciprocates for them. Some newspapers print all of their puffs in a puff column, interspersing them with alleged news items, miscellany, and jokes. Puffs in a department like this have some value, but not one half the value they would have at the bottom of some news column, or among the regular reading matter. They are looked upon more as ad- vertisements than as puffs, and the weight of the paper is not with them. The direct puff, which everybody knows is a puff, has value, but not so much as the puff so mixed with news and information as to appear to be genuine reading matter. The indirect and true puff is the best puff for the advertiser and the publisher, be- cause it throws the weight of the paper in favor of the advertiser. The puff should be newsy, or should give information, and the cat-in-the-meal side of it should be disguised as much as possible. The indirect puff can be so indirect as to have no value whatever. There is a profitable place between the puffy puff and the news item, which the shrewd advertiser occupies. A dry goods store has just received a large invoice of napkins, and immediately a statement that “Blank's napkins are the best, and everybody ought to have them,” appears in the local columns. There is neither argument nor good advertising in a puff of this kind. It is suggested that the local item might read, “A napkin isn't a very large piece of cloth, yet the first invoice of Irish Linen napkins received this morning at Mr. Blank's store would, if placed end to end, make a cloth-covered path from City Hall to Crocker's Bridge.” This is news, or rather information, does not objectionably jar upon the reader, and really tells more about the napkins than the first item. The social form of puff writing is often valuable. An item something like the following reads smoothly, and conveys the information. “I have often remarked," said Mr. Blank, the Broadway grocer, “how inconsistent the taste of apparently the same class of people seems to be. My trade is evenly distributed all over the city, and as you know, no one particular side can claim all the wealth of the town. Now North side people seem to prefer New Orleans molasses, a grade of liquid sweetness far purer and more wholesome than any other molasses on the market, yet the majority of the people on the South side, who are as wealthy and refined, buy twice as much Porto Rico molasses of me. New Orleans molasses is used for syrup and for cooking, and the other kind for cooking mostly, and I have never been able to understand why North-siders like syrup, and South-siders don't. I have just received three car loads of the finest New Orleans molasses I have ever tasted, and I am going to make the South-siders use it.” A paragraph like this not only gives people the idea that Mr. Blank does the molasses business of the town, but will create a suffi- cient amount of good-natured talk to assist in selling more molasses. How much better, instead of saying, “ Blank's dress goods beat anything in town," it is to say, “Mr. George White, the mathematically inclined salesman behind the w n PUFFS 457 YT i dress goods counter at Blank's Emporium, says that he can substantiate the figures that claim that the twenty-eight varieties of organdie now in stock are sufficient to make one and three eighths dresses for every young lady between the ages of twenty- one and twenty-four in town, but Mr. White is too prudent to tell how he found out the ages.” Perhaps the preceding item is a little frivolous, but it conveys the ideas, and does it pleasantly; it creates talk, and anything that will create unobjectionable talk is good advertising. The professional advertiser can instantly tell the most carefully disguised puff, but there are so few of him that he is not worth considering. It is simply necessary to make the puff so interesting and readable that people will read it and not object to it. If the puff starts out as news, and ends up abruptly as a puff, the reader is disgusted because the item has fooled him; nobody likes to be fooled. Anything which disappoints is unprofitable. That which disgusts is injurious. The writer questions the value of the long reading articles so frequently appearing in daily papers, with sensational headlines and apparently newsy introductions that carry the reader along and interest him, and then land him in the middle of a puff. It would seem that the disgust, disappointment, and resentment created by such an article would not only counteract the value of it, but make it positively injurious to the advertiser. Nobody likes to read about shipwrecked sailors saved by Blank's Cordial, or about the unhappy family made happy by Blank's Pills; nor does any business man or any woman with money take any stock in the long-winded financial article which argues generally, and then abruptly booms an unknown investment. There is no objection to telling about a good thing, or to introducing it in a pleasant way; but the value of that introduction is in its natural harmony with the article, and the fact that it appears to be a necessary part of it. A ten-page article on“ How Blank's bicycles are made ” may do Blank some good, but not one tenth as much good as an article on “ How bicycles are made," written by a man who obtained his information by visiting Blank's factory. The decent newspaper would rather print a hundred newsy puffs than one puffy TI puff. There is no store, no maker of anything, and no seller who cannot easily construct newsy puffs, and puffs with information in them. A three-line puff of news is worth a column of puffs of puff. Do not have the puff in the company of puffs, for the value of a puff is in the com- pany it keeps. Never let the puff disappoint the reader and make him sorry he read it. Inaugurate a news bureau, and request all the employés to send in every item of business news pertaining to the business, and furnish this news, with the puff in it, either in skeleton or written out, to the newspapers. 458 FOWLER'S PUBLICITY 1 TT 11 LI TY 111 17 It is best for the advertiser to write the puff, or to have it written under his direc- tion, for then he can be sure that what he wants said is said. If the advertiser cannot write the puff himself, perhaps one of his clerks can, and if the clerk cannot do it, an arrangement with some local editor or reporter should be made. Women are natural creators and venders of news, and the female employés should be encouraged in puff writing. Items containing prominent names are always acceptable, even if they are used in connection with the purchase of something. If the Honorable Mr. Blank buys a carriage, few local papers will object to giving the name of the carriage he buys. If Mrs. Shoddy Smith pays one hundred and fifty dollars for a gown, neither Mrs. Smith, nor Mr. Blank who sold it, objects to Mr. Blank's name being mentioned. If Major Something has purchased clothes for fifty consecutive years at one store, there are few local editors who would not be willing to speak about it as news. If the best stenographer in town has made the best record on Blank's typewriter, few object to giving Blank credit for it. Efforts should always be made to connect names with goods and sellers. If there is any one thing a newspaper wants to print and will print, it is names. Statistical information is always acceptable, and frequently offers excuse for puffing. Many a publication which objects to saying that “Smith's stockings are the best," will willingly print an item which states that during the last ten days Smith sold five hundred pairs of number thirteen stockings. Anything which represents volume can be constructed into news. Puffs should be devoid of expressions like “best,” 6 unequaled,” “unapproached," and the like. Modesty in puff writing is absolutely essential, for anything which is disguised must be more carefully written than that which is not. Every advertiser should be on intimate terms with the local editors and publishers, and should reciprocate for all favors done. The examples of puffs presented in this department are calculated to illustrate many styles of puff writing and to present the most acceptable methods of construc- tion. No attempt has been made to produce puffs of extreme originality, for sometimes the originality of the puff discloses its character. Most of the examples have followed conventional lines, so as to be in strict accord with the style of news writing. The good puff must be natural and in harmony with the character of the paper printing it." The substance of almost any of the sample puffs is adapted to other lines of trade. All of the specimens are given with headings, but headings are not necessary, as the puff reads correctly without the heading. WS. PUFFS 459 I The puff should always be set in typographical uniformity with the make-up of the paper. The sample puffs are set in single-leaded 8 Point, and therefore occupy rather more space than they would in the average newspaper. 1 Five Hundred Shawls ninety per cent of all baldheadedness local banks, was paid by the First “How many shawls do you think is caused by the wearing of closely | National Bank yesterday. are in that pile?" asked Mr. John fitting and unventilated cloth hats. Blank of a Journal reporter, as both The opinion of this authority coincides The Shave of Comfort were standing in front of the shawl with that of every one who has given Very likely he wouldn't like to have counter, where there were several the matter attention, and it seems re- his name known, but his beard was stacks of those famous Himalayan markable that our enterprising hatter, aller: stiff, and he had one of the hardest shawls of which so much has been said | Mr. John Jones, who has been on the fa ne faces to shave, and he appeared to be lately. "I should say at least a thou- lookout for a ventilating hat for many Y la nervous sort of a man; yet artist sand,” replied the reporter. “There years, has not until now been able to | | Brown, the First Street tonsorialist, are not quite five hundred,” said Mr. obtain one. The Atmospheric Venti- | shaved him so gently, and talked to Blank, " and I don't believe there will | lating Hat, which Mr. Jones is intro-| 1: him so softly, that the unknown man be a hundred left by to-morrow, for ducing, looks like any other hat, is 'n slept peacefully during the operation three hundred and seventy-five were really lighter, and not only saves hair, hable of face-smoothing. sold yesterday. I don't wonder you but keeps the head cool. thought there were twice as many as The Railroads Suffer there are, because you did not realize Straw vs. Felt the soft, durable thickness of this class Last year one hundred and sixteen Dark lines on the forehead, hair fall-Centreville gentlemen were riding on of goods." ing out, premature baldheadedness, commutation tickets between this city | chronic headache, hot heads, -all be- and Great Town. Station agent Tones Restful Bostonians | cause the man who ought to wear a says that there are only twenty-eight “If folks keep on buying for the next straw hat keeps wearing his felt hat! | of these tickets sold now, and admits month as they have during the past | There's no economy in it, because that the missing commuters have month," said Mr. Blank, of Blank's | if one hat isn't wearing out, the other changed from riding on the railroad to furniture store, “ nearly all the minis- | hat is, and there is discomfort and lack riding a Blank bicycle. It is quite re- ters, lawyers, and doctors, and other of sense in keeping the felt hat on when | markable that the figures given by the professional people in town, will rest | the weather demands the straw hat. I station agent tally with the record of their bodies and nerves more this | Those stiff, heavy straw hats are un-sales recently made by William Smith, - winter than they ever did before. I comfortable, and produce headache. the agent for the Blank bicycle. There seems to be a sort of profes- The straw hat of comfort is the one sional epidemic in favor of the Cres- which is flexible and fits itself to the cent Library Chair. My salesmen tell head. Mr. John Blank can almost be Sale of the Elms me that thirty-eight were sold yester-called a hat doctor, for he does not || The Elms estate, consisting of man- day, and that every buyer appeared to make the man fit the hat, but fits the sion sion house, farmhouse, stables, and belong to the professional class." hat to the man. His “Hat of Com- other out-buildings, and twenty-eight fort” is of the lightest of straw and acres of land, was sold yesterday for | fits the head like a custom-made suit. $38,000 to Mr. John Jones, of Jonesville. A Coal Saver | Colonel George Black, the auctioneer- Dr. Cutting burned eighteen tons orator, consummated the sale, and of coal in the heating of his house The Portland Girl good judges of real estate say that the winter before last, and although last William Red's famous painting colonel's eloquence added several winter was colder than the one before, representing the Portland girl at work thousand dollars to the price. he is willing to make affidavit that he in the field, much spoken of by art only used twelve tons for the perfect critics as a wonderful piece of realistic A Dental Memory warming of his residence last winter originality, has been purchased by the Dr. George Smith, who has had the with the new scientific Saverine Hon. John Jones. It is said that Mr. care of Pittsfield's teeth for nearly heater. Jones paid $3,800 for the work. half a century, was riding on an A. & B. train the other day. A gentleman Baldheaders A Heavy Check in front of him seemed to be suffering Dr. Blank, the eminent English A check for $198,473.58, said to be from the toothache, and the doctor scientist and brain specialist, says that the largest check ever drawn on our ! very kindly volunteered his services. 460 FOWLER'S PUBLICITY Pelea In a few minutes the sufferer stopped gentlemen rode the Blank bicycle, and Ruggery is rugging almost every house suffering. While working on the although they wheeled over the hard- in town. aching tooth, Dr. Smith naturally est roads, the bicycles did not need the noticed the other teeth in the mouth. tightening of a nut or any repairs dur- Newly Carpeted Turning to the patient the doctor said, ing the entire trip. The new carpets which have just “I filled that molar some time in Jan- been used in recarpeting Hotel Ton uary, forty-two years ago. I remember Their New Rifles required three thousand five hundred the tooth, but I don't remember you.” The Shotville Gun Association last and forty-two yards, and the contract “ That tooth," said the patient, "was evening voted to purchase 150 of the was given to Jones & Co. against six- filled at the time you state, and by Dr. Sure-Hit rifles. teen competitors. George Smith, of Pittsfield.” “I am Dr. Smith,” said the doctor, and then Successful Balls they exchanged cigars. He Rides with Ease The Blankville Baseball Club has President Jones, of the Solid He Bet a Hat and Won voted to use only the Jones & Jones National Bank, is enjoying his new Regulation balls this season. Crescent buggy, especially made for Colonel John Blank and Mr. George him by Messrs. Green & Yellow. Smith recently entered the American House dining room together, at the Long-Wear Foot-Wear time the Merchant Club was holding Shoedealer Smith must have confi- The Carriage of Strength its monthly dinner. Turning to the dence in the wearing quality of the Reverend Dr. Jones says he is old- Colonel, Mr. Smith, said, “ I'll bet you Red Brick Shoe, or he wouldn't dare fashioned, and perhaps he is; at any a hat that nine tenths of the hats on to offer a silver medal to every boy rate, his venerable form for the last the rack are Smith's hats.” “How who could legitimately split the seams twenty years has never ridden in any- can you tell ?” asked the Colonel. inside of six weeks from date of pur- thing but the Holden carriage that he “Partly because I have been thirty chase. brought with him when he began to years in the hat business, and judging preach in our Baptist church. The by the number of hats I have sold this A Giant Cinderella doctor says that he had this carriage in spring, three quarters of the business Colonel John Black will present the use five years before he came here. men in town ought to be wearing my No. 26 ladies' slipper, now on exhibi-| The doctor and his vehicle wear hats.” Dr. Jones was called as tion in his window, to any lady in town well. referee, and Mr. Smith won by four who can comfortably- wear it. This hats. slipper is a perfect counterpart of the 600 Overcoats high-art house slippers so remarkably Each just as good as the other, and Brilliant Uniform comfortable and stylish. all of them built on honor, with honest The Pieville Guards paraded this cloth. $15 each, and a written guaran- morning, and they did not feel any How Carpets Are Made tee, and your money back after you more proud of their new uniforms than The Weaver Carpet Company will have worn the coat a month if it did Major Jones, who made them. present its gilt-edged and beautifully doesn't wear as well as you want it Certainly the Guards are a walking printed booklet on the history and to. The Excelsior “Clothing Store advertisement of the Major's skill and making of carpets to any lady who appears to sell the right goods at the taste. will call at the retail department. right prices. No Two Alike The Care of Furniture Surety Shoes George William Black, the First Not one women in ten, and not one Every pair guaranteed, money back, Street tailor, can claim the distinction man in a hundred, knows how to take ke satisfaction always. The Surety Shoe of making one hundred and four busi- care of furniture and how to properly Store stands by its name. ness suits last month, and every one polish it. The Bright Furniture Com- of a different style of fabric. pany will present a booklet on the care A Coal Blockade and polishing of furniture to any lady 'No wonder the Smithville Flyer was A Long Distance Ride who will call for it, or it will be sent late this morning. Jones Brothers had Reverend John Jones and Deacon by mail upon postal card request. | twenty-six cars filled with Dustless Charles Smith returned yesterday coal on the track, and the breaking of from a four weeks' bicycle tour Rugged Cheerfulness an axle stopped the traffic. through the Adirondacks. They re- 'Tis not the rug that makes the port a most delightful time. Their home, but oh, how it helps ! and when Warm Entertainment appetites nearly bankrupted the Pres- this help can be obtained for only a The Opera House will be comfort- byterian sociable last evening. Both dollar, it's no wonder that Rugger's ably warm this winter. Manager Jones PUFFS 461 ment at Ct has just ordered of Smith Brothers, Old Fashioned Buttons new South Street residence. The pre- 500 tons of Darktown Coal. The out-of-date button of to-day may liminary drawings present a | liminary drawings present a house of I be the fashionable button of to-mor- great harmonious beauty, with all the : A Sweetened Transformation row, and far-seeing Bostonians are re-increased attractiveness given by the A big hogshead of molasses stood ducing the old-style-stock of Jones & new methods of architecture, and yet in front of Sweetman's candy store | Co. there is in everything a practical, con- yesterday morning. To-day that mo- venient simplicity which gives the The Cost of Shirts lasses is piled up in great pyramids house the happy combination of new- Unlaundered bosom shirts retail style beauty and old-style sense. of sticks, and each stick is named from 37 cents to two dollars each, and "Mother Carey's ’Lasses Taffy." Mr. John Smith states that his shirt A Bread Maker counter sales have brought the average Mr. William Jones, for many years Chamber Cleanliness price of Bostonians' shirts at slightly head bread cook at New York's larg- re is something so cool. So over 57 cents. Comparatively few est bakery, has been engaged to take cleanly, so exhilarating about the pay as high as two dollars for shirts, I charge of the bread denart freshly straw-matted chamber floor, a considerable number buy at the low- White & Clean's. that it is a wonder more people do not est price, and a good proportion aver- take Dr. Smith's advice and straw-mat age about 75 cents each. The new 50 | Lee's Frugality their sleeping rooms every summer. cent shirt Mr. Smith is selling will There are thirty-seven hundred de- The cost is slight, and the wear of the probably assist in changing the aver- positors in the Lee Savings Bank, and carpets saved, and John Jones is sell- age price of shirts, as many of the nine tenths of them are residents of ing really serviceable matting at 12 gentlemen have discovered that a Lee. The average deposit amounts cents a yard. really good shirt is being sold for half to about $316, and the average in i la dollar. bank for Lee depositors is slightly Barnum's Circus Tent A Leader of Style over $349. contains about the same number of Everybody says that young Dr. square feet of surface as the aggregate Smith is the best-dressed man in town, Ready-made Style area of all the red rim handkerchiefs and Dr. Smith admits that tailor Tones Eighty per cent. of Bostonians wear placed side by side in Jones's Special is to blame for it. ready-made overcoats, which speaks Handkerchief Sale. well for Boston's symmetry of figure. The Graduating Class Color Human freaks must be custom clothed, Healthful Sleeping The young ladies who are about to but the man of good figure looks as Dr. Tones, the English authority on I graduate from our High School have well and saves money by buying the sleep, says that no one should ever | adopted pale blue as the class color, new Crescent High-Art overcoats that wear anything at night that is worn and have just presented Principal were made by Jones & Co. during the day, and that the strongest Black with a beautiful lemonade set as well as the weakest need a complete of that shade. The set was bought at A Crystal Window change of clothing when retiring. The Smith & Co.'s, and was selected as the What five cents will buy can be doctor suggests that some long under- most exquisitely beautiful of any of the easily seen if one will look in Jones's shirt be worn under the nightdress fifty varieties on his show tables. window. There, pile upon pile, are during the cold months, and that under 1,000 decorated tumblers, and if you no circumstances should the day under- They Break No More don't buy more than a dozen of them shirt be worn at night. The WhiteSince John Smith introduced the they cost you but a nickel apiece. House has had a number of these night Iron Clad Suspender, the number of garments made, following Dr. Jones's awfully big bad words which occa- The Light of Welcome directions, and although they are ex- sionally accompany the slipping and The first Methodist Church believes tremely durable and expensive, they breaking of the suspender has been that the light of religion can be best will be sold at very little above the materially lessened in Passaic house- price of ordinary underwear. holds. seen from within a well-lighted church, and that the dimly lighted audience 200 Hoes room cannot well present the light of Uncountable Buttons All alike, all strong, all one dollar, Christianity. The Evening Star Probably a million million buttons all at Jones's. Lamp, in twenty clusters, now lights are made every year in the United the edifice. States. More than two hundred styles, Congressman Hubbard's New and probably an aggregate of more Home How to Set the Table than two hundred thousand buttons, Architect Jones is now drawing the There are many ways, and perhaps are carried in stock by Jones & Co. plans for Congressman Hubbard's your way is not the best way and then 462 FOWLER'S PUBLICITY a change brightens things. If you 12 stockings, and why should he say Staffs of Life have a dining table, drop a postal card that he sells more 972 than any smaller Four hundred barrels of " Husband to John Jones, and he will send you sizes ? But Mr. Brown very kindly and Wife Flour,” and a thousand bar- twenty-five pictures, each representing keeps the largest variety of the smaller rels of “ K. W.," the digestible wheat, an artistic and convenient way of sizes, so that everybody can be fitted, I arrived this morning consigned to arranging the table. and have what everybody wants. Jones & Co. Governor Jones Convalescent Ten Miles of Sheets The Meal to Eat Dr. Smith, who is attending Gover- Take all the 20-cent sheeting at the Dr. George White says that Star nor Jones, says that his patient is im- White House, sew it together in a con- Oatmeal is more digestibly prepared proving rapidly, and that he will tinuous piece, and you can cover both than any other on the market, and probably be able to attend to his offi- sidewalks of every street within two Jones Brothers sell it. cial duties in ten days. miles of their store. Lots of Oranges What Six Yards Will Do I Tea Table Cloths A hundred boxes direct from Florida, In the dress department of Brown Delicately patterned and rich in and all sweet, and all at Smith Broth- Brothers there are on exhibition twelve fabric, they add more than they costers. different style of dress creation, each to the appetizing appearance of the Collar Style being made of only six yards of cloth. table. Brown Brothers have just 150, Twenty-seven different styles of It is a genuine display of economy. each at $2.40. gentlemen's collars, from the very low to the very high, from the stand-up to · Forty Yards of Dress 900 Dresses the turn-down, are being shown in Miss Georgianna Shakespeare has. The new styles of ladies' cloth now Tones's windows. . kindly allowed Mr. White to exhibit displayed at Brown Brothers' store for a few days the gown that she will have an aggregate capacity of making Color Ties wear in “She Stoops to Get Him." | over 900 garments. There may be nothing new under The dress was made in Mr. White's the sun — except in neckties. William dressmaking department, and con- Real Trout Black can show you 247 different ar- sumed slightly over forty yards of The kind you read about and the rangements and colors of neckties. silk. kind that doesn't have to be lied about. One hundred of these gamy beauties | Comfortable Card Company Do We Love Medicine ? arrived at Smith's this morning. You can play cards on a barrel head, Very likely not, but we take it, and Our Five Centers or on the bottom of a wash tub, but Mr. George Black has compounded you won't when you can buy a work- The Cash Register at Jones's Fancy 916 separate prescriptions during the of-art-card-table at Jones's for $4. last month, the prescriptions coming Good store recorded 728 five-cent pur- from twenty-eight different doctors. chases between 9 and 12 o'clock this morning. Compulsory Matrimony Mr. George White, the First Street Cough Curing A Train of Flowers furniture dealer, may have a great deal “ Kill the cough and kill the child”! The most beautiful floral ornament | to account for. It is said that his is a proper label for half the cough at the Ladies' Monday Morning Club advertisement to completely set up a compounds compounded. Dr. Smith dinner was the reproduction of a train young couple in housekeeping for $240 says that cough syrups are largely re- of cars, all worked in flowers, the entire has literally driven the young people sponsible for infant mortality. Pro-train requiring over ten thousand sepa- into bondage. fessor Chapin, with the sanction of our rate pieces. This marvelous work of local medical society, has prepared, art was executed by Mr. George Black, Honeymoon Headquarters and is selling, a harmless cough medi- of Main Street. Talk about your Niagara Falls, your cine containing no opiates or injurious | White Mountains, and your Newport ! drugs. A Society Leader If you want to see your Simple Simons Mrs. Jones, wife of Senator Jones, and Happy Marys budding into mat- Little Boston Feet represents Boston society at the capi- rimony, or just over with it, spend an It is no use for the dear Boston girls tal. At a recent reception her costume afternoon in White's furniture store. to keep on saying any longer that all was decorated with Chelsea violets. Boston feet are small, for if they were | Smith Brothers, the White Street Happy Harlemites small, why should Brown Brothers florists, have over 20,000 of these fra- The only lady who didn't want a carry twenty-five varieties of number grant blossoms ready for delivery. sealskin cloak is confined at the Bloom- PUFFS 463 ingdale Asylum.“ It is rumored that Jones in Town clock that White sells is guaranteed to the Harlem ladies are about to sub-1 Ex-President Jones and wife are keep time, and will be made to keep scribe for a monument, representing occupying the blue state apartments in tim Mr. George Smith standing in a group the Smith House. of ladies, holding a carved-in-bronze Convenient Cooking representation of the $50 sealskin Grandfather used wood. Mother Three Cheers for Jones cloaks that have made our women used coal. The married daughter in the revel in happiness. The Hundred Associates held their summer cooks with a gas or an oil annual dinner at Comfort Hall last stove, keeps cool, keeps her temper, Quick Repairing and is satisfied with the Star stove, they ate again, and they kept on eat- 12 midnight, Colonel Jones's steam which uses just gas enough, and is just ing; and so good did the food taste, pipes aleak. 12.03 A. M., Colonel Jones and so easy did it set, that when Cap- hot enough, and is so easy to take care at the telephone. 12.05 A. M., George tain Jones shouted “ Three cheers for Black answering him. 12.20 A. M., Caterer Smith,” the cheers were given A Tremendous Wash-out George Black in the house. 12.30 A, M., I with a will, 465 pieces of underwear, 803 hand- not a leak. | kerchiefs, 107 shirts, 309 pairs of stock- Claim Promptly Paid ings, 75 table cloths, 4,000 collars and The Changes of Time | Ex-representative Jones died day cuffs, and 3,640 other articles, were A wicked man, who ought to know before yesterday, and widow Tones to- washed, — and properly washed too,- better, said that when he married his day received a check from the Fair and ironed, and delivered on time, last wife she had fifteen buttons on her waist Life Insurance Company in payment wee I waist | Life Insurance Company in payment week by Jones, the laundry man. and one button on her glove, and now of her husband's policy. his daughter wears one button on her Lawyer Smith's Success waist and fifteen buttons on her gloves. Heavy Life Insurance George William Smith, of the Black But Brown, the glover, has a thirty-| One hundred and seven of the repre- Building, holds the successful court button glove in his window, and it's no wonder that his little boy asked his sentative business men of New York record for the year. He has won 107 mother to sew a seat between the cloves hold policies of from ten to fifty thou- out of a possible 110 cases, and the and let him wear them for riding sand dollars each in the Solid Mutual damage suits which have been under Life Insurance Company of Burling-his direction aggregate over $3,000,000. pants. ton. Can Cleanliness The Telephone Litigation He Covers 'em A11 The Upland Brand of canned toma- Honorable William Black has been Fire insurance manager White says retained by the heirs of George Smith toes is all tomato and no dirt./ | that there are only four houses in town in their suit for $250,000 damages which do not carry policies written by | against the Gong Telephone Co. How Cold Is It ? him. Tell me how cold it is. Tell me Many Miles of Lumber quick. Solid Insurance You can't come within five degrees of it. You think you know Every member of the board of board of' Jones & Co. are now carrying over Jo whether your room is warm or not. directors of the Safety Fire Insurance 75,000 feet of pine and ash lumber in You don't, and there are accurate Company is over fifty years of age, their North End Lumber Yard. thermometers at Jones's for 30 cents! and none of them is worth less than $2,000,000, and not one of them has ever The Smith Monument failed in business. The marble firm of White & Black Ancient Harness are receiving the congratulations of The Window Hotel tally-ho har-/ 1 The Crescent Club Vase every one who understands realistic nesses were made twenty years ago by Warren, the harness man, and have carving, for the remarkable specimen is now on exhibition in the window of of their handiwork in the famous been used ever since. White's Jewelry Store. Smith monument at Green Tree Cemetery. Berkshire Hay Is Your Watch Right? Of the 5,000 tons of hay cut in this Mr. William Jones will regulate it Deer at Low Price county and considered to be the best free of charge. 200 pounds of the finest Adirondack hay in the State, Brown & Co. have vension arrived this morning at Smith's purchased 4,000 tons, nearly all the Right Clocks market. Notwithstanding the remark- balance being sold to out-of-county The clock that doesn't keep time is able quality, it will be sold at the regu- buyers. worse than no clock at all, but every lar venison price. 464 FOWLER'S PUBLICITY 2,000 Pounds of Meat A Beautiful Organ A Safe Proceeding Just a ton of fresh Chicago dressed White Bros. delivered this morn- into Smith & Co.'s new store indi- beef is growing tender on the hooks at ing the new vestry organ for the First cates that another of our merchants White's market. Congregational Church. has become convinced of the fire-resist- ing qualities of Surety safes. A Large Contract A Coat of White. White & Smith have been awarded | William Black, the painter, says that Universal Sewing the contract for building the Masonic it will take three hogsheads full of 650 Crank Sewing Machines are in Temple. This firm won over 48 com- white paint to paint the houses and use in town, and manager Smith sold petitors. stables on the new First Ward prop- twenty-five yesterday. Fresh Cows and Fresh Milk erty. He has just obtained the con- The Honeysuckle Farm begins to- tract. Merrily They Rode day to deliver milk in glass jars, exclu- White's magnificent boat sleigh, sively from the herd of one hundred Four Thousand Rolls “The Winter King,” carried a merry Jersey cows which arrived last week. White & Black have the credit of party to Oysterville last evening. obtaining the largest wall paper con- To-day's Bonnet tract ever given in this State. In the A Carriage Parade The Washington papers speak en- papering of the Hotel Tone over four Four Twenty of the thirty carriages used thusiastically of “The love of a bon- thousand rolls of wall paper, embrac- for our invited guests yesterday came net" worn by Mrs. Senator Cash at ing 175 designs, will be used.. from Frost's stables. the Monopoly Ball on Saturday even- ing. Miss White, the artist at the Instantaneous Photography Toome Popular Store, read the description in They didn't sit still, and they didn't It speaks well for Boston's intelli- the papers, and Monday noon there have to, and they were taken before gence that Bookseller Brain can re- were a dozen of these bonnets ready they knew it, dressed in natural smiles port the sale of 755 copies in a single for inspection. – twenty-five of them, and none over day of Grover Harrison's famous scien- | four years old, and some not quite six | tific novel. 6 The Whichness of the An Evolution in Hats months of age. Professor Smith never | When 19 Mrs. John Jones, who is responsible fails to catch the right expression with for the creation of many of the most not his camera. “The Fools I've Seen” beautiful styles of hat decoration, is Milton Strong's novelette, “The receiving congratulations for her re- A Large Contract markable exhibit, which she has aptly White & Co. will receive $6,000 for of Fools I've Seen,” has reached its 78th edition. entitled, “An Evolution in Hats.” furnishing the plumbing work of the Resting in a flood of light, arranged in new Jones Building. a poetical harmony of color, are seventy-five creations for the head, A Magnificent Residence for A stove of beauty, and one breath- illustrating every prevalent style and Sale ing everlasting gentle waves of warmth, varying in price from fifty cents to over General White's country palace, and smiling glowingly, and making you thirty dollars. with its hundred acres of lawn, feel at home, and that has not a raven- meadow, and garden, is offered for ous appetite for coal — The Surety “Kissing in the Moonlight” sale by Damon & Kenyon, the Broad- Coal Saver is as economical as it is Miss Vocalina Cello was never in way insurance agents. The general better voice, and never so thoroughly paid over one hundred thousand dol- thrilled her audience, as when her lars for the land, and during the last | Grateful Healthfulness sweet, clear tones rang out at the Char- ten years has expended more than that A house without an open grate is ity Concert, in Bartindale's famous sum in buildings, and more than fifty like a child without a smile. If your song, “Kissing in the Moonlight.” thousand dollars in outdoor arrange- house is old, no matter, for Brown can Music dealer White says that he has ments. (Here add description of the fit a grate anywhere into the fireplace, already sold 2,000 of these songs, and place.) or make one, or give you a stove that's that over 200 were sold yesterday. open and cheerful. They Love Meat A Musical Street Meat must be tender, and splendidly Satisfactory Coffee There are thirty-eight houses on cooked at Clark's restaurant, or 400 Good coffee is good for almost Violin Avenue, and in 35 of these pounds of it would not be consumed everybody if he doesn't drink too much houses are Sweet & Tone's pianos. levery noon. of it, but poor coffee is an abomination. PUFFS 465 Brown's coffee is a happy blending of at the Hyde Park Hotel, at Mountain- On Time three good brands, and adapted to the ville. He is in perfect health, has a Superintendent Jones says that the universal palate. ravenous appetite, and speaks in the K. of H. excursion will leave on time. highest terms of the location and man- and arrive on time, and return on time. Tea Table Tea agement of this famous hostelry. A book on how to brew it, — the book for nothing, and the tea at one Rushing by the Lakes Hungry Folks' Dinner dollar a pound, at Brown's. The tourist on the B. of H. R. R. I Were you ever hungry? Did you passes directly along the borders of ever fail to cheerfully lose your appetite Tenacious Tin forty-eight sparkling bodies of water, at one of at one of Captain Smith's famous fish many of them several miles across, and The tin that lasts, and the kind you dinners, where food is good and food is can't scour the outside off of, at | all of them glistening gems set in a plenty! background of green and blue. Brown's. Running At Large Palatial Cars In Oak Grove there are three hun- Demanded Stock The new chair cars run between dred squirrels, twelve deer, and a drove Raile & Sleeper report that the de- mand for R. & R. stock exceeds the loh Smithville and Jonestown cost $65,000 of one hundred sheep. supply by six hundred shares. Railed Luxury The Road of Safety The Masonic Excursion Five hours from Cityville to Town- Not a passenger killed in ten years, Over two thousand tickets have been village, one dollar an hour, and for a and not an accident where the road sold, and arrangements have been dollar extra you have a chair so com- was to blame, is the record of the B. made for dining four thousand people. fortable that you would drop into & B. R.R. Three bands of music will accompany peaceful slumber if the beautiful the excursionists. scenery did not keep you awake. An appetizing table, and all of the luxuries Another Record | A Comfortable Excursion: of the finest hotel, as you are speeding Captain Salte, of steamer“ Go,” has | Captain Dole.of the steamer - Helen.” | over the smoothest track at fifty miles beaten his own record between Ocean- ville and Bar Harbor, running that says that although the capacity of his an hour. boat exceeds two thousand passengers distance in eight hours and thirty-one he will not allow more than sixteen minutes. Summer Homes hundred on board on the 4th of July. Where they are and how to get there. | What it costs. A book of facts that Backed by Pines A Cyclorama Voyage. tell you everything in plainest English. The Point of Pines Hotel has twenty y The steamer “Ocean Bell” on her A virtual illustrated guide, with none of miles of solid pine woods back of it. regular daily trips to Beachton passes that silly originality and poetical five hundred country villas, eight light- quotation and other stuff that is so He Went For Health and Got It houses, and thirty-seven islands, the exasperating when you want real in- Rev. Henry Ward Smith, D.D. has most beautiful short river trip on the formation and prices, and brief de- just returned from a two months' stay continent. scriptions of what you'll see, Harmony “ The strength of the whole is in the harmony of the parts" V NAV: NYIN harmony of method is the success of business. avena VERSIf there is not enough fire under the water, or enough water over the fire, the boiler will not run the engine. If the rudder will not steer the sail, and the sails will not mind the a rudder, the ship cannot be sailed. Goods cannot be weighed in the scale that does not balance. All there is to music is harmony. All there is to success is in harmonious conditions. Strength without harmony repels itself. Strength with harmony magnifies itself. Black goods do not look well in the dark, nor do white goods show the depth of their whiteness when overflooded with light. A thirty-dollar overcoat on a rickety counter in a cobwebbed store, with a shabby salesman, drives out the little business that blunders in. The office boy may be of insignificant value, but so long as he is a part of business he must fill the whole of his position or profit will fall through the hole. Business cannot be successful unless each detail works in harmony with all of the others, and each line pulls with its full strength, with neither slack nor strain. There must not be waste of space, waste of goods, nor waste of energy. There must not be extravagance, and there must not be over-economy. The wear of friction is the wear that wears out the profit. Business is one long chain, and the profit of it depends upon each individual link. Advertising must harmonize with business, or else business must harmonize with advertising. It is better not to allow either business or advertising to make all of the conces- sions. Better let business meet advertising half way instead of always making advertising go all of the way. Dignified advertising is for dignified goods. Humorous advertising is for humorous goods. Sensational advertising is for bargains and cut sales. Flashy, cheap advertising is for flimsy stock and transient business. y O- 466 HARMONY 467 1 1 1 same mony The advertisement is the face of business. What the business is is reflected in the advertisement. A man is known by his advertising. Advertising is that which meets the public before the public meets the goods, and if it pays to make a good impression, and no impression is made, the goods will never have a chance, and their superiority is as useless as inferiority. The advertising must be in harmony with the goods, or the goods with the adver- tising, or the public will be disappointed. Nobody ever made money selling disappointment. Advertising must harmonize with itself. The advertisement must not contain contradictory statements. “Fire, smoke, and water” advertising must follow its style. A modest and honest advertisement must be modest and honest from end to end. Every advertisement must be of one style or another style and not a mixture of styles. The advertisement that is half strong and half weak is as bad as the cup half full of good coffee and half full of bad milk. Many an advertisement begins well, and because its descriptive matter is weak, the opposite from the intended impression is given. . The conglomerate advertisement is neither harmonious nor profitable. pographical styles in the same advertisement outrage harmony and trouble the eye. One style of type, or several harmonious styles, produce an advertisement which the reader likes to read. The harmony of typographical display counts for more than most advertisers realize. Large descriptive type and small heading type cannot attract the eye. Bold, heavy Gothic will mix well with Roman, but Gothic will not harmonize with ornamental type. Roman fits well into place everywhere. Gothic is always readable. Full Face fits into almost everywhere. Too many headings allow each heading to injure the others and produce typograph- ical discord. One heading is better than more, and three headings are about all that are allow- able except under exceptional conditions. One might just as well serve appetizing viands upon broken dishes as to serve good goods with bad advertisements. It may not be necessary to be artistic, but harmony is necessary, and the best of harmony is simplicity, and the best of simplicity is appreciated. The 5 lost chord” of advertising had the hard, discordant ring of in harmonious arrangement. TITA Profitable Singleness “ The greatest of oneness is omnipotence” La OT ENDE K MAREHE strength of success is in the singleness of it. There should be one thing at a time, because there is not time A enough nor room enough for two things at a time. The economy of religion, politics, art, science, and business focuses its strength on one point, that by its oneness it may stand in the full majesty of its single identity. He who thinks he can do everything is the jackass of all trades. No man can do two things as well as he can do one thing. There never was a successful book or play with more than one leading character. On the field of honor and on the field of battle there can be but one hero. He who can sell as well as he can buy does neither well. Two lamps do not appear to give twice as much light as one, for the light of each light shadows the light of the other light. Bright daylight and bright lamplight make twilight. One might as well mix soup with his fish or live upon semi-fluid hash as to attempt to say more than one thing at a time, do more than one thing at a time, or advertise more than one thing at a time. The good of two good things does not seem to be as good as twice the good of one good thing. · One blow on the head of the nail will drive it farther into the plank than ten blows on the side of it, and no two hammers can hit the same nail at the same time without injuring the nail. One point remembered is better than a million points forgotten. The advertisement advertising everything there is to advertise interests only the advertiser. People are interested in some one thing and seldom in two things at the same time, and as they can only read one thing at a time and because they may not have time to read about another thing, it is better to advertise one thing at a time. An advertisement of cooking stoves ought to be all about cooking stove about any other kind of stove. To add the advantages of parlor stoves to the adver- tisement of cooking stoves renders each advantage a disadvantage. It is simply a question as to whether or not it is better to have one point inside of a man or many points outside of him. 10re O 111. 1 468 PROFITABLE SINGLENESS 469 Folks are interested in something especially advertised, and they are not interested People believe in special sales, and are under the unconscious influence of the law of specialty. Nobody knows why, but the fact remains that people expect certain things to be advertised at certain times, and he who fills the expectations of the people gets the people's money. The successful man is he who advertises along with the flow of the popular current. This is an age of specialty, and regulars must often be presented as specialties. vertising a tablecloth day. By practicing the doctrine of oneness, trade is focused, and that which will not focus is pointless and useless. One point at a time is worth more than a dozen points, for one point can find a way of entering, while a dozen points will clog the entrance. When it is necessary to advertise a large number of things at t article should be separated from the others by space, rules, or borders, that each article may stand in the strength of its own individuality. The advertisement of several articles should be a collection of separate advertise- ments arranged under one heading, the heading to be particularly strong and of gen- eral appropriateness. Any article worth advertising is worthy of being set apart by itself. ixed advertising is not worth half as much as the advertising of identity. The public will not eat salad, beans, and beefsteak from the same plate, and it will not read advertisements served in that style. Where is the man or woman who cares to allow the eye to wade through a bag of articles, each one overlapping the others, the whole a tangled mass ? Oneness has become omnipotent in advertising and in everything else. The rifle bullet reaches the mark. Scattering shot brings only small game. No gun ever fired more than one bullet accurately at one time. may not obtain even an impression from a wrong advertisement or from an advertisement of too many articles bunched together, but he cannot avoid seeing, and perhaps reading, the advertisement of one point, when that point is brought out by the brevity of emphatically expressed singleness. Not how many points the advertiser can make, but how many points he can stick into the public, is the question of the day, and of success or failure; and until he can devise a method capable of presenting three points three times as well as one point, he had better stick to one point and drive that one point up to the head rather than scratch the surface with the harrow of many points. Price Advertising “ If it's worth it, tell it, and keep a-telling it” D II . . 1" 11 .: 17 I V WYMA UT of 83,000,000 people in the United States, 82,500,000 are interested to as in the price of everything wanted. UWON There never was a man or woman with money to burn, because those who say they have money to burn have not money to burn, and there- M S Powms2say fore everybody except the infant is constantly reminded of price as con- nected with necessity or luxury. What it costs, as much as what it is, is a part both of the economy and of the ex- travagance of buying. Prices count, and will count as long as money is Combined counted. DO Set of Teeth for A poor thing at a low price may not sell as well as a good thing at a good price, but the sale of every late commonly worn is often the cause of diseases as CHRONIC SORE THROAT, NEURALGIA, DISORDERED DIGESTION, Etc., though the plate is seldom suspected as the cause. il 11 VIN WW' / 'I' IN KI 1221 IN IN 11 AT PLATE No. 1.-A fairly effective advertise- ment, but one which can be easily improved. ny 11 no All the Teeth You Want : For $8 soy the hot I , WA V Vins article is limited by the har- mony of its quality and price as well as by the necessity for it and the demand for it. It is not always necessary to advertise price, but stating the price is an essential to success that is frequently not appreci- ated. Frequently the better plan is to talk quality and intrinsic J2 1 TV It isn't safe to wear all rubber plates because they may bring sore throat, neu- ralgia, and indigestion. The combination gold and rubber set is safe, and I guar- antee high-grade work at $8 because I have the facilities. Un Vu AV U12 ANN n 2 value, or economy, or beauty, W.11 SU TA DINU my CCOMO . . W12:21 ANNIE SVE. or luxury, or convenience, than PLATE No. 2.—Matter in Plate No. 1 re-written and re-set. Heading in Munich. to publicly proclaim the price Reading Matter in Old Style Roman. 18 Point Border No. 1802. as it may be advisable for the salesman to be the first price-teller; but there are cases where prices must be advertised, and often as prominently as the goods themselves. 470 PRICE ADVERTISING 471 Special Train leaves at 5.30 p. m. Leaves Houston returning after lecture. · The price in a bargain sale advertisement needs to be as conspicuous, if not more prominent, than the descriptive matter. In a clearance sale the price should be one of the two important points advertised. The reduction advertisement should have the price LECTURE, in the largest possible type near or at the head of the Houston, January 20th, 1897. announcement. While general principles indicate that it is better to advertise one thing at a time, there is no objection to announcing any number of articles at the same ROUND TRIP, INCLUDING ADMISSION, time, if under a special price or bargain heading, for Via G. K.& Y.R.R. such advertising proclaims a single fact, and therefore it is of the one-point-at-a-time order. When prices are advertised it is best to announce PLATE No. 3.-A bad form of price advertising. them boldly, frankly, and most conspicuously. The price advertisement must be honest, and its argument should attempt to prove that the cut is in the price, not in the quality. The reduction advertisement had better give the former price as well as the cut price, but reputation is ruined if one marks up the former figures that he may create a false difference. The public will not buy anything at five dollars if it is said to have been for- merly listed at twelve, because the cut, honest though it may be, is not believed to be honest, and there is no good in unrecognized honesty. The public will buy a twelve-dollar article at eight, nine, or ten dollars, and believe it to be a bar- Round trip, including admission, one gain, but as long as the public maintains its pres- 1 dollar. Special G. K. & Y. train leaves ent intelligence, it will at 5.30 P. M., and returns immediately not believe that any one ire. is fool enough to cut fifty O Z Z ZZZZZZZZZZZZZZZZZZZ per cent., unless the cut PLATE No. 4.—Matter in Plate No. 3 re-written and re-set. Headings in Gothic No. 6. Reading matter in Johnson Old Style. 6 Point Border No. 247. is to the buyer's disad- 1 vantage. The public mind is a commercial water pail, and the advertisement is the water. If the advertiser attempts to fill the pail by turning a barrel into it at one . You Can Hear Brown For $1 . . . . 1 le 472 FOWLER'S PUBLICITY AT 39c. Un A i ment. OM 1 CHILLS time, he will waste nearly all of the water and not fill the bucket to its carrying ca- pacity, while if he pours in the water gradually he will waste none of it, and will make the public hold all it can hold. The public will not hold more than it can hold. Dishonest bargain sales, with false cutting state- ments, have brought immense business, but the Men's White Unlaundered chances are that it is only transient, and is of the Shirts, Linen Bosoms, made boomerang character that will return to the adver- from good quality Muslin - tiser to crush him. every one of them worth 50 When prices are advertised they must be right cents — any size, prices, and when reductions are announced they must be backed with reasonable proof. The public cannot be continuously fooled. He who tries to fool the public all of the time PLATE No. 5.—A very well written and set will find that he, not the public, is fooled.. advertisement, but admitting of some improve- Figures must be printed in plain type. There are too many fancy types on the market with nines that have so short a tail as to make them look like cyphers, and with ones that appear like little i’s. Have the figures distinct, plain, and strong. There is nothing artistic about figures, and no attempt should be made to make them artistic. Never cut the price, nor advertise the cut, until reasonable effort is made to sell at full price. Cut prices bring trade, — and sometimes shake public confidence. All the fit of a high-grade shirt — The house that can maintain regular longest longevity-linen bosom-good prices for everything makes more money enough for the man-of-a-dollar-shirt. because it gets more money for each ar- We sell it for 39 cents because we fe ticle sold, and holds a regular line of want to. custom without an influx of unprofitable people who go a-shopping but not a-buy- PLATE NO. 6.—Pres PLATE No. 6.-Presented as an improvement upon the matter in Plate No. 5. Set in Lippincott. 12 Point Border No. 1212, ing. The examples accompanying this department present a few of the different forms of price advertising. Other departments of the book attempt to cover this method of publicity. dill litin The Only 39 Cent Shirt Fit to W ear reasonable efort is made to sell II 7 AQUlica Tees Employers "You can't make others do what you can't do yourself” ROXE SS m DXNWEJHE king is superior to his subjects. The leader must know more than the led. The best army without a command has the weakness of a mob. The generals of history massed together with no one to command TURTLE them would stampede at the sight of the enemy. The one at the head may be inferior to those at the bottom, but commercially he is superior to those commercially below him. The discipline of trade demands leaders. Until civilization moves another cog upward there must be owners and owned. The leader on to success is not a slave driver. His rule is only that of discipline, and discipline is neither hard nor cruel. No business man can sell his goods because he has not the time, and therefore to him the employé is a necessity. During the hours of business the business man has no business to raise to the plat- form of his leadership under-clerks, office boys, and other workers except those in confidential positions. Business must have a head, and a head is not a head unless backed by discipline; and discipline is not discipline unless backed by proper respect; and there would be no difference between employer and employé if the employé did not recognize the. employer as his superior, and the employer did not consider the employé a soldier in the ranks of his business. While there are fools, drones, and dunces at the head of business, the grand law of general averages says that he who is able to be in business for himself and to employ others must necessarily have a keener business head and a better business judgment than most of his employés. Right, not might, demands that the employer consider the employé for the time being and during business hours his inferior in business capacity. Commercially the employer is a better man than the employé until the employé becomes an employer. The employer and employé occupy distinct positions, the one being the disciplinarian, and the other the subject of discipline. 473 474 FOWLER'S PUBLICITY X1 LI 1 No decent man objects to discipline, nor will he ever receive in an improper spirit any legitimate order. The management of successful business, robbed of the pomp and showy features of military life, requires the same general use of discipline. The employer may occupy a lower social position than does the employé, and in the grand wind-up of human affairs may sit behind his help in the arena of justice; but in his business it is his duty to make others do their duty and to command respect. There are employers who are human only in appearance, and who are intellectually, morally, and in every other way except in money getting, below the level of convict labor. The employer who does not respect himself and the good qualities of his employés will never receive the respect his position suggests, although he may think that he gets it. The salesman and other employés are absolutely necessary to business, and whether the employer admits it or not, he is as much in the power of the worker as the worker is in his power. He exercises an individual power, but against him is arrayed the collective strength of labor. Between the employer and the employed there should be a frank, cordial, generous, and respectful relation. Cordiality need not become intimacy, nor need it necessitate cordiality outside of business; but there should be a general good feeling, and the employer should never so puff himself up as to consider that his position is more exalted than it is. The employer hires the employé to assist in the handling of his business, and it is his business to make the employé's business easier, not harder. No employer was ever successful who did not have consideration for those in his employ. He may have made money, but he never succeeded in making anything else. The employer has no right to expect patience to exist exclusively among his sales- men, and it is his business to set an example of patience, tolerance, and politeness. An irritable employer has irritable employés. The employer sitting in his shirt sleeves in a breezy office, in a comfortable chair, rkling seltzer and cooling lemonade, has no right to go down into the heat of the store and vent family annoyances upon the work horses standing within the counter stalls. The employer has no right to expect twenty-dollar men to work for ten dollars a week, and if these men are worth twenty dollars a week they will get twenty dollars a week from him or they will get out. The employer cannot force fifteen dollars' worth of politeness out of a seven-dollar salesman. The employer should make every clerk feel that he is his friend, and that better position and better pay depend upon ability and faithfulness, 1 7 1 1 en a a 1 EMPLOYERS 475 The employer should encourage the business education of all of those who work for him. The employer may establish technical schools and courses of lectures or talks, that he may the better tell those who work for him what they are working on. The custom of establishing an evening school of instruction at the store or factory is of direct benefit to employer and employé alike. The good-for-anything clerk will willingly attend a weekly or fortnightly talk. If the employer employs outside talent in his school or lecture room, he had better attend the meetings, that he may encourage his clerks and learn something himself. Because the employer understands his business is no reason why he should bore his clerks by constantly lecturing upon the subject. As he employs good salesmen to sell the goods, so should he employ good instructors to instruct. No employer can have any respect for himself while talking before a forced audi- ence, and nothing can be more condemned than the tendency of some manufacturers to everlastingly lecture their employés, not for the employe’s benefit, but for the sake of hearing themselves talk. It is suggested that there be established a sort of clearing house for ideas, where each man can express his own views and ask questions of the others. In connection with these set lectures or schools, it is well to present musical and literary entertainments, and to inaugurate sociables. It is a good plan to start the evening with business and to end it with a good time. A well-fed, well-paid, well-treated clerk will sell more goods and make more money than half a dozen dyspeptic, discontented, and indifferent salesmen. The man who buys human flesh only in the market, and always buys on the bargain counter of necessity, may find that a little serious thought will convince him that the harm a poor and under-paid clerk can do is a hundred times greater than the cost of a well-paid clerk. Do not be responsible for the ill health of the clerks. Give them a full hour for luncheon. Make them take it. Do not make them work overtime without making up the time to them, and see to it that they are well fed between times. The good horseman makes money out of horses by keeping his horses in condition, and commercially there may not be a great difference between horse flesh and clerk flesh. Reluctantly does the writer say that a proportion of stores and factories are less sanitary than the average stable. Clean clerks, like clean cattle, need clean surroundings. Well-washed hands and well-done-up hair and clean finger nails are not found be- hind the counters of stores with farmhouse toilet privileges. The pious Scotch, who seem to understand the harmonies of religious-business or of business-religion, have suggested that there be five days for labor, one day for recreation, and one day for God. 1 A 476 FOWLER'S PUBLICITY TTY VY Wholesalers have already accepted a part of this progressive plan, and the better class of retailers, except in factory towns and places of great Saturday trade, are rapidly recognizing the necessity of a half holiday. The worst form of progressive selfishness says that one half day of recreation pays three times the loss of the time by producing better work during the working days. Nearly every large city store closes Saturday afternoon during June, July, and August, many during September, and a goodly number during the entire year. In some cases this half holiday is given by true philanthropy, but the majority of half holidays come from cold blooded reasoning sense which recognizes the increased commercial value of healthy, willing, and satisfied clerks. Selfishness, prosperity, progress, philanthropy, individually and collectively, have constituted the Saturday half holiday a part of business economy. The proprietors of some small country retail stores seem to consider it necessary to keep open half or all of the evenings each week, and this may be unavoidable in towns of working people who are obliged to buy after working hours, but the experi- ment has never been a failure when every other evening in the week has been given to the employé. Even if it is best to keep the store open all day and during the evening, no store finds it necessary to require the presence of all of the clerks all of the time. Even in extreme cases, and in markets, a part of the employés can be given a part of the evenings and generally one afternoon a week. If the store cannot be closed on Saturday afternoon during the summer, or during any part of the year, it will be found profitable to arrange it so that a whole afternoon can be given to every employé as often as once a week. The enthusiasm and satisfaction, always the result of good treatment, will more than make up for the loss of time. Popularity is always born of liberality, and the more popular the business man is, or rather the more approved of are his methods of business, the more business he will do. The working people and the clerks constitute about seven eighths of the retail buy- ers, and the aggregate of the money they spend is more than the total coming from the rich and retired. ' Purchasers, unless one is in a wholesale business, are from among the same class of people as the employés. It pays to cater to these people, and liberality in half holidays or in other things is known throughout the territory, and is a fine factor in the crea- tion and in the holding of business. The satisfied clerk is the cheapest commodity one can have ; the satisfied clerk is always a healthy clerk, and the healthy clerk is never the overworked clerk. Any- thing, half holidays included, that will contribute towards good physical and mental conditions, is directly in the interest of the merchant's pocketbook. The principle of civil service reform is as applicable to business as it is to government. - 1 EMPLOYERS 477 Y I. More than one half of the indolent salesmen and overbearing saleswomen might be counter models if properly educated by their employers, and treated with the same respect by those above them as they are required to show to the customers in front of them. There are times when the employer is justified in placing an outsider above his old and faithful clerks, but this is never a wise policy if it is possible to promote some one in the business to that position. If an outsider is taken, and the intelligent employés know that some of them are as competent, human nature is arrayed against the intruder; work is made difficult for him, and the faithful, hard-working men under him are discouraged. Discipline must be preserved. Heads of departments must be respected. Quib- bling is not justifiable. Every employer should make every employé feel that the employer is a court of equity where the rights of the employed will be judged aright. The employer has a right to respect his position, and not to tolerate the usurping of his power; but no man is monarch of all he surveys and ruler of all his workers, and the exercise of power only, irrespective of right, proves that the wielder is a fool, and a giant of only transient strength. The best of advertising needs the best of business management back of it. The well-worded advertisement, or the almost perfect invitation to call, is wor more than jingling brass if the employer does not back the quality of his advertising with the quality of his employés. In equity there is strength. In harmony there is power. There is no equity, strength, harmony, or power in the best of stores, the best of goods, the best of advertising, and the best of salesmen, without the manliness of a manly man at the head. j no Employés “The boss is known by the men he bosses" . . VAL MAKANAN APITAL depends upon labor. SALA Labor depends upon capital. It is not so much what one can do; it is what one can make others do. USA The discussion of capital and labor in their political relations is a vexed problem of human economy, and its settlement will change the entire conduct of civilized affairs. This book has no right to discuss it, for it must consider things as they are, not as The hand-worker, including all those who are a part of the human machine of manufacture, is not directly connected with buying and selling, and therefore his relation to his employers need not be considered in a work of this character, which had better treat only of those things pertaining to publicity. The intervention of the middleman in the form of the salesman, the saleswoman, the clerk, the agent, or other store, office, or traveling employé, appears to be neces- sary to the consummation of trade. The advertising brings people into connection with the goods either personally or by correspondence, and there its mission ends. Salesmanship begins where advertising leaves off. The consumer and the retail buyer seldom meet the maker, and except in the smaller places have no personal acquaintance with the members of the firm. The employé is the representative of the merchant, and the representative of the goods made or sold. If the advertising is good, the probability of sale advances one step. If the goods are as represented, another step is taken. If the reputation of the firm is what it should be, the purchaser advances another step towards the purchasing point. The controller of the final step in the consummation of trade is the selling employé or representative. If goods would sell without salesmen there would be no stores, for everything would be sold on the nickel-in-the-slot principle, with, perhaps, sample counters for the convenience of selectors, with a hole in the wall for orders. 478 EMPLOYÉS 479 TY TXT S People ought to know what they want, but they do not. The buyer knows he wants something, and yet he expects somebody to pound the realization of that want into him, and it seems as though he deadens his own faculties to give opportunity to the personal magnetism of somebody to bring him into doing exactly what he knows he ought to do in the first place. Ask the wholesaler how many orders he receives which do not come from per- sistent drumming. Everybody knows he ought to carry life insurance, for investment or for emergency, but how few walk into the office of a company and demand a policy. Buyers simply wait until somebody or something tells them they need what they know they need. Outside of the keeping-alive necessities, practically all sales are consummated by the direct beckonings of advertising and of personal salesmanship or contact. No matter what the people ought to do. It is what they will do that interests the seller. The selling employé is an absolute necessity in the consummation of trade as trade now is, and as trade will be until business crosses the millennium line. The salesman who does not respect his employer had better find some other posi- tion for his own sake and for his employer's sake. The employé who does not believe in the goods he sells had better sell some other goods. Bluff may be a part of business economy, but everlasting bluff, and nothing but bluff, never made a salesman successful; for truth, honesty, and the right kind of enthusiasm must be founded upon respect, and a conscientious belief in the man one works for, and in the goods one sells. The employé during business hours is not the equal of the employer, and he should not assume to be, no matter how much he may be the superior morally, intellectually, or socially to the man who by accident or otherwise is placed over him. This dis- tinction should not make the employé feel like a slave or take away a particle of his self-respect. As long as a soldier is in the ranks he must obey the word of command, and his criticisms, just or unjust, must be suggestions only. he common field of society the worker and the man who works him may con- sider themselves anything they choose, but in the workshop or in the store the man at the head is at the head, and the discipline of business requires a commercial, if not a moral respect, for the one occupying the more commanding position. · The employé is a part of a business machine. It is his duty to stand by the work allotted to him, to do that work first, and to suggest afterwards. It is the employé’s business to sell goods or to assist in the selling or handling of them, and the one great word which should continuously ring in his ear is “policy." Self-respecting men play the business game of policy well, and to them policy in action and respect to employer are dignified, sensible, manly, and right. S | rs AY IMO man V Con- 480 FOWLER'S PUBLICITY 20Y II conve I are as m The customer may be unreasonable; he may be a fool, and a silly one at that; he may be unrefined; but those conditions are his privilege, and if the employé does not like it, and desires to resent it, he must do so on the outside and not during business hours. The unreasonable customer ought to be punished, but the salesman is not the one to do the chastising. Let the salesman pity the foolish customer, and honor himself by maintaining his equanimity. A part of a salesman's value is in his politeness and in his ability not to show his impatience. Business is not run for recreative purposes, and salesmen are not hired for the bene- fit of their health. They are engaged to sell goods and to cheerfully meet the condi- tions of selling. Salesmanship does not consist entirely of talk, although the man who can talk much and say little may be a better salesman than the man who can mean much and talk little. Talk counts, and smoothness of reply and polite conversation are often as much of a commercial necessity as stately and solid argument. Customers like to be waited upon, demand some flattery, and will have undivided attention. As the customer will not adapt himself to the salesman, the salesman must adapt himself to the customer. If the salesman adds to his ability to sell a general education and a deep knowledge goods he has to sell, he is simply a better salesman to sell may sell more things he does not understand than the salesman of scientific knowledge who does not know how to sell. The whole theory of selling method is opposed to the straight dictation of sense, because conditions are not sensible. Many a man with a dudish coat, and hair parted in the middle, with manicured finger nails, patent leather boots, and a sweet, soft voice, can sell more goods than ten men of brain and education. The employé should respect himself or his employer will not respect him. The employé should realize his importance and demand full recognition of it, pro- vided he is reasonably sure of getting it, but there is no sense in asking for that which cannot be obtained, and if the employer is a miserable specimen of a man, the em- ployé had better get another employer. The employé should learn about the goods he handles. He should study them broadly. He should know what he is talking about. f the employé accepts ten dollars a week when he knows that he is worth twenty dollars a week and when he knows the employer will not pay twenty dollars a week, he should do twenty-dollar-a-week work and try to obtain a twenty-dollar-a- week position. ul. W EMPLOYÉS 481 CO TT VY The employé is working for himself. He cannot work for himself unless he knows how to work for somebody else, and whether his work is appreciated or not, it is his business to do his business to the full extent of his business ability. The employé should study the advertising of the firm, that he may be familiar not only with the goods but with the way they are advertised. Nothing disgusts a customer more than to find the man behind the counter unfa- miliar with what the firm is telling people it has for them. The employé must realize that the reputation of the firm is at stake, and that to the customer he is the firm, and that if he makes a mistake he injures the man he works for and more deeply injures himself. No matter how badly the employé is treated; no matter how much he is insulted and browbeaten by his employer; it is his business to be faithful to his employer's interest even to the extent of dishonesty, or to get out. No honest man justifies ill treatment to employés, but so long as the employer does not outrage the law the employé has no redress except to leave, and it is better for him to break connection with a good record than to leave under an unjust shadow. Justly or unjustly, the employer buys his employé in the market, and few men carry the goodness of their hearts or the teachings of their religion into their business; and because they do not, they treat those under them in a manner directly opposed to the dictates of the Golden Rule; but no employé, downtrodden though he may be, has ever made a decent man out of his employer by being indecent himself, and he has never forced wages up by doing poor work because he is poorly paid. The employé is looking for the best position possible. It is his right to get all he , honestly of course, and to sell himself to the highest possible bidder; but he must never forget that on the auction block of business, goods and men sell often by their record as well as by their intrinsic worth. He who is earning more than he gets is more likely to get what he is worth if he keeps on doing his best, than he who gauges his activity and his interest by the amount of money honestly or dishonestly paid him. All are servants, differing only in degree. The maker and the merchant are the servants of the people, and the employé is but the servant of his employer. TS The Drummer “But I go on forever” TY 1 YT VB F the commercial traveler was not necessary to the travail of business, the line of his travel would not traverse every hamlet, town, village, and city. . He is everywhere. The motion of trade depends upon his locomotion. As long as men must be told to buy what they ought to buy without being told, the drummer must be the teller of business. The traveling man who is not representative of his business has no business to represent his business. In the quality of the traveler is the quantity of the trade.. Why respectable houses will send disrespectful men into the highways and byways of trade to attempt to represent a quality of merchandise far above the quality of the representative is one of the inexplicable problems of business. The best houses employ the best travelers. The well-paid traveling man is generally the most profitable one. The traveling man is a personal advertisement of the house he travels for and of the goods he sells. In every sense he is representative of the business. He has to take the goods and make the people think they ought to buy them; and further, he must make them buy them. He needs all the assistance that ability, adaptability, support, and advertising can give him. If advertising makes his road easier, it will make him sell more goods, and if it will make him sell more goods, the advertising is worth its price if only as an accessory before the sale. Every seller is more willing to stock with goods that are advertised than with goods that are not advertised, because goods that are not advertised are goods of unknown quality, and if their quality is unknown they might almost as well have no quality. Until the time arrives that a necessity or luxury can be introduced without adver- tising, it is only the foolish manufacturer who refuses to publicly announce his product. Known goods sell. Unknown goods do not. IOTA 482 THE DRUMMER 483 me The commercial traveler, backed with advertising, has an argument which the buyer cannot gainsay. If the goods are advertised, the buyer knows the people know about them; and he knows that if the people know about them, the people will buy them; and if the people will buy them, he must buy them if he would do business. These are simple, homely arguments, but the strength of all argument is in its sim- plicity; and the drummer who has something to drum with plays the game of busi- ness successfully. The first objection of the buyer to purchasing the goods the drummer has for sale is that he does not think the people want the goods because the people do not know about them; and if the drummer can prove that the goods are extensively advertised, the buyer has got to argue against buying them, with the best part of his argument lost, and the drummer stands with nine points in his favor. The commercial traveler should carry samples of his goods, and samples of the advertising. He should place them side by side before the buyer, and say, “ This is what I have to sell, and this is why it will sell." If the manufacturer or wholesaler has not confidence enough in his goods to tell the people what he has for sale, why should he expect the retailer to assume an un- known risk, and why should he demand that the retailer, at the retailer's expense, do all the telling, when it is a part of his business to tell the story first to the public? Let the drummer tell the buyer that the goods are advertised, and let him prove it before the buyer's face by copies of the advertisements and periodicals containing them. The drummer should not ask the buyer to take anything for granted. He should prove his statements when he makes them. The successful maker or wholesaler has the goods to sell, and helps to make the selling field. The unsuccessful maker or wholesaler has the goods for sale, but does nothing towards creating a field for their sale. The wholesaler who, by an exception to trade principles, succeeds without some form of publicity, would succeed better if he followed the principle of proven success. Goods have been sold without advertising. Leaky ships have crossed the ocean. Men have kept books on barrel tops. But no progressive, sensible business man stands by the rule of the exception when the law of averages is safer and more profitable to follow. The fact that nearly every successful article sold to the trade by drummers is sold by the assistance of advertising proves that drumming, backed by advertising, is bet- ter than unassisted solicitation. It is simply a question of business economy. If unassisted but numerous drummers can sell more goods than a less number of assisted drummers, then it may be well to spend the money for more travelers and for less advertising; but experience has proven that the right number of drummers, and DUI. 484 FOWLER'S PUBLICITY the right amount of advertising, produce the most 'economical and the most harmo- nious conditions for profitable selling on the road. The drummer of advertised goods enters the buyer's store, not as a stranger, but as the representative of a known article. The drummer of unadvertised goods has twice the work to do, and generally it is cheaper to do a part of this work by the spread of printer's ink than to force the drummer to do the work which he has no business to do. Which is the cheaper? To sell by drumming alone? To sell by assisted drumming? The answer of international profit for a quarter of a progressive century says that advertised goods sell, and unadvertised goods have little market. The experience of the many cannot be ignored, and as long as the successful in- troduction of nearly every line of goods has been accomplished with advertising, it is only the foolish maker or wholesaler who will attempt to limit his advertising to the vocal capacity of his traveling man. New goods must be advertised. Old goods of standard and regular sale should be advertised, for if a thing is selling well, it should be made to sell better. Business satisfaction does not come from doing well; it comes from always striving to do better, and from assuming that there is no business which cannot be increased. The success of advertising as a legitimate business developer makes it obligatory he merchant to back his advertising with drummers, and his drummers with advertising. imm mimers Simplicity “Nonsense is complicated — truth is simple" 1 i SEATS. VA VERYIMPLICITY is art. Simplicity is appreciated by everybody - by the ignorant because they can understand it; by the intelligent because they can both ap- preciate it and understand it. SLAKA All the living literature of every age was built by words of sim- plicity and exalted itself by its humility. The fool writes a conglomeration of words, for any one can join words together, 'picking the big ones out of the big dictionary. It is easy for the man who knows nothing to write what he cannot understand, and what nobody else can understand. The purity of simplicity always wins. PLATE No. 1.—This type has its use, but never should appear in a display line where such letters The plain, simple advertisement cannot be mis- as E, A, and T come together. Set in Satanick. understood. The elaborately written advertisement may not be comprehensible to a part of the people. Long words have no place in the economy of advertising. Words of hidden meaning, or of double meaning, or without apparent meaning, may do for the reading matter of shoddy magazines, but never should be allowed to appear in advertising. Because the advertisement writer understands big words, or has educated his clerks to know what he means, is not an excuse for the use of them in advertising. The use of peculiar words, words hard to pronounce, or words not commonly under- stood, makes a part of the advertising worth- less to the advertiser. The best advertising is intelligible to the PLATE No. 2.-A foolish way of advertising. Misspelled ordinary mind, and is instantaneously absorbed words should be avoided by other than very sensational ad- and understood by the reader. instance, "shoe-a-log” is justifiable for a catalogue of shoes. The strength and point of simplicity instantly Set in Gothic No. 6. enter the buying brain. Occasionally one sees in the magazines or newspapers lines like, “ The soap that clears but not excoriates.” Probably the advertiser intended A katalog vertisers, unless the misspelling has some real meaning, for 485 486 FOWLER'S PUBLICITY 11 would not injure anything in removing the dirt. How much better the common expression, “ The soap that cleans but does not injure.” Everybody knows what this last sentence means. The reader who understands the definition of the word “excoriates” knows that the word “injure” implies the same idea, but he who knows what “injure” means may not know the defini- TTTN TTT little joe smith's store beginning a proper name or a sen- TA TT over to un- .. non and to e ns ery," etc., should always be avoided, as they are outrages upon sim- It is simply a question of saying something everybody un- derstands or saying something that only a part understands. The use of any peculiar and not always understood word in advertising shows that the advertiser is an ignoramus, or else possesses nothing but an education. PLATE No. 3.—The practice of Believers in long and not always understood words are tence with lower case is seldom if ever justifiable. Set in Ronaldson but imitators of the ignorant negroes of the South, who play Title Slope. with words they do not understand as children play with scien- tific toys. The advertisement that is read is the one that is easy to read. The working advertisement is the one that nobody is obliged to work over to un- derstand. If the painters of canvas, the chiselers of statues, and the writers of literature of eternal fame, found it necessary to sharpen their tools on the PLATE No. 4.-- Such expressions as this, and « Bicyclery,» « Print- stone OI Common sense, and to work plícity. Set in Rustic, a style of type not adapted to advertising, but in the shop of simplicity, how much better for job work. more necessary is it for the framers of advertising to build the house of profit with rafters and posts and foundation stones from the yard of public intelligence. Folks soon forget the writer or builder of the elaborate, but they never lose the memory of those who created original simplicity. The educated world will never forget Tennyson, or Milton, or Chaucer; the intel- ligent world and the rest of the world will forever remember the simplicity of Lincoln, De Foe, Bunyan, and Whittier. The reason that so many writers and painters and ad- vertisement constructors use PLATE No. 5. Reproduction of a display line in a clothing advertisement. Expressions elaborate words and com- · like this, even if they do possess meaning, have little advertising value. Set in De Vinne. plicated methods is that they have not brains enough to handle simplicity. The advertisement is not for the writer, nor is it for the writer's friends. - I'- .. The Swim and through modern The Swirl SIMPLICITY 487 Se om det lett Faultless Fit Prices Right property address the young is because It is for the reader, and the reader is a stranger who does not know and does not care anything about the writer. The buyer demands that the advertisement be arranged for his easy compre- prea pooccoccocccccccccccccccccaco hension; he positively refuses to carry the advertisement into the study and there translate it with dictionary, encyclopedia, 8 or lexicon. It is hard to write Simple PLATE No. 6.-Nothing very original about it, but there is no mistaking its mean- English because simplicity is v is ing. Set in Jenson Old Style. 9 Point Contour Border No. 280. in so little practiced that few are in training for producing it. Simplicity, because of its novelty, shines with the light of originality; and, like honesty, has not yet been practiced enough to be overdone.. If one cannot write simply, let him hire some one who can. The great trouble with professional advertisement writers, as well as with writers of literature, is that they do not steer near to nature's heart, and refuse to sail on the open and natural ocean. The reason that so few speakers can properly address the young is because there is only a baker's dozen who have learned simplicity well enough to prac- Plate No. 7.—A somewhat used and homely expression, but a tice it. good one. Set in Johnson Old Style. Single rule border. The advertisement should reach the spinal marrow before it reaches the purely intellectual brain matter. All buyers have spinal marrow, and some buyers do not have brains. The simple advertisement courses up and down the spinal marrow, reaches the entire buying system, and enters the brain, if there is a brain, - but it reaches the buyer anyway. The man without intellect cannot understand the intellectual advertisement, and the man with marked intelligence does not care to waste the better part of his brains in attempting to appre- ciate commercial liter- ature. Use the shortest words, the simplest DUOC MUUD words, and so arrange them that no man, even 00000000000000000000000000 though he be a fool, can PLATE No. 8.—A simple heading which can be adapted to almost any line of trade. Set in De Vinne Open. 12 Point Newspaper Border No. 74. misunderstand them. Let the advertiser think about what he would say, then write it as he would a letter to a boy or girl; and then revise it, and revise it again, until he has brought it down to the simplicity of the alphabet. TT - 1. : : :. rcial Piter 9.166666666666666666666667 Use the shortest Shoe Sense . :: .. . Novelties “There must be something back of novelty" P 1 TT R E HE advertising novelty is not ordinary printed matter, nor is it the regular catalogue or pamphlet of business. The advertising novelty is generally something to be given away, and upon it appears advertising matter with the firm name, or the firm name without the advertising matter. Unique commercial printing may be classified as an advertising novelty, but ordi- nary printed matter, except lithography, cannot be considered under this head. . 1 T e TTO 77 houses, and other novelties in color, are considered under “ Lithography," and are not here discussed. Calendars, although novelties, are classified by themselves, and indoor and out- door signs, even of the most novel appearance, are spoken of in departments of their own. The province of the advertising novelty is to present to the customer, or one who may become a customer, something of tangible and more or less permanent value. The advertising novelty is given away, and it must be worth giving away. The receiver of something paid for may be willing to charge its inferior quality to profit and loss, but no one will tolerate a present unworthy of acceptance. A poor gift is worse than no gift at all. The object of an advertising novelty is either to advertise the goods or to gain the good-will of the receiver, and the inferior or useless article must defeat its intended purpose. Half the advertising novelties are worthless, and a part of the balance are worth but little. Never distribute an advertising novelty promiscuously. Carefully wrap these articles, for the wrapping costs but little, and shows that the sender considers the article worth receiving. Whenever possible send it out in a neat box, and do not cover the box with advertising Do up the advertising novelty the same as a sold article would be wrapped, and if anything, with more care. Never have too much advertising on the novelty. More than a reasonable amount of advertising appears to destroy the article, and will prevent its preservation. lev a 488 NOVELTIES 489 1 e recomme It is better to have a few words read'for a year than many words read for a day. Probably the best way of distributing advertising novelties is to advertise exten- sively in the newspapers and other publications, announcing that they can be had if called for, or that they will be sent by mail if sufficient stamps to prepay postage are enclosed, and it may be a good plan not to require the sending of stamps. Articles of glassware in the form of paper weights, tumblers, and other articles of use or ornament, have an intrinsic value, and they are to be recommended as very desirable to the better class of advertisers. It should be remembered that glass is heavy and easily broken, and that the cost of packing and mailing is high. Inkstands, if of proper size, are likely to be preserved, and the advertiser's name is kept indefinitely before the user. Metallic paper weights make good advertising novelties, and are inexpensive unless sent by mail. Wooden rulers were one of the first advertising novelties, and age does not seem to have injured their value. Never send out a cheap rule, for the good of a measure of any kind depends upon the way it is made, and the cheap one will be thrown away. Wooden articles are not costly, and as they are not likely to be heavy, it is sug- gested that a preference be given to this material. Pincushions, desk and wall match boxes, stamp boxes, ash receivers, and any article of business or household use, ornamental or otherwise, present a good oppor- tunity for advertising. The advertising penholder and pencil are to be recommended. But if a pencil, must be of good quality, for every time the lead breaks the receiver thinks ill of the sender. Leather-covered articles are of high grade, and there is a certainty that they will be preserved. The well-made leather-covered memorandum book is always in de- mand and will not be thrown away until completely used up. The patented memorandum cover, admitting of new leaves without new covers, is an excellent advertising device. It is inexpensive because only the inside has to be renewed, and it opens up correspondence between the giver and those who desire new pages. Conventional as the memorandum book may be, it occupies a place of its own and is perhaps one of the best of advertising novelties, and the one to be selected when in doubt. The memorandum book must be of good quality, and the advertising should not be allowed to interfere with its effectiveness. The advertising may be confined to the covers and to a few additional pages. Small pocket diaries do not cost much, and may advertise the giver for a year. Leather frames for calendars are high-toned and dignified novelties. Memorandum pads are always acceptable if they do not contain too much adver- tising. mm 490 FOWLER'S PUBLICITY Blotting paper may be considered one of the standard advertising novelties. Nearly every insurance company, and many general advertisers, send out small and large sheets of blotting paper, and it is probable that very few of them go astray. Never print on more than one side of blotting paper, and always use good quality of stock. Do not print from fine type, and have the statements so brief, strong, and boldy set, that they can be read when a part of the type matter is blotted out. looks about as well as ivory, and it is inexpensive. Celluloid paper knives, penholders, calendars, rules, envelope openers, and boxes have a rich appearance, and offer a good opportunity for dignified advertising. Advertising dominoes, checkers, and poker chips are likely to be preserved, but care must be taken to have them of uniform size, for otherwise they will be worth- ra 1 1 less. . Advertising clocks and thermometers are expensive, but their advertising value is permanent. The fact that many of the most conservative of progressive advertisers distribute large quantities of thermometers seems to indicate that this method of advertising has a definite, intrinsic value of the most permanent character. The wording must be neat and extremely brief, but bold enough to be seen at a distance. There should not be any resemblance to a billboard. Wood pulp can be used in the construction of advertising novelties, and the adver- tising can be pressed in when the article is made. Tin, brass, and other metals are naturally adapted to advertising purposes, because they can be made into almost any shape, and are durable, light, and inexpensive. Tin or brass ash trays, desk thermometers, stamp boxes, broom holders, match safes, rules, paper cutters, and other articles of office and home use are especially · desirable, and advertise the advertiser well if there is not too much advertising upon them. If there is too much advertising upon them they will be thrown away, no mat- ter how useful they may be. The advertising novelty must be extremely beautiful, or very useful, or both. The novelty of use will be kept longer than the novelty of looks. The novelty of both looks and use will be kept the longest. Originality is not essential in advertising novelties. The conventional useful is far better than useless beauty or originality. That which is given away must be what the people want; and if it can take the place of some purchased article it has the strongest advertising value. The ornamental is to be encouraged, but not at the sacrifice of the useful. The advertising novelty must not contain more than the smallest amount of adver- tising, and not enough to injure its looks or to spoil its usefulness. Better have a hundred novelties with little advertising upon them, well kept and appreciated, than to have a thousand novelties thrown away. The advertising novelty must not have a cheap appearance. It must look valuable and be valuable. Care must be taken that matter printed upon the novelty will not rub off. It is 1 NOVELTIES 491 better to test all forms of printed lettering by washing and other methods before placing the order. A good proportion of the printing done on celluloid, tin, and other hard substances can be washed off or wears off easily. Printed matter should always accompany the advertising novelty. If the novelty has sufficient value to gain the appreciation of the receiver, he is likely to do the sender the courtesy of at least glancing over any circular or pamphlet sent with the novelty. The method of distribution should be decided upon, and the expense calculated before the order is placed. It is often easy to so lighten the article that a heavy mailing expense can be much reduced. Novelties may be manufactured to the advertiser's order, and this way is preferable if a considerable quantity is wanted; or he may be able to find really good articles in regular stock which only require the insertion or printing of advertising matter. Lithographers, engravers, box makers, wood workers, printers, pin makers, and workers in tin and brass, as well as regular novelty manufacturers, can either supply from stock or make to order effective advertising novelties. The best advertising novelty is the one that supplies some definite want and has a real use, and is not so covered with advertising as to be objectionable to the receiver. Advertising novelties should always be sent wrapped, addressed, and prepaid. They should be carefully packed in the neatest of boxes or wrappers, and every pre- caution taken against possible damage in transportation. The first impression should be a good one, as any marring, jamming, or other injury lessens their value one half. Poorly made advertising novelties are worse than none at all, because they are worthless and cost something. It never pays to give the public anything disappointing, apparently cheap, and poorly constructed. TTT Openings “Styles and seasons. Where do they come from, and where do they go to " HO TTT VV ven in mmerc VESAVA VEYOME trades open once a year. Some trades open twice a year. Some trades open three, four, or more times a year. Most trades have three MVO in principal selling seasons: The holiday trade, largely confined to the Voy selling of luxuries, ornamental necessities, and the better class of reg- Kolkata ulars; Springtime trade, comprising those days of excellent business and following the post-Christmas depression; Fall trade, a season stimulated by Summer slumbering and the coming of the colder season, when folks must have necessary clothing. The Fall trade is likely to be the best and the most brisk, both in volume and in continuation. It follows the dullest season of the year and precedes the days of cold necessity. It is agriculturally and commercially the busiest time of the year. Everything comes from the earth, and all trade, even in great commercial centers, is largely controlled by the workers of the soil. The farmer, although he may individually have little money, must be the funda- mental basis of finance, for without him there would be sterility in the market, in the store, in the bank, and on 'Change. In the Autumn the farmer sells his crop, and gets his money. His crop is then changing hands, being consumed and acting as a circulator of money. It is acknowledged that agricultural prosperity means general prosperity, and that agricultural depression accompanies universal dull times. The Fall is the season of natural selling. The merchant is through with his Sum- mer vacation, and is physically and mentally prepared for business. The inside and the outside of the clerk have been renovated. The schools are open. The wife is preparing to do what must be done and what s Business has been at a standstill, and because it has been dull everybody expects. Fall trade to be good. People think they want to buy because they have not been buying and because necessity forces them to buy The Fall presents the opportunity of the year to the advertiser of every com- modity. Probably as many goods are bought in September, October, November, and Decem- ber, as are purchased in any six months of the year. TY 492 OPENINGS 493 es Can 'S. The advertiser who is ready with his goods, and has been ready with his advertis- ing, must receive the bulk of this business. The advertiser who has advertised during July and August will find that his Sum- mer advertising has doubled the pulling power of his Fall advertising. The advertiser who anticipates dull times and cuts his Autumnal advertising may be committing business suicide. The Spring presents a season of activity, not far behind that of the Fall, but more confined to novelties in the way of hats, bonnets, and dresses, and to lines of house- keeping goods. The good merchant does not confine his advertising to any season. He advertises all the time, and more extensively during good times, but some of the shrewdest men increase the volume of their advertising during the dullest times. The January thaw in business activity gives the Spring season an impetus due to what it is and to what came before it. People are moving during the Spring and are obliged to have certain articles, and can readily be made to realize the necessity of possessing others. People are feeling well, for nature is growing at its best, and there is a sense of freshness and buoyancy pervading the atmosphere. Spring advertising must be breezy, and bright, and as fresh as nature. Folks are busy house-cleaning, and moving, and getting ready for the Summer, but they are in a pleasant and receptive mood and can be easily brought under the in- fluence of advertising. It would seem that the Spring is a better time for bargains than the Fall, because bargains are not absolutely necessary during the best selling season of the year. The advertiser makes a mistake by waiting until April or May for the opening of his Spring advertising. January is generally a dull month, and so may be February, but February is next to a good trade month, and first-class January and February advertising will assist the advertising of March, April, and May. The fact that so'few merchants advertise extensively during January and February may furnish sufficient reason for extensive advertising during that time. Opening advertising need not necessarily be confined to seasonable lines, and there can be as many openings as there is time to attend to them. The object of advertising is to get people into the store, and any honorable method, advertising or anything else, is justifiable and honorable. Holiday advertising is presented in a department by itself. The only difference between opening advertising and regular advertising is that the opening announcements should be brighter, fresher, newer, and more breezy; but as all advertising should possess these qualifications, it is obvious that all advertising should be opening advertising, and that all stores should constantly present openings. He must be a poor business man indeed whose goods grow stale and who can think of no fresh way of presenting their value. Bargain Counters “You see them everywhere" YOYO IL P D Y HERE may have been stores without bargain counters, but the writer never saw one, and does not know of any one who did, and therefore | he may assume that bargain counters are everywhere, or that bargains are displayed upon regular counters. ALE The bargain counter, however unnecessary it may be theoretically, has grown to be a feature of store life; and as long as all people expect it, and most people demand it, there must be a bargain counter a part of the time if not all of the time. It is an open question whether or not it is better to display the bargains upon bar- gain counters, or to distribute them among the regular stock. There are advantages to both methods. The principal reason for displaying bargains upon bargain counters is that by so doing they stand upon their own merits, unhandicapped by similar goods of better quality. The disadvantage of limiting the display of bargains to the bargain counters may be that by so doing attention is taken from the regular counters and centered upon the bargain counters to the detriment of regular trade; but this objection can be par- tially obviated by placing the bargain counters in the rear of the store, necessitating passing by all or part of the departments where the other goods can be displayed in a manner to arrest attention. The advantage of the bargain as a method of advertising or to dispose of not easily salable stock is discussed in the department headed “Bargain Advertisements.” The public assumes, and perhaps rightly, that the bargain counter exhibits goods not very salable, as the chances are that if there was much demand for the goods they would not be listed as bargains. . . It is decidedly necessary that the bargains be displayed with the nicest care and with every attention to their arrangement. If two bargains are presented upon the same counter, and are of similar goods, with one better than the other, they should be placed as far as possible from each other, for the poor article looks poorer alongside of a better one, — always provided that this esigned to sell one and not the other, one being used as a sort of back- ground. 10 TT 494 BARGAIN COUNTERS 495 ame C There is no sense in throwing the bargains together in a pile, or dumping them into place. If regular goods must be displayed in business order it is even more advisable that bargains be presented in the best possible light. The paste diamond, or the dia- mond with the flaw in it, requires the ingenuity of the setter, but the real diamond will flash its brilliancy in an imperfect setting. A lot of stockings thrown together in a heap appear to be worth less than they really are, while the same stockings carefully arranged may seem to be worth regular price. A man will not pay twenty cents for a thirty-cent necktie if he must pick it out of a grab-bag heap, nor will a woman buy a set of crockery piled upon a crowded table and pay within fifteen per cent. of what she would pay for the same crockery properly set before her. No one wants a pair of dusty boots, and yet every one knows that dust will not hurt them; but the dust that costs but a cent to remove may reduce the selling price many body knows that a soiled handkerchief can be made clean by washing, but no one will pay anywhere near the cost less the washing. If anything, the bargain counter should be the best dressed counter in the store, and everything about it should be in the best of taste. The overdressed bargain counter is as bad as the underdressed one. Simplicity is necessary, but simplicity is not exaggeration and every effort should be made to dispel a suspicion of lack of quality in goods by over-quantity in presentation. For originality's sake it may be well to substitute for the term bargains such ex- pressions as “Discount Table,” “ Cut-Price Department, “ More Than Your Money's Worth Counter.” Do not show too many bargain goods, but replenish the counters, for people do not care to buy anything in superabundance. People would rather have the last bargain than the first one. They would rather buy a dozen sheets with only twenty-four on the counter, than buy a dozen sheets with a pile ten feet deep before them. Honesty is essential. The buyer may forgive the seller who cheats him on regular goods, but he never will forget the bargain swindler. If the bargain goods are damaged, present them so that at least a part of the imper- fections will show. The customer is not a fool; he will find the bad places, and he will think more of the goods that are really better than they appear to be, than of the goods that appear to be better than they are. The best way to offset poor goods is to present their imperfections almost as prom- inently as their intrinsic value. The bargain counter must be in harmony with the bargain advertisement. There must be nothing disappointing in it. Nobody buys anything without examination, and if the bargain counter does not substantiate the advertising of it, the advertising space and the time of the salesman are wasted. W 1 . 101 Indoor Signs “Pointers of trade" N DOOR signs comprise everything in the way of a placard or other 3 portable announcement to be hung or otherwise displayed in the store or office. Street-car signs are indoor signs, but are discussed in the depart- ment entitled “ Street Cars.” Bas-reliefs are considered in a department of their own. The majority of street-car cards are appropriate for display in stores, with or with- COSP GamesaccacusacOSPHORUS 1 Watch Your Overcoat GARSORGariSaRGRIGORGARSaRixos O Plate No. 1.-Set in De Vinne, with 18 Point Collins Border No. 216. out the name and address. Indoor signs must be placed in conspicuous places, and always where there is sufficient light for their easy reading. indoor sign can be as handsome as one chooses to make it, but its decorative beauty should not be allowed to interfere with the distinctness of its lettering. The lettering must be extremely bold, and of the most readable distinctness, capable of being read at an angle. The less matter upon an indoor sign the better, and it is never profitable to place more than the briefest description upon such a sign. 7 20 OS MAN XOS WWW de 4 X 3. 09 . ANN NXX < S DUD E. PRVA Xo 99 PAWS au WC . VA YA 6 2 . 2 Usa ene DU A XUN ODDA EX V VORS KA YU co COOP Use we op Mwa Top XOX Sorry we can't cash that check An 99 NUR AM Vio VO O XXS KA . GY YU .1111 VD OK 18 ap 2 XX OX DB A2 SP EU A VAN SED L CAP MA SO NA R 27 > Casal BA NA des! 10. apa 1 VOX 1 toTV Yev 905 C DEBRE LA . ANA ch op 2 . EU 43 | CALA ch Chola XY la PA Bu ges ROAD A BE R. Es VORE Rare one name PLATE No. 2.—Set in Taylor Gothic, with 12 Point Border No. 1236. The best lettering states only one or two advantages of the article, with the name of the article. The sign may be illustrated provided the picture will give a proper idea of the article. 496 INDOOR SIGNS 497 *********** Indoor signs can be made of any material, including wood, pasteboard, cardboard, composition, tin, iron, glass, or of anything which will take any class of lettering. * *•*•*•*•*•*•**** ************************* Embossed and cut-in let- ** * ** *********** ******* ****** ***** tering must be colored in strong contrast with the background. Avoid the use of gold, bronze, and silver, unless koko*o*o*o*o*.*•*•*•*•*•*•*•*•*•*•*•*•*•*•*•**. *** ******************************************** properly shaded, as these PLATE No. 3.-Set in Bradley, with 12 Point Border No. 1201. colors cannot be seen at certain angles. Indoor signs may carry prices or any expression of quality or effectiveness, provided it is brief. Indoor signs may be in the plainest of black and white or in any combination of sightly colors, produced by letterpress or by lithography. First in Everything be auties T display. These pictures need not be extremely bold, but they must have a perspec- *CACACACACACACACACACACACACACACACACACCCCCCCCCCCB ac co Coc C C C C C C C C C C C C C C C C C C C C C C C C C C C * *3COCHOCOCCUEIL Everything fresh Who c* * * * * * *3*3O COCCO * ***** **** ** * ** **** * *** ** *** ** *BAHAHAHAAAAAAAAAAAAAAAAAAAAAAAAAA PLATE No. 4.-Set in Tudor Black, with 18 Point Border No. 1805. Better avoid lines like above beginning with E and F. tive discernible at a distance of from ten to thirty feet. The decoration may be flowers or any other design, provided no attempt is made to incorporate pictures which cannot be seen except on close inspection. Signs describing goods, and placed with them in the window or on the counter, need not be printed in very large letters, but they must be of sufficient size to be easily read six feet away, and the length of the line must not be so long as to con- fuse the sight. . Signs sent by the wholesalers to the retailers for display in stores must always PLATE No. 5.—Set in Satanick, with 12 Point Border No. 1208. be accompanied with cords or hooks or some other contrivance for holding them in position, or the chances are the receiver will put them aside and forget them. Real Coffee 498 FOWLER'S PUBLICITY TIT die Sto1 21 le TODAY'S ECCS AVEC itto V W Hili? SUI Glass-covered and framed pictures of factories and machinery are indoor signs, and offer an extremely valuable method of advertising. The picture can be finely drawn and printed, but there must be something in the execu- tion of it to PLATE No. 6.-Set in Stipple Series. draw the eye to it, and it must have a certain amount of boldness to give it scenic effect at a dis- tance. It should be deep and not flat, and have a background as well as a fore- ground. It should be realistic, and not a copy of the tomato-can label style. The framed picture, even of a mechanical subject, need not be too mechanically executed, but can show a realistic background or other scenic accompaniment to give the mechanical article the appearance of activity or to show it in a position ready to work. The hanger and other forms of lithography are indoor signs, but are more conven- XXXXX iently discuss- ed in the de- partments of 66 Lithogra- . .. Promptness in Stock phy.” There is lit- XXXXXXXXX tle excuse for PLATE No. 7.-Set in Howland, with 12 Point Border No. 1230. the printing of such lines as “ For Sale Here," “ Ask to See It," “ Try It," etc. It is fair to assume that the display of any indoor sign in a place where the article can be appropriately sold means that the article is there on sale, and there is no necessity of asking a person to try a thing or to buy a thing when the advertisement is before him, for if the advertisement means anything, it is self-evident that the article adver- tised is for sale. Some of the most effective signs are those mounted upon cardboard and cut along the outlines, so that the figure of the article stands out in real- istic effect. These signs are usually made by lithography, and are to be highly commended, but the advertiser should avoid using designs that are in too common use. The illustrations of this department only present forms of lettering, as it is obvious that the mechanical execu- · PLATE No. 8.-Set in Howland, with 24 Point Border No. 2401. tion of signs cannot be given except by the signs themselves. Indoor sign matter is illustrated in many of the other depart- ments, and a large part of the specimens are adaptable to this class of advertising. DOO @@ @ @@ l's Here Interiors “The better it looks the better it is " T PLY POOR thing well surrounded may appear to have more commercial value than a better thing badly displayed. Suggestions on window dressing and decoration directly apply to the general arrangement of the store interior, and it is obvious that the sopra dressing of walls and counters, while it must follow a convenient selling arrangement, can be harmonious and pleasing. Real selling value requires proper setting. A careless arrangement of goods creates unfavorable comment and dwarfs the real value of the goods. People do not like the dark, and nothing looks well in a gloomy store. Lack of light shadows buying propensities. The old-fashioned notion that goods sell on their merits only, and that therefore it is only necessary to present intrinsic value, has grown moldy in its disuse. Sterling merit should exist, but merit deserves a recognition on the part of the surroundings. The quality of goods and the quality of their arrangement give selling quality There should always be harmony of color or else striking contrast. There never should be indifferent arrangement or any appearance of things being thrown together. The arrangement may be extremely artistic, but it must not be reduced to æstheticism. Everything must be artistically light or bold or strong in individuality. The arrangement pleasing to the public taste, so long as it does not descend to vulgarity, is the arrangement to be persisted in, irrespective of personal likes and dis- likes. If one would sell two grades of the same line of goods, he should not place the two grades close together, for if he does, the goodness of one and the poo other will spoil both. A good thing close by a poor thing of the same class, if both are for sale, will in- jure the sale of the good thing or else injure the sale of the poor thing, and probably will injure the sale of both. Do not bunch things together.. dura IL 499 500, FOWLER’S PUBLICITY 7 re TT Do not give the goods the appearance of being job lots and unworthy of proper arrangement. Display the poorest goods as well as the best goods, and if anything, better. Good interior arrangement suggests that goods be well placed for exhibition, and convenient examination, and yet handy to the salesman. Always arrange the light so that the right amount of it strikes the goods in the right place. Try to show the goods as they will look in use. Make the store look busy. Uncomfortable as the crowd may be, people prefer to buy where other people buy. Do not have the same things displayed the same way every day. Freshen up everything, and keep everything dusted. When a line of goods is advertised as specials, have a placard on the counter an- nouncing them. Do not hang the goods all over the store in such a way that the light has to strug- gle between them with shadows everywhere, and see to it that there are not so many goods before the eye that the eye cannot focus on any one. Whenever possible, avoid the placing of goods in boxes or baskets where they can be handled and jammed and tumbled out of shape. Better place them in a show- case, where folks can see them laid out properly, and can ask for the one they want. It is difficult to sell the best goods at a decent price when they are arranged in wash-basket style. There must be more or less bundling of job lots, but there need not be as much of it as there is. The first consideration is a neat, orderly, and effective arrangement of goods with- out overcrowding, and without allowing one class to interfere with the arrangement of another; and the second consideration is light, so arranged that the rays show the goods to the best advantage. By the arrangement of the goods, by the light, by the cleared aisles, by waiting rooms, by toilet conveniences, by resting chairs and settees, by everything that contributes to the comfort of the patrons, and to the cheerfulness and brightness of the store, and by the creation of an atmosphere of cordiality, is the proper balance of good serving at- tained to the mutual benefit of seller and buyer; and unless that benefit be mutual, the principles of trade refuse to make a continuity of profit. He who wants it all gets nothing; and he who is willing to share a part of it sometimes gets even more than his share of it.. Signboards “ Ever present, always active boards of publicity” A VSI painting upon fences and barns, signboards, posters, and firm signs. Other departments, respectively entitled “On the Fence,” “ Posters," “Firm Signs, cover what could properly come under this depart- Il US been divided. Signboard advertising is universal, and is used by the majority of progressive makers, wholesalers, and retailers. Every town has its bill poster and signboard painter, and there are a few large TY White's Soap Can't Hurt Anything PLATE No. 1.-Set in Condensed Roman No. 3. Single Rule Border. T concerns controlling an army of painters and posters, with rights and space all over the country. Guideboard signs are considered in the department entitled “ On the Fence.” Signboards should always be placed a sufficient distance from the street or rail- road to enable the letters to be readily seen by those rapidly passing by. The painting upon rocks and other works of nature ought to be discouraged and should be prohibited by law; besides, a rock does not offer good opportunity for prominent display. Signboards near the railroad should be at a greater distance from the track than those along a common highway. It does not make any particular difference on which side of the track the sign appears. Signboard lettering should be in the extreme of brevity and of the most pro- nounced boldness. The passer-by has little time to study PLATE NO. 2.--Signs like this undoubtedly pay, but the writer is of the sign and a single glance must take the opinion that expressions like, “ Try," " Read," “ Call," “Buy," “Go to,” “Use," are more or less superfluous and can profitably be in its entirety. avoided. Set in Howland. Single Rule Border. extreme of brevity and of the most pro Read The Journal 501 502 FOWLER'S PUBLICITY Se Painting on barns and other buildings is simply signboard advertising, the edifice merely furnishing a place for painting purposes. There is no objection to decorative signboard painting, provided it does not interfere with the Ware's Underwear Wears distinctness of the lettering and acts as a finisher or as a relief background. PLATE No. 3.—Set in Taylor Gothic. Single Rule Border. The painting of pictures or views, accompanied with lettering, is one of the best methods of signboard adver- tising, but the picture or design must have scenic effect, or else be bold in outline. Signboard decoration must not follow the lines of fine art, but must be as coarse and as scenic as stage scenery. The more catchy a Comfortable Blank House signboard expression, the more readily it will be Sunlight in every room free remembered. Some advertisers prefer PLATE No. 4.-Set in Johnson Old Style. Single Rule Border. the same line for all of the signboards, arguing that this sameness tends to better impress the reader; and other advertisers, perhaps the more progressive and success- ful, change a whole or part of the lettering, assuming that if there is a certain charac- teristic carried through all, the variety will add value. The writer is of the opinion that one good Sensible, seasonable, serviceable shoes line had better be re- peated in preference to PLATE No. 5.-Set in Ronaldson. Single Rule Border. using many poor ones, but that a variety of strong, striking lines, mostly different, and yet of the same import, and each bearing some general characteristic, are more effective than even the best of perpetual sameness. Illustrations must never appear unless they will do the article justice, and it is best to picture it in action if that be possible. The signboard of sev- eral colors is generally more effective than that Calumet Bicyclers don't take chances. of one color, provided Plate No. 6.-Set in Latin Antique. Single Rule Border. that the colors are har- monious and do not drown one another. Never use light-colored paint in signboard advertising Surety Shoe Store Calumet Certainty SIGNBOARDS 503 SY Learn 97 1941 K.S.OU! LEGALI ty Foto i V il pour SIDENBERG & CO'S SIDENBENG&O CONQUERODOTTI PAPSAY 11 2 ORIE . A ALL LONS LAVAHA CIGARS HAVANA MLLER SIDENBERGSCOMA SVAUXVISION SSSSSSSSSSS noseWRON ܒܕܓ ܒܒܒܒܒܥܒܕܥܥܠܠܠܠܠܠܠܠܠܠܠܠ 111!! palilt - TOLNICUM LAULUM Vinnur 14 MIC SSN NA : Whenever possible, have the sign where it can be seen before the seer comes opposite to it, and so that it can be read after he has passed. : The value of blind signboard advertising is questionable. Such expressions as H CIGARS “Use Smith's” or “Buy of Smith,” without tell- ing what Smith has, are absolutely worthless un- less the reader possesses the information. Avoid using such ex- pressions as “ Use,” PLATE No.7.-A splendid position, but very bad lettering and designs. “Buy,” “Try,” “ Call,” “ See," “ Look," " Read,” for the meaning of all these words is understood. The most realistic outdoor signs are those made in the form of houses, men, ani- mals, barrels, and other articles. When placed in the field with nature for a back- ground, they stand in realistic relief, and cannot help being seen. If convenient, it is well to have the mechanical arrangement of the sign represent the business, but there is no objection to advertising any trade by a painting upon a steamboat or ship or upon the frame of a house or other object. · If there is room enough, and the business will war- rant the expense, it is sug- gested that frames rep- resenting ball players, or players of tennis, golf, or other games, properly ar- ranged in action, be shown in conspicuous places along the line of the rail- road. The imitation of a procession of dummy fig- PLATE No. 8.--Set in De Vinne. Single Rule Border. CI Positive Practical Perpetual Protection Standard Insurance Company, 504 FOWLER'S PUBLICITY TANT The Surety of Security Buckear Mowers are sure. Others may be. ures, all apparently look- ing at a reproduction of the store, or of mounted horsemen, or any other appearance of men or things in “still action," will be studied to the ad- PLATE No. 9.–Set in Gothic Condensed No. 11. Single Rule Border. vertiser's benefit. Exhibitions of this kind should not appear in the thickly settled neighborhoods, or where they can be easily reached by mischievous boys. Signboard advertising is generally more profitable when used in con- nection with regular periodical publicity, as each method materially assists the value of the THotel other. The illustrations accompanying this depart | All the comforts of home ment can only present examples of lettering. without extra charge. Many of the other departments, contain good forms of signboard advertising. PLATE No. 10.--Set in Jenson. Single Rule Border. 1 11 Prizes “ Unprized prizes represent nothing" G PENNSY HE prize that is prized is a prize indeed. The prize that represents something is something. The prize that is a bait may be worthless. The somewhat universal custom of prize giving as a method of ad- v ertising had better be universally condemned than universally en- couraged. Good comes of it so seldom that there is not in it sufficient intrinsic value · to justify one per cent. of its use except in exceptional exceptions. The advertiser had better advertise the goods he has to sell as commodities, and unattached to any guessing or other prize-giving scheme. Prize advertising at the best may be unobjectionable uselessness, except in a very few cases where it is necessary, or seems to be necessary, to stimulate transient, and not permanent, custom. The advertiser announces that he will give goods or a sum of money to the reader who sends in the largest number of his advertisements, or comes the nearest to solv- ing some problem; and if the advertiser considers the result carelessly, and the result is a tremendous number of replies, he may reckon the intrinsic value of it by its apparent benefit. He may claim, without reasoning, that because twenty-five thou- sand people strove to obtain the prize, twenty-five thousand people know and appreciate his goods better, and that this apparently innocent pastime has benefited both sides. A little careful consideration is likely to dispel any such illusion. Assuming that twenty-five thousand men, women, and children entered into the contest, 24,999 persons are disappointed, and their disappointment may make them think ill of the offerer. The only one who is pleased, and who may be disposed to reciprocate, is the receiver of the prize; and if the prize be an article which the advertiser sells, the prize receiver is not likely to be a customer because he already has the article. Those who do not receive the prizes often strive as hard to obtain them as those who do receive them, and human nature does not take kindly to disappointment, and is not likely to feel well disposed towards the author of it. The little notoriety given the prize advertiser and the good-will of the few who receive a prize will not be sufficient to counteract the harm coming from the dis- appointment of the unlucky contestants. 1 505 506 FOWLER'S PUBLICITY Beyond a flutter of excitement, prize advertising is not likely to accomplish any- thing, on account of the disappointment of those who are unsuccessful, and because of the indifference of those who are not disappointed. Either the contestant regrets his labor, or he is indifferent to it; and therefore he either feels badly isposed towards the advertiser, or the intended impression did not permeate him sufficiently to do the advertiser any good. The prize advertiser has very little to gain and very much to lose. The most successful advertisers generally confine their advertising plans to regular methods, and never descend even for a time to anything savoring of the illegitimate. The bean-guessing contest and any other contest requiring guess work or ingenuity can attract only passing attention, and if perchance the impression is lasting, it is not one which the advertiser should feel proud of. Everybody considers goods merchandise, and only transient people are ever really interested in any kind of publicity which goes any further than announcing the goods and the advantages of them. He who buys for the sake of a possible prize is likely to undervalue the real quality of the goods advertised, and therefore he will not properly appreciate the goods. The method of advertising a prize to be given to the first ten who reply, or to the first any other number, savors of the lottery, and is diametrically opposed to every principle of good advertising. One has goods to sell. It is his business to sell them. If he must advertise them, then advertise them, and do not advertise them as the tail to a prize kite. Let the goods stand for themselves, unaccompanied by anything which can appeal to the public more than will the goods themselves. If prize advertising is good for anything, its value lies in the interest it creates; and if it creates interest, it must do so at the expense of the goods, and therefore it must depreciate the value of the goods in the mind of the buyer. Goods should be served well, the best light should be thrown upon them, and everything about the advertisement and the store should be in pleasing harmony; but there should never be anything built around the goods which can shine by its own light, for the principle of true publicity demands that advertising light should light the goods and have no rays on its own account. T Desultory “ In regular methods is regular profit” VO be I N1 UWA ! 1. Til 12 All VAL View . NWT HV TARTA 2.1 . n aw THEN one does not know just what to do, the way to do is not to do it. Parts of this department are discussed under the titles of “ Direc- tories,” “ Free Mediums,” “Handbills,” “How Not to Advertise." “Novelties,” “Stereopticons,” “Useless Mediums”; and several other departments in the book touch upon it. Desultory mediums or methods are those of questionable value, or of no value, and those removed from the regular lines of proven-to-be-successful publicity. The advertising page in the cheap directory is certainly of desultory character. The advertisement in the blue book, club book, or other publication giving names, if issued for advertising revenue only, or by unreliable publishers who neither prove nor can prove real paid circulation, is practically worthless, and hardly worth the trouble of preparing the matter. The argument of this department must not be construed as antagonistic to the first- class and regular directory or blue book, or to other lists of names regularly issued and sold. Advertisements in cheap directories and in all books given away may not be worth more than one fifth of what is charged for them. The advertiser is warned to beware of the solicitor for the map, chart, or beauti- fully executed picture of anything, who offers at a merely nominal price the oppor- tunity of occupying the entire sky or ocean. If business is done with this kind of advertising, the advertiser should make the solicitor sign an iron-clad contract, and should refuse to pay anything until ample guarantee of fulfillment is given. The circulation of maps, charts, and pictures, and of unofficial time-tables, is largely confined to shipping rooms and to back entries seldom entered by buyers. ordinary handbills are semi-desultory, but as they sometimes pay they are considered in another department. Apparent cheapness of price for space in mediums of doubtful circulation may be considered prima facie evidence of worthlessness. Never advertise in any program or publication of any kind, unless the publisher is known personally or by reputation, or sufficient evidence is given that conditions presented are actual conditions. 507 508 FOWLER'S PUBLICITY YT1 T 1 Cann no Own Publishers do not circulate their mediums unless it pays them to do so, and the . holly for the receiving of advertising naturally can have but little circulation, and must be of indifferent value to the advertiser. Cheapness of price almost invariably stands for worthlessness of medium. Advertising space is merchandise, and the space which does not appear to be worth much to the publisher is likely to be worth less to the advertiser. The regular advertisement in the regular publication, and the use of the accepted styles of lithography and printed matter, constitute individually and together the fundamental foundation of all good advertising, and the use of anything else must be carefully considered and avoided unless there is reasonable proof of effectiveness. rs for mediums without circulation, fake directories, and illegitimate adver- tising schemes, are lying representatives of swindling publishers, and the advertiser is safer to let them all alone. · No merchant, unless taking gambling chances, ever buys of an unreliable manu- facturer, and he confines the bulk of his purchasing to houses of reliable reputation. If it is good business judgment to buy only regular merchandise of reliable makers and sellers, how much more necessary is it to refuse to buy advertising, the result of which one cannot always reckon in advance, of charlatans, fakirs, and unknown solicitors. Do not forget that advertising is as much merchandise as flour or iron, and that it should be purchased under the same rules of buying as those given to trading in regular commercial commodities, and that advertising, whether it is in the newspaper, in the magazine, in the directory; or in the chromo, should be purchased by count and not by statement. Not how well the scheme looks, but how well the scheme will be presented to the public, is the principle the advertiser should work on; and he should always re- member that even if a thing looks well as it is presented to him, the real value of it is in how well it is presented to the public, and to what proportion of the public it is presented to. General statements are made by fake advertising solicitors because they do not dare to make specific statements. While the larger proportion of worthless advertising is sold by occupants of lofts, and by men of desk room only, there are many buildings half a century old and owned by firms with big bank accounts, in which advertising is offered against all the principles of legitimate trading. The man who has real advertising merchandise for sale sells it as merchandise, and the man who does not have it sells it as advertising. The advertiser, and the quality of the advertiser's goods, are known by the appear- ance and worth of the medium as well as by the character of the advertisement. sement of good goods should be in a good medium, and all doubtful mediums had better not be taken, for there are enough reliable mediums to spread the good of the advertiser's goods all over the face of the civilized earth. Electrotypes “ The children of type " TO 10:12X 1 DEES, HE universal use of electrotypes and the almost universal ignorance as to how they are made on the part of those who use them are sufficient excuse for a brief description of their mechanical production. Without entering into any technical treatise on the manufacture of electrotypes, it is opportune to attempt to tell in simple English how they are made and what they will do. Electrotypes, as their name indicates, are reproductions of type, or other printing surface matter, produced with the assistance of electricity. An impression of the type, cut, or other matter to be electrotyped, is taken in wax of rather more than medium consistency. This impression is sprinkled or dusted with powdered graphite, the material used in making lead pencils and stove blacking, the molecules supposed to be infinitesi- mally small. III does not immediately stick to the surface of the wax drops off, leaving an almost unmeasurable thinness of covering. The wax matrix or mold to all intents and purposes becomes a piece of metal in which has been cut the form of the to-be-elec- trotyped matter. The fineness of the graphite, and the ability of the wax to adapt itself to the most minute lines, gives a duplication of the original as fine as the original itself. The mold is properly secured to a frame, and is then placed in a bath of copper dissolved in acid, the mold constituting one pole, and a sheet of copper acting as an annode being the other. The process of electrotyping, then, is the same as that of silver or nickel plating, the currents of electricity passing from the annode pole through the bath into the graphite- covered mold, depositing unseen particles of copper upon the exposed surface of the graphite. Gradually this thin film of copper becomes sufficiently thick to allow it to be handled by itself. It is then easily removed from the wax, and is backed with lead, so that it may be solid and yet not be as expensive as it would be if entirely of copper. It is obvious that if the matrix remained in the bath long enough sufficient copper 509 510 FOWLER'S PUBLICITY 1 S2 would be deposited to make the electrotype solid copper, but provided a fairly thick plate of copper is allowed to collect, expense without utility would be added. The electrotype, with its backing of lead, the copper and lead together being about one eighth of an inch thick, is then mounted upon kiln-dried wood, being fastened to it with screws or nails, the whole supposed to be type high. What is known as a solid electrotype is one with a solid lead body, or else resting upon leaden legs, a part of the lead being cut out so as to save expense. The unmounted electrotype consists of the copper and about a quarter of an inch of lead with a beveled edge, and is used almost exclusively in the printing of books and pamphlets, the plates being placed upon patent blocks carried by every printer, as these result in considerable saving of expense for mounting. If the page is of an odd size, unadapted to the standard blocks, the usual method of mounting must be resorted to. The advantage of wooden-bottomed electrotypes is the saving of expense, and the disadvantage is the possible warping and shrinking of the wood and the liability of the electrotype to become detached from its bottom. Some publications refuse to accept anything but a solid electrotype on account of the danger of the warping of the wooden bottom and the possibility of the top falling off, to the damage of the rapidly running printing press. The objection to the solid electrotype is in the expense of it, and the extra cost of mailing. Electrotyping is not expensive, and yet it is impossible to give any acceptable scale of prices. It may be said, however, that few electrotypers can afford to make, except in the largest quantities, any electrotype for less than twelve cents, and that the charge for the making of a few electrotypes at a time is from twelve to twenty cents for the first square inch, and from three to five cents for each additional square inch. In large quantities a special price may be made, bringing the cost down to a sur- prisingly low figure. In durability and quality, electrotypes may be divided into three classes. The lowest grade of electrotypes has no right to existence, and is used by patent medicine concerns and other cheap advertisers for the reproduction of their advertise- ments in small country weeklies. These electrotypes have a very thin film of copper which frequently peels off, and they are not much better than a good quality of stereotype. While there is no positive rule for the telling of the quality of an electrotype, ex- cept by a professional examination, the best rule to follow is to examine the thickness of the copper film, and to consider the electrotype inferior if the finger nail or knife can easily lift it from its lead backing. The second grade of electrotypes consists of those commonly used by advertisers, and is of a sufficiently fair quality to produce good results and to last as long as necessary. 1 CSS ELECTROTYPES 511 n One TXT There is really no need of going beyond the second or medium grade for electro- types of ordinary advertisements. This quality is durable, and the surface sufficiently smooth and exact for the printing of type and cut matter, except very fine wood en- gravings and half-tone illustrations The novice cannot distinguish the difference between the medium and high-grade electrotype, and any rule for discriminating between the two would only be under- stood by the electrotyper and printer. The third or high grade of electrotype is that with a copper film thicker than the ordinary, made slowly and carefully, trued to a nicety, and extremely well mounted, and one which has passed through the nicest examination. The high grade of electrotype is necessary for the proper duplication of half-tone cuts and finely cut wood engravings, and for delicately faced type and borders. Provided the cheap electrotype will produce a decent impression, the chances are that it begins to show wear after it has been run through the press ten thousand times, while the middle and upper classes of electrotypes will often produce from one hundred thousand to three hundred thousand impressions, the wear not being at all noticeable until more than a hundred thousand are run, and generally the electrotype is in fairly good condition by the time the two hundred thousandth is reached. Heavy electrotypes are made by allowing the matrix to remain in the bath a long time, giving from twice to four times the usual thickness of copper. These electrotypes are desirable when the run is to be very long and when the material to be printed upon is either very soft, pulpy, and thick, or very hard. A well-made heavy faced electrotype can be used in stamping cloth book covers instead of the brass die, but the brass die not only produces a better result, but is more economical in the end if many impressions are necessary. Electrotype dies for book cover stamping should not be used except when only a few covers are to be printed, and when a heavy face type line or design without fine decoration is given. Copper has a sort of smutty surface and will discolor slightly the delicate shades of colored ink. Under these conditions it is advisable to nickel or silver plate the electrotype. No first-class printer will run type through the press if the edition exceeds more than a few thousand. Electrotypes or stereotypes should always be used, and generally must be used. The electrotype or stereotype admits of endless duplication, and permits of several presses upon the same job. All book and catalogue matter should be electrotyped, and the electrotypes care- fully preserved. At any time another edition can be printed without any extra ex- pense for composition. Even small work had better be electrotyped, for not only will the printing be better done, but the duplication of the electrotypes will more than save the cost of electro- typing and press work. 1 512 FOWLER'S PUBLICITY Y Safety demands the electrotype, for in no other way can errors be guarded against. If the electrotype is right in the first place it continues to be right. Letters cannot drop out, and the only thing that can happen to it is that some part of it may be smashed, but the good pressman instantly detects the damage. Many a good unelectrotyped job has been ruined by the dropping out of a few letters, which were either not replaced, or carelessly replaced and transposed. ht corrections can be made in electrotypes without much expense, but exten- sive corrections cost more than resetting and reelectrotyping To-be-electrotyped matter should be carefully read before electrotyping, and the customer should always see and approve the final type proof, and further than that, if the work is important, he should see and approve the electrotype proof. A book can be set and electrotyped in pages, and folioed afterward, at the nominal expense of about ten cents per page. This occasionally saves time sufficient to justify the additional cost. Where there is a possibility of a second edition of the same work, the customer or printer should insure the plates against damage or loss by fire. He should insure not only the cost of making the electrotypes, but the expense of resetting the type, as the risk value of electrotypes is reckoned by what it will cost to reproduce them and to reproduce the matter they were taken from. First-class printers carry type which is never printed from, and is used exclusively for electrotype work. This type is necessary for good press work, as faces which have been printed from lose their sharp and distinct outlines. Electrotypes should not be made of high-grade half-tone cuts, because the surface of a half-tone cut is so smooth that the electrotype of it will not print as well as will the original. It is not generally known that by electrotyping from one electrotype to another, making each electrotype from the last, it is possible in time to produce an absolutely smooth surface, no matter how open the original matter may have been. iginal cut, whether it is of wood or of process, or the first electrotype made from it, should be sent to the electrotyper each time electrotypes are desired, and if pe is of type or other combination matter an electrotype should be se- lected from the lot, after careful inspection, to be used as the pattern cut. To dis- tinguish it from the others it is well to mark it with a big “P,” or with the word “Pattern” stamped on one of the sides or ends, and not on the bottom. By this method the last electrotype will be just as good as the first one. A number of mercantile houses have their stationery and other printed matter carefully and satisfactorily set in the first place, and then electrotyped, and duplicates of that electrotype always used in the printing. This method insures uniformity, is a safeguard against mistakes, saves proof read- ing, and gives a better result than can the resetting of the job each time. · Business houses operating in the smaller places where the local printer can do press work, and yet does not carry a large assortment of type, may find it desirable to have vunnes. m ELECTROTYPES 513 7 their matter set in some large city office, the country printer to do the printing from an electrotype. No matter how well equipped a composing room of a publication may be, the best results will be obtained in advertising by setting the advertisement in some large job office, and furnishing the publication with an electrotype. In this way a better typo- graphical appearance is given, and the advertisement has the advantage of being different from the typographical style of the publication. Unless orders are given to the contrary, the advertiser had better use the medium grade of wooden bottom electrotypes for his ordinary advertisements. The so-called “Celluloid Electrotype” has the advantage of lightness, and reduces the cost of mailing, but the fact that very few printers and publications care to use it indicates that it is not satisfactory. In mailing electrotypes to the advertising agent, the publisher, or to the printer, always write the name and address of the sender on the outside of the package, and pay postage at the rate of one cent an ounce or fraction thereof. Securely tie the package, but do not seal it, or tack it together, for if this is done, the cost of postage is double. At the same time the electrotype is mailed, always send to the receiver a proof of the electrotype, and upon the proof, or upon a sheet attached to it, write “ This elec- trotype sent you by mail.” Some advertisers prefer to number their electrotypes, and to refer to them by number, but the use of the proof is the safest and best way. With the proof send explicit instructions, stating whether the advertisement is for a change or to occupy new space. If for a change it is only necessary to say, “ En- closed find proof of electrotype mailed to-day to occupy same space and position as present advertisement." This way is simple, and if any mistake is made the sender is not responsible for it. If the electrotype is for a new space or position, or for an advertisement separated from the one running under an existing contract, the new conditions should be specified. Instructions should always be copied in the letter book, and if many are sent out a separate letter book should be kept for the purpose. Electrotypes, stereotypes, and cuts of every kind must be most carefully packed. Always place over the face two or three thicknesses of blotting paper or pasteboard, and be sure that this covering comes over the edge of the face. Do not send matter of this kind without a wrapping covering it entirely, and tie it securely. One of the best and easiest ways is to cover the face and edges with a few thick- nesses of blotting paper or pasteboard, and then to bundle the whole affair up, wrap- ping around it not less than six to ten sheets of ordinary newspaper, making a sort of cushion for the bundle. This protects the matter, and prevents it from being injured by the mailing clerk who may throw it across the room, or strike it against some hard surface. This soft, cushiony covering allows the string to force its way into the folds, and prevents it from slipping over the corners. 514 FOWLER'S PUBLICITY Either tie a card to the bundle, or plainly write upon the bundle itself; but if the directions are written upon the bundle, smooth packing paper must be used for the outside wrapping, or else a slip must be pasted thereupon. This package does not look well, but it arrives in safety, and is far better and more economical than packing the matter like a piece of wedding cake in a pasteboard box. If more than one electrotype is sent at a time the faces must not touch each other. It is a good plan to wrap each electrotype up separately and then to make a bundle of the lot, the faces to be inside. Electrotypes should never be kept with their faces together, and their faces should not be touched with any hard substance. It is advisable to keep electrotypes in an electrotype cabinet, which can be pur- chased at any electrotype foundry, or upon shelves constructed for them. If electrotypes are placed one upon the other, a piece of blotting paper or card- board should be always placed between. Remember that an electrotype is not a piece of boiler iron, and that if it is good at the start it must be kept in good condition by care. Electrotypes can be made in a single day, if the order is placed early in the morning, but more time should be given if possible, as electrotyping should not be hurried. In ordering electrotypes tell the electrotyper the purposes that they are to be used for, and request him to furnish the kind wanted. Stereotypes “As quick as a wink we make 'em” VAN DS 1. 2 I PEVA VENTEREOTYPING is the original method of duplication. Its process is as simple as cutting two patterns alike by using two sheets of paper at the same time. W V S The form to be stereotyped, whether it is an illustration or type Sok matter, has an impression made of it in plaster or papier maché, and into this matrix or mold, as soon as it sets or dries, is poured molten type metal. When it is cool it is removed from the mold and backed with wood or more metal. The method of casting a stereotype is mechanically the same as that of casting stove: lids or flatirons. Stereotyping is a very rapid process, and the time required has been reduced to four minutes. Formerly Plaster of Paris was used for the mold, but now the greater proportion of all stereotypes is cast in the papier maché matrix. Except in color, the stereotype looks like the electrotype. Stereotypes should not be used by the advertiser, as they are not serviceable, and do not reproduce the fine lines and clean-cut impressions of the electrotype. Type matter and coarse and outline illustrations can be stereotyped and success- fully printed, but it is impossible to stereotype the better class of illustrations. Stereotyping is largely confined to the large daily papers, which are never printed from type, this process saving the wear of the type and admitting of the rapid dupli- cation necessary to enormous editions, where several presses are running the same matter at the same time. Occasionally, and where neither finely faced type nor illustrations are used, and where time is a prime object, the stereotype can be brought into practical use in the duplicating of advertising matter, but effort should be made to avoid it. The advocate of the stereotype, as opposed to the electrotype, may claim that the stereotype is as serviceable, because, whether the advertisement is printed from type, electrotype, or stereotype, the newspaper prints it from a stereotyped form. So it does, but the better the original, the better the stereotype result. A better stereotype can be made from a good electrotype than can be made from a stereotype. The use of the stereotype as an original or pattern cut is to be strongly condemned. 515 516 FOWLER’S PUBLICITY . Comparatively few publications except newspapers print from stereotype plates, and those of smaller circulation print directly from type and from the electrotypes furnished by the advertiser. A stereotype, no matter how well made, is easily damaged, and will not furnish one fifth as many good impressions as the fair electrotype. The use of the papier maché matrix can properly be considered in this department. Efforts are being made to furnish advertisers with a matrix of their advertisements, the advertisers sending the matrix to the publications. This method is economical, for the publication then bears the expense of making the plate; but as a great many offices are not prepared to make plates, and as the papier maché matrix is likely to be damaged, and its alignment cannot equal the electrotype mold, this way of doing it has not become common and is not likely to be desirable. The furnishing of matrix pages for the reading matter of publications is already a success, for conditions favor this method; and yet this process does not respond to the advertisement side of reproduction. The making of stereotype plates instead of electrotype plates of advertisements does not save the advertiser a sufficient amount to justify their use, and would not even if the stereotypes were twice as serviceable and effective as they are. It is obvious that there would be no stereotyping even by newspapers if the process of electrotyping were as economical and as rapid. Stereotypes are used simply when it is neither advisable nor possible to use elec- trotypes, but electrotypes are always to be preferred, even at the extra cost, when conditions permit. As a matter of fact the advertiser or the user of printing has little or no use for the stereotype, and this department is really given more for completeness, and as a warn- ing, rather than to illustrate the limited advantages of stereotyping. 1 Personal Publicity “Don't advertise your own conceit" e a 2012Y YMI DVERTISE the goods for sale and not the folks who sell them. A Perhaps the writer said this somewhere else in the book, but it is important enough to be resaid. Everybody is conceited. Regulated conceit is almost as profitable Kas as proper self-respect. The conceit that injures is the conceit un- recognized by him who has it, and recognized by all those who see him. The name of Barnum is synonymous with “humbug” or “circus,” and because it stands for a show, is sufficient reason for the advertising of the showman's identity. There cannot be any objection to the use of the picture of the actor, actress lecturer, candidate, author, authoress, acrobat, or of any prominent or notorious character, for they are for sale; and because they are for sale, they have a right to advertise themselves. The seller of goods is not for sale. He is the salesman of what he sells. He must advertise his goods, and he must not advertise himself. No attempt is made to depreciate the advertising value of reputation and experi- ence, and there is no objection to the prominent use of the firm name where the firm has a sufficient standing to make its name a part of its merchandise; but there are few concerns sufficiently conspicuous in a business way to justify more than a very limited amount of personal advertising. Assuming that a firm has a reputation for honest dealing, or for bargains, or for anything else, there is some sense in heavily advertising the name; but there never was any excuse, except in the advertising of public characters, for more space being used for the name than for the things presented. In standing out boldly and unquestionably for the principle of advertising the goods sold and not those who sell them, the writer is aware that he is forcing an opinion antagonistic to a number of retailers and wholesalers who are laboring under the delusion that it is better to keep the name of the firm before the public, rather than the name of the goods. The writer must admit that this kind of advertising has paid, but there is no authentic record of its paying better or as well as the regular adver- tising of goods. Even the circus poster gives three quarters of its space to unnatural history and to pictures of impossible performers of never-attempted feats, because the picture of what somebody is doing is the picture that people look at, and because it shows what 11 hood o 1 517 518 FOWLER'S PUBLICITY en is supposed to be for sale. The name is added that it may give reputation to the picture. Ninety per cent. of the great advertisers advertise their goods more prominently than themselves, and with this successful, living, acting argument forever staring every advertiser in the face, it is difficult to understand why so many advertisers ad- vertise themselves more than the goods they sell, when the advertisers are not for sale by the yard, dozen, or quart. Barnum and professional men have an excuse for the billing of their pictures, but there never was a reasonable reason for the use of a merchants picture, or for the picture of anybody who is not for sale. Most of the men who are proud of their faces, and place their faces everywhere, have the kind of faces that only the owners appreciate. vely few intelligent-looking men ever use their faces for advertising pur- poses. The advertiser has not his face for sale partly because nobody would buy it if he had; yet many of them print their faces on their billheads, on their business cards, on their circulars, on their posters, and even in the newspapers. The only face that does not smile the smile of ridicule when it faces the advertising face is the face of the face of the face advertiser. Imagine, if one can, the deformed intellect of the mental monstrosity who can make himself believe that the picture of his face will make people believe that the goods he sells are better on account of his personal appearance. If the merchant would advertise a face, or use a face for a trade-mark, it is sug- gested that he had better buy a good-looking face or have a face made for him, that the face may represent a character and not an individual. d be far more sensible for the shoe man to show a portrait of his feet, or for the oatmeal man to illustrate the inside of his stomach, or for the dealer in vacuum lights to present the inside of his head, than it can be to attempt to illus of goods or to attract attention to those goods by the printing of a face that defaces the face of advertising. It has been said that the printing of the merchant's face familiarizes the public with that face, and because it does so the public is more likely to buy of the face adver- tiser. There is no doubt that the public will know the face if the picture of it looks like him, but the little good that this face advertising does is more than offset by public disgust. The advertiser should never put himself before the unknown public so that the public can misjudge him by his personal appearance. There is no standard of personal beauty, and until there is and the people accept it, and the advertiser can fill it, he had better keep his face out of the advertising. There is no objection to the use of portraits in illustrated newspaper articles, where opportunity is given to print them well, and where the text justifies their use. Every man has a right to prominence, and it is perfectly legitimate for him to buy publicity; but he should not mistake notoriety for prominence. ever T 11 PERSONAL PUBLICITY 519 ma WS VA TTTS If a man knows anything, and people are slow to find it out, it is legitimate for him to pay the newspapers or somebody else to inform the public of his ability, for the right kind of personal advertising will do him good; but even the best of it is not likely to sell as many of the goods he makes as would the good advertising of those goods. Personal advertising should be charged to the vanity or self-respect account, and should not be taken out of the regular advertising appropriation. If most of the personal advertisers would be honest with themselves, comparatively few of them would need to set aside a record page for self-respect entries. They would charge it all to the vanity and conceit department. If a man deserves to be prominent in his business he can gain public recognition quicker by making his business prominent than by attempting personal publicity. No advertiser who advertises himself with his goods ever becomes prominent. He simply gains notoriety, and notoriety outside of the variety stage and circus has little commercial value. Nothing in this department must be taken as derogatory to the creation of reputa- tion or to the proper advertising of it, but such advertising must be done with dignity and not with pictures. The creator is not as great as the created because the greatness of the creator de- pends upon the greatness of the created, and the created develops by the power given it by the creator; it therefore adds to itself something of its own creation. The creator is an individual, the created is composite. No man is as great as the business he has made. He who would make himself greater than he is loses a part of the greatness he has, and he who would make his works great has given to him all the greatness that belongs to him. The man who advertises his business finds himself prominent, and the man who advertises himself finds himself notorious. Sense, decency, propriety, logic, principle, and success suggest that the to-be-sold, and not the seller of it, be advertised. Mercantile business is not theatrical nor circus-like, nor is it political. It is simply a method of selling something for more than the price paid for it. Its success de- quality and business generalship, and has nothing whatever to do with the face or any other physical or mental condition of the seller beyond his reputation and ability, not as an individual, but simply as the maker or seller of what he has. man Good-Will “ The will of good-will will conquer everything" TRA DK2X2V HE factory may burn to ashes. The salesman may change his base. The store may move and re-move. The members of the firm may die and generations of sons take their ARANG places. That which to-day is to-morrow may not be. Change is an immutable law of nature and of business too. Permanency, in nearly everything, is more apparent than real. Good-will lasts forever. The great intrinsic and unapproachable value of advertising is in the good-will of it, — that mysterious something that never dies and can never be taken away from its objects. Material things change, but the good of advertising never changes as long as there is something for it to work with. The inertia of motion gives power its profitable strength and practically creates something from that which has passed. The fly wheel of the great engine does not give power to the engine, but steadies its energy and carries the crank over the dead centers. The good-will of advertising, set in motion by good advertising, carries the busi- ness even beyond the business. The men with you can leave you and enter the opposition and carry with them their individual trade. Men are but persons, and their value is limited to their individual personalities. When they leave you they leave a gap which you may and may not be able to fill. You know they have gone, and so do the people they meet. Good advertising cannot be affected by individual conditions. Its motion continues after you have gone, and as long as your successors continue in the business there is, throughout the entire atmosphere that your advertising has permeated, a good-will that lives as long as it is taken care of. You can take away your progressive methods by stopping them. You can lose your salesmen. You can change your location. But you cannot discharge or lose the good-will of advertising so long as you continue to advertise. - TT 520 GOOD-WILL. 521 Your investment in good salesmen, and in a good location, is subject to the fluctua- tions of conditions, but the good of your good advertising is so distributed, so broad, so general, that no enemy can take it all away from you, because he cannot hire it from you as he can your salesmen or your location. Nearly every successful commodity owes its permanency to the good-will of ad-, vertising, and many an advertiser has so filled the world of his trade with this kind of good-will that his business continues long after him. The experience of every successful man of business proves conclusively that the only thing you cannot take away from his business is the good-will of that business, and every thinking business man gives to advertising the credit for the creation of that good-will. sam bu in 11 11. Other manufacturers can make the same thing that you make, and can hire the same men that you have hired, and can locate on the same street, and can conquer you, if you have not the good-will of the people back of you. You can produce good-will without advertising, but you cannot make so much of it. All other methods for producing it are limited in extent, and expensive. Adver- tising is the easiest and the most natural and the most economical maker of business good-will. Thousands of men have tried to get along without it, and have failed. Thousands of business men have got along with it and have succeeded. Is the good-will of advertising worth having? Ask the men of success. Do not gauge your action by the men of failure, or by the few exceptions to an almost uni- versal rule of profit. Establishment and good-will are synonymous and have as definite a market value as has merchandise. Pardon the expression, but there are houses that you cannot drive trade away from with a club, because the trade is established, and because it is stimulated and held together by good-will. Create this good-will, if you will, by any method at your command, and do not use advertising if you can find a better and a cheaper one. There may be one, but finan- cial discoverers have not found it, and until they do, give to advertising what belongs to advertising, and use advertising as others have used it, with success. The favorable impression that advertising creates is loaded with good-will, and good-will makes business and holds business. The good-will of advertising lifts your house from the humidity of a foggy atmos- phere into the clear and invigorating air of success. ICCESS. 2 T Appearances 6 You must see the outside — you may see the inside” PYMES PPEARANCES may be deceitful. Beauty may be but painted surface. Intrinsic value may set the price of everything. Quality and permanency may be founded upon the rock of reality. rae Theoretically, scientifically, and physically, that which a thing is makes that thing; and by fact and reason, the real in the strength of its reality, and not merely the appearance of it, controls the standard of value. But commercially, what a thing seems to be, as well as what a thing is, sells that thing. So long as the outside is outside, and the inside is inside, and folks must see the before they can see the inside, and since they may never see the inside, the inside must be commercially reckoned by the appearance of the outside. Finish, polish, and practically everything used to represent intrinsic value are but surface decorations, and without them the goods would not be readily salable, if salable at all. Morally, the inside is of paramount importance, and the outside, or the reflection of the inside, is a secondary consideration; but even in this field it is extremely diffi- cult for a good man to look like a bad man, or for a bad man to look like a good man. Appearances count everywhere, from the church-door welcome to the family fire- side, and from the brakeman to the president of the railroad. The salable side of wall paper is the outside of it, and the ornamental veneer of the piano gives commercial value to the instrument even if it does not sweeten and intensify the vibration of the chords. The polish is always on the outside of the furniture, and the beauty is on the out- side of the silverware, and the seams are on the inside of the trousers, and the unfin- ished side on the inside of the fabric. The good of art, beauty, harmony, and those things which make this life brighter, is as much dependent upon the appearance as upon the substance. In the serving of the meal is the appetizing quality of it. Common food, pleasantly served, looks better, sells better, and digests better, than higher class viands carelessly presented. As a man thinks, often he is. 522 APPEARANCES 523 i As a thing seems to be, often it is commercially. The best, poorly presented, may be less salable than the poor well presented. . First impressions are created by appearances, and first impressions go a long way in the purchasing of goods. Many a buyer who has been thinking for weeks or months about buying makes up his mind instantaneously to buy or not to buy on the first appearance of the wished- for article. If the appearance of the goods is right, half the selling battle has been won. Intrinsic value of ungainly appearance has hard work to sell itself unless the preju- diced buyer is forced to dig beneath the surface of the outside. Forcing costs money. Practically everything is purchased because of the appearance of the outside of it, or because the appearance creates the favorable impression necessary to prompt further investigation. Dusty goods of the kind that dust cannot injure may be as valuable as clean, dust- less goods, but they will not sell as well. The price of everything depends upon what can be obtained for it, and the appear- ance of it assists in giving value. The appearance of business means business. Buyers have not time to bore far beneath the surface, and in their hurry they will judge by appearances first, and then investigate by examination. Appearance suggests examination, but examination will not be suggested without appearance. Unreflected intrinsic value may be valueless. Dingy stores do business, and badly arranged offices succeed, but the world over the majority of stores and offices of pronounced success are those in which neatness and harmony reign, with the good appearing to be as good as it is. The method of serving is as important as the quality of the article served. The appearance of the advertisement is a part of the advertisement's value. The advertisement must appear to be honest if it is honest, or it might as well be dishonest. The advertisement must appear to be progressive if it is progressive, or it might as well be old-fashioned. The advertisement must appear to represent the business, in size and quality, or the business will be estimated by the bad advertisement of it. Have all the intrinsic value obtainable, and ever strive to make the goods better; but do not forget that there is little good in unknown good, and that in good goods, good appearance, good surroundings, and good advertising is the success of business. Forever strive to create an appearance satisfactory to the public, and to remember that the appearance which suits the advertiser may not suit others, and that so long as others, and not the advertiser, are the customers, the appearance of the advertiser, of his clerks, of his goods, and of his methods, must be acceptable to those who will or will not buy of him— largely as he may elect. es SS ET Sales and Sellers “ To sell or not to sell” AT 0895 XOXO PADNE HE climax of all trading, the one object in everlasting view, the direc- tion of every part of business conduct, the grand finish of business, the one vital part of all, is the sale. If there is something to sell that something must be sold. If that for sale must be sold there must be method of selling it. If there must be method of selling, then that which is the most economical, the most progressive, and the most successful in profit making is the one which should be used. The method of selling is composite, comprising everything leading up to the sale and including advertising. It has been said that advertising does not sell goods, and that the man who expects unaided advertising to run his business will find himself run out of business. Advertising, volume for volume, inch for inch, need have nothing more to do with the selling of goods than has the shirt on the back of the office boy or the polish on the top of the counter. The link of advertising is but one link of the five-link chain of business, and as each link depends on all the other links the relative importance of any one link need not be considered. Advertising is the master of ceremony, the natural introducer, the stimulator, and the all-around medium for the preliminary introduction of the customer to the goods, and an assistant before the sale. The salesman is the direct means of selling. The quality of the goods and the demand for them, fundamental as they may be, do not and cannot take the place of the salesman. Cheap pictures, brass watches, clocks that stop, hair dye, mustache growers, illegit- imate compounds, and other articles characterless and qualityless, may be sold directly by advertising, but ninety-nine and nine tenths of everything sold is sold by the combination of the five essentials, advertising being but one of them. This book is not for the man of transient business, and all in it is intended for the man of present and future who is striving as much for the sales of to-morrow as for the sales of to-day, and who believes that the balance of profit is in the balance of every department of business, even to the equipoise of successful nicety. This man 524 SALES AND SELLERS 525 SIS makes advertising do advertising's work, quality do quality's work, and turns to the salesman as the consummator of the sale. The greater part of unsuccessful business and of advertising failure may be placed upon the shoulders of the proprietor and the salesman. · The best of advertising with the poorest of salesmen will be as unprofitable as the best of salesmen with the poorest of advertising. The successful salesman must be inwardly and outwardly in harmony with the goods he sells. Inwardly he must know what he has, and outwardly he must not appear in objectionable contrast to that which he is selling A dirty-collared, poorly dressed man or woman has no business to take orders in a laundry or to sell white goods. Such a seller should not be allowed to sell any- thing unless it be some dirt commodity. A woman who can sell neckties by some unknown condition may not be adapted to selling underwear. Many a salesman is a failure because he is not adapted to his work, when another man of one half his capacity is a success. As one cannot make his salesman, he must fit his salesman to his work. A ham sandwich and a cup of coffee with a thick snowy tablecloth and a big white napkin are more appetizing than the daintiest of French viands served on a barrel head. If the ruby seller finds it necessary to show the stone well set, or in a light that will present the brilliancy of its sparkle, how much more necessary is it that the dealer in the rough and coarse should display his goods in the right light and with the right surroundings. How much better a polished stove looks just back of a handsome rug with a table and three chairs around, than the same stove appears among many stoves on a plank floor! If women would think that a dusty refrigerator is as good as one in the neatness of care, cleanliness would not count, but until that time comes the dusted refrigerator will sell better than the undusted one. The poorest brands of cigars often have the handsomest labels on their boxes, and teach a valuable lesson in trade serving. A sofa crowded among other sofas, dusty and perhaps partly covered with pack- ing paper, has not the same retail value as one standing by itself where folks can see it. The poorer the goods, the more necessary the good setting, but even good goods cannot stand poor serving Most buyers are buyers of fancy, and the appearance and surroundings of what they want have much to do with the buying. The seller is not dishonest with the buyer when he makes everything show as well as it can; if he does not he is dishonest with himself. Advertising suggests to people to call and look at something or to investigate it, and in nine cases out of ten first impressions count. 526 FOWLER'S PUBLICITY i II There is nothing from corkscrews to lawn mowers which will not sell better if well presented. Many an appetite unfelt has become ravenous at the sight of the well-set dining table. Did the viands by their intrinsic worth whet this appetite? No. It was the appeal to the taste made by the table linen, the glistening glasses, the sticks of celery, and the little green garnishing here and there. The appetite for the eatable and the desire for the necessity must be whetted by surrounding conditions. The man of no sentiment says that folks will buy what he has when they want it, and he refuses to present his goods in the best possible form. This man is a fool, and sooner or later pays for his folly. There is competition in everything, and there is no man anywhere whom people want to buy of as much as he wants to sell to them. Because the merchant wants trade more than trade wants him is the reason why he must go half way after trade — and more than half way — and prepare his goods for trade. The successful salesman is he who understands his goods and understands his cus- tomers, and knows how to dovetail conditions into profitable consummation. The salesman must be assisted by all the business-bringing methods possible, and one of the essentials of successful conditions is to have the goods look as well in stock as they look in activity. The seller must be familiar with his goods, and he must be familiar with the peo- ple who buy them. Before the seller are the articles he wants to sell and the person he wants to sell to. It is his business to well present the goods and to bring the customer into a receptive, buying mood. If the seller is a gentleman and an expert in his line, he may not consummate a trade unless he has back of him favorable conditions in surroundings and method of presentation. Advertising introduces, but does not create intimacy. That must be made by sur- roundings and efficiency of salesmanship. After the introduction comes the alliance, or the friendship, or the intimacy, and advertising cannot go beyond the introductory part. It is the merchant's business, and the business of his salesman, to handle the mate- rial advertising brings to them to the consummation of profitable trade. If advertising would do what most business men want it to do, and what many business men say it will do, half of all business expense would be unnecessary. It will not do more than its share, and until it will, it is business to begin where adver- tising leaves off, or else give up business. 1 Y Free Samples “ Little things of courtesy" V VE VIVEMYOMETHING for nothing is not business, but when something repre- sents something else, it is something for something, and is not some- thing for nothing. Practice has proven that one of the best ways of introducing any- Se thing is to send out samples of it, provided the samples are not expen- sive and the profit on the article sufficient to justify the expense. well-known article, as well as a new one, may be advertised through samples, and it often pays the maker of an established commodity to periodically re-introduce . I - it. The old-fashioned methods of giving away cups of tea and coffee, and of griddle cakes cooked on the premises, are conventional, but profitable. Nothing attracts more attention than a neatly dressed cook at work in the window or store, practically illustrating what an article is and how to prepare it. It is true that a proportion of the receivers care only for the sample, but if the sample whets their appetite, that appetite will advertise the article; for the mouth is one of the most open factors in trade bringing the beginning of the argument which reaches the stomach. Few people realize that the line of trade runs the entire distance of the digestive tract. The advertiser who reaches the people's stomach finds his advertising pretty close to the pocketbook. All samples of eatables must be accompanied by printed matter giving the simplest directions for cooking. The good of almost everything eatable depends upon the attention given to cooking it. Poor tea well brewed tastes better than good tea improperly prepared. The directions must tell the best way to cook the article, and the result should not be sacrificed to haste in preparing it. Half the health foods now on the market are advertised to be cooked in one half the time required, and the result is that the foods are not acceptable to those who follow the directions for preparing them. People do not object to a little more mak- ing time, provided the result is satisfactory. No breakfast food or cocoa is half as digestible or acceptable when cooked in a minute as it is when kept upon the stove 527 528 FOWLER'S PUBLICITY 1 TT To from fifteen minutes to half an hour; and the maker of these articles, who advertises time saving, allows his advertising to depreciate the quality of the article. A sample of anything to be cooked must be of sufficient volume to properly present the quality of the article, and not prove an annoyance to the receiver. It must not be so large that the receiver will try to obtain many samples in lieu of buy- ing it, but it must be large enough to properly present its advantages. Samples must always be attractively packed. The receiver thinks more of the sample tied with red tape and addressed to him personally than of the one poorly wrapped and practically thrown at him. The colored wrapper is always more attractive than the common printed wrapper. Lithography offers one of the most profitable and effective methods of producing wrappers of every class. Never throw samples on the doorstep, or give them away in the street. People value things sent to them, and particularly if they send for them. A personally addressed sample makes the receiver feel his importance and in- creases the apparent value of the sample. By far the better way of distributing samples is to advertise that they will be sent on receipt of stamp or postal card, or that they can be obtained by calling upon the advertiser. It is generally better policy not to require the sending of a stamp for a sample, as many people object to this. A postal card is always handy, and shows that the ad- vertiser is not attempting to sell his samples. It is obvious that it may not be advis- able to advertise samples sent upon postal card request in publications reaching a very cheap constituency, but even in this case some advertisers have found that the child who sends for the sample is likely to show it to somebody of responsibility. It may seem to be good business judgment to give everybody a free sample provided an effort is required to get it. The advertising of free samples creates correspondence and brings people to the store. The caller for a sample may buy the goods and other goods. Any method which will bring people to the store, provided it does not result in disappointment, assists in building business. It is often profitable to advertise a coupon, this coupon to be cut from the paper and presented by mail or in person with or without stamp. A handsomely printed ticket or coupon has an official appearance and is likely to impress the receiver. This method allows the advertiser to trace with some accuracy the value of the mediums he uses, but the evidence it furnishes is not always conclusive. The general advertiser may send out coupons with the name and address of the nearest retailer printed upon them, the coupon to entitle the receiver to a sample if presented to the retailer in question. This pleases the retailer, and is an economical way of distributing samples. Samples of dress goods will always be distributed free, but they should not be FREE SAMPLES 529 m : presented in the usual way. The sample of cloth can be too small to be used for patchwork, but it never should be presented unless properly arranged in a way which shows care on the part of the sender. The sample which will not do justice to the goods is worse than no sample at all, and is a waste of money. Whenever possible the sample should represent a definite proportion, say one eighth or one sixteenth of what may be purchased for a certain price. If the sample is not worth anything and is not well put up the retailer will not dis- tribute it and the receiver will throw it away. It is better to pay two cents apiece for samples people will keep than one cent apiece for samples people will throw away. It is not how much the samples will cost, but how much good the samples will do, that the advertiser must consider. If samples are to be distributed through the retailer, do not send a circular letter to him, but write him personally, asking him if he will distribute the samples and how many he will agree to distribute; and do not send them until he agrees to distribute them. It is a good plan to politely ask the retailer what method of distribution he will use, and if his way does not seem to be the right way the advertiser can suggest a more profitable method. It is often advisable to send with the samples a booklet suggesting methods of profitable distribution. Always see to it that the retailer has a sufficient stock of the goods before sending out samples. Do not expect the retailer to do it all, but coöperate with him and share the expense with him. The maker and retailer should work together in the distribution of samples. Never send out an insufficient number of samples. Cover the ground well or do not cover it at all. Do not be stingy in giving away samples, for the child who receives it will take it to its parents, and is really the agent of the sample giver, working in his interest. Liberal advertising and proper arrangement for the handling and distribution of samples can produce a legitimate sensation and create an enthusiastic demand for the samples, which must advertise the goods doubly well. ee Necessity “What must be done must be done Let's make the best of it” 0:1 TV Cono DHE spendthrift spends money for the fun of it. The business man spends money that he may make more money. True the cents make the dollars, and there cannot be dollars with- out cents, but the dollar represents a hundred cents, and the cent represents but one hundredth of the dollar. What we can make, as well as what we can save, creates business and makes profit. I not be practiced because it is economy, but because it may be necessity. Money should not be spent for the sake of spending it; it should be spent only when by the spending of it more proportionately will be made. It is better to spend a thousand dollars and receive three hundred in profit than to spend a hundred dollars and receive twice the amount of the investment. If a small percentage of profit represents a greater accumulative gain than a larger percentage does, and requires a greater expenditure of money, then this apparent extravagance may be stern and profitable economy. The fool advertises for notoriety, and frequently cares more about advertising him- self than the goods he sells; and if he can afford it, and it seems worth it to him, then he may charge advertising expense to his luxury account; but the business man ad- vertises, not because he wants to, but because he has to, and he advertises more if the advertising will bring him more profit. To him the aggregate of gain is all-important, and not the percentage of it. No business house can conveniently handle, or properly maintain, a corps of trav- eling men or indoor salesmen sufficient in number to personally reach every possible customer. If this could be done, and done economically and profitably, there might be no need of advertising, but until it can be accomplished, only the brainless man of business — if there can be such a thing — refuses to seek for and obtain some method which will assist his salesmen, and do for him what no combination of salesmen has ever been able to accomplish. Advertising does not begin where the salesman leaves off. The salesman begins where advertising leaves off. A buyer buys nothing until he knows about the article. Conve LL 530 NECESSITY 531 n 1 e US TE If the advertisement has told him something about it, then a large part of the pre- liminary work of the salesman has been done for him, and he meets an acquaintance, not a stranger. The inner door of the inner office is successfully locked against all sellers. Only a favored few at most are allowed access to the original buying power and must meet subordinates without discretion. The heavy buyer is a man of exclusiveness, and seldom will he see new salesmen or representatives of something he has no knowl- edge of. The bluest of blue-blooded individuals, although surrounded with the barbed wire fence of conservatism, cannot devise a means to keep out the periodical and news- paper advertisement. If they would read they must read advertisements, because the reading matter and the advertisements are between the same covers. The salesman may be kept out, and even the principal may not be allowed access to the home or to the office, but there is no power that can bar out the advertisement. ple know something about sell twice as readily, and more, than goods people know nothing about. The advertisement introduces the goods and sufficiently interests the buyer to sug- gest that he learn more about them, and he does so either by correspondence or by granting interviews to the representative. The advertisement represents the representative and the representative represents the business. The unknown is seldom known to sell, and the known is purchased because it is known. The buyer demands that the maker of the goods he buys shall do for him a part of the introductory work. The great cause of loss is the accumulation of dead stock, and so long as the bulk of over-stock comprises poorly or little advertised goods, the maker must recognize the necessity of liberal advertising if he would sell his product extensively. If the maker does not think enough of what he makes to take the chances of heavy advertising, the buyer is not likely to have sufficient confidence in the goods to buy them. The retail seller depends upon advertising, and he naturally expects the man he buys from to use the same methods to reach him and the public as he is obliged to adopt in trade bringing. Salesmen unbacked by advertising must introduce the goods to strangers, and then sell the goods. Salesmen backed by advertising have only to sell goods. The ad- vertising has attended to the introductory part, and the salesman enters the battle with more than even chances of victory. Advertising is a necessity, and always will be so long as there is necessity of doing business. The easy, workless, and joyful days of the millennium have not yet arrived, and until they do, it is only the foolish business man who refuses to adopt the proven methods of success. One must advertise. Advertising expense is necessary. Look at it cheerfully, and do it. Conventionality “ The good old is better than the bad new” DY Se VAAWNAROGRESSION'S marching road is never straight. It marches and countermarches, and then goes straight away, and curves again in the reaching of the anticipated result. It moves through untrodden pas- tures, and beside unfathomed waters, and it is more often in the region saavad of the unexplored than in the land of the known. These are progressive days. "The undiscovered goal shines with a brightness greater than the real light of fact. Progressiveness demands the new, and the method of newness is constant and ever- lasting change. Originality is at a premium, and often the good that we know to be good does not seem to be as good as the unknown good of the untried. Intelligence bows in homage before the gilded god of originality and respects the work of inventor and discoverer — those men who by risky experiment so often change the untried into the tried, and make the unknown known. Any progressive movement, and any reform, can prevent itself from jumping reason- able boundaries. The nature of progression is opposed to conventionality, and the pure essence of it is as likely to be overcharged as its opposite may be undercharged. In the proper mixing of originality and conventionality is successful proportion. Let the merchant- and all the more so if he be an advertiser — keep his feet in the beaten track of conventional certainty, and let him forever reach out with both his hands into the ether of ideas. Let the progressive man draw unto himself all that is new, and let him test it in the crucible of surety — the old-fashioned vessel that he knows will stand the strain. If the new idea wins in the test of use and time, then adopt it, and lay aside other things for it, or use it in connection with them. Many a conventional advertisement, moldy with age, has assisted in bringing more business than many an advertisement teeming with originality. The success of so many conservative houses and users of conventional advertising, and the continuance of these old-style methods, go a long ways to prove that in con- ventionality there is strength, and that in conservatism there is safety. The unsuccessful advertiser is almost always the man who is of sleepy convention- ality or of fanatical originality. 1 m 532 CONVENTIONALITY 533 re Extreme methods seldom pay. There is safety in the middle of the road. Three quarters of the advertising originality of to-day is as unnatural as the move- ments of the inebriate. The advertisement must tell its story so that the reader will receive the impression intended by the advertiser, and any method which will produce this result is the one to be used. Original type faces are all right and better than conventional ones, if the reader can easily read them. Original poster designs are profitable, if their originality does not nauseate. Odd designs and conceits are successful, if they assist in conveying the idea, and the idea is there to be conveyed. The public must be reached, not startled or struck. Originality of writing is to be encouraged, provided it does not sink below or rise above the reader's taste. All conventionality may be safe. All originality may be safe. The proper.pro- portion of the two is safe. The dignity and value of advertising would leap out and above its present position, into a world of perpetual profit, if advertisers would adapt their advertising to the readers, and not to themselves, and prepare their advertisements along the lines of simple English, so plain and so clear that the contents would enter the mind without any cost and wear of friction. I When in doubt, stick to the things you know about. It may be unprofitable to distribute advertising originality, and better to hold fast to the old-fashioned notions of success. If conventionality will convey the meaning, then conventionality is valuable, and it may be more profitable than questionable and untried originality. Never give the reader anything unadapted to his wants and tastes, and if he would rather have something old-fashioned which he knows to be good, in preference to something new-fashioned which he knows nothing about, then serve him conventional matter upon progressive plates. If it seems best to educate him into a conception of broader things, do not do it in a plunging way, for it never pays to try to plunge with others if others will not plunge. Lead, but do not drive the readers. Keep ready for use all the good, conventional methods of advertising, and all the good originality to be found, and mold them into a compound tasteful and digestible to the customers. Experiment, but do not have all the advertisements experimental. Tell the story so that the reader will understand it, and use every legitimate method, whether it be old-fashioned or new-fashioned, that will the quicker bring the words to the reader and the sooner make the reader read them. W a CO T1 117 Directories “Books about people" VY WWWHERE must be directories. The directory, whether it is of the city, of the town, or of specific trade, is recognized as a public or business necessity. There are few directory-less towns, and there is hardly a trade with- out some printed list of the firms engaged in it. The sale of all directories is limited, but the consulting circulation of them is most extended. The directory, like the encyclopedia, HREEN CHEMICAL Company is a book of reference, and is sometimes COAL TAR, COAL TAR PITCH, TARRED FELT, CARBOLIC ACID read by those who borrow it more than 642 FRONT ST. CLEVELAND, OHIO by those who own it. - An advertisement in the back of a di- PLATE NO. 1.-Reproduction of an ordinary directory advertise- ment. The headline type is not plain, and there is no need of spelling rectory is not like one in a periodical, be- out"Company.” cause the entire periodical is read or glanced through, and the advertising must be seen; while the advertising depart- ment of the directory must be intentionally looked into, and seldom presents itself unasked for. Advertising space on the outside of a directory, or other conspicuous place, is 3 • Coal Tar Coal Tar Pitch Tarred Felt Carbolic Acid Green Chemical & Co. 642 Front St. Cleveland, O. : : { • . . . + PLATE No. 2.-Matter in Plate No. I re-written and re-set. Set in Johnson Old Style. 12 Point Newspaper Border No. 70. 534 DIRECTORIES 535 JOHN SMITH, - WHOLESALE DEALER IN - Clippings a Specialty” is in indistinct type. It and the addition is moll the John Smith and makes ita profite batetiam the W oolen Rags and Wool Stock Tailors' Clippings a Specialty profitable from a general standpoint; but the advertisement in the inside is valuable as a sort of appendix to the directory itself, and depends upon the character of the - directory ESTABLISHED 1850. Nearly all directory publishers allow their adver- tisers the right of reference to their advertisement in connection with their names in the directory, that the reader, wanting more information, may turn to the advertising department. For this reason ordinary - AND directory advertising has an intrinsic value, and is 3 Wool Stock. worthy of careful consideration. ailors' Clippings a Specialty. Half of the directories are illegitimate, and have 101 and 103 Commercial Street, no place in the list of business or social conveniences. SMITHVILLE. They are published by irresponsible concerns, filled PLATE No. 3.—The usual form of small direc- arith at tory advertisement. The line reading “Tailors with stolen names, no attempt at correctness is made, would seem Letter to have the "Established and the edition is small, the profit coming from the line appear at the bottom. advertising of the few or many fools in every com- munity who seem to think “ a book's a book though there's nothing in it.” An ad- vertisement in these directories is worth almost nothing. If one does not believe it, let him pin a five-dollar bill between HHHHH the advertising pages. The book can be exposed to view, and the bill be as safe as in the safe. The first-class authoritative direc- Wholesale Dealer in tory is a valuable advertising medium, and makes its profit both from the sale of it and from the advertising. Generally there is not more than one city or town directory of recog- nized authority, and the advertiser had better not consider the others. The plan of many directory pub- lishers — that of placing the merchant under business headings, and of using caps or full-face type at an additional 101 and 103 Commercial St., charge — is perfectly legitimate, pro Smithville. vided display matter is not sold in the directory part. The directory Established 1850 representative asks the business man Plate No. 4.—Matter in Plate No. 3 re-set without any change of word- to appear under several headings, ing. Firm name and principal business display in Taylor Gothic.' Secon- and if these headings are consistent Border No. 169. with the business it may pay to be under all of them, but there is no sense in being classed under“ doctored” headings, or under several headings which are, in spelling To appeal uues several caugs, dary display in Howland. Address in Old Style Bold. 6 Point Florentine 536 FOWLER'S PUBLICITY BOOK AND COMMERCIAL PRINTERS, 315 Smith St., - St. Louis, Mo. and meaning, substantially alike. The term “Boots and Shoes” is general as well as specific, but as people will sometimes look for the classification of “Shoes” as _ well as for “ Boots and Shoes," it is a good plan A. C. WHITE & SON, to be under both headings, but the advertiser is warned against publishers attempt- ing to force such headings as “ Shoe Dealers” for the sake of a little extra money, and placing the “doctored” heading ahead of the reg- Roll Wrapping Paper Printed for the Trade. ular classification. This is a common practice among PLATE No. 5.-Reproduction of an extremely poorly set advertisement. cheap directory publishers; although it is legally honest it is morally dishonest, and the business man has a right to assume that such publications are unworthy of patronage. The first-class directory publisher accords the same right to every business man, and never adds a manufactured heading without giving every one an opportunity of appearing under it. The publisher has a right to make money, and the more headings he uses, the more he will make; but the w222222222222222222222222222222222222222222 public should protest against the dishonest method of manufactured or wodoc- tored ” headings, which are not consistent classifica- tions. The good trade directory is an almost indispensable book to every man in the 7 Book and Commercial Printers the chances are decidedly in favor of an advertisement in such a book resulting in * A. C. White & Son sales, provided a reference to the advertisement is given with the name and EEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE address in the directory PLATE No. 6.—Matter in Plate No. 5 re-set without any change of wording. Set in section. The directory advertisement, whether it is in the directory of a city, or of a trade, should contain information concerning the firm and the goods it makes, and it had vertisement is : 315 Smith St., St. Louis, Mo. Howland. 6 Point Laurel Border. the die gouds fit makes, and the DIRECTORIES 537 TTT SO 1 better say too much instead of too little. It should tell of all the regulars made and sold, and of the special facilities and side lines. The reader turns to the directory to find out either who sells something or what somebody sells, and as this information cannot be given in the body of the book, except in the briefest manner, the business man is offered the opportunity, for a con- sideration, of telling more about himself and what he does, in the advertising depart- ment. The directory advertisement, unless it is on the covers, is not wholly intended to attract the eye. When it is seen it has been looked for, consequently its appearance need not follow the lines of striking advertising. The firm name, or the business, should be at the top of the advertisement to assist the searcher in finding it. Start- ling catch lines are not necessary. Humor, poetry, and everything except a statement of definite fact should be kept out of the directory advertisement. Directory advertisements printed upon colored inserts are not always worth the extra cost unless the pages are in very conspicuous places. Marginal advertisements are profitable if there are enough of them. Business men are constantly writing for estimates, and frequently address similar letters to the whole or part of the addresses given of concerns making or selling the goods wanted. All things being equal, the business man will assume that the parties advertising are likely to be the best houses to do business with, and in selecting the names he is likely to read the advertisements referred to in the body of the directory. If these advertisements are dignified and explicit, he will give the preference to the firms advertising. The accompanying illustrations present several styles of directory advertising, and the general contents of the book also cover this class of publicity. Humor “ I'll never be as funny as I can" TO W W W These are them" PLATE NO. 1.—A catch line now in use by a large manufacturer. If it is intended to be funny it is silly; if intended as a “trade- mark expression” it is idiotic. Set in French Clarendon No. 24. 24 Point Barta Border No. 281. SLIMLINEAL fun is funny. Unfunny fun is an abomination. Wit is art. Much of prevalent wit is forced and unnatural. (2.BILI Everybody appreciates humor. He who does not like fun is nobody. Men of all stations involuntarily turn to the column of wit. Books of real humor always sell. Humorous writers make as much money as serious authors. The humorist is always welcome. He is a public philanthropist. The jovial laugh has health back of it, but its that its true ring depends upon something to laugh at. NA Nearly everybody can use humor in his advertising, that is real humor, not the kind that exists under false pretenses. If one is funny, somebody besides himself will know it. The notion that one is a wit may be proof that he has little wit. Bad prose writing is to be deplored, but bad humor ought to be criminally action- able. The world forgives the over-serious man, but it never fails to want to strike the man who tries to be funny without being AVVY TAYVANNY, funny. Fun must be funny to have any fun in it. The public can stand the long-winded speaker if he does not attempt to be witty, but it never will tolerate the alleged hu- morist who fires counterfeit fun at his auditors. There is nothing more condemned by the public than unsuccessful attempts at PLATE No. 2.—A very good example of what might be considered humorous advertising. Set in Latin Condensed. 24 Point Barta wit. Border No. 242. T NEVER WAS $4.00, ONLY 2.50. han 538 · HUMOR 539 AUNO onfcnt her ac 41 Quoc BX2000 . . ne e 4.3 am . KY ADE ARA K N5 3 CLUB sey 8. LA ! at Up . apost E13 XV or Kail T . UA Xay A CADA O o A 151 . SVN OS . E BABY CBI OXO What kind of a dog is that? He is a St. Bernard. How old is he ? He will soon be two years old. How much does he weigh? One hundred and eighty-two pounds, after a dh 30% $ ee SD OgYYYY M CAO hy 28 bath. locum c There are not a dozen successful hu- morists in the public eye. Almost anybody can learn to write, and most persons will be successful if they confine their writing to serious matters. Not one man in a million is really funny, although a million men in a million think they are funny. 56 He tried to be funny” is a common remark. People simply will not tolerate wit un- less it is witty. If the public despises the man of wit- 2 XA 410 XD ON WE NOVO EX VIDEOS V 4 NOVA VAS ( ) A SK RVR How much does he eat? All he can get — honestly. Where does he eat ? At home and on Great Southern dining cars 30 SAC (when allowed). How high does he stand ? Twenty-three and one half inches at the 28 open shoulders. Will he grow any more? Yes, he is liable to burst his skin. Is he kind to children ? Yes, he will rock a cradle all day. Is the boy proud of him ? Yes, thinks he owns him. Did he ever save any lives ? No, he never was in the Alps mountains. Do tramps come in where the dog lives? No, not if they see him first. Then he does not like tramps ? No, except well done, with Chili sauce. . A < YO A YON < Whe VAN ang WA > an ASY .. We ve a at VAN 119 VA CY MACRO Pa R YA CY 25 .VA 12 D MO 12 TV . DXD XSA FDE V 4 $ COX 22 2 C Van m PAD LAVU Big PLATE No. 3.-An excellent example of humorous advertising, and one which will be read notwithstanding its length. Set in Ronaldson Condensed. 12 Point Border No. 1236. 95W less jokes and silly humor in every-day social life, how much more will it refuse PLATE No. 4.—Not funny, but outrageous. Never should be to accept the advertiser who attempts to used. Set in Howland. 18 Point Contour Border No. 261. be humorous in his advertising, unless he possesses the exceptional ability of a genuine wit. The advertisement must be un- objectionable. The story, or the poem, may be pointless, and the public accept it, but nobody is willing to stand nonsensical advertising. Business is not humorous, and should never be so considered. AWLWWL A DIMSMUS The business man can be funny in his BATTOITOSTSTOVAVIMOD lololonu ve house and at his club, but he never suc- ceeds in business if he always carries even genuine wit into the serious side of his business conduct. The writer does not mean to say that 0102°NAWAWALA loosolsols MOTTOSTOSTOSTOVA MASTUOILO DUO Duo the merchant cannot laugh in his counting PLATE NO. 5.-An advertisement liable to be considered dis- room and that it is forbidden to joke gusting, and not at all bright or humorous. Set in Gothic Con- Cures Fever, Malaria, etc. Makes children fat as pigs. . . : ed No. II. 16 Point Contour Border No. 540 FOWLER'S PUBLICITY ELS ES ELS TAS 3 der No. 181. - - How She Loves - pleasantly with business acquaintances and clerks, for even dull flashes of humor may liven up a tiresome hour; but he does emphatically insist that humor has no part in the regular routine of business. An advertisement is simply a business announcement. Its business is to assist PRO BLANK'S SOAP- in bringing business, and it has no business Good enough to eat, but o to contain anything but business; forced especially useful for humor, or too much real humor, is not washing clothes. business. There may be no objection to the em- ployment of a professional humorist in the PLATE No. 6.--Absolutely silly and unworthy of the house that used it. Set in Ronaldson Title Slope. Collins Floret Bor- preparation of some advertisements. There are a few advertisements so witty that they have a right to consider themselves exceptions to the rule of serious business. The writer can recall two or three really humorous advertisements which won the respect of the public, and which helped to sell the goods they advertised. Really witty advertisements are so much the exception, that comparatively L A LALALALA few people can recall one that merited more than a single look of disgust. Most of the humorous advertisements are produced by the advertiser himself, who is laboring under the illusion that he Plate No. 7.-Lines like the above and “How She Loves Our possesses wit, and he allows his wit to be Oysters," “ The Girls Love it,” “Make your Wife Happy," “ Does Your Husband Wear A Shirt ? " " Oh, Where Is His Collar Button?" · published when he would immediately are unobjectionably bright and somewhat humorous, and although discharge an employé who dared to per- the capital “H” occurs. 12 Point Border No. 1208. petrate such an outrage upon the public. The alleged wit of the advertiser may please him, and his wife, and a few of his friends, and some others who are biased in his favor, but the opinion of the independ- ent public is the only opinion that is worth anything, and the only one the sensible advertiser will consider. One may think he is funny, and may not be. One may take one of his alleged humorous advertisements, read it by him- self, and stand before the glass to see him- self laugh; one may shake his sides, and really believe he is enjoying his own lack of fun, but the public will measure his wit PLATE No. 8.-A fairly good line, and one which will attract by its own gauge, and will turn it down if attention. It is somewhat humorous, and yet suggestive in a it is not worth holding up. It is business to put out only the adver- tising that people want, provided they do not demand anything which outrages decency. ww TRY not particularly dignified, can be used as catch lines for the introduc- tion of needed articles. Set in Bradley. Don't use this letter when TL JL Are Your Soles on Earth ДДДДДДДДДДДДДДДДДДДДДДДЗ businesslike way. No. 270. Set in Reubens. 18 Point Contour Border r- HUMOR 541 LAMON, Springfield. Danville. LINCOLN & LAMON, Attorneys at Law, Having formed a copartnership, will practice in the Courts of the Eighth Judicial Circuit and the Superior Court, and all business en- trusted to them will be attended to with promptness and fidelity. Office on the second floor of the “Barnum Building,” over Whitcomb's Store. Danville, Nov. 10, 1852. . 2 16 IV YA 11: 1..to:1 1:1:1 thn as a quaint announcement. TT goods. The humorous advertisement, even though it may be really witty, may not be con- sidered funny by the unappreciative public, and if the public does not like it, and considers it silly, only foolishness would suggest that this kind of wit be used. In 1853. ABRAHAM LINCOLN, W. H. When in doubt, it is always safe not to try to be funny. The dialogue style of humor, practiced so much by advertisers who flatter themselves into enjoying their own brain spillings, is one of the most dangerous kinds. The public has a right to expect a dialogue to contain something, and when it contains a forced joke to force PLATE No. 9. - Not a humorous adver- tisement, but can appropriately be shown here attention to goods, the public involuntarily dislikes the advertiser. The buying of anything is serious business. A man never takes out his pocketbook for the fun of the thing. Nobody considers buying a joke. There is a sense of pleasure in selecting WWWWWWWWWlllollalloween goods, and in anticipating the use of them, but there is not anything humorous or Alice — Mary, why don't se restful or recreative in the paying for those sve you buy a trunk? Mary – Why, what do I Better have the advertisement devoid of want a trunk for ? anything humorous. Alice – To keep your Let the advertisement be a statement of clothes in, of course. fact. Mary – What, and I go There is no necessity of always stabbing naked ? NIT. a man with fact, or of prosaically jabbing it into him. Brightness is always advisable, and neatly turned sentences which smell PLATE NO. 10.–One of the oldest of antiquated chestnuts, and one which never should be used in advertising. Set in De Vinne. 01 Treshness are seasonable. 16 Point Contour Border No. 267. Let the advertiser be as bright as he can. Let him be as fresh as he can. Let him be as original as he can, but he must not sacrifice sense, and he must be careful about being as funny as he thinks he can be, unless he is sure that the public is in a receptive mood, and that there is a reasonable certainty that folks will appreciate his humor. Poetical humor is worse than the other kind, for the versifying humorist is liable not to be funny, and to commit the further crime of trying to Widow in comfortable circumstances wishes to marry two sons. rhyme his evil words. WANTED good boys for punching. The humorous picture is not as objectionable as the To be disposed of, a mail phæton, the prop- erty of a gentleman with a movable headpiece humorous dialogue, prose, or poetry, because there is as good as new. less likelihood of mistaken wit, and the public will PLATE No. 11.-Some quaint announce- ments. stand in a picture what it will not tolerate in type. There may be no real reason why the public gives a poor picture a license which it will not give to words, but as long as it will, there is safety on the side of the funny VeVallavalle alle 029039030303030303oooooooooo mnogo DODOMA SANDMANDADOVANDODOMA TT 542 FOWLER'S PUBLICITY Quaint Advertisements drawing. The user of hu- morous illustrations must not mistake idiotic gro- tesqueness for wit, nor must 00000000000 00000000000000000000ea0000000000000000 Peculiarly worded advertisements, unintentionally humorous, fre- quently appear in the English papers, and occasionally in the American publications. The following examples are taken from announcements which actually appeared, and are presented here as curiosities. With them are given reproductions of ancient advertisements. FOR SALE. 1 A reward of a free passage to America to Best Peppermint Oil Made From Its Really any person who witnessed and brings to justice Leafs. the parties that hacked down the fence on my Can Be Curable For the Sicknesses of Male, lands, known as The Boot, Clondalkin, be- Female or Boy. tween 7 and 10 A. M., on Wednesday, 30th October. James Tutty, Lower Baggot Street. Eau de cologne water. - Irish Times. Gants de Suede gloves. A gentleman, having a quart or so of milk to spare, will deliver the same within a mile of A talented, intelligent young man of many Silver Street Station, in quantities of not less years experience wishes a position in a saloon than a pint. Post-card to Fairfield Road.-- as a liquor blender. Tottenham Weekly Herald. Room To Let.– To a gentleman, large, In 1836. airy, and square. EXPRESS MAIL LINE FOR WHEEL- Two sisters want washing. ING --- Through in fifty hours.-The Good Intent Stage Co. respectfully inform the trav- To Let.- A handsome room, with bath for elling public, that they have established a line two. of first rate Post Coaches, direct for Wheeling, leaving Philadelphia daily at 8 o'clock, A. M., Room To LET.— A room for a single gentle via Columbia Rail Road, through York, man; board very moderate. Gettysburg, Chambersburg, Bedford, and Washington. . Flat. — All modern improvements; no The public are assured that nothing shall be children. wanting on the part of the proprietors or agents to promote the speed, convenience, and Annual sale now on. Don't go elsewhere | comfort of travellers. to be cheated — come in here. J, TOMLINSON, Agent. N. B. Passengers taking the Telegraph A lady wants to sell her piano, as she is Line, which leaves at 5 o'clock p. M., will going abroad in a strong iron frame. have one night to rest at Chambersburg. WANTED.- Experienced nurse for bottled NEW INVENTIONS.—Safety Cases, con- baby. nected with appropriate protecting appa- Furnished apartments suitable for gentlemen ratus for books, papers, jewelry, etc., may now with folding doors. be constructed that will resist in any and every instance that intense degree of heat, which will WANTED.- Room by two gentlemen about fuse iron of any ordinary thickness. thirty feet long and twenty feet broad. This apparatus is simple, substantial, cheap, and convenient, and requires but to be seen to LOST.- Collie dog by a man on Saturday evince (to those who are acquainted with the answering to Jim with a brass collar round his true philosophy of heat), its real title to the neck and a niuzzle. appellation "Fire Proof Apparatus," and likewise how the consuming agent itself will Boy MESSENGER.- Wanted, Bicyclist, own- be made to defeat the consequence of its own ing his own bicycle, daily from eleven to nine; ravages by causing the safety case, if neces- knowledge of West End necessary; IOS. / sary, to pass into a place of double security. weekly. D. HARRINGTON, Patentee, cor. Arch WANTED, by a respectable girl, her passage and oth sts. to New York, willing to take care of children In 1823. and a good sailor. ALEXANDER T. STEWART, Respectable widow wants washing for Tues- | 283 Broadway. day. Alexander T. Stewart has opened a store at the above address, in which he will offer at FOR SALE.- A pianoforte, the property of wholesale and retail a well selected stock of a musician with carved legs. LINENS, LAWNS, Mr. Brown, furrier, begs to announce that DIAPER. he will make up gowns, capes, etc., for ladies! He hopes to merit patronage by strict atten- out of their own skin. tion to business. monstrosities truly humor- ous. It is better not to use hu- morous cuts than to take the chances of disgusting the public. The humorous illustra- tion does not fill a com- mercial void. There is nothing argu- mentative about a humor- ous illustration unless it is of the most remarkable character. There is little in a hu- morous cut that suggests the buying of goods. Use the humorous illus- tration sparingly, and al- ways criticise it carefully before inserting it in an advertisement. Prosy advertisements can do no harm if they do no good. The alleged humorous advertisement may do no good and may do harm. The weight of sense is always against the doubtful method. The clown can advertise himself with a humorous illustration, and so can the comedian, and the pub- lisher of a humorous book. There is no objection to A boy wanted who can open oysters with a In 1826. reference. ENUINE FURS. A. T. STEWART & CO. Bulldog for sale; will eat anything; very will open on Monday, Sept. 29, their large and fond of children. selected stock of every description of WANTED.— An organist and a boy to blow | FURS, the same. in the latest styles of Cardinals, WANTED a boy to be partly outside and Victorines, partly behind the counter. Cuffs, WANTED for the Summer, a cottage for a &c., &c., &c. small family with good drainage. N. B.-They can recommend these goods to their customers with entire confidence, es- Lost, near Highgate archway, an umbrella pecial care having been taken to select the best belonging to a gentleman with a bent rib and and most natural skins. a bone handle. Broadway, Chambers and Reade sts. Muffs, PLATE NO. 12.-Heading in Howland. Matter in Old Style Roman. 6 Point Newspaper Border No. 81. HUMOR 543 advertising fun by funny methods, for fun is harmonious with fun, but there is seldom any sense in attempting to get serious people to buy serious goods by hu- morous announcements. There is no objection to books of fun, the fun entirely independent from the adver- tising, but that fun that is objectionable is the fun that is used as a part of the argu- ment in favor of serious goods. In this department are produced, with fictitious names attached, a few advertise- ments assumed by the advertisers to contain humor. The writer fails to understand how sensible business men can use advertisements of this class. The other illustrations present some really humorous advertisements which have been used successfully, and have their place in advertising economy. The safest rule to follow is not to be funny unless there is a certainty that the fun of the advertiser will be appreciated by the buyer. Technics “ They speak a various language” 11 NYLON S . . POSUDICT is not to be supposed that the advertiser and user of printing cares anything about the technical sides of these arts or trades, but if he use them, and he must, or go out of business, it is suggested that it may be advisable to possess a casual idea of the general meaning of LICORN common technical terms and phrases. This department is given up to what might be considered non-technical definitions of technical matters. Ad. or Adv. Advertisement. | Author's Proof. The proof, ac- | of book paper is 25 by 38 inches, and Adlet. An advertisement of dimin-companied with the manuscript, sent to what is known as a half sheet is 19 utive size. A seldom used term. the writer. by 25 inches. Adsmith. A writer or constructor Bad Copy. Manuscript not easily | Border. Plain or ornamental lines of advertisements. A term frequently read. Always write proper names, around any class of printed matter. used by cheap advertisement writers. technical terms, and not commonly Bourgeois. The old name of 9 Advertising. Any method or used words with the greatest care, and | Point type. A size somewhat used for means of presentation or announce-1 generally print them. reading matter in country newspapers, ment. Bastard Title. A secondary title and quite often used for book and cir- cular work. Advertising Agent. One who preceding the regular title. places advertising, acting as a middle-! Bastard Type.' Type with a facel Brass Rules. Strips of brass of man between the advertiser and the larger or smaller than its regular body, I type height printing straight lines, advertising medium, receiving a com-| as a 10 Point face on an ii Point | double lines, or ornamental designs. mission or discount. He is not prop-body, or ii Point face on a 10 Point Break Line. The end of a para- erly an agent, although called so, | body. graph. A short line. but is a distributor or wholesaler of Bi-monthly. A publication issued Brevier. The old name for 8 advertising. He may and may not be every two months. Point type. Used for editorials in an advertising solicitor. Bi-weekly. A publication issued large dailies, reading matter in weekly Advertising Solicitor. One who every two weeks. papers, and is often found in closely solicits advertising. BM. Bi-monthly. printed books. Afternoon Papers. Publications BW. Bi-weekly. Canon. 44 Point type. published after 12 o'clock noon. Caps. Capital letters. Blank Line. The space between Agate. The size of type used for Caption. The title of an illustra- setting the Want advertisements in two paragraphs, usually of the depth tration intration, appearing either below or daily newspapers, and the standard of of one line of the type in the page. above it. for generall Body. That part of the type sup-1 Card. A business, professional, or publications. Fourteen lines set solid porting the face. social medium of name and address, make an inch. Body Type. The face of type gen- or may refer to a small advertisement, Antique. A face of type much erally used for reading matter in peri- | or to a street-car announcement, or any used in advertising, differing from odicals and books. advertisement printed upon cardboard. Roman in that it is a little heavier, and Bold Face. A style of type resemboCatch Line. Technically matter in with the cross or ending stroke slightly ling Roman, with the thick strokes small type connecting two important prominent. of the letter much heavier. Sometimes display lines, but often intended as a Ascending Letters. Letters called Full Face. designation for strong, bold headings. lea Author's Corrections. The cor- phlet. ing type while being printed or electro- rections or changes made by the author Book Paper. A general term ap- | typed or stereotyped. in proof. If there be many of them, plying to the size and quality of paper Circulation. The number of copies the printer usually charges at the rate used in book making, to distinguish it actually reaching somebody. Circula- of 50 cents per hour for correcting. from newspaper. The standard size. tion cannot rightly comprise the num- 544 TECHNICS 545 copper-covered /gether. bers printed, nor the returns, and will look when finished, and to show Galley. A long, movable tray for should refer solely to those copies quality of paper, size, and weight. the holding of live and dead type mat- actually sold or distributed. 1 Duodecimo. Half a sheet of book ter. Known as live-galley and dead- Clarendon. A type face resem- paper (19 by 25 inches) folded into galley. bling ordinary Roman, but having a twelve leaves (24 pages). 18 mo, 18! Galley Proofs. First proofs, and slightly crushed appearance and leaves, 36 pages.24 mo, 24 leaves, those generally furnished to the proof rounder than Antique. 48 pages. reader and author that corrections may Clean Proof. Proof needing few ed. Every day. be made before paging. corrections. ei. Every issue. Get In. Set words very close to- Close Matter. Type set close to-| Electrotype. A copper-covered | gether, with few paragraphs, and with duplicate of type or cut matter, with | | Great Primer. 18 Point type. neither break lines nor leads. wooden or metallic bottom, and of type Twice the depth of Bourgeois and Column Type. Matter of any | height. three times the depth of Nonpareil. length and of almost any width, each Electro. Electrotype. Gothic. A perfectly plain type face publication having a right to give its columns any size. Usually newspaper Em. The square of a type body. without shading, and with all the lines Yol of the same thickness. Called “em” because the body of the columns are two and one eighth inches Gothic is 'wide, and magazine columns from two letter m in Roman type is generally known as Gothic Extended, Gothic Condensed, and Gothic by other spe- and one quarter to two and five square. The cost of setting reading cial names. Lining Gothic is a very matter is generally reckoned on a basis eighths. thin face. of ems, there being an established Composing Stick. The metallic price per thousand ems. | Guards. Slugs type high to pro- contrivance in which type is set. | tect the edges of type in stereotyping Composition. The setting of type em. Every month. and electrotyping. into words and the arranging of| Fl En. Half of an em. | Half Sheet. A half sheet of book them into lines. A term applicable to English. 14 Point type. Twice paper is 19 by 25 inches. the material used in making printing the depth of Minion. Half Title. The upper portion of rollers. eod. Every other day. the title-page of a book or pamphlet. Copy. The printer's term for all eoi. Every other issue. Imposing. Arranging type matter manuscript. eom. Every other month. | for the press. Must not be confused Cut-in Letter. An initial letter set eow. Every other week. with composing, the latter referring to into the body of the type at the be- ew. Every week. the setting of type. ginning of the first paragraph. Even Page. The even-numbered Imprint. The publisher's or print- Cut. The printer's terms for all | pages of a book, as 2, 4, 6, 8, etc. ler's name and address appended to the engravings and illustrations. Fancy Letters. Type faces that book or job. d. Daily. are not plain and simple in style. Inset. Page or pages inserted be- Dash. A line, plain or ornamental, Fat. Leaded or other matter open tween the regular folded pages of a between type matter. and easy to set. book. Dead Matter. Matter in type not Flat Rate Contracts. An all- Indentation. The space to the to be used. | around rate or price applying to all | left at the beginning of a paragraph. Display. Words or lines set in space for sale, as 50 cents per line, and Job Printing. A term generally large type or separated from surround- no space at greater or less price. I applied to every class of commercial ing matter by space or rules. | Folio. Half a sheet of book paper printing, except the printing of news- Descending Letters. Letters |(19 by 25 inches), folded into two papers, books, and catalogues. running downward, as g, j, p, q, etc. I leaves (4 pages).. Applied to running! Tustifying. Making both ends of Distributing. Returning type, number of pages in a book. all the lines even. which has been set, to its proper place Folioing. Paging a book. | Leaded Matter. Type with leads in the case. Follow Copy. When written on between the lines. Double Column. Matter set in copy, means that the typography of the Leaders. Dots or hyphens placed space of two columns. copy must be followed exactly, or as at intervals to connect two words or Double Great Primer. 36 Point nearly as possible. words. Usually used in indexes. type. Twice the depth of Great Footnote. Matter at the bottom Leads. Strips of metal of various Primer. Six times the depth of Non- of a page, usually set in small type, and thicknesses for spacing between type pareil. Two lines make an inch. sometimes preceded by a reference lines. The lines. The thicknesses of leads are Double Leaded. Matter with two mark corresponding to a similar one in generally reckoned on a Pica basis, leads between the lines. the body of the text. and commonly known as six-to-Pica; Double Paragon._40 Point type. Foreign Advertising. An adver- that is, six leads together have the Twice the depth of Paragon. Fourtisement of an advertiser who does not thickness of one Pica line, and thirty- times the depth of Long Primer. do business in the town where the pub- six of them will make an inch. Thick Double Pica. 24 Point type. lication is published. leads are called slugs. Twice the depth of Picà. Four times). Form. A page or series of pages Lean. Type set close together and the depth of Nonpareil. Three lines in the chase ready for the press or solid. to the inch. electrotyper. | Lean Type. Type with a very thin Double Small Pica 22 Point Foul Proof. Proof full of typo- face, and capable of being set so that type. Twice the depth of Small Pica. graphical errors. Change your printer. the letters can come close together. Four times the depth of Agate. | Full Face. A Roman type with | Letter Press. Printing from mov- Dummy. A general lav-out of any | the heavy lines heavier. Sometimes I able type. A term used to distinguish job of printing, catalogue, or book, called Bold Face. ordinary printing from steel and used to give an idea of how the job ! ff. Full Face. I copper engraving and lithography. 546 FOWLER'S PUBLICITY Live Copy. Manuscript to be put Pica. 12 Point type. Twice the Solid. Unleaded type. into type. depth of Nonpareil. 6 lines make an Spaces. Pieces of lead not type Long Primer. 10. Point type. inch. high, and not as wide as an en, placed Twice the depth of Pearl. Plates. Electrotypes, stereotypes, between words. Lower Case. Small letters. The and process engravings. Stereotypes. Duplicates of type type case containing small letters and Point System. The new method matter cast into a solid body of lead. figures. of measuring type, taking 72 points Stet. Signifies, when written oppo- 1. c. Lower case. to make an inch. The basis of type site an erroneous correction, that no at- m. Monthly. tention is to be paid to such correction. Press Work. Printing upon al stint Matrix. The mold of a type or Composing stick Anplies to of anything else to be cast. printing press. about two inches' depth of set-up type. Matter. Type which has been set. q. I Quarterly. SW. Semi-weekly. Designated as 6 Live Matter,” “Stand- | Quad or Quadrat. A space placed ing Matter," " Dead Matter." between words and to fill out lines, | Table Work. The setting of fig- not smaller than an en in width. vesures and tables of matter. Minion. 7 Point type. Much used Quarto. for body matter in the better class of Size and Calender. Refers to Half a sheet of book weekly newspapers. | paper (19 by 25 inches) folded into the finish of ordinary book paper, and four leaves (8 pages). to a quality of paper between news- Modern Roman. A style of Roman face generally heavier than Reading matter. That part of a Pal of a paper and coated paper. manuscript or type matter containing S. & C. Size and calender. that of Old Style Roman. the substance of the work as distinct tc. Top of column. Morning Papers. Publications from headlines and display matter. I + Until forbidden published between midnight and noon. Reprint or reprint copy; Token. 500 sheets printed on one Matter to be set made up of printed side, or 250 sheets printed on both Ms. Manuscript. matter. sides. Press work is usually charged Nonpareil. 6 Point type. Gen-l Revise or Revised Proof. Proof | by the token. erally used for the reading matter in after corrections have been made. tr. Transpose. Tage dandy papers, and as a basis of Roman Type. The ordinary typel Inner Case advertising measurement in weekly Refers to the case and monthly publications. Twelve used for reading matter. containing capital and small capital Run In. lines have the depth of one inch. A term used when it is letters. desirable to have paragraph matter nr. Next to reading matter. w. Weekly. set without paragraphs. Octavo. Half a sheet of book | Running Head. The name of the Wrong font. The wrong size or paper (19 by 25 inches) folded in eight chapter or olded in eight chapter or the title of the book placed style of letter. leaves (16 pages). at the top of each page. wf. Wrong font. Odd Pages. The odd-numbered S. A Sunday publication. 2 taw, 3 taw, etc., mean, respec- pages of a book, as 1, 3, 5, 7, etc." Standing Matter. Set-up type to to tively, two times a week, three times a Old Style Roman. A face of be printed from, or which has been res). more open than Modern Roman. printed from again. Open Matter. Type matter with Side Heads. Words in heavier or Two lines drawn beneath words many paragraphs and leaded. larger type than the body matter at signify small capitals. p. page. the side or set into a paragraph. Three lines drawn beneath words Paragon. 20 Point type. Twice | Slug. A thick lead, and generally signify capitals. the depth of Long Primer. | applied to all leads thicker than four-| A circle drawn around numerals, in Patent Insides or Outsides. To to-Pica. some offices, signifies that the word is That part of a newspaper printed at a sm. Semi-monthly. to be spelled out in letters. central office, commercially known as Sm. Caps. Small capital letters. I Coated Paper. A paper with a coöperative newspapers. Small Pica. Il Point type, Twice very fine, hard finish, suitable for half- Pi. Mixed-up type. the depth of Agate. tone and high-grade cut work. Words of Others “Poetry is everywhere” T I TERATURE and poetry have their part in business, and many a line of rhyme, and many an apt saying by a great writer, can be made to nicely fit into place and become a part of advertising. Strong quotations give weight and dignity to the higher grade of COM ) social advertisements, and add a quiet refinement to the better class of announcements, books, and other printed matter. A pertinent quotation at the head of a finely executed announcement or in a high- grade advertisement takes up but little room, pleasantly appeals to the artistic sense of the reader, and assists in harmonizing the advertisement. If possible, the quotation should be directly in the line of the business or should be appropriate to the occasion; but there is no necessity of having the connection between the quotation and the advertisement absolute, for an indirect appropriateness is appropriate. The quotation may be used anywhere in the advertisement or announcement, but the best place for it is at the top, set off by itself and enclosed with quotation marks. The author's name may be used or not, and should be used if the quotation is not easily recognized. Quotations should always be set in some light face type, Old Style Roman and such faces as Lining Gothic, Ronaldson, and French Elzevir being recommended. The type used should be of a size which will allow the quotation to go about two thirds across the page, except in the case of a book, when that type must be chosen which will admit of the same size being used at the head of each chapter. Quotations may occupy two lines, or even three, but it is better that they occupy but one. For convenience sake the following quotations are classified, but it is obvious that quotations under one heading may be appropriate for other lines of trade. The relatively large number of anonymous quotations are mostly original with the writer, and are given because there appears to be a lack of words applying to busi- ness in the pages of literature and poetry by the most famous authors. If a quotation is apt, it is not always material whether or not a famous name can be applied to it, for the good of a quotation is very largely in the quotation itself, and not in the reputation of its author. 1 547 548 FOWLER'S PUBLICITY obta Advertising might suit and express each man's character | But words are things, and a small drop of ink, and occupation, and partly his history. — Falling like dew upon a thought, produces Advertising is to business what steam is to Ruskin. That which makes thousands, perhaps mil- machinery – the grand motive power. The value of architecture depends on two . lions, think ; – Macaulay. distinct characters -- the one, the impression ('Tis strange, the shortest letter which man There is but one way of obtaining business - it receives from human power; the other, the uses image it bears of the natural creation. - Rus- Instead of speech may form a lasting link of advertising. -- Blackwood. kin. ages. - Byron. Therefore give me no counsel: my griefs cry louder than advertisements. — Shakespeare. Bakers Boots and Shoes Wouldst thou eat thy cake and have it? Agricultural - George Herbert. The shoemaker makes a good shoe because The first farmer was the first man, and all ! Here is bread, which strengthens man's he makes nothing else. — Emerson. historic nobility rests on possession and use of heart, and therefore is called the staff of life. Fitters of men. - Anon. land. — Emerson. - Matthew Henry. Dealer in soles. — Anon. Adam, well may we labor, still to dress Feet fitters. - Anon. This garden, still to tend plant, herb, and Barbers Let firm, well-hammered shoes protect thy feet flower. — Milton. Through freezing snows, and rains, and soak- I must to the barber's; for, methinks, Don't starve your land. - Anon. . ing sleet. -Gay. I am marvellous hairy about the face. It wants to be fed. — Anon. - Midsummer Night's Dreain. He walks on comfort. — Anon. Don't keep your land hungry. - Anon. How much a man is like his shoes! Use care for full harvest. -- Anon. Blacksmiths For instance, both a soul may lose; For the land's sake. — Anon. And him who, with the steady sledge, Both have been tanned; both are made tight- Work your land, don't let your land work Smites the shrill anvil all day long. By cobblers; both get left and right. you. — Anon. Both need a mate to be complete ; - Bryant. Make your land work. – Anon. And both are made to go on feet. The painful smith, with force of fervent heat, Yours for crop economy. -- Anon. They both need healing ; oft are sold, The hardest iron soon doth mollifie, Yours for larger crops. — Anon. | And both in time will turn to mould. That with his heavy sledge he can it beat, The land loves it. — Anon. With shoes the last is first; with men And fashion to what he it list apply. Land feeders. - Anon. The first shall be the last ; and when - Spenser. The juicy pear The shoes wear out they're mended new; Lies in a soft profusion scattered round. 1 Books and Stationery When men wear out they're men dead too! – Thomson. They both are tread upon, and both A book's a book though there's nothing in | Will tread on others, nothing loth. Each tree, it. — Byron. Both have their ties, and both incline, Laden with fairest fruit, that hung to th' eye Reading is to the mind what exercise is to / When polished, in the world to shine; Tempting, stirrd in me sudden appetite To pluck and eat. — Milton. the body. – Proverb. And both peg out. Now, would you choose Brains and books are found together. - To be a man or be his shoes? - Anon. Heap high the farmer's wintry hoard! Anon. Heap high the golden corn! It's in the book — there must be something | feet No richer gift has Autumn poured Through freezing snows, and rains, and soak- From out her lavish horn! to it. — Anon. Some ink, paper, and light. — Anon. ing sleet; Let other lands, exulting, glean Should the big last extend the sole too wide, Take away the sword! States can be saved | The apple from the pine, | Each stone will wrench the unwary step aside; The orange from its glossy green, without it. Bring the pen! - Bulwer. The sudden turn may stretch the swelling The cluster from the vine; Pens carry further than rified cannon. - vein, Bayard Taylor. The cracking joint unhinge, or ankle sprain; After all, there is nothing like a book. - But let the good old corn adorn And when too short the modish shoes are The hills our fathers trod; Rufus Choate. worn, Still let us, for His golden corn, My library was dukedom large enough. – You'll judge the seasons by your shooting Send up our thanks to God! Shakespeare. corn. - Gay. - Whittier. | I like books. I was born and bred among He cobbled and hammered from morning till them, and in their company I have the easy dark, Architectural feeling that a stable-boy has among horses. —-l With the foot gear to mend on his knees; He that hath a house to put his head in has Holmes. Stitching patches, or pegging on soles as he a good head piece. — King Lear. . Come, my best friends, my books! and lead. sang, Houses are built to live in, not to look on; me on. — Cowley. Out of tune, ancient catches and glees. therefore, let use be preferred before uniform- I entrench myself in my books, equally - Oscar H. Harpel. ity, except where both can be had. — Bacon. against sorrow and the weather. — Leigh Junt. I would have, then, our ordinary dwelling- Butchers houses built to last, and built to be lovely; as old wood to burn, old wine to drink, old Why, that's spoken like an honest drover; rich and full of pleasantness as may be, with friends to trust, old books to read. -- Alonzo of So they sell bullocks. in and without, and with such differences as | Aragon. - Much Ado About Nothing. WORDS OF OTHERS 549 noted Cabinet Makers | And hereabouts he dwells, - whom late Il The chief source of happiness is the act of Necessity invented stools. making others happy, and kindness is the gol- Convenience next suggested elbow-chairs, In tattered weeds, with overwhelming brows, den chain by which society is bound together. Culling of simples.” – Shakespeare. 1 -- Anon. And Luxury the accomplished sofa last. - Cowper. He who wishes to secure the good of others. Educational has already secured his own. — Confucius. Ingenious Fancy, never better pleased Than when employed t’ accommodate the fair, | Live and learn, and indeed it takes a great Politeness is the grease to the human axle. Heard the sweet moan of pity, and devised | deal of living to get a little learning. — Rus-1 - Anon. The soft settee, one elbow at each end, kin. Every good act is charity. A man's true And in the midst an elbow it received, Education is a better safeguard than a stand- | wealth hereafter is the good that he does in United, yet divided, twain at once. ing army. — Everett. this world to his fellows. -- Mahomet. - Cowper. Education commences at the mother's knee, One of the sublimest things in the world is. and every word spoken within the hearing of plain truth. - Bulwer Lytton. Carpentry and Building little children tends towards formation of Sin has many tools, but a lie is the handle In the modern days of art, character. --- Ballow. of them all. - Anon. Builders build with utmost care Each minute and unseen part. Furniture Punctuality is the soul of business. — Prov- erb. Quality goes everywhere. Own thou no chair in which thou hast not - Adapted. Life is not so short but there is always time taken thy nap. - Anon. for courtesy. — Emerson. Dancing General Business I never heard any soldier dislike it. — Meas- On with the dance! Let joy be unconfined; ure for Measure. No sleep till morn, when youth and pleasure. Awake your senses that you may be better I'll fish for thee and get wood enough. — meet. --- Byron, puuge. - Julius Cæsar. Now can the winter of your discontent be Tempest. Merrily, merrily whirled the wheels of the * made glorious summer. — Shakespeare. Learn never to repine at your own misfor- dizzying dances tunes, or to envy the happiness of another. – Under the orchard-trees and down the path to Men perished in winter winds till one smote | Addison. the meadows; fire If you know how to spend less than you get, Twelve dancers are dancing, and taking no From flint stones. --- Edwin Arnold, “ Light of Asia.” you have the philosopher's stone. - Ben. rest, Franklin. And closely their hands together are pressed ;/ Note me this good friend. — Coriolanus. Never trouble yourself with trouble till As soon as a dance has come to a close, Golden opinions from all sorts of people. - trouble troubles you. – Proverb. Another begins, and each merrily goes. Macbeth. - Heine. Every one should sweep before his own I'll be correspondent to command. - The Old folk and young together, and children | door. — Proverb. Tempest. mingled among them. - Longfellow. Self-respect — the corner stone of all virtue. I criticise not by finding fault only, but by - Sir John Herschel. Dentists creating something better. — Michael An- The web of our life is of a mingled yarn, I have the toothache. good and ill together. - Shakespeare. We number nothing that we spend for you: Our duty is so rich, so infinite, All those who pass through the door of suc- What! sigh for the toothache? That we may do it still without accompt. cess will find it labelled push. — Anon.. - Much Ado About Nothing. - Love's Labour's Lost. Everything will come to him that waits, but Those cherries fairly do enclose They work quickly and they last. - Anon. here's a rule that's slicker: Of orient pearl a double row, The man who goes for what he wants will get Which, when her lovely laughter shows, We are yours as we have always been and them all the quicker. - Judge. They look like rosebuds filled with snow. always will be. -- Anon. Remember that we have not got time to go - Richard Allison. Yours for more business. — Anon. back and rub out our unfortunate footprints. For there was never yet philosopher Yours for mutual profit. — Anon. -- Proverb. That could endure the toothache patiently. The combination of all that is best put to- Some people cannot make themselves com- - Much Ado About Nothing. gether the best. — Anon. fortable without sitting down on somebody Success by successful methods. — Anon. Dressmakers else. - Anon. If it's a — it lasts. - Anon. “I never saw a better fashioned gown, Despatch is the soul of business. — Earl of Persist, persevere, and you will find most More quaint, more pleasing, nor more com- Chesterfield. things attainable that are possible. — Chester- field. mendable." Built for business. — Anon. - The Taming of the Shrew. . Business despatched is business well done, Loss of sincerity is loss of vital power. — But business hurried is business ill done. Bovee. Druggists - Bulwer Lytton. Our grand business is not to see what lies Correctly compounded compounds. I'll give thrice so much land to any well-deserv- dimly at a distance, but to do what lies clearly --- Anon. ing friend; at hand. -- Carlyle. The safety of care. -- Anon. But in the way of bargain, mark ye me, Errors like straws upon the surface flow, . Care and purity. – Anoni I'll cavil on the ninth part of a hair. He who would search for pearls must dive be- “I do remember an apothecary, -- — Henry IV. gelo. - Dryden. low. 550 FOWLER'S PUBLICITY Data Experience teaches slowly and at cost of | Nearer as they came, a genial savor Physicians mistakes. — Froude. | Of certain stews, and roast meats, and pilaus, | A wise physician, skilled our wounds to heal, Truth may bend but never break, and will | Things which in hungry mortal's eyes find | Is more than armies to the public weal. ever rise above falsehood like oil above water. favour. - Byron. — Pope. A man who cannot mind his own business Yet smelt roast meat, beheld a huge fire shine, Pottery is not to be trusted with the King's. - And cooks in motion, with their clean arms Saville. bared. - Bvron. | Turn, turn, my wheel! Turn round and The purest treasure mortal times afford We may live without poetry, music, and art; round Is spotless reputation. -- Shakespeare. We may live without conscience, and live with-| Without a pause, without a sound : Perhaps you'll need me during '97.-- Anon. out heart; So spins the flying world away! A glorious foretaste of the happy days to We may live without friends; we may live This clay, well mixed with marl and sand, come. — Anon. 1 . without books: Follows the motion of my hand; By merit raised to eminence. - Milton. But civilized man cannot live without cooks. For some must follow, and some command, . - Owen Meredith. Though all are made of clay! Hats and Bonnets Indeed, sir, she was the sweet marjoram of | - Longfellow. A well-dressed man atopped aright. the salad, or rather the heart of grace. — All's. Restaurants - Anon. Well That Ends Well. For human nature's daily food. — Words- Covered appropriately. - Anon. One feast, one house, one mutual happiness.. worth. A well-set hat on a well-built head. - Two Gentlemen of Verona. What will this sister of mine do with rice ? Safes and Vaults --- Anon. Tops for gentlemen. -- Anon. - Winter's Tale. Lock security. - Anon. The harmonious bonnet. —- Anon. 'Tis plate of rare device; and jewels Jewelry and Watches Of rich and exquisite form; their values great; Hatters Seek not to reform every one's dial by your And I am something curious, being strange, Crowned with beauty. -- Anon. own watch. — Dryden. To have them in safe storage. — Cymbeline. A hat not much the worse for wear. Luxurious necessities. -- Anon. Soap – Cowper. I A sparkling jeweled panorama of gems of Next to godliness and cleanliness, cheerful- My new straw hat that's trimly lined with beautiful usefulness. — Anon. Things of home brightening. - Anon. ning. - Anon. green, ness is the third great duty of man.-- Choate. Let Peggy wear. - Gay. | Stones of small worth may lie unseen by day, | Tailoring and clothing Have a good hat; the secret of your looks But night itself does the rich gem betray. 'Tis not the clothes that make the man Lives with the beaver in Canadian brooks; - Cowley. but how they help. — Anon. Virtue may flourish in an old cravat; A pearl may in a toad's head dwell, The harmony of dress and man. — Anon. But man and nature scorn the shocking hat. | And may be found, too, in an oyster shell. The outward forms the inner man reveal. – Holmes. .- Bunyan. - Holmes. A matchless hat well matched her matchless The lively diamond drinks thy purest rays, Be sure your tailor is a man of sense. face. — Anon. Collected, light, compact. – Thomson. - Holmes. Well hatted. — Anon. | These gems have life in them : their colors Sister! look ye, speak, How, by a new creation of my tailor's, Hotels and Restaurants Say what words fail of. – George Eliot. I've shook off old mortality. Will you go with me? We'll mend our | The clock upbraids me with the waste of time. - John Ford. dinner here. — Comedy of Errors. - Twelfth Night. What a fine man Appetites removed here. — Anon. Livery Hath your tailor made you. We'll cure that aching void. — Anon. I A horse, a horse, my kingdom for a horse. – Massinger. Your money's worth of food and room and — Shakespeare, I'll be at charges for a looking-glass, nature free. — Anon. Many carriages he hath despatched. And entertain my friend the tailor Here is the bread which strengthens man's -- King John. To study fashions to adorn my body. heart, and therefore is called the staff of life. Go call a coach, and let a coach be called, - Shakespeare. - Matthew Henry. And let the man who calleth be the caller; Costly thy habit as thy purse can buy, Oh, who can cloy the hungry edge of appetite | And in his calling let him nothing call, But not expressed in fancy; rich, not gaudy! By bare imagination of a feast? But coach! coach! coach! O for a coach, ye For the apparel oft proclaims the man. - Shakespeare. gods ! — Henry Carey. - Hainlet. A joint of mutton and any pretty little kick- shaws. - Shakespeare. Masons The cup of sociability. — Anon. Shall I not take mine ease in mine inn? Sir, he made a chimney in my father's Here, thou great Anna! whom three realms -- Henry IV. | house, and the bricks are alive at this day to We left the shade : testify it. — Henry VI. Dost sometimes counsel take --- and some- And, ere the stars were visible, had reached Musical times tea. - Pope. A village inn, - our evening resting-place. Music is love hunting for a word. Travel - Wordsworth. Every traveler has a home of his own and Whoe'er has travelled life's dull round, Music washes away from the soul the dust he learns to appreciate it the more from his Where'er his stages may have been, of every-day life. — Auerbach. wanderings. - Dickens. May sigh to think he still has found Softly her fingers wander o'er | Travel gives a character of experience to our The warmest welcome at an inn. The yielding planks of the ivory floor. knowledge, and brings out the figures upon - Shenstone, - Benjamin F. Taylor. the tablet of our memory. — Tuckerman. obey, – Anor. Religious Publicity "Let your light so shine before men that they may see your good works" 25 ko DNWEGHE ethics of religion are common property. The world has a right to talk about and to discuss what was given for the world's benefit. There is a universal Christian movement. ESTE The Church, and what the Church stands for, represent the institu- tions of civilization. The modern undertaker is interring theology and infidelity in the same coffin. Christianity is growing. In the school book, in the pulpit, in the public hall, in every legislative body, in every court, everywhere throughout the length and breadth of civilized lands are to be found an intentional, prominent, and continuous recognition and mention of what is called religion. There are disbelievers of some of the details of religious teaching, but the intelli- gence of the earth, whether its possessors go to Church or not, respects and facilitates every practical Christian movement. There are few men in these days of progressive enlightenment who deny the use- fulness of the Bible, and who believe that there are no advantages in the accepted forms of Christianity. Most of the unbelievers in religion are unbelievers in word only, and unthinkingly and carelessly broad-statement their agnostic words, that they may create the im- pression that they are too refined and well educated to fathom the unfathomable depth of accepted axioms. Pure Christianity is neither mysterious nor beyond the intelligence of real intelli- gence. The manifestations of Christianity are natural, progressive, necessary, practical, and beneficial elements for the upbuilding of the human race, and they entirely cover every condition of mind and body, and of society and business. Any comprehensive work on publicity would be incomplete without a treatment of that which underlies life, sustains life, and perpetuates life, and without which quarrel, riot, and war would take the place of legitimate competition in business. High Church people of low religious instincts, the lazy, the indifferent, and the always retiring members of Christian bodies object to the naked-handed 1 ner 551 552 FOWLER'S PUBLICITY Y 1 1 WI any religious topic, and would keep religious thought and action under double lock in the plush-lined jewel caskets of their inner chambers. The good of Christianity is in the distribution of its good. Probably more than two thousand millions of dollars, annually expended in the business countries of the world, are for the most part devoted to common trade en- lightenment, while but little money is used to announce the only indispensable human commodity, — Christianity. We are of this world, and until we are of another world we must handle holy things along the lines of our understanding, and we must not mishandle them by methods which we do not understand The Bible is but a simple, intelligible translation of Holy Writ into the common writ of the people, and barring the few mysterious passages, it is the only absolutely perfect example of expressed simplicity. Theology is but the sagacious guessing of more or less sagacious men, and the wrangling over it is due to an attempt to learn the meaning of unimportant passages. To throw out all the teachings of Christianity because one does not understand all of them is as foolish as to throw away the arithmetic because one cannot master a few entangled problems. The writer takes it for granted that he is addressing a body of intelligent users of Christianity, folks who hear their Creator in the honest stroke of the hammer and who believe that the God of Christianity is the God of Trade.. The writer wishes it distinctly understood that he is not bringing the holiness of Christianity down to the level of common barter, for he is attempting the argument that all that is good in the handling of business and in the construction of advertising can be, and should be, applied to the spreading of Christianity. He must for the time, and with every effort to avoid irreverence, discuss the advertising of the Church from a commercial point of view. Something for nothing never has been business and never will be business. Something for nothing never has been and never will be a part of Christianity's motion. Salvation is not free. If it were free it would not be worth having. The redeemed sinner would not respect himself, nor would he be respected if he did not make an effort to reciprocate. Religion must be paid for. If iť be paid for it must be for sale. If it be for sale it must be a commodity. If it be a commodity it must be handled and advertised along the better lines of developing other commodities. The difference between the commodity of religion and the commodity of trade is that one is an absolute necessity and the other a commercial convenience. Religion and that which religion gives must be paid for. 1 RELIGIOUS PUBLICITY 553 S 0 There is no perpetual standard of legal tender. The country editor sells his paper for potatoes. To him the potato is a legal tender. The laborer sometimes pays for his food with work, and the farmer often cultivates on shares. That which is used as a means of obtaining anything for the time being must be a legal tender. Salvation cannot be procured without an honest repentance and a firm desire to do good work at a sacrifice. Repentance, sacrifice, intention, and work are the legal tenders in the purchase of salvation. No sensible person, religious or otherwise, dares to speak lightly of advertising. To condemn advertising because certain kinds of it are of a lower order is as un- charitable as to condemn all books because some books are unnaturally immoral or unnaturally moral. The circus style of advertising, with the sensation left in it and with the lies taken out of it, is successfully used by the new and old Salvation Armies, and if one is fair enough to estimate its character by the good it does, it may be far better than the gilt-edged program of the Easter service of bonnets. Advertising is the presentation of anything by any medium of connection. travels by paper and press, by word of mouth, by paint and brush, by wire, and by everything that will hold or transmit words, sound, or characters. If this is advertising, and the world says it is, then the first chapter of Genesis was the first advertisement. The Bible is the grandest, the most exhaustive, the most sensible, and the best written and most effective advertisement ever conceived. Every chapter of the Bible is a glorious advertisement of Christian morality and of the benefits of goodness. In every book of the Bible there are the most beautifully written, the most em- phatic, and the brightest of glowing descriptions of the magnificence of Heaven and of the myriads of attractions for the benefit of the blessed. The Bible advertisements are in the perfection of description, the purity of sim- plicity, and the honesty of correctness. The advertisements in the Bible are of unanswerable argument, and defy the com- petition of the devil and meet him upon his own field of action. The word "advertise” is used twice in the Bible, once in Numbers xxiv : 14, where it says, “ And now, behold, I go unto my people: come therefore, and I will advertise thee what this people shall do to thy people in the latter days"; and in Ruth iv: 4, where it reads, “ And I thought to advertise thee, saying, Buy it before the inhabitants, and before the elders of my people.” . . . The term “ publish" appears about a hundred times in the two Testaments, ar the way it is used indicates that fully half of the verses would have contained the Ten was 554 FOWLER'S PUBLICITY 1 1 word “advertise" instead of “ publish,” had the early writers appreciated the real meaning of what is now known as advertising. The department entitled Biblical Publicity presents all of the verses in the Bible directly or indirectly referring to publishing and to advertising. Certainly a department like this has its place in a book of broad publicity. This early mention of advertising places publicity upon a platform deeper and broader than that realized at the present day and considers advertising the presen- tation or announcement of anything. The best advertisements, as well as the best arguments of every kind, are modeled after Biblical logic. There is not any good in unknown good. Throw all the bread into a cavern, lock the cavern and lose the key, and there might as well be no bread. It is the connection between the use of good and the good itself that produces good. Advertising connects the good with the use of the good. If it were not for advertising people would not connect with each other, good things would be unknown, and there would be as many nationalities as there are families. Without advertising, the little that is would be too isolated to grow, and the little at the start would be as little at the end. There could not be universal salvation without the advertising of Christianity. Every sermon, every good word, is but the advertising of good. It is simply a question of doing more advertising or of doing less good, and of applying to the advertising of holy things the successful methods given to the adver- tising of other commodities. The conservative Church is not founded upon Christianity, and it is not the kind of Church that Christ told His disciples to establish. Christ never advertised nor tolerated exclusiveness. Even Cæsar fed upon common market meat. From the beginning of Christ's ministry to the end of it He told those within the range of His voice to announce the glad tidings of salvation, and to tell folks how to get it. As every announcement is an advertisement, these commands were of the nature of advertising. Here is a picture painted with a brush of unwelcome truth. · There is a building near by with gilded entrance and brilliant interior. All is brightness there. The doorway is enticingly decorated, and the whole affair is one great beckoning hand of welcome. There is a show in that building, and perhaps a good one. The auditorium is crowded. Why? Because the man at the head of that establishment had a good thing and knew enough to tell people that he had it. He advertised by the brilliancy of his building. He advertised in the newspapers. ra announc TA RELIGIOUS PUBLICITY 555 I He covered the dead walls with live advertisements. Across the street is a moss- covered building. It is dingy outside, and there is a dim religious light inside. There is paint on the windows thicker than the paint on the actresses' faces, and the light of day must filter itself in, and the few burners inside vainly struggle to dispel the shadows. Somewhere in the vestibule is a little pasteboard sign reading, “ Meeting to-night. Come in." One cannot read the 6 welcome” on the mat through the con- ventional dust of a conservative constituency. The ushers, like the attendants at the entertainment across the way, seat the people according to the clothes they wear, and as in the theater, most of the seats are reserved. A really good man, who does not know how to tell the people how good he is or about the good he represents, preaches to a handful of listeners, and mistakes competing jealousy for religious indignation. It is not likely that everybody in the show house would go to church even if the audience room were the pleasantest place in town, but practical experience in pro- gressively handling Church matters has proven that the Church for the people a Church that serves Christianity is the Church that is never empty and has to be fre- quently enlarged. The Church that has stood on that peculiar composition which its members think is dignity, and has handled religion without using any of the legitimate business methods, is but a cold monument representing something and doing nothing. Those little conventional Church advertisements among the religious notices in the newspapers are not the kind that business men use to announce millinery openings. There is nothing about the ordinary religious notice to make people go to Church. It is not suggested that sensational methods should be used, but it is demanded that the benefits of religion have the benefit of good publicity. It is suggested that the glories of the future be painted as artistically as commercial fashion plates are fashioned, and that as much attention be given to the announcing of good services as to the advertising of furniture and bicycles. The unsuccessful business man and the old-fashioned Churchman both say, “We cannot afford to advertise." There is something the matter somewhere. If the minister does not understand his business, get another minister. No sensible business man ever keeps an incom- petent clerk at work. He may put him on the charity list. The place for ministers who do not know how to minister to the people is in the pension house. The reason that Churches do not seem to pay, and have not money to advertise with, is because-- and pardon the expression — they do not go after trade, and just as sure as the world turns around, nothing will come to one unless he is around where it is and goes after it. It is not the business of advertising to make the Church. It is the business of advertising to bring enough people together to make the Church. It is the business of the clergyman and of everybody in the Church to act as sales- men of religion, and as developers of Christianity. 17 men 556 FOWLER'S PUBLICITY ATT TS IT The vestrymen, and the deacons, and the Sunday-school superintendent, have no more right to neglect the duties of selling religion than have the store clerks the right to sleep during business hours. The business man has something to sell, and he asks people to come after it. He advertises. The Church has something for everybody, and if that something is as good as the Church says it is, the good of it is worthless if it is not distributed, and it never can be distributed unless it is announced, and it never can be announced unless it is adver- tised. There is no use advertising the Church if the distributers of religion inside of it do not understand their business. The business man backs his advertising with the quality of his goods or he fails. The Church must back its advertising with the quality of hospitality or it will fail. Religion is all right, but religion will never seem all right until the distributers of it are all right. The Church representative has no more right to misrepresent religion than has the tradesman a right to lie about the quality of his coffee. It is just as dishonest to advertise a welcome when there is not any welcome as to advertise all wool for shoddy. Church advertising must be honest. Keep up the announcement of services, but put something into the advertisement to make people want to come, and when they do come take care of them. In every Church are bright young men and women who know how to advertise a Church, and who would gladly do it if it was not for the old fogies who run the brakes, not the wheels, of Christianity. Some Churchmen are a good deal more afraid of sensation than they are of disobey- ing the words of the Master. It would be a good thing if every clergyman and every Churchman would adver- tise religion as Christ advertised it. The Great Teacher by miracles, by the healing of the sick, by the loaves and fishes, and by everything else He did, gained the right to be considered the grandest and noblest advertiser within the conception of man, and yet the conservative and alleged follower of Christ would attempt to build up religious interest without adopting the methods of his Teacher. It is remarkable that half of the Church supposed to be modeled on a Christian plan refuses to manage itself upon the platform of its own principle. In olden days they advertised religion and business. To-day they advertise busi- ness and not religion. The lazy Churchman says that people seek evil instead of good, because it is easier for him to say that, and because it is easier for him to hold up his hands in hyper- critical horror than to do something to make the people better. 1 C If RELIGIOUS PUBLICITY 557 en Tal - Folks go to the bad because the bad is better served than the good, and because it is much better advertised. The writer believes in real dignity and in pure refinement, but he has no charity for that dignity which is the cloak of laziness, or for that refinement which is but in- different activity. Real dignity is not of conservative dryness, and real refinement does not have the life bolted out of it. Across the street is a massive building, and within thousands of employés daily labor for their bread. It is a city within a city, a marvelous hollow monument of what is reckoned as successful business. The man at the head of it is a financial general, and the heads of each department are faithful staff officers, and graded down are captains, lieutenants, sergeants, and corporals of management, each in command of his regiment, his company, or his squad. As trade action is reckoned, this house is in the perfection of economic and progressive magnitude. Within its walls everything is for sale, and everything that is there is advertised. The proprietor of this great business finds it necessary to advertise the things that wear out, and yet the proprietors, if one may so label them, of nine tenths of the ches do not seem to think it worth while to advertise the things that never wear out. If the perishable is worthy of good publicity, why under all the suns of progression, 1 and the teachings of the Great Teacher set aside, and the good of good Christian ad- vertising be denied those who are trying to tell the “ old, old story”? A stranger of neither religious nor irreligious mind enters a strange city. He wants s into the papers. What he wants is advertised, and advertising tells him where to find what he wants. The advertising told him where shirts could be purchased, and, if he did not realize that he needed a shirt, and yet he did need one, it suggested that a new shirt would be a good thing for him. religion, or if he does not know he wants it, where is he going to find it without hunting for it? He does not have to hunt for shirts. The shirt advertising is hunting for him. It would be a grand thing for the spread of Christianity if gospel shops advertised as liberally as do other shops. Dare the real Christian of to-day follow the butterflies of artificial refinement and the hypocrites of affected dignity? Dare he refuse to follow the great principles of advertising originated by the Great Distributer of Christianity, who, in His model life of work, deeply sowed into the fertile fields of Christian publicity? In olden days Christ said, “ Go tell the people," for in those times “ go tell ” was the cry of business. In these days business says, “ Go and advertise," and if the people of to-day as carefully adapt the principles of Christianity to the times, as Christ did to His times, they will advertise salvation in every newspaper and paint it on the walls of the town. Biblical Publicity “Even in the beginning it began” HIS department is given, not for commercial purpose, but to present evidence of the ancient use of advertising expression. The appended verses assist in substantiating the writer's claim that some form of advertising or announcement was at the beginni now, and always will be. The terms, “ Advertise," “ Proclaim,” and “Publish,” are analogous in meaning. XE: 2 weginning, 1s Numbers xxiv: 14. | Nehemiah viii: 15. gladness for Jacob, and shout among And now, behold, I go unto my peo-And they that should publish and the chief of the nations : publish ye, ple: come therefore, and I will adver-proclaim in all their cities, and in Jeru- praise ye, and say, O LORD, save thy tise thee what this people shall do to salem, saying, Go forth unto the mount, people, the remnant of Israel. thy people in the latter days. and fetch olive branches, and pine branches, and myrtle branches, and nd Jeremiah xlvi: 14. Ruth iv: 4. palm branches, and branches of thick Declare ye in Egypt, and publish in And I thought to advertise thee, trees, to make booths, as it is written. Migdol, and publish in Noph and in saying, Buy it before the inhabi- tants, and before the elders of my peo- Psalms xxvi: 7. prepare thee; for the sword shall de- ple. If thou wilt redeem it, redeem it: That I may publish with the voice vour round about thee. but if thou wilt not redeem it, then tell of thanksgiving, and tell of all thy Jeremiah 1: 2. me, that I may know: for there is none wondrous works. to redeem it besides thee; and I am Declare ye among the nations, and after thee. And he said, I will redeem Jeremiah iy: 5, 15, and 16. publish, and set up a standard : publish, Declare ye in Judah, and publish in and conceal not:say, Babylon is taken, Terusalem; and say, Blow ye the trum- | Bel is confounded, Merodach is broken Deuteronomy xxxii. pet in the land : cry, gather together, in pieces ; her idols are confounded, Because I will publish the name of and sav. Assemble yourselves, and let he and say, Assemble yourselves, and let her images are broken in pieces. the LORD: ascribe ye greatness unto us go into the defenced cities. our God. For a voice declareth from Dan, and reth from Dan and Amos iii: 9. publisheth affliction from mount Eph- Publish in the palaces at Ashdod, I Samuel xxxi: 9. raim. and in the palaces in the land of And they cut off his head, and| Make ve mention to the nations; be- Egypt, and say, Assemble yourselves stripped off his armour, and sent into hold, publish against Terusalem, that upon the mountains of Samaria, and the land of the Philistines round about, watchers come from a far country, and behold the great behold the great tumults in the midst to publish it in the house of their idols, give out their voice against the cities thereof, and the oppressed in the midst and among the people. of Judah. thereof. II Samuel i: 20. Jeremiah y: 20. Amos iv: 5. Tell it not in Gath, publish it not in Declare this in the house of Jacob, And offer a sacrifice of thanksgiving the streets of Askelon ; lest the daugh- and publish it in Judah, saying, with leaven, and proclaim and publish ters of the Philistines rejoice, lest the daughters of the uncircumcised Jeremiah xxxi : 7. Oye children of Israel, saith the Lord triumph. | For thus saith the LORD; Sing with God. 558 BIBLICAL PUBLICITY 559 St. Mark i: 45. that they should be ready against that St. Luke xii: 3. But he went out, and began to pub- day. . Therefore, whatsoever .ye have lish it much, and to blaze abroad the Esther viii: 13. spoken in darkness shall be heard in matter, insomuch that Jesus could no The copy of the writing for a com- The the light; and that which ye have more openly enter into the city, but ma mandment to be given in every prov- spoken in the ear in closets shall be was without in desert places: and they ince was published unto all people, proclaimed upon the housetops. came to him from every quarter. and that the Jews should be ready Jeremiah xxxiv: 15. St. Mark v:20. against that day to avenge themselves And ye were now turned, and had And he departed, and began to pub- on the ub on their enemies. done right in my sight, in proclaiming lish in Decapolis how great things Psalm 1xviii: II. liberty every man to his neighbour; and Jesus had done for him : and all men The Lord gave the word : great was ye had made a covenant before me in did marvel. the company of those that published it. the house which is called by my name: Acts x: 37. Jonah iii: 7. Revelation y: 2. how, which! And he caused it to be proclaimed! And I saw a strong angel proclaim- was published throughout all Judea, and published through Nineveh by in udea, / and published through Nineveh by ing with a loud voice, Who is worthy and began from Galilee, after the bap- the decree of the king and his nobles, I to open the DOOK, tism which John preached; saying, Let neither man nor beast, seals thereof? herd nor flock, taste any thing: let | Proveths wii. 22. Acts xiii : 49. them not feed, nor drink water : And the word of the Lord was pub- A prudent man concealeth knowl- lished throughout all the region. St. Mark vii: 36. edge: but the heart of fools pro- Isaiah lii: 7. And he charged them that they claimeth foolishness. should tell no man: but the more he How beautiful upon the mountains Exodus xxxiii: 19. charged them, so much the more a are the feet of him that bringeth good. bringeth good great deal they published it: And he said, I will make all my tidings, that publisheth peace; that goodness pass before thee, and I will bringeth good tidings of good, that St. Mark xiii: 10. proclaim the name of the LORD before publisheth salvation; that saith untol And the gospel must first be pub- thee; and will be gracious to whom I Zion, Thy God reigneth ! lished among all nations. will be gracious, and will shew mercy on whom I will shew mercy. Nahumi: 15. St. Luke viii: 39. Behold upon the mountains the feet Return to thine own house, and shew Leviticus xxiii: 2. | Speak unto the children of Israel, publisheth peace! O Judah, keep thy thee. And he went his way, and pub- and say unto them, Concerning the solemn feasts, perform thy vows: for lished throughout the whole city how feasts of the LORD, which ye shall pro- the wicked shall no more pass through great things Jesus had done unto him. claim to be holy convocations, even thee; he is utterly cut off. these are my feasts. Isaiah lxii : II. Esther i: 20 and 22. Behold, the Lord hath proclaimed Leviticus xx111: 4. And when the king's decree, which unto the end of the world, Say ye to Those are the leasts he shall make, shall be published the daughter of Zion, Behold, thy sal- even holy convocations, which ye shall throughout all his empire, (for it is vation cometh; behold, his reward is proclaim in their seasons. great,) all the wives shall give to their with him, and his work before him. The Leviticus xxiii : 21. husbands honour, both to great and small. Jeremiah xxxvi: 9. And ye shall proclaim on the self- For he sent letters into all the king's. And it came to pass in the fifth year same day, that it may be a holy con- provinces, into every province accord- of Jehoiakim the son of Josiah king of vocation unto you: ye shall do no ing to the writing thereof, and to every | Judah, in the ninth month, that they servile work therein : it shall be a stat- people after their language, that every proclaimed a fast before the LORD to ute for ever in all your dwellings man should bear rule in his own house, all the people in Jerusalem, and to all throughout your generations. and that it should be published ac- the people that came from the cities Leviticus xxiii: 37. cording to the language of every of Judah unto Jerusalem. people. These are the feasts of the LORD, Jonah iii : 5. which ye shall proclaim to be holy con- Esther iii:14. So the people of Nineveh believed vocations, to offer an offering made by The copy of the writing for a com- God, and proclaimed a fast, and put fire unto the LORD, a burnt offering, and mandment to be given in every prov- on sackcloth, from the greatest of them a meat offering, a sacrifice, and drink ince was published unto all people, ! even to the least of them. | offerings, every thing upon his day: 560 FOWLER'S PUBLICITY ( Leviticus xxv: 10. Then he said, What title is that all the children of the captivity, that And ye shall hallow the fiftieth year, that I see? And the men of the city | they should gather themselves together and proclaim liberty throughout all told him, It is the sepulchre of the unto Jerusalem ; the land unto all the inhabitants man of God, which came from Judah, thereof: it shall be a jubilee unto you; and proclaimed these things that thou Then commanded Belshazzar, and and ye shall return every man unto his hast done against the altar of Beth-el. possession, and ye shall return every II. Chronicles xx: 3. put a chain of gold about his neck, man unto his family. And Tehoshaphat feared, and set and made a proclamation concerning Deuteronomy xx: 10. | himself to seek the LORD, and pro- him, that he should be the third ruler When thou comest nigh unto a claimed a fast throughout all Judah. in the kingdom. city to fight against it, then proclaim Ezra viii: 21. I. Kings xxi: 9. peace unto it. [Then I proclaimed a fast there, at And she wrote in the letters, saying, Judges vii: 3. the river of Ahava, that we might Proclaim a fast, and set Naboth on Now therefore go to, proclaim in the afflict ourselves before our God, to 11 Oto high among the people : ears of the people, saying, Whosoever seek of him a right way for us, and for II. Kings x: 20. is fearful and afraid, let him return our little ones, and for all our substance. And Tehu said. Proclaim a solemn and depart early from mount Gilead. assembly for Baal. And they pro- And there returned of the people Exodus xxxii: 5. claimed it. twenty and two thousand; and there And when Aaron saw it, he built an remained ten thousand. altar before it; and Aaron made proc- Esther vi: 9. Joel iii: 9. lamation, and said, To morrow is a And let this apparel and horse be feast to the LORD. delivered to the hand of one of the Proclaim ye this among the Gentiles; king's most noble princes, that they Prepare war, wake up the mighty men, I. Kings xy: 22. may array the man withal whom the let all the men of war draw near; let Then king Asa made a proclama- kino clama- king delighteth to honour, and bring them come up : | tion throughout all Judah; none was him on horseback through the street Exodus xxxiv: 5 and 6. exempted: and they took away the of the of the city, and proclaim before him, stones of Ramah, and the timber there. Thus shall it be done to the man And the LORD descended in the cloud, and stood with him there, and of wherewith Baasha had builded; whom the king delighteth to honour. and king Asa built with them Geba of proclaimed the name of the LORD. And the LORD passed by before Isaiah 1xi: 1 and 2. Benjamin, and Mizpah. The Spirit of the Lord God is upon LORD God, merciful and gracious, And there went a proclamation me; because the LORD hath anointed longsuffering, and abundant in good- throughout the host about the going me to preach good tidings unto the meek; he hath sent me to bind up the ness and truth. down of the sun, saying, Every man to brokenhearted, to proclaim liberty to Exodus xxxyi: 6. his city, and every man to his own * | the captives, and the opening of the And Moses gave commandment, and country. prison to them that are bound; they caused it to be proclaimed II. Chronicles xxiv: 9. To proclaim the acceptable year throughout the camp, saying, Let And they made a proclamation of the LORD, and the day of vengeance neither man nor woman make any through Judah and Jerusalem, to bring of our God; to comfort all that more work for the offering of the in to the LORD the collection that mourn; sanctuary. So the people were re- Moses the servant of God laid upon strained from bringing. Jeremiah iii : 12. Israel in the wilderness. Go and proclaim these words toward I. Kings xxi: '12. II. Chronicles xxxvi: 22. the north, and say, Return, thou back- They proclaimed a fast, and setNow in the first year of Cyrus king sliding Israel, saith the LORD; and I Naboth on high among the people. of Persia, that the word of the LORD will not cause mine anger to fall upon II. Kings xxiii : 16 and 17. spoken by the mouth of Jeremiah you: for I am merciful, saith the might be accomplished, the LORD LORD, and I will not keep anger for And as Josiah turned himself, he stirred up the spirit of Cyrus king of ever. spied the sepulchres that were there in Persia, that he made a proclamation the mount, and sent, and took the Jeremiah xi : 6. throughout all his kingdom, and put it bones out of the sepulchres, and also in writing, saying, Then the LORD said unto me, Pro- burned them upon the altar, and pol- claim all these words in the cities of uted it, according to the word of the Ezra x: 7. Judah, and in the streets of Jerusalem, LORD which the man of God pro- And they made proclamation saying, Hear ye the words of this claimed, who proclaimed these words. throughout Judah and Jerusalem unto covenant, and do them. Poetical Publicity “Handle with care" T . long; que foetuse there for you to reporteraturforeto PIXXEWO hundred thousand American women and men write poetry, — or what they call poetry, — or think that they can write poetry. Perhaps five thousand of them can versify. Probably two hundred of them are producers of real poetry. | The work of the balance is foolishly and frightfully made, and great is the curse thereof. Rhyming is not poetry making. Versification may be simply rhyming. pono If it were not for rhymed-end words, more than ninety-nine and nine tenths of the so-called poetry I have no care, I never fret, would not even I'm happy as the day is be recognized as When the fried egg gilds the prose. My life is sunshine Damask, Real poetry White as cloud-land's sweet, and song; harmonizes all snowy tent, I smoke my fragrant over, and its har- And the boarders for cigarette- (From father's store)— ** more ham ask, mony resounds it's ripping—but, with the ring of ļBuy the Herald for one cent. Of course, it's BLANKIE'S ** reason. NAVY CUT. The magazine PLATE NO. 2.-An advertisement of a great news- paper that ought to be ashamed of it. Set in Jenson editor abhors Old Style. Barta Newspaper Border. googwegwegenboyeojwegwerbenwegwerphys poetry. The city editor is disgusted at poetry. The PLATE No. 1.-Could not be worse. Set in Antique Condensed. 12 Point Collins Border country editor hates poetry. Couny Culo! The reader skips poetry. Pretty nearly every alleged poetical advertisement is without euphony, rhythm, rhyme, meter, sense, meaning, business, or anything else except one hundred per cent. pat ta ***************t tettoy Clever girl, there's no denying, They have a tone that's all their own, Is the girl who doth equip her That coming danger tells, With those rubbers, storm-defying, And easily rung the forceful tongue Called the Katdee “ Deacon Slipper.” I tongue Of the New Departure Bells ! LLL No. 175. WT TO PLATE No. 3.-Ought not to sell anything. Set in Ronald- son Title Slope. Barta Newspaper Border. PLATE No. 4. - Rather effective. Set in Ronaldson. Barta Newspaper Border. 561 562 FOWLER'S PUBLICITY SEMUA SOGGGGGGC "ආආආආ9ආආආආආආආආආආආආආආආආ7798 of pure foolishness. All men are fools, and LOVELY WOMAN, you're the sugar, so are all women, but the harm of folly is Spoons We poor men often be; in the degree of it. To retain your charm and sweetness, Business men ought to know better than Drink KEYLON and EMMA tea. to think they are poets, for the good poet మంజుల భుజబుజజజజజజుజుజుజుజుజుజుజుజుజుజువు never is a business man. PLATE No. 5.—It may bring business, but it ought not to. Sometimes the wife under insipid inspira- Set in Monotone. 8 Point Contour Border No. 256. tion, or the sweet girl graduate pampered by a well-paid teacher, or the pretty and flattered typewriter, thinks that she writes poetry; and the merchant, from uncom- mercial motives, disgraces the writer by giving her work publicity. War is declared—the war of trade do The advertiser may be kind-hearted, To boom your business seek the aid but he can be generous by omission as Of“L” road signs which always pay well as by commission. The advertiser day by day. The home of the merchant with poet- ical tendencies is in the sanitarium, or more u nd so far from the land that the trade PLATE No. 6.-A very bad example. Set in French Elzevir. 16 winds cannot blow his babbling on to Poir a commercial shore. The advertiser has no right to spill his idiocy into publicity, and expect to do business with TTY C hlaut his hobhline on to Point Contour Border No. 264. i IZ SZ SZ SZ SZ. B indian 227 228 2 2 2 2 T 2 Men and women, girls and youths, Nearly one hundred per cent. of the so-called poetical adver- Here's the shortstop for sweet tooths! tising is born of self conceit, and E SZEREZZETESEBEL E ZIERZE and of a desire on the part of the PLATE No. 7.--A sign in a Brooklyn candy store. Very poor. Set in Ronald- advertiser to force his shame son Condensed. 18 Point Contour Border No. 270. upon the innocent public. Flattering friends, who so seldom are real friends, tell the advertiser that the worst kind of literary or poetical rot, if he writes it, is worthy of a place in real maga- zines. She took the prize with her cake Because it was made with Blanker Disinterested opinion is the only opinion Brother's Chocolate worth anything. It has the gloss and makes smooth paste The advertiser may find his poetical ad- Excels in flavor and has the taste. vertising commended by his partner, his family, his friends, and especially by his em- PLATE NO. 8. - Enough to drive one not to drink chocolate. H---------------------------------- ployés, who Set in Gothic Slope No. 20. Barta Newspaper Border. All critical factitious folk are afraid to do otherwise, but the weight of their Prefer the best cigar to smoke. : opinion cannot weigh down an ounce of the real commercial weight of public opinion. PLATE No. 9. -- Bad. Set in Gothic Con- Good poetical advertisements have appeared. The densed No. 44. 6 Point Border No. 72. On POETICAL PUBLICITY 563 SO es apparently impossible sometimes exists. Good poetical advertising is good advertising, but the 1 Sportsmen, Read This. alongside of the advertisement telling in plain, com- mon language the story of its goods. Once more the earth its icy bond By gentle spring is broken, There is nothing poetical about selling or about And patrons of the rod and reel Like good Sir Isaac Walton, advertising, and Look forward with a keen delight the hard lines of There is dryness in the town on Sundays-Dry- With joy their hearts are wishing, ness in our throats sense draw the To see the warm and blissful days A dryness that's been brought about by legisla When they can go a fishing. dollars of profit. tive votes, Also the sons of Nimrod ache But if you read our paper you will certainly People want To tramp o'er field and bowlder, confess— to know what When they can all a hunting go With gun upon their shoulder. That you will find no dryness in the column of the advertiser is the Press. No matter what the sport may be X10.0****************** driving at, and In which you seek diversion, You'll surely need some chewing gum PLATE No. 10.-Good. Set in Gothic Condensed I venture this assertion. No. 11. Maltese Cross Border. concise story in I'm certain you will need the best rhyme. Poetical requirements necessitate a license So follow this suggestion, You'll find Blank's Yugotan the kind not tolerated by the limits of trade. That quickly aids digestion. Poetry appeals to the higher sentiments; it is studied by the sensitive cells of the brain, and can never be absorbed at lunch counter speed. True PLATE NO.11.–Too much of it. Set in Old Style. Barta Newspaper Border. poetry must be assimilated, read and reread, pon- dered upon, and analyzed in order to appreciate its beauty and its purity. The reader of advertisements is not likely to take the matter in to his heart, and dream and A RHYME. think over it. If the advertisement does not come to the In shoes we laugh, in shoes we play, In shoes we weep, in shoes we pray, point without a flourish of rhyme, and the neces- In shoes we talk, in shoes we ride, And shoes are thrown e'en to a bride, sity of intellectual activity, the chances are that And sad to say and sad to think, In shoes we're corned without a drink; its beauty will - - - - -|- - - --|- In shoes we dance, in shoes we trade, never get near - The quickest way to boom your trade - And shoes are our understanding aid. We shoe the horse, we shoo the fly, enough to the i Is having signs herein displayed, And why not shoes for you? I | The cost is small, the profits great. In shoes we woo, in shoes we wed, readerto make When shoes leave us we leave for bed. Shrewd merchants will not hesitate. In shoes we toil, in shoes we rest, an impression. 1-1-1-1- 1-1-1-1- And hence 'tis wise to wear the best. For such tax not your weary wits, The real po- the real por Plate No. 13.—Enough to make the poet blush. Come straight to us we'll give you fits, etical adver- Set in Howland. Barta Newspaper Border. And if our adv. you'll stop to read, You'll likely find just what you need, tisement may be too good to be good for any- (It's on this very page.) Remember this, that an elegant spring stock Is just arriving at Whiters's GLASS BLOCK. Se The poetical deformity is too bad to be good The Glass Block Department Store. for anything. ********************** When in doubt, use prose. PLATE No. 12.—Good, except in rhythm. Too long. Set in Cushing Italic. Jenson Floret Border. The short, catchy rhyme, provided it means . م عه مو مو مو مو مو مو مو مو مو مو مو مو مو مو مو مو مو مو مو *********************** thing. 564 FOWLER'S PUBLICITY I c S . . . KUKK ややっつきやすさもそこそこきる ​BOB V . . . PLATE No. Not Set in 0 Italic. something, can be used to advantage, but "A word to the wise is sufficient," the advertiser must be positive that his Is a maxim we've frequently heard; And now what we want is a maxim rhyme is a rhyme, and that his poetical To tell us just what is that word. —The Record. I meaning has commercial meaning, before Well, the word is only a short one, he takes chances with it. And it's meaning is far from obscure; It enjoins all dutiful fathers, There is no objection to the use of nur- While they still have good health, to INSURE. -Pencil Mutual Life. sery rhymes and to books, songs, and TALLILLLLLLLLLLLL Ledo jingles when used in connection with ad- PLATE No. 14.–Fair. Set in Antique. Barta Newspaper Border. vertising. These books are often inter- esting and generally effective, and particu- 999999999999999999999999999999 larly so if the verses make no mention of The tramp, like modern soaps of many kinds, advertising. “Won't wash,” or does so only on compulsion ; The nursery rhyme delights children, and But Moonlight Soap, as every woman finds, Insists on dirt's immediate expulsion. nursery books are almost always of benefit peeeeeeeeeeeeeeeeeeeeeeeeeeeeeee to large advertisers; but the rhyme should be PLATE No. 15. - Not good. Set in Old Style Italic 6 Point Laurel Border No. 2. by itself and the advertising by itself, the one munnvavavat helping the other. The advertisement that pays is the kind that stands by itself, and does not de- Mary had a little lamb, With her it used to roam. pend upon accompanying rhymes or other acces- Now Mary has a bicycle, sories except proper decoration and illustration. And the lamb remains at home. The only kind of poetical advertising good for PLATE No. 16.—Pretty good. Set in oid Style anything is that where the two naturally come Antique. Barta Newspaper Border. together and are not jammed together. The public has no symathy with the man who forces his erratic expressions, his senseless rhymes, and his idiotic conceit into his advertising. The public is likely to refuse to buy the goods of that kind of a man even though it may want the goods. In this department are shown examples The old year floats away to die; of extremely bad poetical advertisements The bells ring in the new reproduced from those recently in use. With notes that float across the sky With them appear specimens of what may And Wavy soap floats, too. be considered good poetical publicity. The nananananananananananananan PLATE No. 17.-Not calculated to float anything. Set in Cush- Barber, barber, shave a pig! ing. 18 Point Contour Border No. 248. How many hairs writer pleads guiltlessness of the author- will make a wig ? ship of even the better examples. In the Four and twenty will be right- poetical side of advertising he prefers to If STUPID Hair-Pins hold them praise or censure the work of others, and tight. to present none of his own, for good and vtututututututututututututuo sufficient reasons. An attempt has been PLATE No. 18.-Fairly good. Set in Runic No. 30. Barta Newspaper Border. made to annihilate the identity of the un- POETICAL PUBLICITY 565 A HANNA fortunate advertisers who use some of the A “Rosedale” is wrought as a rod or a bright-3 specimens presented. It is always more gen- hued band, erous to pity than to condemn. With cunning of discs and a circling of papers The advertiser is advised to stifle his poet- unwound, That the heart of an artist may smile when to pleasure his hand 高雄海馬德语语施德的施德讓他他 ​A “Rosedale” is wrought. On the Yacht Race. Its core of plumbago is carven, or crayon pressed The Valkyrie has sailed o'er the waters, and failed, round; The Defender has gained the proud goblet of gold, In sorcerous scarlet or amorous azure ?tis While Violet has long held the medal. planned, As Defender now holds the famed goblet of gold, And in its sinuous spiral its princely perfections So Violet will long hold the medal. are crowned. Toilet Violet Soap, 35 cents. Floral Violet Soap, 20 cents. JOHN JONES CO., 1064 White St., New York. Where the discs' divisions descend should the cover be scanned; e de a ne a ne on Behang B eton A pin's pert puncture to fashion a fissure is PLATE NO. 19.-A silly advertisement. Set in DeVinne. Collins found, Border No. 201. For the point in perfection's prepared, when, with sinuous segmented band, ical aspirations so far as they may concern A “ Rosedale” is wrought. his advertising, and if his relatives seem to be poetically disposed, or perhaps indisposed, PLATE No. 20.--Not bad, but too long. Set in French Elze because alleged poetry often springs from vir. Barta Newspaper Border. indisposition, it is suggested that these effu- sions receive the dignity of type and ink through the news or literary columns, and MACDOVLOVCOVULDALA that they be no part or parcel of business. The reader who has not brains enough THEN AND NOW. to appreciate real poetry thinks as much In olden days it used to be The disagreeable fashion- At least all lovers found it so- When smitten with the passion, When Baby was sick, we gave her Bytoria. To have to wait for years and years, When she was a Child, she cried for Bytoria. Perhaps half a lifetime tarry, While going through the process known When she became Miss, she clung to Bytoria. As saving up to marry. When she had Children, she gave them Bytoria. But all of this is altered now, Aud lovers sigh no more, PLATE No. 21.- Very good. Set in Ronaldson Condensed. For all they have to do is buy 6 Point Border No. 76. . At John Mertoto's store ; While he in turn will do his best, or more of bright prose than of even the And help them all he can By furnishing their home upon merry jingle of rhyme, and he who does His Special Credit plan. appreciate poetry will not tolerate any YOYOYOYOYOYOOOYOOYEN · substitute. The advertiser is safer backed PLATE No. 22.—Two stanzas from a long-winded harangue. Set by prose. in Roman. 18 Point Barta Border No. 250. Notices - Printed importance stuck on the wall” CD 1 WN Oncogpco ALF a century ago nearly all the advertisements began with the word a 2008 S “ Notice," or were introduced by some similar headline. As the intelligence of publicity broadened, people learned to adver- 200 tise what they had for sale, without preamble, and arrived at the Gudad Que bottom of things at the start. With the beginning of progressive advertising, the term “ Notice” found itself gen- erally confined to announcements pure and simple, principally to placards and sheets displayed in cars, depots, and other much frequented places. Notice. Even at this day, when brevity and On and after June 15, the Danbury exactness are considered essential, there train now leaving at 6.15 P. M. will appear in almost every railroad train, and | leave at 4.30 P. M., making all stops. in nearly every station, official announce- JOHN SMITH, Superintendent. ments beginning with the word “ Notice.” The thinking reader might think that PLATE NO. 1.-The usual form of railroad notice. : the unthinking writer prefaced his an- nouncements with “ Notice,” because he assumed that if the word “Notice” did not appear no one would understand that the substance of the notice was intended for a notice. The fact is, expressions of this kind are used for conventionality's sake, and because the majority of ************* *************** notice writers, not know- ing what to say or how to say it, fill up the space with useless headlines. The thickest mind will On and after June 15, the Danbury train not have much difficulty now leaving at 6.15 P. M. will leave at 4.30 in realizing that any P. M., making all stops, printed announcement, John Smith, Superintendent. prominently displayed as a notice, is a notice, or * **************************************** PLATE No. 2.-Matter in Plate No. I re-written and re-set. Heading in Gothic Condensed it would not be placed No. 11. Reading matter in De Vinne. 12 Point Collins Border No. 202. en un moment dans Danbury Time Change 566 NOTICES 567 Notice is hereby given that the Annual Stock- holders' Meeting of the Blank Tool Company, will be held at their office in the City of Blank- town, Ohio, on Wednesday, the 6th day of Jan- uary, A. D. 1897, at 10 o'clock A. M., to transact Blank Tool Co. . . 1 AN ANNOUNCEMENT! Notice. where people could notice it; and if it is so under- stood there does not appear to be any reason for ; labeling it. It is as absurd to claim that people will not know any business which may lawfully' be done by a notice unless it is so marked, as it is to say that said Stockholders in general meeting. L. D. BLANK, President. folks will not PLATE NO. 3.—The usual form of legal notice. recognize the Perhaps there is no necessity of the notice being read, as almost any form covers the law, but it is alphabet unless obvious that there is no reason why the advan- tage of advertising should not be given, particu the word “Al- larly as it costs nothing extra. phabet” appears PLATE No. 4. If the name of the company is prom- inently given a certain amount of good advertising at the top of it. The only excuse for heading results. The legal matter is omitted as it is not neces- sary to repeat it here. Set in Howland. Single Rule an announcement with “Notice” is that the Border. word admits of the largest type and may draw the eye to the announcement. Far better it would be to print some JOHN SMITH word of meaning or some descriptive has purchased the entire stock of Dry term at the head of the announcement. Goods, from Mr. M. H. Jones, and will con-| If the notice refers to the purchase of tinue the business at the same place—the tickets, why not head it “ About Tickets." Mosebeck building. If the notice refers to change of time, Good Quality, Low Prices and Square Dealing should win it is better to head it “ Change of Time," your trade. and not to place “Notice” in the largest type at the top. PLATE No. 5.—The usual and unprofitable form of announcement advertising. Assuming, for argument's sake, that it may be necessary to use the heading, “Notice," for official announcements, there certainly cannot be any excuse for its appearance in regular heraldings of excur- sions, entertainments, or in regular business advertisements. It is better to say “Grand Excursion," or simply “ Excursion,” or “ Ten Hours on the Water," than to Poooo0000000000000000000000000000000000000009 give up the best part of the space to a mean- ingless term like “ No- tice.” The use of the word Everything that W. H. Jones had in “ Notice” is nothing his store last week is in my store to-day. but a shadow of the ( Because I bought at rock-bottom I will dark ages of advertis- ing, when people who had something to say John Smith spoiled that something by superfluous an- Boooo0010111000000000000000000000000000000000 Plate No.6.—Matter in Plate No. 5 re-written and re-set, in Poster Roman No. 1. 6 Point nouncement lines and Florentine Border No. 165. S000050000000000 Jones' Dry Goods Are Mine P000000000000000000000000 0000009 sell at sub-cellar prices. 568 FOWLER'S PUBLICITY Fine Photographs Dollar a Dozen meaningless background. Sometimes it is die e e n advisable not to use any headings when there is room Notice. for the lar- gest reading Whiting will make first-class photo- Whiting knows how to take you, īst, '98, and will guarantee them to be and he guarantees to take you just just as good pictures as you pay 3 to 5 Sercany a dollars for elsewhere. as you are. He takes you as well hea dline for $1 a dozen as other folks take PLATE No. 7.-A very unprofitable form of adds to the you for $3 or $5 a dozen. advertising. There is no reason why a regular advertisement should be headed with the term effectiveness “ Notice." of the notice. PLATE No. 8.—Matter in Plate No. 7 re-written and re-set. Headings in Ronaldson Condensed. Reading matter in Cush- Whenever possible, head the notice with ing Monotone. Combination Dragon Border No. 27. something that means something and refers directly to the substance of the notice. On-the-Fence *** That he who runs may read” CUS- V TOVÁVERENIGNS on fences were among the first signs of advertising. As there were fences before newspapers, and as all country cus- tomers pass fences when going townward, instinct rather than thought suggested that there be signs upon fences. The fence sign, like all other outdoor signs, must be brief, and in letters large enough to be read across the road. If placed alongside the railroad, the letters should not only be large, but the sign should be far enough from the track to be seen by the passen- ger in a rapidly passing 10 Miles to Smith's Clothing House train. Fence signs close to PLATE No. 1.—Matter like the above should generally be in one line. Be sure that the distance figure is correct. Set in Taylor Gothic. Single Rule Border. the track can only be read by tramps or sleeper walkers, and as this class of pedestrian is not a buying class, the signs must be so arranged and sufficiently brief, conspicuous, and distant, that the passenger, while flying by, may read them with a flying glance. Signs on fences are closely allied to signboard advertising, and therefore this department must be HHHHHHHHHHHHHHH9 read in connection I Only a Mile to Smith's Reliable Store | with that entitled “ Signboards”; and LHHHHHHH PLATE No. 2.-Unless “ Smith” is well known in the community, the title of his business should also be given. Set in Ronaldson Condensed. 6 Point Florentine Border No. 169. signs painted upon structures built especially for the purpose are discussed. This department relates particularly to the small signs painted directly upon fences, or printed upon tin, wood, or other substance and nailed upon fences. Guideboards can be fastened to fences, or trees, or upon poles, and they offer an excellent method of advertising, provided the distances they give are correct. Guideboards should not be less than a quarter of a mile apart, and should carry, besides the distance, comparatively little matter. It is generally sufficient to say, "Four PLATE No. 3.-Set in Jenson Old Style. 6 Point Florentine Border No. 167. under that heading P060950n0no100001 0110000109H05ne 1919 Pao00900905000019 You're Sure of Smith 000000000 0 Sko NGHG00MGOGOKO0o9oSGuguGoGoGoo HM0HIGma 569 570 FOWLER'S PUBLICITY Home Warming Stove No. 170. 1 Miles to Smith's Furniture Store ”; or if desired, the sentence can be ex- tended to read, “Four Miles to Smith's Furniture Store, Where You Can Buy the Best Furniture the Cheapest." In PLATE No. 4.-Set in Johnson Old Style. 8 Point Florentine Border this case the latter part of the sentence may be less conspicuous. Signs by the roadside should always be on the right side of the street going towards town, so as to be seen by the country people riding to town, not away from town. Signs on fences should generally contain only reading matter, and the use of cuts should be avoided except when the sign is very large. One or two lines on a sign are sufficient. Use the plainest type, and generally print in black, for black can be more easily read than any other color, is legible at an angle, and is not generally affected by light and shade. Fill Your Lamps With Olive Oil Never use gilt on an outdoor sign, Plate No. 5. - Lettering like this has an individuality which gives except for firm signs on the store, be- identity to the advertising, but should not be used unless the words are perfectly readable. Set in Bradley. Single Rule Border. cause gilt cannot be readily read at an angle. It is better to paint or print the signs upon wood, tin, or other substances, and fasten them to the fences and trees, than to paint them directly upon the fence, for most fences present an uneven surface and make a bad background for sign work. Never use a stencil. Stencil letters are not distinct. Almost any printer can print from electrotypes upon thin wood, if the wood be soft, and this is one of the cheaper methods of producing fence signs. If It Can't Be Found At Smith's, Nobody Has It PLATE No. 6.-Set in Johnson Old Style Italic. Single Rule Border. Tin is durable, and it takes some time for it to rust if it is well covered with paint. Bas-relief signs are not adapted to roadside advertising, because they cannot be read at a distance. Painting on rocks is desecrating Nature. Good citizenship should prevent the advertiser from outraging public opinion, and local laws should be enacted prevent- ing this form of advertising. Bright, catchy sentences are always allowable for roadside advertising, and even that which may not be considered digni- fied is sometimes permissible. Plate No.7.-Set in French Elzevir. Heavy Single Rule Border. If the location of Right Prices At The Honesty Shop ON-THE-FENCE 571 the house is known, or it is in a small town, there is no necessity of using space for the full address; the name of the town is enough, and in some cases that is not necessary. The same wording should not generally appear on two signs that are near together. 900*************************************************eer•••••••••••• A Child Can't Get Cheated at Smith's 21:11 868610209064685666666666666666666666676660************************** PLATE NO. 8.-An expression like this must be used with care, and often it is best not to use it at all. Set in Ronaldson. 6 Point Border No. 71. 0000000000000000000000000000 AAIG LO 5005 Better Stick to Smith Poos009 If one has only one thing to say, let him try to say it each time in a different way. Do not let originality take the place of directness and simplicity. The cloth sign costs more than it is worth, because it is easily torn and must be put up perfectly to present a smooth surface; besides, the ink or paint upon it is. liable to run together after becoming wet. Roadside advertising does not take the place of regular local newspaper advertising, but when used in conjunction with it is likely to be profitable. Do not allow the roadside signs to become shabby. It is better to destroy them than to keep them up when they show the effects of time and weather. Signs on fences should be general in character, or else Boo000000000000000000000000000000000 should advertise some one PLATE No. 9.—Set in De Vinne. 6 Point Florentine Border Nº. 165. particular article which is likely to remain in regular stock, for these signs are too expensive, and cost too much to put up to be changed like a newspaper advertisement. Whenever possible, give the signs a certain identity. If no one else in town is using a bright red, use red for the ground work, or have the signboards cut in the form of a circle, or a diamond, or surround them with a red or other colored border. As long as the signs do not lose their distinctness, the less they look like other signs, the better they are. Under no circumstances use fancy lettering, or script, or letters set in circular form or in any way which can confuse the passing eye. Remember that the readers are either riding or walking by, and that they may not 1 Smith Has What You Want When You Want It PLATE No. 10.-Set in Latin Antique. Single Rule Border. pause to read the signs. If the signs can be seen without effort, without the turn- ing of the head, and without stopping, they will be read; otherwise they might almost as well have their faces turned to the background. 572 FOWLER'S PUBLICITY I. The Nearest Shoe Store is Smith's Artistic arrangement, and an intermingling of colors, fancy borders, and pictures, have no place on the fence sign. The sign that may look well in the store, and be acceptable on the closest inspec- tion, may be worthless as a fence sign. If the firm name is John Smith & Co., and it is the only Smith in that PLATE No. 11.-Set in Gothic Condensed No. 11. Single Rule Border. line of business in the town, space will be saved and effectiveness gained by telling people that “Smith's Furniture Lasts," instead of saying that lasting furniture may be bought of John Smith & Co. ising, words must be economized, and the nearer one can get to three words, the more the sign is worth. Fence signs should direct people to the store, give pertinent points as to its reputa- tion, announce general cheapness of prices, general quality of goods, and general variety of stock; or they may advertise definite and constant regulars. The same sign should not make more than one point, and it is generally advisable to have the signs appear in a series, so that the rider to town will keep learning more cono nearer 7777777777777777777777777777777 * Smith's Carpets Wear 2:1:::::-:-:-:-:-:-:-:-:-:-:•:*:*:*:*:*:*:*:-:-:-: FLATE NO. 12.–Set in Gothic No. 6. 12 Point Laurel Border. and more about the advertiser as he advances on his way, but each sign should be so characteristic that if the one who sees it begins in the middle of the series, it will not be necessary for him to go backwards to understand what he is reading as he goes forward — particularly as he will not go back anyway. The accompanying sign lines are presumed to be adaptable to nearly every line of trade, and wherever any particular article is specified, it is assumed that the same expression will adapt itself to goods in general. Some of the expressions may not particularly please the over-conservative and dignified, but as dignity is sometimes unprofitable, it is necessary to present the several styles of fence sign advertising. Dull Times “You needn't be dull” - 1 e are TTY Rita V YNALYZE the circumstance or combination of circumstances which A make, or are supposed to make, that peculiar condition of business called “ dull times.” No man has analyzed it, although all men have tried to. The discoverer of the causes of dull times will be closely related to the man who establishes a universal and acceptable tariff, or who forever settles the international standard of money. What we think, whether it be so or not, is commercially so. If we think times are good, times almost always are good. If we think times are bad, times are invariably bad. If we think we have a pain, we have a pain. If we think we are well, the chances are that we are well. No man can think his leg off or think it on again, nor can any mind-cure cure in- curable disease, but thought working from the individual into the collective is respon- sible for nearly every condition of trade where opinions differ as to origin. The unfortunate tariff, and the unavoidable election, and the not-yet-tested free trade, and the political conditions of districts or of many districts, all operate as ex- cuses for business depression. No man can think a thing that is not so is so and make it so, but when a thing may not be so, and when its apparent existence is but mental vapor, then thought makes it or kills it — as thought would have it. Man No. I tells Man No. 2 that times are hard. Man No. 2 tells Man No. 3 that times are worse. Man No. 3 tells Man No. 4 that times are worst. When enough men have told and retold this, times are what they were not, and t not to be, because they appear to be that which they need not be. Ninety-nine men out of a hundred think times are hard because somebody told them they were. When enough people talk hard times, times really become hard, and the men who created the condition have the satisfaction of living in a land of their own making. Some advertisers advertise a part of the time. Some advertisers advertise all of the time. . 573 FOWLER'S PUBLICITY Buy it If you Need it Border. The advertiser who advertises part of the time may make money. The advertiser who advertises all of the time generally makes money all of the time. It makes no difference what the reader may think, or what the writer may think, when the fact stares both of them in the face that while all who advertise may make money, few make money who do not advertise; and that those who make the most money are those who do not seem — so far as their action is concerned - to have any knowledge of a dull condition of business. When times are good, advertising pays. When times are To-day's dollar buys as much dull, advertising as to=morrow's twice-as-much. pays, because al- PLATE No. 1.-Set in Taylor Gothic. Single Rule though there may be little buying there is little advertising, and the man who advertises is more conspicuous; he stands more in a class by 200 himself, and draws from those who do not advertise the business they might keep if they did advertise. It is profitable to profit by the unprofitable actions of others. People are buying all the time; and because they are buying, even though they may not buy as readily, they are more likely to buy of the man who advertises than of the man who does not. Nobody wants to buy anything of the man who does not appear to want to sell. Nobody enters a store uninvited, and the man who issues a cordial invitation is the man who will get people. As the merchant cannot personally enter all que the homes of his customers, and cannot afford to stand out in front of his store beckoning with both hands, he is obliged to use a more economical and far-reaching method of invitation, which goes by the name of ad- vertising. PLATE No. 2.-Set in Howland. 12 Point It has been said that there is not a great deal of dull- Hard Time Prices At the Good Store Laurel Border No. 2. 1 ni that the reason trade is dull is sometimes due to the merchants who are so foolish as DULL TIMES 575 009000000000 0000000000000000000005 >000000000000000000000 Prices Vinne Extra Condensed. 6 Point to tell the people that trade is bad, and then growl because the people do just as they told them to do. Lying is not justifiable, but a man is not obliged to tell everything about his busi- 000 ness; the most conscientious conscience can sleep contentedly when it has forgotten to tell the people that business is not good with its owner. Misrepresentation is not to be commended, but keeping still about that which one has a perfect right to keep still about does not outrage the most exacting code of morals. Many merchants stand in their doorways during the dull times, tell the people about the business that is none of the people's business, and then literally kick themselves because collections are bad and trade is stagnant. This sort of business man injures himself and does no good booo000000000 to others. PLATE No. 3.-Set in De Lack of confidence means failure. Florentine Border No. 165. Faith in business means business. How long would the captain of a great transatlantic steamer hold his position if he banked his fires and slowed down through the storm? The successful navigator crowds on steam, not to an unsafe degree, but that he may keep his vessel moving on as rapidly in calm as in storm. In dull times the progressive business man arranges his counters more attractively, piles his goods higher than usual, decorates his windows, burns more gas, brushes up everything, puts a new coat of paint on the out- side and a smile on the inside, diffuses his enthu- siasm into every clerk, advertises more extensively, and gets the bulk of the business. Few men punish their stomachs for the sins of their business. Folks eat three times a day in dull times and in good times, and if they eat, they must have things to eat, and they will buy those things of the man who tells them he has them for sale. Folks may not buy as much furniture in dull times, nor as much of some other things which If you need a rocking can be waited for, but they will buy what they chair have the good of it have to have, and they will think about buying now. We'll trust you. what they want. In dull times people select the articles — and PLATE No. 4.-Set in Howland Open. 8 Point continue to think about them -- which they pro- FI pose to purchase when times are good, and the progressive advertiser reaches the thinking public and places it in a frame of mind to do future business with him. What's Of Waiting Florentine Border No. 170. 576 FOWLER'S PUBLICITY Don't 1 - Hold Back That ninary Coal Order The local advertiser may claim that everybody knows where he is, and that there is no need of advertising when nobody is buying. This is a conventional reason, and is founded upon the mistakes of the past. Dull time advertising is educational, and is of the successful sort of preliminary announcement which is sure to win, perhaps in the present, but surely in the future. The general advertiser may divide his seasons of advertising into as many parts as he chooses, and he may advertise less during a part of the time, but the advertiser who has made a success is the one who has kept continuously at it, and who keeps before the public irrespective of the condition of the times. Dull time advertising must be adapted to the season, and must either appeal directly to immediate desires, or be of a preliminary sort reaching out for future business. During the dull season, when every one feels depressed, and money is scarce or appears to be so, the people hail with delight the store that has the brightness of prosperity surrounding it, the store where the clerks seem filled with the fire of enthusiasm, and where things appear to be moving even though they may not be selling. Naturally the crowd enters this store, and where there is a crowd PLATE NO. 5.—Set there is apparent prosperity. Each member of the crowd tells every- No. 11. Single Rule body he sees that business seems to be good in that place if in no other, and business becomes good, because the people think it is good. The breezy, bright, progressive advertisement shines with added luster when there are fewer advertisements, and when those which do exist reflect the dullness of their writers. There is no more economical, safer, better, or more profitable method of dispelling the dull times, so far as the store and business are concerned, than by increasing the advertising space, and by that apparent prosperity that begets real prosperity. In dull times, everybody is looking for the man who is doing well, for his action is cheering, and people become receptive to his argument, giving him the preference and buying of him. The advertising pages of the great general peri- odicals suffer when times are dull, but they suffer all 329232323088) over, and not from any exclusive cutting of full PLATE No. 6.-Set in Gothic No. 6. 18 Point pages, or from the reduction of large space to small. Collins Border No. 200. Take up the six leading general publications of any country when times are good, and note the advertisers and the space they use. Compare these conditions with the in Gothic Condensed Border. - Buy Now T1 . .... . DULL TIMES 577 . same pages when times are dull, and one will find that the great advertiser whose name is a household word everywhere is using just as large a space, and that the cutting is in the absence of the advertisements of the small advertisers, and those of doubtful reputation and questionable profits. Men of success know more about making success than men of failure, and when these men of profit advertise as extensively when times are dull as when times are good, the blind man of business, even though a fool, cannot help feeling, if he cannot see, the tremendous, irresistible, overpowering argument in favor of progressive, ex- tensive, bright, and continuous dull time advertising. The examples shown in this department present some styles or forms of dull time advertising, but practically the entire contents of the book apply to advertising in seasons of depression. vor Sensational Publicity “The epidemic spread, the very air was laden with sensation" . 1 7 POLYSTYY SENSATION need not be unrefined, undignified, dishonest, injurious, nor exaggerated. Much of the best work done by orators, and the introduction of nearly every reform, have been accompanied by that element of ampli- fied progression called sensation. No decent man or woman believes in exaggeration or dishonest sensation, but the success made by legitimate sensational methods stamps approval upon honest sensational advertising. The man who has forever walked in the path of his fathers, and the woman with a handmaid and a hairdresser always on the premises, who practice what they call con- servative refinement because they are either 444444444444444444444444444446 too gouty or too lazy to travel the modern streets of activity, oppose every method of No. 237. advertising which is not confined to the oldest of old style; but the majority of the better class of thinking people, however much they may disapprove of continuous sensation, find no fault with a reasonable amount of bright and unexaggerated sensation in advertising. There is no reason why sensational advertising should savor of the mob hurrah, or If you want them Come in quickly PLATE NO. 1.-A heading applicable to any class of clear- ance sale. Set in Taylor Gothic. 6 Point Caxton Border CAXXXXXXXXXXXX Overstocked With Underwear We bought 100 dozen Excelsior Combination Suits of Long-Wear underwear, and we bought too many. We thought Browntown folks would buy the best there is when the best costs but 10 per cent. more than the poor, but we made a mistake, and because we did, you can have these magnificent suits for the same price we have been asking for poor stuff. SONG XXXXXXXXXX PLATE No. 2.-An example of what may and may not be considered sensational advertising. It certainly is not objectionable. Set in Boldface Condensed No. 7. 18 Point Barta Border No. 241. 578 SENSATIONAL PUBLICITY 579 the exaggerated methods of the cheap circus. Pure sensational advertising is simply a bold, strong, and ringing way of making known the business. Good sensational advertising demands the use of the largest space, and type of the greatest size. It requires strong, positive statements, and allows the use of many adjectives arranged in a train of motion. arran SUNATAMATIES 500 g Coats Left We had 1,000 of those Prince of Nothing Overcoats-guaranteed all over—warranted of longest longev- ity-superlatively stylish-magnif- icently beautiful—there's only half of them left and very likely day-after- to-morrow there won't beany of them left. A word to you is sufficient. it CAVAVAVA PLATE NO. 3.-A somewhat sensational form of advertising, but one allowable under many circumstances. The natural, easy swing of the exaggeration takes off the bad edge of it. Heading set in De Vinne Open. Reading matter set in Ronaldson. 30 Point Collins Border No. 203. Sensational advertising should not be overdone, and it is doubtful if it can be advantageously continued, however effective it may be as a sort of spice for the regular advertising. Bands of music, extra illumination, parades, gaily painted wagons, collations, clam- 580 FOWLER'S PUBLICITY . bakes, and a hundred and one other free entertainments are sensational, and yet they seldom fail to bring business to some houses, and to assist the regular form of adver- p0000000000000000000000000009 tising. A part of the composition of good advertising is that which creates the first flush of attention, and the better class of sensational methods will bring the people into initial connection with the advertiser, where more quiet methods may fail. There can be no objection to what may be considered a sensational opening or reception, or the employment of any noisy method, pro- vided good taste is not outraged. It is obvious that the highest grade of store We sell as low as we want cannot employ even the best sensational meth- to, and that's mighty low. ods, but there are comparatively few mercan- tile establishments which cannot use some of Boo000000000000000000000000 the sensational methods to advantage. Sensational advertising is simply a more pronounced, a more flashy, and a more con- spicuous way of telling the old story that one is in business for business. The specimens presented are calculated to show only excusable forms of sensa- tional advertising. . Rock-bottom Sub-cellar Prices OSB000S 000S 0000000000000005 >000000000000000000000000 PLATE No. 4.-A not objectionable headline and intro- duction for a sensational advertisement. Set in Gothic Condensed No. 11. 6 Point Florentine Border No. 165. Children “ The young of to-day are the buyers of to-morrow” COC0000E separa T QONARDO ALF bought to eat is eaten by children. Half bought to wear is worn by children. Half the family expense is because of children. Some children buy for themselves. doo oooo Most children are bought for. Occasionally the father buys something for the boy, and not occasionally he may purchase something for the girl. The woman is the child's buyer. Advertising of articles for youthful use must be advertised to catch both the women's and the children's eye. Better reach the woman first; better still, reach woman and child at the same time. The advertising of children's goods must be of threefold quality. First, it must suggest to the woman that the child needs something. Second, it must tell the woman where to get re VOnnen Children Need it it. and 1 Third, it must create a desire on the part of Plenty of exercise, and something | the buyer or user. to make exercise with — the Smith If the child wants something it will tell its. mother; if the mother thinks the child needs the best of healthful recreation. It is it, and she can afford it, she will purchase such built like a real wagon and is of iron- an article, and is most likely to buy it of the clad strength. house which advertises it. The advertisement which attracts the child's PLATE No. 1.—A form of advertising for children which will attract both the mother and the child. Set in attention will, through the child, reach the Gothic Condensed No. II. 8 Point Florentine Border mother's eye. No. 170. Advertisements of children's luxuries should be directed to the child — if the child is of a reading age — and the mother at the same time, but the majority of advertise- calculated to impress the parent more than the child, for compara- tively few children read advertisements. no 1. 581 582 FOWLER'S PUBLICITY Something For baby OSAO to almost any article. Set in French Elzevir No. 1. 6 Point Laurel Border. al 1 in 7222222222222222222222222222 The advertisement in the child's publication directly strikes the eyes of both child and parent, and while it is advisable to direct the adver- tisement to the mother, in this class of publication it is frequently good policy to occasionally appeal to the child direct. Advertisements in local newspa- pers should generally be directed to A pretty little chair. So comfort- the parent, except for the advertising of goods for children over fifteen able and so safe. It keeps baby years of age; and even in that case where you want him, and he is con- it is more profitable to incline more tented too. to the parent's side than to the "eeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeee child's, for the majority of mothers PLATE No. 2.-A profitable form of children's advertising, and adapted buy everything the girl wears up to her eighteenth or nineteenth year, and comparatively few boys under eighteen inake important purchases. It will be found profitable to occasionally advertise goods for men and women in children's publications, directly to the child, asking the boy or girl to call the parent's NO attention to the goods advertised. Such expressions as the following are likely 2013 to be read by children, and the children will probably call their parents' attention to the advertisement: 6 An Overcoat for Papa,” “ Shoes for Mother," “Is Your Father's Hat Shabby?” “Does Mother Need a Cloak?" Picture books, and other household novelties, can almost as advantageously be distributed through the child as directly to the mother, for the child will show its mother what it receives, and the mother is always interested in anything pertaining to the child's enjoyment. Frequently a book or article devoted to chil- 200 Blank's Food is as delicious De dren is one of the best mediums of reaching as it is nutritious. It is the wo the parents. The child will keep the book best of nature convenienti when the mother would not preserve it, and served for our little ones. the mother is always sure to pick up and read books left upon the floor or around the house. Baby Loves III S PLATE NO. 3.-A profitable form of advertising and adapted to children's food of every class. Set in Howland. 12 Point Laurel Border No. 2. Outdoor Men “There may be something in it” B nmon U ters LUD O N this department is discussed that kind of advertising which is carried by individuals and includes the sandwich advertisement, the proces- sion, and the use of bands and other outdoor sensations. The sandwich advertisement is considered undignified, and is Don l ooked upon as the lowest form of publicity, but its general use indi- cates that it is profitable, notwithstanding the prejudice against it. The sandwich advertisement is supposed to consist of two signs of any description, carried by a man between the signs who parades along the streets in close proximity to the store. Certainly the sandwich advertisement is direct advertising, and its returns are likely to be immediate. This method is in common use by the owners of cheap restaurants and barber shops, and seems to be the only class of advertising universally used by chiropodists and ticket scalpers. Occasionally some extensive lines of trade employ the sandwich man, but they seldom use him except for sensational and clearance sales. The sandwich advertisement must be as brief as the street-car card. Its lettering should be very strong and arranged so as to be most easily read. There is no necessity of beginning the sandwich advertisement with such expres- sions as “Come and See Us," “ Try Me,” “ We Beg to Announce.” These expres- sions mean nothing and take up room which had better be used for advertising purposes. If possible, have the sandwich man neatly dressed. A dirty-looking patrolman is not a very good walking advertise- ment of a clean restaurant. It is a good plan to dress the sand- wich man in uniform, and sometimes it may pay to put bells on his hat and bells on his feet if the authorities do not object. 106 White St. If he is advertising a restaurant, dress him as a cook or waiter. PLATE No. 1.-Set in Howland. 9 Point Contour Border No. 280. TX wich man in uniform, and sometimes Finn's Fine Food ... . 1 583 584 FOWLER'S PUBLICITY Only Overcoats At Overton's TIT If he is advertising ulster overcoats, put an ulster on him. Signs similar to sandwich signs, when placed at the door, are not objectionable in any sense, and must be consid- ered as first-class methods of ad- vertising. The matter upon them should be as brief and as readable as that upon the sand- PLATE NO. 2.-Set in Johnson Old Style. 6 Point Lovell Border combined with Single Rule. wich signs and the street-car cards, and such expressions as “Come In,” « Try Us,” and “Walk In," should be avoided, simply because they are useless. Certainly an original method of advertising, and one which is effective, is what is known as the procession, in which men, animals, and carriages assist in advertising the article. One of the most effective advertisements was that made by a long line of men, each carrying one letter in the name of the article. This may not be very dignified, but a wagon covered with cloth, the advertise- ment on the cloth, and a big drum in- side, will attract at- tention, and attention is a part of good ad- vertising. The employment of a military band, if it is not a discordant one, in a band wagon or on a tallyho, is one of the best meth- ods of advertising a transient sale or an excursion. Certainly there can be nothing much better for the adver- PLATE No. 3.—Set in-Taylor Gothic. 6 Point Border No. 71. tising of a blacking, local newspaper advertising excepted, than a gaily decorated wagon, with a magnificent looking colored man seated on a velvet throne shining boots, 0000000000000000000ee..c0000000 Comfortable Conversational Conveniences At Connor's Restaurant OUTDOOR MEN . 585 Trade processions should be encouraged, and every effort should be made to have the manufacturers and retailers present exhibits in motion. An event of this kind gives pleasure to everybody, stimulates XXXXXXXXXXXXXXXXXXXXXXXXXX trade, and creates friendly competition. The expense is very light, but when this is done it should be done well, and the day of its occurrence ought to be made a local holiday. PLATE No. 4.-Set in Jenson Old Style. Maltese Cross Nobody can help seeing a couple of Border No. 301. negro dudes in full dress, with gloves, canes, and plug hats, parading the principal streets arm in arm, with an advertisement painted on the back of their collars; but if the weather is hot, put a kind of collar on them which will not wilt. The old conventional method of painting an advertisement on a hat is a good one, provided the wearer of the hat is either neatly or very conspicuously dressed. Anything in the way of traveling street exhibitions, if it is not vulgar, is a good method of local advertising, but such methods are too expensive for the general ad- vertiser, because to handle them properly a large number of men have to be em- ployed, and the management of them costs more than the advertisement is worth. The examples present brief forms. Common Phrases “Worn-out lines of overuse” i 1 TT TT LI XVW R IGINALITY can lose its sense in trying to reach beyond the com- monplace. Words that mean a great deal, or seem to be indispensable and have no equivalents that will convey their meaning as well, must be used Szomszor everlastingly, for no originality is good simply because it is original. There are some advertising lines, old as they may be, that will always live, and there are other expressions which have sooooooooooo o oooooooop outlived their usefulness and have no 8 Fine Teas and Choice Coffees place in the economy of advertising. daca o c o ccos If another word or combination of PLATE No. 1.—Similar expressions are used for other goods, and as words can be found which means as all goods are supposed to be, commercially, either choice” or “fine," these adjectives have no especial meaning.' Set in Jenson Old Style. much as a hackneyed expression, then the original way of putting it is a hun- dred times more effective than the old way, notwithstanding that both expressions have the same literal definition. Simplicity deserves the first place, and simplicity covers intelligibility. 9 Point Contour Border No. 280. The best is the cheapest PLATE No. 2.-A truthful, but over-conventional expression, and one which has been worn threadbare. Set in Johnson Old Style. 9 Point Lovell Border. As the shortest distance between two geographical points is the straight line, so the shortest words and the plainest words bridge the distance between the eye and the understanding in the least time. Unfortunately a very large Once Used Always Used proportion of retail adver- tisements - and by no means a small number of PLATE No. 3.-A style of advertising never to be recommended, as expressions like this have no meaning whatever. Set in Taylor Gothic. Maltese Cross Border No. 301. 586 COMMON PHRASES 587 Everybody Buys Here general advertise- ments — contain common, worn-out lines, literally mean- ing everything but practically standing PLATE No. 4.-Such an expression is a lie on the face of it, because if everybody bought there, there for nothing. would not be need of saying so. Set in Antique Condensed. Maltese Cross Border No. 301. The word “Best,” applied to an article, is not a good advertising expression, because every advertiser claims to have the best, and the statement that the thing is best is not capable of proof. Bombastic expressions like “Fire, Smoke, and Water,” “ Terrible Slaughter," We Here with Beg to Announce MOTOROGOROOOOOOOOOO GOOOOOOOOO K LOOK HERE PLATE NO. 5.—What is the use of begging? An announcement is an announcement without being so labeled. Set in Howland Open. 36 Point Elzevir Border No. III. 6 Prices Smashed,” “Unparalleled Bargains,” “Unheard of Discount,” and “ Profits Knocked Out,” if they mean what they say, prove that the advertiser is a fool, and does business for the fun of it; and if nobody believes them, and practically few do, — what is the good of using them anyway? The expression “In the Market," generally preceded by the names of one or more articles, is one of the most useless lines imaginable. It is simply absurd to say “ Our Lamps Are the Most Economical in the PLATE No. 6.-An almost worthless head- line. Set in French Clarendon Shaded. Single Market.” People care nothing about the lamps that Rule Border. are not in the market, and the expression is complete when it says, “ Ours Are the Most Eco- nomical.” It may be assumed that those adver- tisers who frequently say “Best in the World” are afraid that their competitors in some other world will steal their trade. These expressions mean nothing, and waste space. The sensational advertiser is gradually PLATE No. 7.–Lines like “Try One” and “ Try Us” are simply space-wasters. Set in Nubian. 24 Point Collins Border learning that incredible and extravagant No. 18. World” are afraid that their competitors SO0000008 Try One 000000000 588 FOWLER’S PUBLICITY Single Rule Border. expressions do not bring business; Take No Other he is adopting a more honest method of advertising, and making his sen- . PLATE No. 8.–An expression of no value. Set in Old Style Bold. sations by using larger space and very much larger type. The sensational advertisement, much more than the conservative one, needs to be backed by facts. Never use an exaggerated, or incredible expression, and always attempt to find Look Before You Leap 292929e9e9e9e9e9e9e9e9e9e9e9e909 PLATE No. 9.-Too old-fashioned anyway, and of no use in advertising. Set in Howland. 18 Point Collins Border No. 198. rather than bring into the advertisements expressions that are meaningless and only have originality for an excuse. Names 6 What's in a name?" Wr2YHERE'S much in a name. The name that folks can remember is the only kind of name a thing should be given. The shorter the name the better it is. The shorter the name the easier it is to remember. It is remarkable that so few advertisers seem to realize that simplicity in title is of the most vital importance. Three quarters of all the articles advertised have names too long, too complicated. Names are cheap, and one can have almost any name he desires, provided it does not interfere with the names in use. The name is wholly for advertising purposes, and to give the article identity. The shorter the name the more economical it is to advertise the article. Every schoolboy knows that six letters take up twice as much room as three letters, and yet more than one half of the advertisers voluntarily use names of more than a dozen letters, and some of them use several words when one word is sufficient. No advertised article should bear more than one title. Such titles as “Twentieth Century” are altogether too long and too common, and have no individuality whatever. The title “Twentieth Century,” and all names like it, stand for nothing, and there is no connection between the adjective and the noun, for the adjective can be made to apply to any article. It is always advisable to use an adjective which can be made to stand for the goods, even if the noun is not always mentioned. There are hundreds of names which stand for goods and which never can be sepa- rated from them. Coined words are to be recommended, provided the coined word is easy to pro- nounce and as easy to spell. Foreign words should never be used unless they can have a native spelling and a native pronunciation. A short time ago there appeared in the street cars an advertisement of a certain line of eatables, named “ Telekathoras." Let the reader try to pronounce that word. 589 590 FOWLER'S PUBLICITY 71 Rose Cream istey the vignorant woman is un- . PLATE NO. 1.-AT ne, rticles. NOU Now this article cannot be obtained unless the name is pronounced, and not one woman in a thousand can pronounce it, and not one woman in ten thousand will try to pronounce it. The intelligent woman makes no effort to pronounce a word which never ought to have ex- isted; the ignorant woman is un- willing to admit that she cannot pro ounce that which cannot be can you youpe name, but applicable to a great variety of articles. easily pronounced; and therefore nobody calls for the article, be- cause nobody dares to risk trying to speak the name of it. One of the best toilet articles ever manufactured, and one which every one should use, has a name the pronunciation of which requires training in a pronunciation school. The advertiser is a man of intelligence, and yet he expects the women and the men to especially study his pronunciation puzzle, that they may be able to call for the article. The names now in existence would seem to indicate that they were created to suit the tastes of the members of the shoddy literary clubs, who are so ignorant as not to be able to appreciate that which they can understand. It would seem that economy alone would suggest the shortest name omy alone would suggest the shortest name possible The shorter the name the less the advertising costs, and the shorter the name the more effective will the advertising be. A name of only three or four letters and of one syllable can be made to stand out in the strongest relief, while a longer name and a name of more than one word can never be as easily remembered, and requires much more space for its advertising. One of the best of names is the firm name, if the firm be of one name. If the maker's name is “Smith,” let that which he makes be known as “Smith's.” Union Store PLATE No. 2.--A conventional, but always understood name. Set in Latin Antique. 30 Point Collins Border No. 192. If the maker has a long firm name, then use the name of the first member in the firm for the name of the article. NAMES 591 N O **** ********Ek What kind of business logic is it LoCa a bicycle * . One of the inexplicable riddles of trade is that which suggests to the manufacturer that he call the article he makes by one name, and his manufacturing house by another. What kind of business logic is it that suggests that the “ White” bi- cycle be made by the “ Black Manu- facturing Company”? The “White" a bicycle should be made by the .6 White Manufacturing Company," or the Black Manufacturing Com- PLATE No. 3.-A good name for articles of easily cooked food. Set in pany should make the “Black” bi- Virile. 12 Point Laurel Border. cycle. No matter how much adver- tising is done, some of the people will not connect the Black Manufacturing Com- pany with the White bicycle. If the White bicycle is made by the White Manu- facturing Company, then the two names both stand for the White bicycle, and the advertisement has gained in value. As far as possible the firm name or the manufacturing name, and the name of the article, should be substantially alike. Intelligent publishers, who ought to know better, frequently give one name to their publication, and another to their corporation. This is justifiable when the corporation bears the name of the owners, but it is absolutely idiotic to publish the Journal by the Press Publishing Company. This arrangement creates confusion everywhere. The advertiser in the Journal receives a bill from the Press Publishing Company, and very likely lays it aside instead of paying it promptly, that he may more conveniently find out what it means. Oin 1 inan nan nam NON ST TTT economy are particularly shown in the naming of articles, where the common tendency seems to be to give a name which cannot be pronounced and which cannot be easily spelled. The name of the article should first be short, of one syllable, a coined word if possible, which can be quickly pronounced and spelled, and should corre- xxxww spond with the firm name unless the firm name makes this impossible. It is better to use a common name, even if many others are using it for different articles, in preference to a coined word which the public cannot easily grasp. The illustrations accompanying this depart- men are calculated to present the CCO1011 PLATE NO. 4.- A common, but always acceptable store name. Set in Bradley na Bird Border No. 267. of short titles, and the necessity of simplicity in names. The custom of naming the store by some specific title is to be commended, but when the store is given a name, that name should be prominently advertised and 592 FOWLER'S PUBLICITY Wn as TY the firm name should become inconspicuous. The store should either be known by its specific name almost altogether, or it should be known by the firm name, but it should not generally be known by both. The “Star Clothing Store” should be known as “ The Star," and there should be the word “Star” or a star on everything sold, on the outside of the building, and in every advertisement; and while no effort should be made to annihilate the name of Smith, Jones & Company, who own “ The Star," the firm name should be incon- spicuous and the name of the store should be prominent. Shortness of store name is as necessary as shortness of article name. Some merchants prefer to have their store known as “ The Star" instead of “Star Clothing Company,” but there is an advantage to both methods. The title “ The Star” is good because it is short, and the title “Star Clothing Company” has the advantage of the word “Clothing," which tells what the store is, while the title “ The Star” may refer to any kind of store. It is suggested that merchants in smaller places, where everybody knows what they sell, give the preference to a title like “ The Star,” and that owners of stores in larger places add the name of the business to the title. Where there is only one member of the firm, advertis- known as “Blank's” or “Smith's” or “White's.” Whenever possible let the store name stand for some- thing. The title “Surety Shoe Store” is euphonious, has the advantage of having each word begin with the same letter, and has the added advantage of being de- PREPARERE MERECERE PE RETRIEBS scriptive. PLATE No. 5.-A term applicable to about everything. Set in Howland. It is sometimes advisable, when the advertiser's name Combination Dragon Border No. 27. • permits, to be known under a title like “Taylor the Tailor." Such titles as “ Little, The Big Baker,” are suggested whenever conditions permit. tages of brevity, euphony, and descriptive force, may be preferable to the firm name for retail advertising. Firms with very long firm names are advised to consider the advisability of using a short title, which will save them advertising money and make their advertising all the more prominent. A long firm name like Bartholomew, Wetherby & McGinniss is not easily remembered, uses up good advertising space, and is a name worth changing if only for the sake of not finding part of itself folded in when printed on wrapping paper. Hard-to-pronounce firm names should always be changed if the firm proposes to do advertising. The changing of the firm name to some general title in no way annihilates the legality of the copartnership or corporation name, for that can remain as before, and and the firm name inconspicuous. Firm Signs “ The signs of the times” Cola TTT KETX,6:11 ise John Smith & Co. Rule Border. E X Y HE firm sign is an advertising s on because it advertises the location Some of the advertiser. The firm sign is usually placed across the building, over the en- trance, and is supplemented with beside-the-door signs, window signs, awning signs, and every conceivable kind of sign. The conservative business man frequently limits the firm sign to the usual gold-on- black signboard, and occasionally uses signs beside the door with lettering upon brass or other metal. The somewhat sensational merchant displays from one to one hundred signs, gener- ally all of different character Plate No. 1.-Set in Ornamented No. 46—a bad letter for the purpose. Single and of flashy appearance. By far the richest and most effective sign, and the most economical in the long run, is the one showing gold lettering upon a rough black background, with a beveled edge usually ornamented with a strip of gold. This kind of sign is seen everywhere, and sometimes lasts as long as the store. It is always in good taste, and its conventionality is no bar to its universal use. The contrast between gold and rough black makes the sign distinguishable at any angle, although the glitter of the gold may not always be seen. This sign looks well until the lettering is almost obliterated; and the old gold appearance stands for stability. When in doubt, this class of sign painting had better be chosen. It is always acceptable and effective. Sometimes the background is of a light or dark blue or green,-a justifiable contrast. Imitation gold paint, or PLATE No. 2.-Set in Ronaldson - a good, clean, distinct, and yet artistic letter. common bronze, should never Single Rule Border. be used for this class of sign painting, because it has not the brilliancy, the depth, or the durability of gold, and is more expensive in the end. 1 is of a light or dark blue or John Smith & Co. 593 594 FOWLER'S PUBLICITY LU John Smith Occasionally one sees firm signs painted upon the usual signboard with black or other colored letters on white or other light-colored background. These signs PLATE No. 3.–Set in Poster Roman No. 1-a very good style of sign letter. Single are distinct, and look well if often renewed, but there is a certain cheapness about them that does not justify their universal use. The difference between their cost and that of gold signs is not sufficient to suggest the advisability of their use, except for the cheapest grade of stores, or transient stores. The somewhat common custom of naming a store by some color, like “ The Blue Rule Border. Smith Mfg. Co. Same TT PLATE No. 4.—Set in Old Style Bold—a fair letter for signs. Single Rule Border. Store,” or “ The Red Store," naturally demands that the signs be of the same color, but does not debar the rich gold signboard. Painting the firm name upon the woodwork or the bricks is a cheap method, makes the building look ungainly, and does not reflect good taste. The metallic sign used at the sides of doors, and made of brass or other metal, with lettering in gold, black, or other color, is almost a necessity, for the sign over the door cannot easily be seen from the same side of the street. PLATE No. 5.-Set in Poster Roman No. 42-a very strong sign letter. Single Rule Border. and is annoying to the pedestrian in search of the store. If rightly placed, the sign at the side of the door can be seen both when approaching the store and when opposite it, and absolutely marks the entrance. Canvas signs are neither durable nor dignified, and never should be used except for clearance or bargain sales. Awning signs are generally necessary, as frequently Boots & Shoes T Star Store PLATE No. 6.-Set in Johnson Old Style—an excellent letter. Single Rule Border. FIRM SIGNS 595 Hats 1 . .. '... There is no necessity for WHITE & WHITE the awning obstructs the view of the regular firm sign. Glass or porcelain signs are better adapted to interior advertising than to outside use, but the glass or porcelain letter easily attracts the eye to the window, and PLATE No. 7.-Set in De Vinne-a splendid letter. Single Rule Border. offers one of the most economical, durable, and effective window signs possible. The richest window sign and a good sign for the curtain is that of shaded gold. Painting or fastening letters upon windows should always be avoided whenever it is necessary to use the window for exhibition purposes, for the lettering must inter- fere with the window dis- play. There is no necessity for a window sign for a store on the street level, window PLATE No. 8.—Set in Gothic No. 6—a good, plain letter. Single Rule Border. painting are better adapted to stores and offices one or more flights above the street. The use of fancy letters for sign painting is never justifiable, and when used shows a lack of judgment on the part of the user. The firm sign is simply a mark of identification that aids in easily finding the store, and any depar- ture from the rule of simplicity is in the worst taste and is injurious to the business. Originality in sign painting, when PLATE No. 9.–Set in Anglo Saxon—a bad letter for signs. Single Rule it becomes over-artistic and illeg- Border. ible, is never to be encouraged. The firm sign must give the name of the firm and tell what the firm does, although in some cases it is not necessary to have the sign state the business; when the firm sign goes beyond these two requirements, it is overloaded. The use of illuminated signs, whether the store be open at night or not, assists in locating the store, and can be used by all classes of retail houses. The illuminated sign should remain perma- nently or it never should be put up, be- PLATE No. 10.-Set in Gothic No. 6—admirably adapted to signs. Single Rule Border. Udhite House ? 1... . ASPI E. - Smith & Co. . . ." . - 2 . 596 FOWLER'S PUBLICITY Tea SI cause if people become used to the sign, and suddenly do not find it, they may think the firm has gone out of business. The majority of firm signs are painted in caps. and small caps., the average painter seeming to think that capital letters are necessary for this class of advertising. A few progressive houses have adopted the lower case style of sign painting, and this reform needs en- of great effectiveness. Single Rule Border. couragement, for lower case is easier to read, more artistic, and has all the necessary distinctness without the objectionable boldness. The examples of sign lettering shown in this department attempt to illustrate the advantages of the lower case in firm sign painting. PLATE No. I Lowlan letter Programs “Guides of a night” Von a XX Oy D HE program is a regular, legitimate publication and cannot be reckoned in the same class with free papers and given-away articles. The program is a regular paid-for perquisite included in the price of the ticket, and it therefore has a paid circulation. Programs distributed upon the street promiscuously can be reckoned as desultory mediums, and must not be considered with the regular programs distrib- uted in the hall of entertainment. The program is the only thing read in the theater or entertainment hall, and the chances PLATE No. 1.-Set in Taylor Gothic. Barta News- are fair that nearly all OI the are fair that nearly all of the advertisements, paper Border. if they are properly displayed, will be seen by the majority of them who can afford to buy a ticket can afford to buy something else. Nearly all program readers are regular buyers. The value of program advertising is in the character of the entertainment it announces. Most programs are adapted to the advertising of everything worn by women and children and men, to the announcement of every article of luxury, and to notices of Theatre Hats Hats of mutual comfort — to wearer and the rest of the audience. de PLATE No. 2.--Set in Howland. 18 Point Collins Border No. 199. 597 598 FOWLER'S PUBLICITY anav excursions, railroads and other transportation com- 99999999999999999999999 panies, hotels, restaurants, and dealers in every sort All-Ready of eatable. While the program is especially beneficial to Restaurants makers and sellers of expensive goods, and articles of unnecessary consumption, the program offers a PLATE NO. 3.--Set in De Vinne. 6 Point good medium for furniture, even of common grade, Laurel Border No. and for ordinary grades of almost everything used and worn by the family, and espec- ially by the older members of it. Program advertising is also adapted to reaching unmarried men and women, and transient population. The program advertise- Across the street ment should be substantially the same as that in the mag- azine or good newspaper. Illustrations may be used whenever they can do the article justice or will assist in bringing the eye to the . advertisement. Small type should always is just opposite be avoided, as there is often an absence of good reading oblappade celelale spalelamecamecapepecacate light, and strong headlines PLATE NO. 4.-A style applicable to almost any business. Set in Johnson Old Style. should invariably be used. 6 Point Lovell Border combined with Single Rule. As there is more or less sensation about every entertainment, there is no objection to the boldest statements and to the free use of well-turned adjectives. As comparatively few people return to an entertainment, it is not nec- essary to change the program advertise- ment any oftener than the entertainment is changed. Remember that a program is a sort of special newspaper, and that the larger the space the more people will see the adver- tisement. The accompanying illustrations present a few forms of advertisements. The entire contents of the book apply more or less to this class of publicity. PLATE No. 5.-Set in Ronaldson. 18 Point Barta Border No. 241. Cone's Candy Conservatory essary to change the program advertise- VOXX X X X X "Remember that a program is a sort of Corset Comfort contents of the book apply more or less to X X X X Stereopticons “ In the light of publicity” 1 COI Some a S can Uil. Il Owl's Is Open VV VENTEREOPTICON advertising usually consists of the display of the ad- vertiser's announcement upon a canvas screen suspended from some conspicuous building in the main thoroughfare. The cost of maintaining a stereopticon outfit is small, and the price So m e of advertising low. This method of advertising is considered poor by some advertisers, while others can show good returns from it. The continuous use of the stereopticon as an advertising medium indicates that it offers advertising of some value. In the first place, see to it that the stereopticon sheet is dis- played in a place where people can see it without being obliged to turn round to see it, and also in a location con- stantly filled with people. A i aht The stereopticon advertisement must be extremely brief, and should closely follow the lines proven to be profitable in Plate No. 1.—A good adver- signboard and street-car advertising. tisement for a restaurant. Set in Taylor Gothic. Single Rule Bor- An illustration can be used if it does not interfere with the lettering, and will properly present the article or show the use of it. See to it that the lettering is always entirely legible, and of the boldest outline. Occasionally have a clerk visit the place where the advertising is shown, and if the slides show scratches or dimness, have a new set painted. Do not have the design or lettering come too near to the outside of the circle of light, because a care- less operator, by not adjusting the slides properly, may only show a part of the advertisement. The better class of stereopticon owners show scenes and com- ical pictures between Border No. 169. PLATE No. 2.--Applicable to any line of business. Set in Jenson Old Style. 6 Point Florentine der. Don't Forget to The better class or Order Coal to-morrow 599 600 FOWLER'S PUBLICITY 000DDDDD the advertisements and occasionally attract a crowd. Stereopticon advertising is almost exclusively confined to goods used by laboring people and the lower grade of clerks. Sorocco It is obvious that the better class of buyers will not loaf in front of a stereopticon show, and that those who see the advertisement are those who happen along when the advertisement is displayed. Stereopticon advertising, even at the best, is not adapted to high-grade goods or to high-grade buyers, nor is it in any sense indispensable to the advertiser. It is sometimes profitable to the sellers of cigars and cheap commodities, and for the announcing of OOOOOOO Candy In making an advertising contract with a stere- opticon owner, examine the conditions carefully, and see to it that they are followed. Specify that the advertisement shall be displayed for a certain number of seconds, a certain number of times be- tween certain hours each night, and occasionally send a clerk to verify the performance of the contract. If one runs an oyster house, it might be a good plan to picture a big-mouthed man swallowing his oysters; or if one sells produce, he might show a picture of a negro boy devouring one of his watermelons. Refined originality in stereopticon advertising is decidedly ineffective, but vulgarity is positively injurious. Send & Clerk CO Verily lile performance 01. We PLATE NO. 3.-Set in Howland. 24 Point Col- lins Border No. 189. 1 Out-of-Season Publicity “It may be gone but it's coming again” WY GLO C argument of this department may be in opposition to current public opinion, and the majority of advertisers may be opposed to it. The writer advances it, because while he may have only a minority back of him, that minority is composed of the thinking, able, and most successful advertisers and business men of the world who persist in out-of-season advertising, and whose experience has proven that out-of-season, as well as in season, is the season of profitable advertising. The seasons or times of good trading appear to be divided into the Fall season, the Holiday season, and the Spring season. Business men universally admit that the majority of them do less business during the Summer, and immediately following the rush of Holiday trade. It must be admitted that a large number of successful retailers as well as general advertisers have succeeded notwithstanding that they have withdrawn or reduced their advertising during the out-of-season days. No matter how profitable out-of-season advertising may be, it is obvious that there are a few lines of goods which need not be advertised continuously. It might not be profitable to advertise sleds in July, except to the wholesale trade, nor would the retail advertising of ice-cream freezers be productive of much trade during the coldest months. There is no sense in advertising Summer time-tables in Winter, or Christmas entertainments in July, nor would it pay to urge the wearer of overshoes to buy them during the heated term. These are exceptions, but the exception proves the affirmative rule. During the buying seasons activity is not confined to the store, but develops in the and reaches everybody in business and out of business. Folks are busy, are attending to all the social functions, and are giving attention to those things which do not naturally present themselves during the days of rest following the Holiday rush, and during the languid days of Summer. People may be indoors more during the Winter, and apparently they have more opportunity to read, but the general activity everywhere takes up their time, and they do not read half as much as they are supposed to. The statement made by some advertisers that people do not read during the nor 601 602 FOWLER'S PUBLICITY Summer, but that they give up their entire time to diversion and recreation, is not founded upon experience. Observation readily shows that during the months of inactivity there is as much or more literature consumed, and if people read more, they must read more advertise- ments. Men let down the bars of business and give themselves up to amusement and to reading There never was a man or woman who could read and who had the money to go to the country, who did not carry to the Summer cottage or to the Summer hotel almost as large a stock of reading matter as of clothes, or else purchased the reading matter after arrival. The scramble for daily papers and magazines in the reading rooms of every Sum- mer hotel, and the crowd always around every Summer news stand, teaches a valuable kindergarten lesson. The city people in the country consider the arrival of the mail the one great Descope Pepe Pacopacopoea CammeoCocaCacapa Cebecame event of the day. and the mail mm 1 Left-over Necessities les Mid - Summer burst under the burden of news- papers and peri- odicals. The special Mid - Summer numbers of the great publica- tions are gotten PLATE NO. 1.-Will fit about any advertisement. Set in Johnson Old Style. 6 Point Lovell Border com out with as bined with Single Rule. much care as is given to the Christmas numbers. People are housed during the Winter, entertain one another, but the social intercourse is formal and does not admit of a free and easy manner. During the Summer everybody comes closer to everybody else, and printed matter is exchanged, read, and reread. Everything is read, from the jokes in the almanac to the patent insides of the country newspaper. It is frequently too hot to work, but it is never too hot to read. Under beach canopies, umbrellas, or pines, on the grass, on the sand, in the ham- mock, on the piazza, in the cars, on the boat, on the lounge, in the sitting room,- anywhere and everywhere men and women are resting their bodies, and keeping their minds alive by easy reading. The woman or man who would not read an advertisement during the selling season, if there be such individuals, will actually enjoy the impossible statements of OUT-OF-SEASON PUBLICITY 603 VVV DAN VA IN VA C V how . Too Many - SMS TT WP . IN A CA CI . th a patent medicine advertisement in the Summer if they cannot find anything else to read. The tourist for a month or a day who forgets to buy something to read will hunt through the inside pockets of his vest for some readable scrap, or will quietly steal the laid-aside papers of the other passengers. · During the seasons of activity, one seldom sees an overworked and worn-out paper, but during the hot months one notices everywhere papers that have been fairly read out. Besides the natural climatic reason why people do not buy heavily out-of-season, there is an- PLATE No. 2.-Applicable to anything. Set in Howland. Combination other reason, and that is that there Dragon Border No. 27. is but little effort made to sell goods; and where only a weak effort to sell is made, it is not to be expected that much effort will be made to buy. If customers came to the store, looked around and purchased what they wanted without any effort to get them there and no effort to sell them, and then carried the goods away with them, all trade shops would be like restaurants, and all advertising a simple Bill of Fare. After the Holiday rush most shopkeepers pull down the blinds, cover up the counters, reduce the help, and go into their usual quiescent state, to wake up when the brisk breezes of Spring trade fan them back into life; then they do the same thing in Summer, and expect the trade they do not seek to come to them. Experience has proven that the sale of everything except absolute necessities is practi- cally made from one to six months before the definite order is given. Things are bought in the mind of the purchaser long be- PLATE No. 3.-An original form of common-sense style. Set in Taylor Gothic, fore the seller has a chance to sell them. Is there a man with a wife or female relative, or who mingles with the people, and has not heard over and over again the talk of buying something which the buyer has no idea of buying for months to come? Last Year's Just-as-Goods' delimited ordet moo tn 18 Point Collins Border No. 200. of buying something which 604 FOWLER'S PUBLICITY The average woman considers everything of importance that she buys long before she buys it. Few men buy an overcoat or a suit of clothes until they have considered the matter and reconsidered it. After the dull season comes the buying season, and as soon as the buying season is over and there is general inactivity everywhere, people have the opportunity of think- ing about that which they want by and by. Experience demonstrates that all large purchases are thought about sometimes sev- eral months before the consummation of the trade. people are waiting for the after-season bargains, and many of them will pay full price during bargain days, when they would not pay half price during selling days. After-season advertising reaches the bargain hunter and the procrastinator, who always will wait whether it pays to wait or not. Out-of-season is the time of discount, and discounts offer opportunities for progres- sive advertising. The man who has the boldness to be an extensive advertiser after the Holidays and during the quiet season is the man who will exchange his goods for money, and T The Coats of Perpetual Style PLATE No. 4.–Fitted to nearly every line. Set in Ronaldson. 30 Point Contour Border No. 263. will enlist for himself permanent customers which he might never have reached dur- ing the days of active competition. As the majority of business men do not advertise extensively out of season, the liberal advertiser stands out in the full glare of the light of progress. In every community there are a few progressive advertisers who, while pushing for trade at all times, especially reach for it when others have their business hands behind their backs. le that competitors may see that the advertiser is abler than they are, and follow his after-season advertising, but the man who follows is always behind the leader, and the copier never realizes that one is doing a good thing until the originator has had an opportunity to reap the flush benefit. Folks eat in Summer, and they wear clothes; and they must buy what they eat and what they wear, and they will buy them of the man who advertises in preference to giving their trade to the man who does not seem to care for it. It is not a mere coincidence; there is reason for it. The man who does the most OUT-OF-SEASON PUBLICITY 605 en Sn ser m business during the season of active trade is the man who advertises the most during the days of inactivity. At the decline of the selling season, people begin to make up their minds about what they will do and what they will have. The animal in Summer prepares for Winter, and the natural reason of the brute is intensified by the human intelligence. Houses are built during the warm weather, and all repairs and improvements are made at that time. The past Winter is not so far backward, and the coming Winter is not so far for- ward that anybody can forget, even when the sun is directly overhead, the cold weather wants and necessities. The general advertiser who formerly limited his advertising to the season, and one month preceding it, now advertises all the year around, assuming that the advertising before the sale has about as much to do with the sale as has the advertising at the time of the sale. Investigation shows that a part of the goods purchased between the first of Sep- tember and the first of January, excepting holiday goods, were bought in the mind of the purchaser during July and August, although the purchaser may have been un- aware of the fact. Out-of-season advertising is necessary and is extremely profitable, because it reaches the people when they are in a receptive mood and have the time to read the arguments of publicity. Out-of-season advertising is educational, and it reaches the people when they are willing to be educated. Out-of-season advertising is suggestive, and if rightly directed will start the line of thought in the mind of the purchaser, and prepare him to do business. Out-of-season advertising is not speculative; it is an investment; and if rightly directed is sure to bring good results. Another department considers “Dull Time” publicity. It may appear that this department and the other treat of the same subject; but while they are similar, there is a sufficient difference between them to suggest separate consideration. The argu- ments of both must of necessity be alike, but the writer must not therefore be accused of repetition, for it would be foolish to attempt too many new arguments when the older arguments are more conclusive. The accompanying illustrations present some out-of-season forms. Practically all of the examples in this book apply to this class of advertising. en un- awa Street Cars “ Always in front of you" S TY SS PVA VENTREET cars are everywhere. There is hardly a town of any size without from one to a dozen street car lines. The horse car is becoming obsolete, and the introduction of the e trolley and the cable is placing crisscross girdles around the earth. Between the stores, between the lines of houses, over the brooks and rivers, under the trees, across the prairies, by the marts of trade, in among the farms, through popu- lated districts and along the side of the wilderness, — everywhere are street convey- ances for the accommodation of short-ride passengers or for long-distance travelers. Time was when a newspaper office was the first building built in a new town, but to-day the street car line precedes the habitation. In ten years from now one can travel across the continent by trolley, and the entire surface of the earth will be a checkerboard of railroad tracks. These lines pay, and are crowded half of the time. Everybody patronizes them, for on their seats and hanging to their straps are “ alike the gloved and dainty hand, the brown and wrinkled fist.” Neighborhood calls are made by trolley; indeed, street car conveyances of every kind carry ninety-nine per cent. of the city business men between home and office, and all the women shopping; and even in the country towns folks of one place con- stantly visit friends of another The trolley is making this world smaller by making of its people an everlastingly traveling crowd. The sign on the fence or along the track may or may not be seen, for the passer-by is not obliged to read it, but street car riders could not read the signs more if not reading them were a capital crime. In the same car are carried the signs and the riders; the sign stares one in the face, and its substance is literally photographed on the mind. The buyers of every town and of every city are habitual riders in street cars. If everybody believed in street car advertising, there would be more street car advertising wanted than there is street car space. The reason that all advertisers do not believe in street car advertising is because there is nothing, no matter how good, acceptable to everybody. 1 ar r IS ( more 606 STREET CARS 607 Bon etc., S Border. Sce ars. conversa- The street car card is obliged to have a preferred " It position, for there are no other positions. cleans Glass, In all the large cities, and in some of the towns, Paint, every business man, and every woman who works for Metals, a living, spend more time riding and sitting opposite a to our street car sign than is enjoyed in the home circle. greatest satisfac- The Modern Cleaner Many a man and woman ride from two to three hours tion." a day. It may be said that travelers in street cars do not read PLATE No. 1.-A good advertisement, but can be improved upon. Single Rule the signs thoroughly because they are engaged in con- versation, reading, or because they are enjoying the scenery along the line. Comparatively few users of street cars enter into conversa- tion, and comparatively few people meet friends en route. Street cars may run according to time-table, but nobody knows the running time, and few take any par- ticular car continually. Street car travelers get on the first car that comes. Between the towns the scenery may be de- lightful, but constant riders in street cars have seen the same thing so often that they pay no attention to sights along the route; nobody can ride six consecutive times upon an elevated railroad or city street car and care whether the convey- ance is on top of the houses or underneath the face of the earth, as long as light and air are not interfered with. The disbeliever in street car advertising furnishes what he con- siders a clinching ar- gument against this The Modern Cleaner * : . .' *. Bon Cati PLATE NO. 2.—Matter in Plate No. I rearranged. The line “ The Modern Cleaner" is too good not to be conspicuous. Set in Howland. 18 Point Laurel Border No. 2. 608 FOWLER'S PUBLICITY V method of publicity in his claim that street car riders are absorbed in the reading of daily papers and paper-covered novels. Half of the men read papers on the street cars, and one tenth of the women may read something; but between the turning of the pages there is an opportunity to read the advertisements, and the opportunity is involuntarily improved because no one but a blind man can help seeing the cards. Many a rider tired of his paper, and because he has seen the landscape and city views so often that he knows every rock and fence and tree and back door and front door along the line of his daily pilgrimage, faces with a sigh of relief the fresh adver- tisements posted for him to read. Street car signs cannot be classed with free advertising mediums, for although the reader pays nothing for the privilege of reading them, they are so constantly before him when he is in a frame of mind to absorb them, that they must rank with the 1 The price has nothing to do with the fit of the corset Dr. Warren's corsets are fit- ted to living models PLATE NO. 3.~A good form of “ reading" card. Set in Johnson Old Style. 6 Point Lovell Border combined with Single Rule. highest class of bought and paid-for advertising. The greatest advertisers of the world, and the men who are successful and always have been, are regular and con- tinuous advertisers in street cars. Comparatively few indifferent advertisers use this method, the street car advertisers being found almost without exception among the most successful advertisers. With this weight of argument in favor of street car advertising, no amount of croaking by the chronic croaker, fortified only by individual opinion, can lower the grade of street car advertising. Street car advertising includes horse cars, electric cars, cable cars, elevated cars, and every class of conveyance other than the regular long-distance railroads. Suburban trains can be considered, so far as advertising is concerned, as street cars. Advertising space on elevated railroad platforms and depots, and upon the depots of surface roads, if displayed in conspicuous places, must be considered substantially STREET CARS 609 Look at the Crook rura the same as advertising in the cars, the preference being given to car advertising be- cause the advertisement has a better opportunity to make an impression, while the ad- EFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFE vertisement on the platform, although seen by those waiting, gets but a passing glance as the passenger Lleucusuduuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuu PLATE No. 4.-Catch-lines like this are excellent. Set in Ronaldson Title Slope. 8 Point Contour S riding by or Border No. 256. walking by. Signs on the front of the station next to the cars are much more valuable than those located further from the passenger's eye, because they are seen by more people. Everybody instinctively looks out of the window as the train draws near a station, to learn what station it is and whether or not to get out. Signs not opposite the trains are seen only by those particular people who use that station, while signs opposite the trains are seen by the frequenters of the station and by the passengers who pass it. As practically all of the people who see the station ride on the cars, the sign inside of the car reaches everybody, while the sign outside of the car reaches only a part. The objection to the depot sign is largely counteracted by the fact that from two to ten times as much space can be used on the station than is permitted inside the car, and the quantity very largely makes up for the quality., Both are good, and both should be used by the same advertiser. Street car advertising is alike valuable to the general and local advertiser. Both derive substantially an equal benefit from it, and both use it extensively. Any advertiser in a magazine or great daily paper or other general publication will find it advisable to seriously consider using all or a part of the street cars, and there can be, with the exception of the verb E DE D E VE local paper, no medium so bene- ficial to the local advertiser. More than one You have forgotten that half of all street car advertisements box of Blank's Coca tell too long a story. YARATAN There is no class Plate No. 5.-A good form. Set in Taylor Gothic. Bird Border No. 267 and Rules. of advertising which demands such extreme brevity. Street car advertising allows the general and local advertiser practically the same opportunity for change as does the newspaper, redil to the best Forgetful Men 777 610 FOWLER'S PUBLICITY U Babbs 0 IT BRACES All Druggists PLATE No. 6.-Reproduction of a recent street-car card. It is to be hoped that it continues to "brace all druggists" to the exclusion Border. and there is no excuse for stale or dull advertising of this class. Illustrations can be used to advantage, but no attempt to illustrate an article which cannot be well illustrated should be made, and no illus- tration which cannot be seen and under- stood should ever be printed. Some advertisers prefer to use a trade- mark picture or some drawing of ex- tremely artistic or very striking appear- It gives vim and bounce ance as an eye-catcher. There is no objection to this if the illustration accomplishes its purpose. While trade-mark or other distinguish- ing illustration has its advantage, the question may well arise whether any sort to of staleness is equal to bright freshness. of the rest of the world. "Set in Johnson Kid Style. Single Rule The typographical appearance of a street car advertisement is as essential as the wording on the card. There is little excuse for fancy type in any class of adver- tising, but there is no excuse whatever for this style of type in street car advertising. Headings are generally advisable, but not necessary if the descriptive type is of very large size. Street car advertising lines should be euphonious, and should have a certain “swing and go” to them to make them readily readable and easy to remember. The introduc- tion of striking * VW VVVVVVVVVV phrases and well- turned, short sen- tences is to be en- thusiastically en- couraged. The use of small type, or of type that cannot be read at least twenty feet away, and the use of any ink which cannot be read with the sun ****************** shining on it, or at PLATE No. 7.-A form that must be used with discretion. Set in Gothic Condensed No. 11. 36 Point an angle, are to be avoided. Under no circumstances should gold or silver be used on white, and it is better not to use them at all. IT The Man Opposite has on one of our $16 suits. Doesn't he look stylish? IN . . (OOOOOOOOOOOO @TOMOTO :: Elzevir Border No. 111. STREET CARS 611 TI Strong lithography showing a combination of distinct colors, or with lighter colors throwing the strong colors into better relief, is to be recommended for street car advertising. The street car card can be ar- tistic, provided it is distinct. It Blank-cloth will not not shine can be in all the colors of the your shoes or your manners — rainbow if the wording is easily read. everything else. The best street car card and the one which does the most good is PLATE No. 8.—What's the good of telling what it won't do? Set in Howland. that which contains but a single 1 Barta Original Border No. 47. sentence printed in black upon a white background, and embellished with a red or other colored border, or decorated with soft lithographic colors which give the card a striking as well as a readable appearance. No attempt should be made to show a mechanical picture on a street car sign, and no technically correct picture should be attempted unless the points can be brought out in the coarsest lines. It is better to have the embellishments of the card in several colors and the type lines in the plainest of heavy Roman. Do not print a part of the word in one color and the balance in another, and do not begin the card with an initial letter, and do not run the reading matter into the illus- tration unless the illustration is entirely for decorative purposes and very lightly printed. Do not be funny in street car advertising unless six independent and unbiased judges of humor as- sure one that he is really witty. The tired business man and the fretful shopper do not feel well disposed to- wards the advertiser who brings on an attack of that tired feeling by his un- warranted insolence in placing before the public. where the ice**********************************CEN PLATE NO. 9.—Another good form of “ reading" card. Set in Gothic No. 6. 6 Point Laurel Border. public has no chance to escape, the humor which ought to be punishable by law. Do not use rhyme unless the rhyme rhymes, and the meter is all right; poetry must not only appear T - ! The reason why we sell our $6 Shoes for $4 is our business. It is your business to get warranted insolencei a $6 shoe for $4. ..C .. . 612 FOWLER'S PUBLICITY like poetry, but it must be businesslike as well. A good jingle with sense back of it is a good form of street car advertising, but unless one is sure that his jingle will jingle and the reader will jingle it for him he had better stick to prose, for in prose is safety. Street car advertising is one of the best methods for the wholesaler to use for the joint benefit of himself and the retailer. There is no objection to stating on the street car card that the car passes the door, for that is information, but there is no necessity of telling the reader to stop when he se if the passenger wants to gets out he will either ask the conductor to stop or will tumble off the car. Remember that street car advertising space is limited, and that there is no room for superfluous words. If one has a long story to tell, he simply cannot tell it in his street car advertising, and the only thing he can do is to let the cards tell enough of the story to make the reader want to know the rest of it, or else he can tell the story in chapters; but as the public is very forgetful it is best not to continue anything in the next, but to have each card complete in itself. rW TIT1 VY Good and Bad Barkers “ Much ado about something" Sa Vn mer YNDROSHE father of all advertisers was the original barker. The tongue was made before type, and the first advertisement was vocal. The bark- ing advertiser of prehistoric ages barked because that was all he could do, and the modern barker barks because the man who hires him thinks that wind is cheaper than paper and ink. Barking advertising is neither dignified nor can it be reckoned as really legitimate. It ranks as the lowest grade of publicity, but as long as it is persisted in, and is some- times profitable, it must be considered as advertising. · side shows, cheap circuses, questionable auctions, bankrupt sales, street stands, and others doing a local and transient business, or traveling from town to town, employ the barker for the drawing of a crowd, and for soliciting trade. Nearly one hundred out of every one hundred barkers are dissipated and ignorant men who are in disposition and in ability much more transient than the concern that hires them. In speaking against the barker the writer has no intention to depreciate the value of the owner of a permanent stand who solicits trade with his voice. The professional barker generally commits his story to memory, and either writes it himself or frames it from the points given him by his employer. It is suggested that the speech delivered by the barker be written by some one who knows how to write, for it is as easy to deliver a well-written harangue as one which is ungrammatical and disjointed. In every community there are underpaid news- paper men, who for a few dollars, will gladly write a bright speech which will do much to raise the dignity of barking advertising. Give the newspaper man the points, tell him what should be brought out prominently, and be particular to impress upon him that a speaking piece and not a reading one is wanted. It should be borne in mind that the barker's address should have climaxes and rounded lines which will admit of ringing delivery. Many an ignorant barker is a natural speaker, and if good words are put into his mouth, he will impress and amuse his hearers. Dignity is entirely nonessential in barking advertising; but wit and satire and exaggerated expressions and gestures, and indeed practically every trick used by the stump speaker, should be woven into the barker's address. The barker should never descend to vulgarity, for even those who will laugh at it will despise the barker and think less of the show or business he represents. TT 613 Fifty Lessons “ Look here upon this picture, then on this " TT 12XA m mm neces- 1 PA WE7HE exhaustive attention given to every part of business except that of advertising allows little time for the construction and display of pub- licity matter. As long as men continue to recognize the four points of trade four times as much as they do the one point of trade, advertising quality will remain at the bottom of the five-round ladder of business. However much it be may wished for, and however great may be the necessity of it, men have not given that care to advertising that they always have given to the management of the inside of business. The reason for this neglect of advertising is because few men understand it and fewer men think for themselves enough to harmonize and properly distribute neces- sary business attention. The examples presenting the usual unprofitable style of writing and display were selected from the advertising columns of regular publications, and with fictitious names and addresses are reproduced here from exact photographs of the originals, with the bad type and bad printing, without any attempt at embellishment. The re-written and re-set illustrations of these advertisements represent what might be considered effective 'styles of writing, and a good typographical appearance, without any attempt at fine writing or great originality. It is obvious that these alleged better specimens of advertising present what the writer thinks effective, and it is fair to assume that others more competent than he may differ with him as to what constitutes a better advertising form, and may con- sider some of the original examples better than the revised ones. In preparing these reorganized specimens, great care has been taken to avoid any style or method not universally acceptable to successful advertisers. The reader, in adapting these ideas to his own use, need have no fear of falling into unprofitable styles of uniqueness and made-to-measure originality. Many of the other departments of the book follow the form and character of this department. The reader must not consider that these so-called “Fifty Lessons” are the only ones of alleged usefulness in the book. On page 634 appears descriptive and explanatory text of the specimens of good and bad advertising. Names and addresses are occasionally omitted to save space. 614 FIFTY LESSONS 615 1 SMITH & WHITE'S ...TOURS... ALL TRAVELLING EXPENSES INCLUDED. SPECIAL TOUR THROUGH EUROPE AND THE Mediterranean & Countries THE . USEFULNESS AND. BEAUTY OF: THE . DESK . OR WRITING. TABLE, MAY , BE. GREAT- LY. ENHANCED, BY ONE OR MORE OF THE . PRETTY. AND , ESSEN- TIALLY. PRACTICAL , ACCESSORIES MADE IN . STERLING ? SILVER OF VARIQUS. PATTERNS, AND. FINISHES AND Including Northern Africa, Italy, Austria, Hungary, Germany, Switzerland, Belgiun, France, and England. First class accommodations invariably, and liberal allowance of time in all places visited. Other tours at frequent intervals. Tours by special vestibuled trains to California, Mexico, Florida, also tours toJamaica, Round the World, etc. Railroad and Steainship Tickets at lowest rates to all points,.'. PLATE No. 3. PLATE No. 1. HHHHHHHHH To the Mediterranean D సముద్రమును ప్రభువునుమును Pretty Desk Fixin's Little things of con- venience and of artistic i beauty-all of sterling sil- i ver in patterns of won- drous harmony. And through Northern Africa, Italy, Austria, Hungary, Germany, Switzer- land, Belgium, France, and England. A trip of perpetual and comfortable ve delight. All traveling expense in- Senecluded and no extras. Drop postal for book about it. Smith & White. LHHHHHHHH PLATE No. 4. PLATE No. 2, 00000000000000000000000 Importers of and Dealers in JOHN SMITH ARMS CO. GUNS, RIFLES, PISTOLS, BICYCLES, Gun Materials, Ammunition FISHING TACKLE. Guns 00000000000000000 - AND — The John Smith Arms Co. 26666666666666666668.000 PLATE No. 6. PLATE No. 5. 616 FOWLER'S PUBLICITY Pleasing Spectacle TADIES' and GENTLEMEN'S bond Engraved Calling Cards, 100 for 25 J PLATE No. 9. 'Wagner's display of Christmas Meats and Poultry in the new .Sheriff Street Market ... Is the landsomest ever seen, and the Prices are Right. Engraved Calling Cards 100 for 35 cents, PLATE No.7. Plate No. 10. What To eat COAL SAVER A HOME WARMER Meat that melts in your mouth—Poultry that exhila- rates your appetite. XXXXXXX TIME SAVER PLATE No. 8. 1 What's in a Name? THE BOGEE HIGH-GRADE FURNACE. A great deal. Past reputation- Future possibility. You know them both when you hear the name SMITH BROS. - BOGEET PLATE NO. II. PLATE No. 12. FIFTY LESSONS Runs Two Solid Vestibuled Trains Daily dette Otto Two Special St. Louis Trains IAMOND PECIAL AYLIGHT OPECIAL NIGHT TRAIN DAY . TRAIN between Chicago and St. Louis. Free Reclining Chair Cars, Pullman Buffet Parlor Cars, Pullman Buffet Open and Compartment Sleep ing Cars. See that your ticket between Chicago and St. Louis Reads via Illinois Middle Railroad, Mariditor The Vestibuled Diamond Night Train and the Vestibuled Daylight Train- Free reclining chairs—all the comforts of home. Illinois Middle R. R. CROSOSROCROSOSORO PLATE No. 14. Maataaradaar PLATE NO. 13 SMITHS' GOOD SENSE CORSET WAIST.. For Ladies, Misses and Children. Beauty and healt) combined. Sold by all leading retailers. PLATE NO. 15. 000000000000 OOOOOOOOOO000 O The looks have 0000 nothing to do OOOOO with the stove 0000 19000 900001000 9000000 5000000000000000000000000 0000000 Smith's Good Sense Waist For Ladies, Misses, and Children-Stylish figure and healthful comfort. Sold everywhere. Sco> 0000 54000GOOG00000000000000000000& PLATE No. 16. 8 A stove of Doubt 8 Goes out Forever 2008 Stoves&Ranges Stove Pipe, Stove Boards, Lead Pipe, Galvanized Iron Eave spouts, Copper-Lined Water Tanks, Roofing Tin, Zinc, Solder and Tin, and Lead Pipe Work. ALL ORDERS Attended to by Experienced WORKMEN : 0000000000000 Q The cooking certainty of Q & the Smith Stoves is guaranteed. Book of ŏ descriptive pictures free 000000000000 John S. Smith, Whiteville. OOOOOOOOOOOOO OOOOOOOOOOOOO PLATE No. 17. PLATE No. 18. 618 FOWLER'S PUBLICITY For 10 cents, in coin or will send you a pamphlet of spec- imen pages of our new Life of A NAPOLEON by Prof. William M. Sloane, illustrated with one of the superb Colored Pictures that are in the book itself and one of the engravings in tint. Address New Life Of Napoleon Specimen pages of Profes- sor Sloane's New Life of Napoleon, with one of the exquisitely executed colored pictures, by mail for 10 cents. PLATE NO. 19. PLATE No. 20. $10 WORTH OF BOYS OVERCOATS FOR $5.50 Over- coats 00000000000000000000 0000000000000 For Men and Boys Fashion's top notch. Durability's height. All boys—6 to 18 years. & These coats, are made in the height of fashion. The material is blue Kersey, the finish is excellent, the fit perfect and the qual.. ity is unsurpassed at much higher prices. Boys' sizes, 6 to 18 years, $5.50. only 0000000000000 PLATE No, 21.: . . PLATE NO. 22. WARREN MANDOLINS GUITARS AND MANDOLINS :: VE بنا رله W arren ments of musical perfection are perfect instruments. Our own manufacture, absolutely guaranteed. We sell every musical instrument known, at manufacturer's prices. 128-page catalogue, free. All our goods have this trade mark. THE RUDOLPH WARRENER CO. and Mandolins—the instru- ments of musical perfection -makers'prices-large book free-The Rudolph Warrener Co., 500 East 7th St., Cin- cinnati, !!! VW . 500 East 7th St., Cincinnati ** PLATE No. 23. PLATE No. 24. FIFTY LESSONS 619 SISTEMAS Ceo.F.Ricker Steam Machine Carpet Cleaning, Cents Clean Carpets Price 3 Per Yard. Carpets taken up, fitted and laid. PLATE No. 25. Home 3 cents a yard PLATE NO. 26. SOWWWWWWWWWWWWWW High Speed YES Bonprannanaman Other railroads have made a mile a minute, but they can't keep it up. Aaaaaaaaaaaaaaaaaaa PLATE No. 28. Hommagiam Other“ railroads HAVE made as high as a mile a minute for SHORT SPURTS, with light SPECIAL Trains, PLATE No. 27. Omamama 2 .. 2 English Book Sale 2 2 EXCEPTIONAL SALE OF FINE ENGLISH BOOKS. ITEMS OF PE- CULIAR INTEREST AND VALUE! MARVELS IN QUALITY AND PRICE. CALL AND EXAMINE, OR SEND FOR LIST. IT WILL PAY YOU. H. W. SMITH, 178 FIFTH AVE., N.Y. 2 2 The best of English litera- ture, science, and art. Cur- rent books and rare books. Prices exceptionally low. H. W. Smith, 178 Fifth Ave., New York. Oecolare localeO PLATE No. 30. PLATE No. 29. 620 FOWLER'S PUBLICITY - Successful LAND FOOD growers of fruits, berries, and all kinds of vegetables, know that the largest yields and best quality are produced by the liberal use of fertilizers containing at least 10% of Actual Potash. Make your land work -treat it well-feed it with fertilizers con- taining ten per cent., or more, of actual Potash. PLATE No. 31. x PLATE No. 32. Embroidery Art ART OF EMBROIDERY ! We send a new 6-inch Linen- Honiton Doily stamped with delicate Forget-me-nots, Lace Braid and Silk Floss to work. Also set of Beautiful Stamping Paiterns : 17-inch Centrepiece, Doilies, etc. Catalogue and In- siructions for Embroidery. All postpaid, only 25c. (Descriptive matter goes here.) PLATE No. 33. PLATE No. 34. A. C. TODDY, SAFE MANUFACTURER Safes VAULT DOORS, HOUSE SAFES and IRON BOXES MADE TO ORDER. Bank and Safe Locks Opened and Repaired. New Locks Applied to Old Safes. SECOND HAND SAFES BOUGHT AND SOLD. SAFES MOVED. A. C. Toddy Safes Moved 2 PLATE No. 35. PLATE No. 36. FIFTY LESSONS 621 не — — моншомош —— Mettmann booboost 1897 is the GOLDEN JUBILEE ANNIVERSARY of CROYDOT 50 Years Of Seeds James Blankson & Co. To fittingly commemorate our fiftieth business ; year, we have prepared what is without excep- tion the most beautiful and valuable SEED and PLANT CATALOGUE ever issued. Every copy costs us 25 cents to produce, but in honor of this our " JUBILEE” year, we propose to send it this season to any one on receipt of 10c. FREE (in stamps) to cover postage and mailing. This "JUBILEE” CATALOGUE of EVERYTHING FOR THE GARDEN is a magnificent book of 170 pages, size 9x11 inches, contains over 500 engravings and six of the most artistic colored plates ever seen. The gorgeous products of our Gardens and Greenhouses, the largest of their kind in Amer- ica, are not only faithfully pictured and de- scribed, but equally so every other desirable req- uisite, new and old, for both Farm and Garden. In addition to sending our “JUBILEE” CATA- LOGUE, FREE on terms stated, we will, in order: to trace advertising, send to those who will state where this advertisement was seen, a "SURPRISE SOUVENIR" without charge. James Blankson & Co. 55 and 57 Smith Street NEW YORK Half an hundred years ago we started at seed-growing and selling—this year is our golden anniversary-in reciprocative courtesy to our half million customers we have issued the grandest seed and plant cata- logue ever even thought of by others. The actual cost to us is 25 cents, but you may have it for 10 cents, and with it comes a “Surprise Souvenir," JAMES BLANKSON & Co., 55 and 57 Smith St., New York. *** -*- *---*-* -*--** PLATE No. 37 JOI 02 * * * * * * * * ** PLATE No. 38. Cheap For Cash! A Car Load of New Horses! from Pennsylvania just received Fresh Horses At Spot Cash XXXXXXXXXX PLATE No. 39. PLATE No. 40. 622 FOWLER'S PUBLICITY = = = AT HOME = = = 6 BRATTLE STREET. Quality as well as Quantity is what we endeavor to give our customers. Our Teas and Coffees are the finest. Mt. Major Crystal Spring Water is what you should drink. Fine Lump Butter and Fresh Eggs Fruits of all kinds PLATE NO. 41. Barber and Hair Dresser. 感柳林概然抓抓抓抓球掀燃燃燃燃燃燃燃燃燃燃據为 ​1 . 3 Pleasantest Shop in the Village. Careful Attention to Every Want. GIVE ME A CALL. CHADWICK_BLOCK, NEXT TO BRIDGE. W . VE SYV2 VV/ V SW i ly VVU WS SX e WW PLATE No. 43. Vu MoneySaving Tea ile the You Need a si A little of our tea lasts a good » It deal longer than a good deal of some other folks' tea, and then at our tea is real tea, picked as it should be. HAIRI CUT Na 1 SOS . A . 2 VU 2 . WO F WAS PLATE No. 42. PLATE NO. 44. DON'T ) DRINK ! POISON.) Pure water is a necessity. Send 25 cts. for Purifyers for 25 gallons. Booklet Free. The WATTER COMPANY North Framingham, Send me 25 cents and I'll send you something that will make 25 gallons of water as pure as pur- ity, or drop me a postal and I'll send you a booklet. The Watter Co., South Framingham. PLATE No. 45. PLATE No. 46. FIFTY LESSONS 623 1 得 ​Ladies' Mackintoshes, $4.75 1. 1 畫 ​* 重量 ​Light weight, sleeveless, double texture, two full sweep (110 in.) seam. less detachable capes, velvet collar, full skirt 96. in Outside English Cassimere cloth, either black or blue fast colors, with dark plaid lining throughout. Handsomely made. In ordering send bust measure and length from neck to hottom of skirt holding in at waist-line, measured down the back. All goods guiar- anteed strictly as represented or money refunded. DIRRONS BY THE YARD at WHOLESALE PRICES In Four Grades (all silk) Satin and Gros-Grain. GRADE PRICE PER YARD, ACTUAL WIDTH 1in. 18 in. 1% in.pin. 28 in. 23 in. 3% in. FAIR, 4c5c. c. 8c. c. 11c. 14c. GOOD, 5.7c9c. 11c13c. 15c. 19c. BETTER, 7c9c. 11c. 14c. 16c. 19c. 24c. BEST, 9c llc. 14c. 18c. 21c. 28c. 30c. Seud cash with orier. specifying grade, color, width and quantity. THE RUDOLPH WARRENER CO. 500 East 7th St., Cincinnati Ladies' Magnificent Mackintoshes 露For $4.75 (Description goes here.) PLATE No.47. PLATE No. 48. $$$$游​$$$$$$$$$$$净净净净净​$$$$$$$$$$$$游排​$$$$$销​$ $$$$$$$$$$$访​$销销销销销销销销​$$$$$$$$$$$$$$$$$$$$$ $$$$$$杀​$$$$的防护护​$$$$护​$$$$$$$$$$$$$$$$$$$$ % % % $$$ % % % % % % $$$ $$$ 密密密 ​% % % % % % % % % Money % % # % # % % % % % % % % % % % % Wanted $$$ % % $ $$ 密密​, $$ 密密密​. 金密 ​J. A. SMITH, Real Estate, Mortgage and Fire Insu- - Pance Broker, Houses and Lots for Sale In All Parts of the City. Money to Loan on First and Second Mortgages. Good 6 Per Cent Mortgages for Sale. % # $ $ % 中 ​% $ $ $ 昨 ​$ $ * $ # % % $ $ $ $ % $ $$$ $$$ $$$ %% $$$ $$$ % #me% $ P $ $ 品 ​$ $ % % % % % % % % % % % | % $$$$$$$$EE BEA€€€€€ €€€€€€€€€€€ $ $ $ $ A BA €€€€€€€ % % % # # % % % % % % % % $ % 弗 ​% $ % $ % $$ % % % $ % % $ $$$ $ % % $ % % $ % % % % % $ % % Solid, safe, sure bot- sss tom mortgages for $$$ $$$ sale at 6%. J. A. Smith, Real Estate, Insur- $$$ ance, Money to Lend. $$$ % % $ % % % % $ % % $ PLATE No. 49. % % $ 18 % $ % % $ $$$ $$$ $$ $$$$$$密密密密密密革命密密密密密密密​$$$$$要密密密密密​$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ “他心中也包邮史 ​ဖုန်း - ပု စု စုစု $ $ $ $$ $ စု စု စု စုစုစု $ $ $ $ $ $$ $ စုပုံ PLATE No. 50. 624 FOWLER'S PUBLICITY III LOOK HERE FARMERS! GOLD DUST. Best_Flour in the World. EVERY PACKAGE Fully Warranted. 263" loaves, each weighing 14 pounds was baked in the store of Stevens, Bacon & Co., from one barrel of Gold Dust, one day in October. If you need your Carts, Buggies, Wagons, Etc., repaired and haven't got the money we are the boys you are looking for. PLATE No. 53. PLATE No. 51. 263 Loaves One Barrel Of flour Out of Order Carts Treated and made well. Good v condition guaranteed. If you're The short of money, we'll trust you. Gold Dust Flour is economical, en because it is filled with nourish- ment, and it makes the most bread, and it is the kind of flour that makes bread so well that the folks keep well. Stevens, Bacon & Co. PLATE No. 54. PLATE No. 52. Cool The Handle . of the . ROME TEAKETTLE Is Always COLD. Handle In the “Rome" Teakettle PLATE No. 55. PLATE No. 56. FIFTY LESSONS 625 nogenezingo993 gegengehogangengenoegenog Important Notice Cocoa The only genu- ine "Tater's Chocolate," celebrated for more than a : century as a delicious, nutri- tious, and flesh forming bever- age, is put up : TRADE-MARK. in Blue Wrap- pers and Yellow Labels. Be sure that the Yellow Label and our Trade-Mark: are on every package. EVENEMENTEMENTERIJEREMITENTEITERSENTENZENTEMENTE MITÄÄTENIENTEMENTEN ಚಚಟಚಟಚಟಟಚಿಚಡಿಟೆಚಡಚಚಚಚಚಚಚಚಟಿವಟಿಟಿ If the wrapper isn't blue, and the label isn't yellow, and the trade- mark isn't there it isn't Tater's Chocolate. JOSEPHTATER & CO., Ltd. Smithville, Mass. Smithville, Mass. PLATE No. 57. ENNEMIEKIEMELAENIE AEREALEDEMEMBERS Plate No. 58. GOSPODPORSPEISDR The Cash Novelty Store Is Full of Nice Things. Cash Besides the useful articles kept at all times too numerous to mention, the place is full of Candies, Raisins, Nuts, Figs, Dates, Etc., and is the place to buy Your Christmas Goods. There are Toys for the children, and in fact something to please all, from the sniallest baby to the oldest niani. ; GODZILIZO Store Much of every- S thing, except profit SCARGAR@Reade Zavod Zozcan Don't fail to come to see us when in Kinston, Goods and prices will please you. PLATE No. 59. PLATE No. 60. 626 FOWLER'S PUBLICITY poo0000000000000000009 K. K. KITTREDGE, NEW CASH Shoe Store, New Shoe Store 000000000000000050 (D 000000000000000000000000 The latest styles in footwear for Men, Women and Children, at Low Prices. All kinds of Rubbers always on hand. YOUR PATRONAGE I'm going to make my shoe store V the best shoe store in town. I'm going to fit my shoes to your feet and not fit your feet to my shoes. I know how to buy right, and I can't help selling right. K. K. Kittredge. booo001001001000100d PLATE No. 62. SOLICITED. PLATE No. 61. THE OLDEST TOBACCO HOUSE IN BOSTON. Established in 1835. C.H.WARREN & CO. Importers, Manufacturers and Wholesale Dealers in Tobacos, Cigars, Pipes, Etc. NEW YORK. Opposite Grace Church. EUROPEAN PLAN Rooms $1.00 per Day and Upward. In a modest and unobtrusive way there are few better conducted hotels in the metropolis than the St. Benis. The great popularity it has acquired can readily be traced to its unique location, its home-like atmos. phere the peculiar excellence of its cuisine and service, and its very moderate prices. IN SMOKERS' ARTICLES A SPECIALTY. PLATE No. 65. PLATE No. 63. p0000000000000000000000000000009 00000000000000000000000 Sold Cigars Since 1835 C. H. Warren & Co. 50000000000000000000002 MANTAUAW PLANETA 1 St. Benis Hotel Of Solid Comfort Opposite Grace Church, New York. For a dollar or more a day all you can possibly want is cheerfully yours. IN Yumur. Vesti B000000000000000000000000000000 PLATE No. 64. PLATE No. 66. FIFTY LESSONS 627 Unusual Bargains in Slightly Used Pianos, Also, closing out several odd styles of New Pianos at great reductions to make room for new stock. Piano Bargains PLATE No. 67. COLONIAL HOUSES were built on the beautiful lines and harmonious, restful proportions our grandfathers borrowed from the Greeks.' Our ancestors had taste, if they did not have telephones. If you are going to build, and are tired of the phantasms of saw-mills, but want instead a beautiful, ideal home, send: for our new '96 edition of Colonial Houses for Modern Homes.. It shows really correct, artistic designs in the inimitable Colonial style, but with, modern and complete_interiors. Price, by mail, $2.00. Artistic One-Story Houses, showing summer houses costing between $400 and $4000. "Price, $2.00. Low-cost Barns and Stables 50 cents by mail.' See If we didn't tell you very likely you would S n't mistrust some of SB, them had been used as -just because they Sie have been they are also yours at half price--5 all high-grade and warranted. PLATE No. 69. PLATE No. 68. Modern Homes Modern Folks For The Colonial style of house building is sensible, harmonious, restful, beautiful, and convenient. Our book of Colonial winter houses costs but $2, and a similar book for one-story summer homes also costs $2, and if you want to know about barns and stables, send 50 cents extra. PLATE No. 70. 628 FOWLER'S PUBLICITY To-night Is The Night! FOR THE GREAT SANTA CLAUS ACT. RECEPTION AND DINNER GOWNS, Imported and Town-Made. Evening Dresses, Carriage and Opera Wraps, Velour Empire Coats, Fur-Trimmed Cloth Coats and Wraps, Carriage Robes. - Possibly you are an understudy for the part and have neglected as yet to provide yourself with all the necessary properties, if so permit us to suggest that our vast and varied assortment of SERVICEABLE HOLIDAY GIFTS ! PLATE No. 73. PLATE No. 71. V CORO YA Dinner Dresses Beautiful creations. The culminative re- e sult of imported and a home-made art and material. The present you didn't i buy, because you didn't know what to buy. LohHHHHHHHHH PLATE No. 74. PLATE No. 72. Art in Photography Sony C ell ... -meets the highest expectations of --sitters for photographs: He has long been a student of attitudes; -he uses only the most improved -methods in doing his work, and -employs nothing but the' best of -materials. Cabinet Photos $1.50 Per Doz.,.. che non S. S. Sell is an artist. If he wasn't he couldn't pose you as he does, and make you appear at se on your best in face and attitude. His cabinet photographs, at $1.50 per a dozen, are worth more, but that is all he asks for 'em. 44444. A PLATE No. 76. PLATE No. 75. FIFTY LESSONS 629 “ Been baking 91 years” Established 1806. Best • Arlington Bakery, Mass. Avenue. N. J. SMITH: Bakeda CATERER. Large or small parties catered for. Finest table ware and silver. Elegant candelebra. Latest novelties. VEXXXX JUUU Ice Cream and Ices of Every Kind. MAXT XXXX - FAMOUS MILK BREAD Better than home-made bread because it is always uniform- never heavy-never burned — never underdone — always just right. The best of flour, the best of care. N. J. Smith, Massachu- setts Avenue. FRESH EVERY DAY. Telephone Connection. PLATE No. 77. VOXXXX PLATE No. 78. COOL DAYS NYIT AUSTIN WILLIAMSON COAL CO. — DEALERS IN - Don't put off for to-morrow the coal you ought to buy to-day -Austin Williamson Coal Co. COAL, HARD AND SOFT WOOD PLATE NO. 79. PLATE No. 8o. 630 FOWLER'S PUBLICITY Y. T. SMITH & Co. Prescription Apothecaries It's Quality - RETAIL DEALERS IN Fine Drugs, Chemicals and Druggists' Sundries. Proprietors of LEACH'S ANTISEPTIC TOOTH POWDER combined svith beauty of design which makes my Sterling (1966 pure) Silverware excel all others. Sterling Silver Backed Brush and Comb, in case, $5.15. post- paid. Brush is 8% in. long with finest bristle; Comb is 1% in. long, with hand-made teeth. Money refunded if unsatisfac. tory. Send for catalogue. III TAX 11 - AND Imperial Lavender Salts. PLATE NO. 81. PLATE No. 83. po rostu Sterling Quality . TY DRUGSTON 縣縣樂器​, (Description goes here.) Co NO 01 Only the best and the N purest of everything. Og Y. T. Smith & Co. se Plate No. 84. . VVO AN ON WO IV PLATE No. 82. 1 :1 Choice Coal, ASpecialty. When you Want coal You want it Carefully prepared and promptly delivered . My coal is all coal, and when you order it, you get it. PLATE No: 85. Plate No. 86. FIFTY LESSONS 631 .. Right Price 11 Furniture 1 9 Immense Stocki:. i We have everything you can ask for in that line. Come and look our stock overänd if you find what you want we will assure you the price 'is right. All you want and much you never thought of in de- signs of comfort, style, and durability. Drop in. No- body will ask you to buy. Just consider our store a corner of the World's Fair. nove PLATE No. 87. PLATE No. 88. WHATS. IN A NAME ? A great deal, if that name is . : - Cook's Home Trade AVATATATATATIRI Stamped on your cigar. It means that you Smoke the Purest 6c Cigar Made If “Cook's Home Trade" is stamped on the cigar you know you have the best that five cents can buy. AVVAVIVA PLATE No. 89. PLATE No. 90. 632 FOWLER'S PUBLICITY L . “BLUE LABEL" Ketchup Quick sou can make a delictous as a You can make a delicious cup of chocolate if you have the right kind-that's BLANK'S Instantaneous CHOCOLATE. Perfect in flavor and qual. ity. In pound and ball Ipound ting. Atyourdealers, JOHN WHITE BLANK, Sole Mfr., Philadelphia. . Tu W ink powOHN WHITE BLANIK AA BLUE LABEL KETCHUP TOMATO, The Best of all Ketchups BLANK BROTHERS CO. ROCHESTER, N. Y PLATE No. 93. . If your grocer can't supply you, write us for-priced catalogue and hooklet. “From Tree to Table," de- arriptive of our full line canned fruits and vegetables, PLATE No. 91. Oo..O0O....040....0....000....000...080....000....0 ....0 ....000.ook . “Nothin' can Ketchup to it." Quick Chocolate of .000....040....000.000....0....080...090...080....0 0...090....000...O0O....090...000.000...090....000....0 TT Label Ketchup Pour boiling water on it, I give it a stir, and it's done. Blank's Instantaneous Chocolate is pure. In pound 1 and half-pound tins. John White Blank, Maker, Phila. ....080....000.... ....0 PLATE No. 94. 0.... The Superlative The Appetizing ...080....000...090....0 SA 61 Tui 1479 0....000....090....0 SIA Blank Brothers Co., Rochester, N. Y. Ws ....000....0 If your grocer hasn't it, drop postal for our catalogue and booklet, "From Tree to Table." ....08ooogo 1 You Can't Tear Your Hub Shirt : : EDIA of...ooo..Of....000...000...000....000....090...090....000...Ooooo PLATE No. 92. Who 11 22 ASE 28 101 SA WZ7Z SAU Qu'll LIMIT ES N funnel B Jatibel -11/ W 19 Because it is made right with right material. HI 16 James Blankson & Co. - MANUFAOTUBERS OP- "The Hub Shirts" To Order, hand made, easy and perfect fitting. THE "HUB WRAPS" and "HUB DRAWERS" SUSPENSORY GORE, PLATE NO. 95. ATTI SA NS 120 - LIWAZUNAWZRL UNN ' PLATE No. 96. FIFTY LESSONS 633 * 12 VRM norte LADIES who desire a BEAUTIFUL FIGURE WEAR Y. Y. Y. CORSETS. Self-Adjusting, New System of Lacing used in our Goods only. Rust-Proof Steels. Unbreakable Sides. , Perfect Fit Guaranteed. Thousands of Testimonials. PR: Send for AGENTS WANTED descriptive Fime Figures 2 21 IN 113? MYA The Y. Y. Y. Corsets Fit- Self-Adjusting-New System of Lacing-Rust-Proof Steels. A Booklet... PLATE No. 97. i. PLATE No. 98. HOWE & HOWESON, Real Estate Agents . .' - AND — NEGOTIATORS OF MORTGAGES, PLATE No. 99. New c 99000988@099 Sellers and Finders of Real Estate OOOOOOOOOOO ► Howe & Howeson 00000000000000000 Dry Goods Store PLATE NO. 100. COIN TAZZA AVYA OVE K NEW DRY GOODS STORE, No. 283 Broadway, opposite Washington Hall, A. T. STEWART informs his friends and the public that he has taken the above store, where he offers for sale, wholesale and retail, a general assortment of fresh and seasonable DRY GOODS ; a choice assortment of Irish Linens, Lawns, French Cambrics, Damask, Dia- per, &c. N. B. - The above goods have been carefully selected and bought for cash, and will be sold on reasonable terms to those who will please favor him with their commands. 283 Broadway-convenient to everybody and everywhere-dry goods and all that dry goods stand for-only the best for the best people whether they are rich or poor. Yours in honesty, A. T. STEWART. PLATE NO. 101. PLATE No. 102. 634 FOWLER'S PUBLICITY Plate No. I presents a reproduction should be especially clear. Plate No. in Bradley and Jenson Italic. 14 Point of the usual form of European Tour 14 represents the same advertisement Elzevir Border No. 104. advertising. Too much prominence in a way which cannot be misunder- | Plate No Or is a reproduction of a is given to the company name. It is stood. Set in Quintell. 12 Point | well-written and effectively set adver- obvious that the description of so ex- | Border No. 1216. | tisement. Plate No. 32 presents the tended a tour cannot be given in al | Plate No.15 is a reproduction of the same advertisement in stronger typo- plate Noire is a reproduction of thelsa small advertisement, and therefore it advertisement of one of the largest graphical display, with its main point would seem better to attract attention | American manufacturers. It is obvious better focused. Set in Gothic Con- to the tour, and depend upon a de- le that the expression, “Good Sense,” is densed No. I and Gothic No. 6. 12 scriptive book for the giving of infor- | as important as the name of the Point Florentine Border No. 149. mation. Plate No. 2 represents the maker. Plate No. 16 presents the Plate No. 32 is a reproduction of a matter in Plate No. I, re-written and advertisement with due prominence re-set. Heading in Latin Antique. much used magazine advertisement. tique. given the words which should be Play Reading matter in Cushing. Caxton De Plate No. 34 presents the same adver- Cushing. Caxton prominent. Set in Howland and Border No. 238. tisement with the important point in Roman. 6 Point Florentine Border the headline. · Set in Ronaldson Con- , Plate No. 3 is a reproduction of a No. 167. I densed. 18 Point Collins Border No. poorly set advertisement, with an un-l Plate No. 14 is a reproduction of 1214. prontable and Diind neauing. Taps. the usual stove advertisement. The Plate No one is a reproduction of the should seldom be used to descriptive heading is all right, but the advertise- Lusual safe advertisement so arranged matter. Plate No. 4 represents the ment is altogether to conglomerate same advertisement re-written and re- ment is altogether, too conglomerate: typographically as not to be liable to | Plate No. 18 presents the advertisement attract attention. Plate No. 26 pre- set. Heading in Bradley, a style of intarir | in original typographical display, and sents the same advertisement with its type which must not be used except with its argument focused. Set in one point brough one point brought out. Set in De for short lines, and where the letters Howland. Moon Border. Vinne Extra Condensed. 8 Point will be legible. Reading matter in Jenson Italic. 6 Point Florentine Plate No. 19 presents a reproduction Florentine Border No. 160. of a recent advertisement by one of Border No. 316. Plate No. 37 is a reproduction of the America's most progressive and suc- advertisement of one of the largest Plate No. 5 is a reproduction of cessful publishers. It seems strange seed men. As this advertisement pre- a recent gun store announcement, that a house of this character should | poorly written and set. sents a catalogue, or book, and the Plate No. more prominently announce a “ten- fact that the advertiser has sold seeds shows the same advertisement brought | cent" price than the high-class article for half a hundred years, it would to the strength of oneness. Set in for sale. Plate No. 20 gives the same seem that these two points should be Howland. 6 Point Newspaper Border advertisement re-written and re-set. I brought out prominently. There is no No. 71. Set in Jenson Old Style, with Combi- | necessity of the firm name appearing Plate No. 7 is a reproduction of a nation Dragon Border No. 27. twice. Plate No. 38 presents the same fairly well written and acceptably set Plate No. 21 is a reproduction of an advertisement in better display. Set advertisement. The principal fault of excellent clothing advertisement. The in Taylor Gothic and De Vinne. Com- it is that it does not get down to busi- cut is to be most heartily commended.) bination of 6 Point Florentine Border ness, or rather, strikingly represent | Plate No. 22 presents the advertise- | No. 168 with 24 Point Collins Border business. Plate No. 8 represents the ment in stronger typographical display. No. 209. same advertisement in the full strength Set in Gothic No. I and Howland, Plate No. 20 is a reproduction of a of an attractive heading which means with combination of Newspaper | fair horse advertisement. “Best for something. Set in Egyptian Con- | Border No. 74 and rules. Cash” refers to anything, and it would densed Shaded and Roman. 12 Point! and Roman. 12 Foint Plate No. 23 is a reproduction of a seem that this point should not be Border No. 1230. magazine advertisement. Plate No. more prominently advertised than the Plate No. 9 is a reproduction of a 24 presents the same advertisement in subject of the announcement. Plate recent mail order advertisement. As stronger typographical display. Set No. 40 presents the same advertise- “ Ladies and Gentlemen” are not for in Runic Condensed. Barta News- ment better balanced. Set in Howland. sale, and as calling cards are, it is sug- paper Border No. 3. 14 Point Barta Border No. 245. gested that the cards be advertised. Plate No. 25 is a reproduction of an Plate No. 41 is a reproduction of an Plate No. 10 presents the same adver-I advertisement giving altogether too | ineffective advertisement. “At Home” tisement re-written and re-set. Head- | much prominence to the firm name. is not a good heading for a grocery ing in Howland, second line in De Plate No. 26 presents the same adver-store, Plate No. 42 presents an ad- Vinne. Single Rule Border. tisement with the business properly vertisement which announces some Plate No. II is a reproduction of advertised. Set in De Vinne Open. one thing instead of many. Set in an unprofitable advertisement. The 18 Point Collins Border No. 221. Jenson Old Style and De Vinne. 12 heading is conventional, and has no Plate No. 27 is a reproduction of the Point Border No. 1235. direct bearing upon the case. The beginning of an advertisement of one Plate No. 43 is a reproduction of advertiser should never admit that his of America's greatest railroads. This the ordinary hairdresser announce- goods are good because of the reputa- advertisement is faulty because of its | ment. Plate No. 44 shows the same tion of the name alone. Plate No. 12 | heading, which has no connection with advertisement set so that it cannot presents the same advertisement in the subject matter. Plate No. 28 | possibly be passed over. First line the strength of strong, typographical presents the same advertisement set in Jenson Old Style and balance in display. Set in Combination Gothic | focused for business. Set in De Vinne. | Erebus. Combination of Lowell Bor- and Light Face, with single rules. 12 Point Collins Border No. 176. der and rules. Plate No. 13 is a reproduction of al Plate No. 29 has the advantage of Plate No. 45 is a reproduction of an recent advertisement of a leading novelty, but the disadvantage of illegi- advertisement much used. It is better railroad. It is exceptionally difficult bility. Plate No. 30 shows the same to tell people what to do instead of to read the heading, and the traveler advertisement set in a dignified way, telling them what not to do. Plate is not likely to take the pains to and yet so that it can be read and ab- No. 46 presents the same advertise- puzzle it out. Railroad advertising sorbed with a very few glances. Set | ment in a way likely to attract atten- FIFTY LESSONS 635 "A see tion. Set in Taylor Gothic and! Plate No. 61 is a reproduction of Plate No. 83 is a reproduction of a Roman. Single Rule Border. the usual shoe store advertisement. very poor jeweler's announcement. Plate No. 12 is a reproduction of Plate No. 62 presents the same adver- | Plate No. 84 gives the same ma tisement so written and set that people artistically presented. Set in Virile. the announcement of one of America's can see it. Set in Gothic No. 6 and 24 Point Collins Border No. 217. co Roman. 6 Point Florentine Border altogether too small. An advertise- Plate No.85 is a reproduction of a ment containing so much matter ought | | No. 165. well-set coal advertisement. Plate not to appear in so limited a space. Plate No. 63 is a reproduction of the No. 86 gives the same matter in an Plate No. 18 presents the same adver- | advertisement of a well-known local effective way. Set in Gothic No. II. tisement with sufficient space given to advertiser. Plate No. 64 presents the 6 Point Laurel Border No. 2 the heading. Set in De Vinne Extra advertisement so that one cannot Plate No. 87 is a reproduction of a Condensed. 12 Point Border No. Possibly fail to see it. Set in Ronald- conventional furniture advertisement. 1205. son Title Slope. 8 Point Florentine Plate No. 88 gives the same matter in Plate No. 49 is a reproduction of Border No. 166. a more pointed, effective, and business- the usual real estate and fire insurance Plate No. 65 illustrates the usual like way. Set in Taylor Gothic and advertisement. Such an announce- form of hotel advertising where the De Vinne. 12 Point Laurel Border ment is likely to gain no attention. | name is made more prominent than No. 2. Plate No. 50 advertises one part of the the attraction Plate No.66 presents | Plate No. 89 presents an advertise- business prominently, and does not the same advertisement in a way ment which is not likely to sell cigars, forget the other branches. Set in likely to bring business. Set in Con- | as it does not advertise the goods for Philadelphia Lining Gothic. densed Roman No. 3 and Roman. 8 sale except in a very ineffective way. Point Florentine Border No. 160. Plate No. 51 is the reproduction of Plate No. 90 is likely to sell cigars. the advertisement of a well-known elllenown! Plate No. 67 is a reproduction of the Set in Howland and Howland Open. Plate No. 67 is a reproduction of the Se flour. As the name of the flour has conventional and usual form of piano i of the flour has conventional and usual form of piano 18 Point Collins Border No. 223. no significance without the word advertising. Plate No. 68 presents the Plate No. or is a reproduction of a our appearing with it, it would substance of the matter in an attrac- well-known advertisement. Plate No. 92 presents the same matter set in a by itself alone. The point of this ad- I Gothic No. II and Old Style Antique. more original and effective way. vertisement is in what the flour will 16 Point Barta Border No. 267. in Taylor Gothic and Roman. 6 Point do, and therefore Plate No. 52 presents Plate No. 69 is a reproduction of an Border No. 603. the advertisement with its special ad- ineffective real estate advertisement. | Plate No. 93 is a reproduction of an vantage brought out prominently. Set Plate No. 70 gives it in an attractive advertisement seen in almost every in Howland. 6 Point Laurel Border. Taurel Border. Tand readable form. Set in Columbus leading publication. It does not ad- Plate No. 53 is a reproduction of a No. 2 and Cushing Monotone. 12 vertise the article sufficiently promi- country paper advertisement. The Point Border No. 1233. nently for a glance to know what it is heading is good because it will attract! Plate No. 71 is a reproduction of a driving at. Plate No. 94 is likely to the farmers attention, but it is better neatly set, but not very effective ad- | sell chocolate. Heading in Taylor to more prominently advertise what| vertisement. Plate No. 72 is artistic, | Gothic, Full Face line in Erratick, the advertiser will do. Plate No. 54 | attractive, and readable. Set in balance in Roman. 8 Point Florentine presents the same advertisement in a | Munich. Ipsen Border No. 137. Border No. 170. more descriptive way. Set in Ronald- Plate No.73 presents a reproduction Plate No. 95 is a reproduction of a son Condensed. 8 Point Florentine of a conventional holiday advertise-conventional announcement. Plate Border No. 161. ment. Plate No. 74 is likely to attract No. 96 gives the same matter in an Plate No. 55 is a reproduction of attention when everybody is in doubt effective, if not very dignified, way. the advertisement of a well-known as to what to buy. Set in Johnson Set in Erratick and Erratick Outline. article. Plate No. 56 brings out the Old Style and Roman. 6 Point Flor-24 Point Ipsen Border No. 134. advantage of the article. Set in Gothic entine Border No. 169. Plate No. 97 is a reproduction of a No. II. 6 Point Maltese Cross Bor- Plate No. 75 is a reproduction of a well-known advertisement. Plate No. somewhat original advertisement, but 98 presents the same matter in a more Plate No. 57 presents a reproduction not as effective as the one presented effective way. Set in Howland Open of one of the best known advertise- lin Plate No. 76. Plate No. 76 set in and Ronaldson. 6 Point Barta News- ments, and one which is familiar to Erratick, an artistic and yet legible paper Border No. 205. everybody. The trade-mark cut is | letter.. 6 Point Caxton Border No. Plate No. 99 presents the usual con- omitted, as the writer has no right to 237 ventional and ineffective form of real reproduce it. It seems strange that so Plate No. 77 is a reproduction of a estate advertising. Plate No. 100 is successful a house should head an somewhat well-set and effective adver- likely to bring business. Set in Gothic advertisement with an expression like tisement. Plate No. 78 presents it Condensed No. II and Ronaldson “Important Notice," when such a with its principal point focused, and Co such a with its principal point focused, and Condensed. 12 Point Border No. heading can apply to any announce-in stronger typographical display. Set | ment. Plate No. 58 presents the same in Poster Roman No. 4 and Roman. Plate No. 101 is one of the original advertisement with a heading of char-New Barta Border No. 241. Stewart advertisements. This adver- acter and strength. Heading in How-l Plate No. 79 is a reproduction of tisement was excellent in its day, but land. “Tater's Chocolate” in De the ordinary coal advertisement. Plate there is no reason why this same form Vinne, balance in Roman. 6 Point | No. 8o is liable to sell coal. Set in should be used at the present time, and Border No. 625. | Epitaph Open and Howland Open. Stewart probably would not have used Plate No. 59 is a reproduction of a 18 Point Collins Border No. 221. it were he alive to-day. Plate No. 102 crowded and ineffective advertisement. Plate No. 81 is a reproduction of the presents the same matter set in a more Plate No. 60 presents the same adver- usual apothecary announcement. Plate effective and striking manner. Set in tisement reduced to its principal point. No. 82 advertises some specialty. Set De Vinne Extra Condensed and De Set in Howland. 18 Point Collins in Epitaph and De Vinne. 8 Point Vinne. 12 Point Ipsen Border No. Border No. 216. Laurel Border No. 2. der. | 136. Doing Your Own Printing “Do not for yourself what others can better do for you.” 1 G a VY PAW337HE printer prints, for it is his business. It is your business to do business, and none of your business to do anybody's else business. Perhaps the cheap patent medicine maker can economically estab- e lish a printing plant. He should have enough printing, largely of one kind, to keep several presses running, and very likely by establishing a printing office of his own he can save printer's profit. A few insurance companies think that they can do their own printing cheaper than a printer can do it for them, and very likely they can do the bulk of it economically. Not one large concern in a thousand can afford to do its own printing. Office rugs wear out, and perhaps it would not cost a great deal of money to have a rug-making room on the premises; but it would be much cheaper to buy those rugs of a regular rug maker. Few manufacturers make their own gas, naturally assuming that the gas maker can make better gas cheaper, make a profit on it, and yet sell it to them at a cost less than the expense of making it for themselves. A printing office without a good foreman is not worth the room it occupies, and a good foreman is worth two thousand dollars a year. The foreman requires a perma- nent position, and a part of your men will not work as transients; consequently, when your printing office is not busy it is a source of heavy loss to you. It costs not less than twenty-five thousand dollars to properly stock a printing office, and a good nent of type cannot be purchased for less than five thousand dollars. The interest on the investment of your printing office will probably cost you more than the profit you pay your printer. A printing office around a place of business is a nuisance anyway, and when you reckon up the expense of it, you must charge in the annoyance and the time it takes you to generally supervise it. New type faces are being bought' almost every day; and if your office is up to date, you ought to reckon a daily expense of ten dollars for new stuff, and stock wearing out. No business house can afford to have a printing office around unless there is a vast amount of composition and presswork sufficient to keep the office busy at all times. The successful printing office depends upon its foreman; and the printing office attached to your establishment, doing only your own printing, requires as high a grade of talent for its management as an extensive general printing plant, and you are 0 T 636 DOING YOUR OWN PRINTING 637 I 1 nev LL 7 simply paying individually for what most firms hire of the general printer, who must maintain a high standard. In these days of competition the printer doesn't make much profit, and you must do a great amount of printing to make the saving of the printer's profit pay you for the annoyance. Unless your printing establishment is as well equipped as the regular printing office, you cannot secure the style of typographical display nor the quality of work that a regular printing establishment can give you. You may feel obliged to keep your printing office busy, and by saving money in that direction, waste it in producing a superabundance of unnecessary printed matter. Theoretically, it is the correct thing to do your own printing, but practically it is one of the most foolish ways of attempting to save money. Your printing office must necessarily carry a limited number of men; it therefore has not extensive facilities at its command, and cannot rush a large job through as rapidly as can a first-class printing establishment. As far as the writer knows, a private printing plant has never been successful, and has never been long continued, by mercantile houses except those which have a very large quantity of regular and continuous printing. The practice of carrying on a printing plant for the setting of the firm's advertising has less excuse for existence than the plant for mercantile printing only, because any printing office of this kind is not and cannot be sufficiently large to insure diversity of style, and in a very short time it will turn out work of unprofitable sameness. The absurdity of maintaining such a plant is apparent when it is remembered that it is necessary for you to have nearly as much type for your own work, so far as dis- play is concerned, as must be carried by a regular printing office, and that this type is used for you only; consequently it is in use only part of the time, and cannot, like type in a regular office doing work for more than one customer, pay a profit. The claim that running your own office gives an individuality to your printing is. absolutely absurd, for the type that you have anybody else can have, unless you pay several thousand dollars to have type cut for you. Original type is not to be indis- ommended, for the most original faces nowadays are not legible. A few mercantile houses are able to keep a job press in motion for the printing of their sta- tionery, but electrotypes are used, the composition being done at some printing house. The office boy is made pressman, and the bookkeeper and cashier are the super- visors. Such an office is a great attraction to flies, and unless a separate office is given up to this press, printer's ink makes its appearance on the ledger and walls. If a first-class pressman is hired, the expense may be much greater than the cost of paying for the work elsewhere. Doing your own printing does not generally pay, First, because you do not have enough of it. Second, because it costs too much for the plant. Third, because of the annoyance of taking care of the printing office. Fourth, because it runs the style of your printing into a rut. Fifth, because the printing business belongs to the printer, i in nine hundred and ninety-nine cases out of a thousand, he can do your printing for you better, cheaper, and quicker, — and make a handsome profit, — than you can do it for yourself. SeV TT TY ene TI City Publicity “From the town came the city" V A NITY buyers comprise six classes of people. First, the rich; and there are but few of them. Second, the very-well-to-do; and there are many of them. PAMERA Third, the fairly-well-to-do; there are a great many of them, for they TAISAIA comprise the great middle class of every country, and among them are all business and professional men, and clerks earning not less than a thousand dollars a year. Fourth, the under-clerk, who very likely is under age, and the better class of laborers. Fifth, the unskilled laborer or factory hand and shop girl. Sixth, the extremely poor and ignorant. The first and last class deserve no advertising consideration, because there are too few of the first, and the condition of the last reduces them to the level of buyers of necessities only. The paper claiming to reach only the wealthy cannot have much circulation. The publication catering wholly to real blue-blood may reduce its circulation to a dozen families, while the paper that pretends to be blue-blooded may have an enor- mous circulation, if it is shrewd enough to mix its blood in proportion of one to a million, the million representing the people who are good enough as they are and have no business trying to ape the aristocracy which is too proud of its ancestry to allow anybody to know anything definitely about it. In some proportion these six classes exist everywhere, and therefore buyers can be divided again into six classifications. First, residents of metropolitan cities. Second, residents of large cities. Third, residents of country cities or very large country towns. Fourth, residents of country towns and villages. Fifth, residents of scattered communities. Sixth, mountaineers and dwellers in the wilderness. Advertising applies only to the first five. In this department must be considered the advertisements directed to the first two classes of buyers. 1 638 CITY PUBLICITY 639 Waterpacer's Great city residents are more or less transient, and even if they have lived long in any one place, few of them can claim permanent residence in any one street. They are constantly on the move, and many of them are rich to-day and poor to-morrow. City people are in a hurry, and are busy with en The Longevity Gloves we offer business or social func- tions; they do not have as to-day are not as good as the Lon- much time for the reading gevity Gloves we offered yesterday, of advertisements as the because yesterday's were a specialiteter residents of smaller cities and villages. lot, and the maker finds it doesn't It is extremely difficult pay to make any more like them, to focus city trade in any but to-day's gloves at 98 cents are not one store and keep it there. en better than any gloves we ever sold out City people are preëm- inently shoppers in the for less than $1.50. worst sense; they are birds of passage going from store to store looking for bar- PLATE No. 1.-A good form of heading and introduction where it seems necessary for the firm name to be the most conspicuous line. Many advertisers prefer to have the top line set in heavier type, but that is optional. Set in Old Style Roman. 14 Point Barta Border No. 282. gains and frequently re- turning to the first store they entered. There are a number of regular buyers who run accounts at one or more leading stores, and seldom enter any other retail establishments; and there are enough of these to support a reasonable amount of advertising directed especially to them. The rank and file of people reached by city advertising, because they are in the majority, are those who must be directed by advertising each time they go shopping. U TU * Welcome, Stranger . PLATE No. 2.-A good headline for city advertisers catering to country trade. Set in Johnson Old Style. 18 Point Laurel Border. A large proportion of the heavy city buyers are representatives of gingerbread aristocracy, and are always aping those in better standing. 640 FOWLER'S PUBLICITY There is a class of very intelligent and thoroughly responsible persons, and although they are in the minority there are many of them, that are affected by the most dignified and truly artistic styles of pub- 22:29:23:22:32:23:29:22: licity. Every large city has a trading . The store of Everything center, and the larger part of than a mile removed from that display advertising is generally limited to the firms not more than a mile removed from that center. Advertising for city trade is absolutely necessary, and no PLATE No. 3.—A fairly good general title or headline, and one which can be used as a sort of trade-mark. Set in Poster Roman No. 42. 12 Point Laurel Border large retail business has ever been conducted successfully without it. While advertising is necessary in the small country towns, the country No. 2. he is and what he sells, and his trade may be permanent and regular; but in the city conditions demand a constant and everlasting flow of advertising matter, and justify the use of full columns, whole pages, and even several pages. Magnitude counts in city publicity, and the large advertisement is read and followed more than a smaller one that is much better written. The writer has acted as referee in advertising contests where prizes were awarded to persons who selected, in advance of his decision, the specimens selected by him as being the best. The conditions did not exclude small advertisements, and in follow- ing the rules laid down the referee was obliged to select some of the smaller e was HXCXXXXXXXXX Today's Hats XXXIX COX XXX All the beautiful crowning creations of the day with designs of simplicity and executions in high art are arranged in exhibition form for your appre- ciative inspection. 11 NYOXTAGYOXXO PLATE No. 4.-A somewhat flowery form of advertising, but one which is often justifiable. Set in French Elzevir No. 1. 18 Point Barta Border No. 241. announcements. He was amazed to find that public preferences were almost exclu- sively in favor of full columns and full pages, even when these advertisements were Ins TTA en CITY PUBLICITY 641 rove o 1 poorly written and poorly displayed. These tests prove conclusively that city adver- tisements pay in proportion to their size. The largest heading type is recommended, and the boldest statements consistent with truth. The newspapers offer the only indispensable method of city publicity to the retail advertiser, and are considered necessary by the general advertiser to the spreading of TY Soup . : : - What's the good of making soup when you can get the soup you want ready made for you? PLATE NO. 5,-An effective form of display and one which can be used where the article advertised does not require more than one or two short words. It well illustrates the advantage of the largest type for the headline, which is sure to bring the eye to the advertisement. Heading in Howland. Reading matter in De Vinne. Combination Dragon Border No. 27. 2 his advertising over a large local territory. Unless the advertisement is a professional card, it should be changed every day. When advertising more than one thing at a time, give each article a space by itself. · Advertise in dull times as well as in good times, for city people are obliged to buy necessities, and they have no facilities whatever for raising anything. They are simply dependent upon the stores. 642 FOWLER'S PUBLICITY DI Even though the advertiser may not believe in sensation, he need not be afraid to use the largest type and to make strong, honest statements. ****************** There are few stores in any city so high toned as not to be patronized by the middle classes. Want a Watch Any good form of advertising, so long as it is not vulgar nor dishonest, will pay in **************************** a metropolitan city. PLATE No. 6.-A good form of headline expression and ap- plicable to almost any line. Set in Johnson Óld Style Italic. Each advertisement must give informa- 12 Point Collins Band No. 202. tion, and tell what is a specialty for the day. Comparatively few city folks pay any attention to the general advertisement. They expect and demand the announcements of specialties. A large proportion of city people wait for the special announcements before buying, and buy of the first man who advertises what they want. Do not make the fatal mistake of some conservative advertisers who believe that city people are intelligent and country people fools, and therefore use long words and high-flown sentences for their city advertising, and simple expressions for their country advertising. As a rule city people are far below country folks in average intelligence and educa- tion, and they demand heroic advertising treatment. One can rule the country woman by coaxing her, but one must club the city woman if he would handle her. The country woman will read and ponder, and come to see the advertiser a long time after he has advertised, but the city woman reads the paper at the breakfast table and comes directly to the store or she does not come at all. : Continuous advertising and keeping everlastingly at pounding the virtue of the goods into the reader are absolutely essential to profitable city publicity. The illustrations in this department present a few forms of city publicity, while the entire contents of the book pertain to it. T Country Town Publicity “ Dwellers in the open ” 1 . 19 FUN TO Ym9XXHERE cannot be an arbitrary dividing line between the city and the country. Each merges into the other. To find their point of diver- gence would be as difficult as to point to the point between daylight and night. SI City people live in the country, and country people live in the city, and residents of both places temporarily change locations. So far as advertising is concerned, country town publicity may ing is concerned, country town publicity may be considered the local advertising that is done in any place small enough to have a common commer- cial center with no well-defined radiating lines of business, practically everything being sold and purchased at stores not more than a half a mile removed from one an- other, the buyers seeing almost exclusively those who habitually live within the town limits or in the surrounding country. Country newspapers, and they must be considered primarily in country advertis- TT, TY CY . . . . 44 23 i . Everybody's Store - . . ... * * . SA .7... SA www. N . . * TY. PLATE NO. 1.—A not very original, and yet effective, catchline, which can be used permanently or occasionally. Set in De Vinne Extra Condensed. 12 Point Ipsen Border No. 135. SU ce Own N ing, are those publications usually printed but once a week and known as the weeklies, and the newly created country dailies which are springing up everywhere. Fully one half of all the publications in America are called “Country News- papers.” The country town advertiser runs a retail store not far from the post office and as near as possible to the trade center. Many of these stores have the appearance of a large city store, and are conducted 643 644 FOWLER'S PUBLICITY along the lines of city management. A certain proportion of them are as large and do as great a trade as the city stores of the same kind. A law never yet appealed from commands that every local merchant advertise. Oliver's Offerings Keshhh!4444444444444444444444444444444 PLATE No. 2.—It is a good plan to have the words in the heading begin with the same letters, provided sense is not injured and euphony is increased. Headlines which speak well are almost always effective. Set in Samoa, a type which must not be used in advertising unless the words printed admit of legibility. 10 Point Caxton Border No. 238. S There are comparatively few country stores, excepting the few at the cross roads, which do not continuously advertise in the local newspapers. Many a large city store, because of its location on the outskirts in a district where there are no newspapers, finds itself barred out from general advertising because there are no mediums at its disposal that are exclusively devoted to the territory it depends upon. The great city daily, circulating all over the city, but without a l edition for that district, can offer to this store but a small proportion of the total value of its advertising space, and the firm cannot afford to pay full advertising rates for a partial service. No condition like this arises in the country. Every country store is in the country center. Every country newspaper reaches only natural buyers for that store. The country advertiser has a small territory to cover, and there are practically no mediums circulating in his territory that can reach any other class of customer than his own. The country advertiser has the advantage of knowing that his advertising cannot be scattered. It cannot get outside of the limits wwwwwwwwwwww of its territory, because the publication contain- ing it has no circulation elsewhere. The owners of the ve Guaranteed all over. Sensible, seasonable, country department or Te superlative style of longest durability. dry goods stores, and the dealers in boots, WWE WWE WWE calcio Quality Suits shoes. drugs. candy. PLATE NO. 3. -It pays to use the word "quality" considerably, generally in the ne often in the reading matter. Set in Taylor Gothic. 12 Point Bird Border No. 267. bread, books, furniture, clothing, coal, wood, hay, straw, hoes, rakes, carpets, carriages, dishes, fish, flowers, fruit, hats, groceries, stoves, lumber, milk, jewelry, toys, and every other article of necessity or luxury, find that they must advertise locally partly because advertising COUNTRY TOWN PUBLICITY 645 Low 11Cil. pays anyway, and partly because everybody else advertises. Ninety-nine per cent. of the valid excuses for not advertising presented by large city merchants are not applicable to country pH-HHHH"HHHHH town business men. Physicians, dentists, SERGE CERTAINTY insurance agents, law- L="HHHHHH yers, dressmakers, PLATE No. 4.-Any expression like “ Certainty," "Surety," "Guaranty," or "Warranted," plumbers, carpenters, attracts country people and assists in bringing business. Set in Concave No. 2. 6 Point Floren- tine Border No. 169. and those representing the professions or the laboring trades advertise more or less. The only argument against country advertising for country sellers and workers is that because everybody knows they are there and what they have, they do not need to continuously tell the story. The living advertising argument of half a million continuous local advertisers tramples into the mud of total annihilation the logic of the few men who think they know more than the many. The smaller the town, if it be of any business size, the more advertisers, because the more opportunity of reaching everybody by advertising. Country trade is more settled than city trade, and likes and dislikes remain more permanent; but for all that, country people are continuously leaving one store to give their regular trade to another, or they are purchasing a part of their goods at differ- ent stores. Dissatisfaction is constantly arising and changes are always being made. It is necessary to keep the business constantly before the public. ) 1 BEDDE DESEDADESESEDEDEDEDEDIDEOEDEDED TO - - 3333333 City Prices 2009 Regular cash city prices for everything. There's little you ! need and less you want we do not have in sufficient quantity. 232323232323232323232323232323232323260) PLATE No. 5. A conventional form, but one of great business assistance, and which cannot be easily over-used. Heading in Howland. Reading matter in Ronaldson Condensed. 18 Point Collins Border No. 200. The newcomers must be reached, and advertising is the only sure way of bringing them to the store. 646 FOWLER'S PUBLICITY TTT The firm name should not be made too prominent, and the article for sale should occupy the bulk of the space and come under the largest headline. Country people are buying all the time, and all the time is the time to advertise. However profitable or unprofitable the swindling methods of some large city ad- vertisers may be, honesty is the only thing that will pay in the country. The country advertiser knows some of his customers and all of his customers know him; there should therefore be a genuine cordiality in the advertising. The local newspaper is the one indispensable medium. Circulars and other printed matter must be in good taste and always delivered under seal, personally addressed. Country people despise the flyer promiscuously circulated as much as do city people. The illustrations of this department directly pertain to “ Country Town Publicity," and almost the entire contents of the book are applicable to it. uc S 1 2S Keep on the Line “ March in the track of custom” DODIK 1 us was V SU 1 noin the State ON 0:56 PEXE HE writer, in his early days, was a soldier of peace, because he was y not born soon enough to be a soldier of war. In the State of his birth he served in the ranks, and out of the ranks. He will never forget the training of military discipline. The writer remembers one of the most refreshing and delightful. military orders, after a hard march on a dusty road, with a heavy gun on his shoulder. Along the line came the cheering command, 66 Carry Arms, Order Arms, In Place - Rest!” Then every man did as he chose, provided he kept one foot on the line. He could talk with his neighbor. He could lie down. He could joke. He could laugh. He could drink pink lemonade. But one foot must be on the line, so that when the command, “ Attention!” came, every man had part of him in place, and only had to drag the other part of him into line. The discipline of the rank, without its pomp and show, should be a part of business life, and nearly every successful house, while not run by arbitrary commands, is under the rule of just discipline and orders of judgment. Let the man of originality throw his arms upward, and look into the clouds, and plan his future by the visions of the sky. It will do him good. No man with both feet constantly on earth can ever rise above the earth. But let this man of vision always have one foot on the line, one foot firmly planted on the earth of conservative certainty, and let him branch out as he will with his arms, and even with his other leg, but never must more than a part of him be off the line of business. It is the business of every business man to be in a position to return to where he was when the command of business calls “ Attention!” 01 647 The Desk “ The stand of business” 23 OWEN WO YUL INX 11TT DHE desk of business has always accompanied business. If a desk were not a necessity it is obvious that there would not be a desk. The busi- ness man's books can be kept on a barrel-head. Business can be trans- acted over the rail of a fence. But as long as bookkeepers and business men positively refuse to do business without a desk, it is fair to consider the business desk a business necessity. Practically all accounts and all negotiations of every class are done in the com- pany of one or more desks, or the equivalents of desks. The traveling salesman finds the buyer at his desk. The client finds his lawyer at his desk. The editorial caller finds the editor at his desk. Desks are everywhere, used by everybody, and yet not one man in ten thousand appreciates what may be co sidered the business sacredness of the desk. Order is the first law of Heaven. It also is the first law of successful business. A convenience is hardly worthy of the name unless it be an orderly convenience. Convenience without order is not convenience. The character of a man is not always known by the clothes he wears, nor by the desk he usés, but as the man is dressed so may he be judged. The appearance of business is often estimated by the appearance of the desk. The old idea of judging a man's character by the company he keeps has been carried down to business, and a man must be known to some extent by his business surroundings. A well-kept man in front of a well-kept desk is some evidence of a well-kept busi- ness, and a poorly kept man in front of a poorly kept desk is some evidence of a badly kept business. True, millions have been made amid surroundings of disorder, but the grand old law of averages is safer to follow than the rule of exceptions, and so long as a well-in-order desk seems to be a part and parcel of a well-in-order business it will seem necessary that attention to desk management be considered somewhat on a par with attention to business management. A poorly kept desk means a waste of time. Figure it out, if you will. If the desk is out of order it probably takes you a half an hour a day to find the things you would find if your desk were in order, and half an hour a day is three hours a week, and 156 hours a year, or the equivalent of somewhat more than a half of a month of actual business time. The man with a well-kept desk can enjoy an extra two weeks' vacation without using up any more business time than the man with the desk out of order. man ΤΟ . 648 Addressing and Mailing “ A good address” Pa m o the majority of firms a mailing outfit is a time-saving, labor-saving, and money-saving convenience. The chief expense is for the type. A hundred pounds of type will set about one thousand names and ad- dresses. The best mailing type is an imitation of typewriting, as shown in the illustration. It is extremely legible, and is of the lowest price for its size. It is commercially known as “ Time-saving mail list type.” The illustration is set in the correct width for a mail list such as commonly used by periodicals and business houses. After the type is set it may be operated by two methods: first, by mailing machines, costing from ten to eighteen dollars, which print the addresses directly upon the wrapper, or upon the publication; and second, by the better and quicker method of label pasting, the names being printed upon slips of paper which are pasted together and are then automatically run through a mailing machine, which pastes, cuts, and sticks the address upon the wrapper, envelope, or other matter. These mailing machines cost about twenty dollars. An expert mailer can stick six thousand addresses an hour, and many a novice can work the machine at half that rate. . There is a very convenient and inexpensive wrapping machine made at a cost of from four to five dollars, which is recommended to all who use wrappers. It is obvious that with a correct mailing list in type mistakes cannot possibly occur, nor are names likely to be omitted, and it is well known that even the most expert hand-addresser frequently misdirects Theo.L.DeVinne 12Jan92 and omits. NEW YORK, N. Y. With a mailing machine and addresser in type from thirty J. S. Cushing 30Mar22 BOSTON, MASS. to sixty thousand circulars, postal cards, and other matter, can Mershon Brothers 70ct97 be mailed in a single day. RAHWAY, N. J. It is not necessary to employ a regular printer for the set- Pope Bicycle Co. 6Aug 95 ting of the type, for any bright boy or girl, in an hour's time, Printing Departm can learn to set it, and to run the machine. HARTFORD, CONN, It takes up but little room, and after the list is once in type Henry Jackson 19Apr96 the cost of dropping names and adding them is merely World Uptown Branch, NEW YORK, N. Y. nominal. IL 649 Lithography "Nature pictured upon her own imperishable stones” OG CA T 1 TT 7 1 1 legno MM, HAT it is, or rather what it will do, is of more importance than who het nga ku made it, or the history of its conception and the evolution of its de- VASL velopment, but a few remarks of a semi-looking-backward character may not be out of place as an introduction to the most popular art of KK13 all the arts. Lithography was invented by Alois Senefelder, who was supposed to have first drawn upon stone 102 years ago. It is said that Simon Schmidt, of Germany, and William Blake, of England, employed a similar method of reproduc- tion six years before, but the evidence obtainable gives the real credit of the discovery to Senefelder. In 1818 lithographic work was somewhat common, and several Euro- peans were practising it commercially. Lithography, now almost exclusively con- fined to advertising and to illustrating the higher grade of books, was originally con- sidered solely as an art, and in the composite result the lithographer classed with the artist, and invariably added his name to the reproduction of his pencil or brush. The fathers of the present generacion remember the advent of common lithography, then popularly known by the name of “chromo,” alleged to be reproductions of art, wonderfully and fearfully executed, with but little attempt to copy the depth and meaning of the original. Probably the commercial development of lithography is due to the enterprising periodicals of twenty-five or thirty years ago, which popularized the chromo by distributing it as a premium, either for obtaining new subscribers, or to new subscribers. So universal did publications make their announcements with chromo offers that one paper, famous in its day, obtained wide notoriety by heading its announcement with “ Positively No Chromos,” and as that paper is unheard of at the present time, the assumption is natural that “Positively No Chromos” may have stood for 5 Positively No Circulation." Lithography in its earliest days was artistic, and never went beyond it. The lithog- raphy of the “epoch-of-premiums” was a compromise between professional art and the common taste of the general people. The earlier commercial lithographs illus- trated what might be vulgarly called the “ age-of-tomato-can-lithography.” Lithog- raphy was largely confined to producing the cheapest grade of stickers, labels, and hangers, or else to artistic productions of the highest art. There appeared to be nothing between the vulgar in business and the art of the artist. Color was fairly whitewashed upon stone, and the colors of Nature were distorted. Color seemed to XT T 650 LITHOGRAPHY 651 1 be necessary, and the more colors, apparently, the more value. The writer began his career at the beginning of art in commercial lithography, and well remembers the hard missionary work he did in assisting to prove to the business world that effective- ness of color was in the proper distribution of it, and perhaps a few of the first real pictures in advertising became possible through his earnest endeavors. In this department it is fundamentally necessary to briefly, and in a non-technical way, tell what lithography is, and to describe the process of its production. Lithography may be considered as drawing or engraving upon stone and zinc, and printing from these, or from aluminum, or other metal. The lithographic stone is a lime stone of the closest grain. It is quarried in Europe and America, the best stone coming from Germany. It is cut into slabs from three to four inches thick, and in sizes from about 50 square inches to nearly 3,000 square inches, but the largest sizes of good quality are seldom procurable. The stone has a dull gray, or creamy gray color. Before it is used it must be carefully leveled and grained, the graining being done by the use of fine sand and water, until the surface of the stone is as smooth and as fine as the best drawing paper. The lithographer draws upon the surface of the stone as he would make pen or pencil marks upon paper, of course reversing the drawing from what it will be when printed. He uses a crayon composed of wax, soap, tallow, shell-lac, turpentine, and lampblack, the whole resembling a hard black tallow candle that is extremely brittle. He handles this crayon as he would a draw- ing pencil, marking upon the stone the picture to be printed, and in case the picture is to be of more than one color he must draw upon each stone only that part of it representing its color; that is, if the picture is to be of ten printings, or ten colors, there must be ten distinct and separate stones, each stone containing the drawing for only one color or tint, and each drawing must exactly follow the arrangement of the key, or pattern stone, so that the result of all the printings will show a harmony of correctly arranged colors, each stone printing only its part of the picture. While there must be a separate stone for each printing, there may not be as many stones as there are colors or shades in the finished result, for a lesser number of stones may şo blend the colors as to produce shades, tints, and even separate colors. Certain finer drawings upon stone are made with the pen, and with ink composed of the same in- gredients as those used in the crayon, but containing rather more grease. All drawing upon stone is done in black, and has nothing whatever to do with the color or colors of the lithograph. The drawing, commercially speaking, may be said to be a substi- tute for the type-face, and furnishes something for the printing ink to adhere to. The lithographic stone with drawing on it presents a smooth surface, as the lines of the drawing are not sufficiently raised to be perceptible to the touch. The invention of lithography is due to a very simple law of Nature, as simple as that which made possible the discovery of the telegraph. Water will not adhere to grease, nor grease to water. Grease will adhere to the lithographic stone, but water will not adhere to the greasy lithographic ink. The lithograph is printed upon a press similar to the ordinary cylinder printing press, but better made and of a more perfect 652 FOWLER'S PUBLICITY register. The lithographic stones are placed in the press, and are there secured in the same positions and in about the same way as the electrotype, or type-form. The motion of the press passes the stone beneath felt rollers saturated with water. These rollers moisten the surface of the stone with the exception of that part of it covered with the greasy drawing. The stone then passes under the inking rollers, and as 1 TI ink that part which the water has not touched, or the drawing. The stone is then passed under the printing cylinder, and the ink upon the drawing is impressed upon the sheet. So perfect is lithographic machinery that cheap lithographic work can be run at the rate of from 8,000 to 10,000 impressions a day, and the highest class of work at about 5,000 impressions a day. A lithography of ten printings means a pic- ture which has been run through the press ten distinct times. Proofs are generally taken from the original stones, but these stones are seldom placed upon the press, the nting being done from what are known as “ transfers,” and any number of transfers can be taken from the original stone, the original stone remaining as a sort of pattern. By the system of transferring many presses can be running the same color at the same time, and any multiple of four can be printed on the same press at the same time, which reduces the cost of press-work, and brings lithography down to a price not far removed from the highest class of letter-press printing. A lithographic stone will not carry more than from 10,000 to 25,000 impressions, and for the highest class of work from 5,000 to 10,000 is the maximum. If the stone is run too long the draw- ing shows a wearing-off appearance fatal to good work. Lithographic ink is similar to ordinary printing ink, but of finer quality, and lithographic paper, while of the same stock as other paper, is firmer and stronger, to avoid the possibility of stretching. Lithography may be of only one printing or color, or of many printings or colors. There is a record of a lithograph of forty-two printings, but comparatively few go through the press more than ten to fifteen times, for the good lithographer, by the blending of his printings, can produce almost any result with fifteen printings. A good label can be made with as few as three printings, but a complete picture requires as many as six, and should have as many as ten. A very good scenic effect can be given with eight printings, but the result is doubly artistic with an additional three or more printings. Strong, startling effects, with no attempt to reproduce Nature, do not require more than five or six printings. Immediately following this department appear specimens of different classes of common lithography, also an example of the “building of the lithograph," or a set of progressive proofs. V- AG The Use of Lithography COMMERCIALLY considered, lithography may be divided into four classes: water color effect, oil painting effect, black, and black and tint. LITHOGRAPHY 653 T TTT 11 Y 11 TY The introduction of water color is the grandest achievement in the march of pro- gressive lithography. It has lifted the chromo out of the chromatic class, and has placed it upon a practical commercial basis of art in business. There is a delicacy, a daintiness, a softness, and a pleasing effect about water color lithography unreached by any other class of color work. The water color effect is adaptable to every class of business because of its true artistic value. It is both artistic and businesslike, by every class, in art and outside of art. Water color lithography has not the rough, heavy, manufactured look of the other styles, and yet it gives all the distinctness of the mechanical drawing. It is really art-in-mechanics, a blend- ing together of the effective and of the fine. Practically, every subject is adaptable to the water color effect, and even the mechanical drawing need not be barred out, for while the mechanical line must be drawn mechanically, the water color back- ground and surroundings intensify the mechanical vividness, and serve it much more acceptably to the eye. The water color effect in lithography is not yet fully appre- ciated, and will not be until the hard world of business softens itself to the refined. The process of roughening the paper after it is printed tends to blend the colors more artistically, and gives to the picture a soft appearance, and often so disguises the lithography as to make it difficult for the receiver to tell the original from the repro- duction. Lithography of the second class includes the majority of the common work, and is supposed to represent the imitation of oil painting. When done well it rises above the commercial, and is truly artistic, but so little of the very high-class oil painting lithography is executed nowadays as not to be worthy of consideration from a com- mercial standpoint, particularly when the same result in effectiveness can be pro- duced by the water color effect, and often at a lower price. In this class must be considered the label, the cheap hanger, and all other kinds of inartistic lithography. Commercial stationery lithography is often engraved and printed in one color, or in imitation of steel engraving, and is considered at the close of this department. The fourth class is largely confined to portraits, and to reproductions of news- papers, and the like, thrown into relief by shading and tint. The value of lithography for the spreading of business long ago passed from a question into a probable necessity, and from that into an axiom. Practically every successful advertiser is a consumer of color work, and to the credit of lithography it may be said that few who use it ever give up using it. There is life in color. Color attracts the eye, and immediately appeals to the senses, and, commercially, to the common sense. The finest engraved picture of one color is not commercially as valuable, and to the masses half as attractive, as a repro- duction in colors. The advertiser may be an artist, or he may think he is. He may have a natural or an artificial refinement, and because there is so much poorly spread color about he may educate himself into liking the black and white, and to judging the world by the volume of his own mind, and deciding that his likes are the likes of the public. He inust come out of himself, and stand in a room of public mirrors, 654 FOWLER'S PUBLICITY TT that he may not only see himself as others see him, but see the reflection of the public taste. Let the colorless man experiment with the public, and before he has walked an investigative mile he will find lined on both sides of him appreciation of color, and an appetite for color. Nature is the creator of color, and all Nature is colored. Nature never presents her colors in single tones, but always in groups, or in blendings of shades. Color is allied to Nature, and the nearer Nature is brought to business the more natural and profitable the business. In these days of overcompetition and unnatural strife, the mechanical and technical are presented too much with business. They have their use in the factory, in the shop, and in the office, but they should not be thrown at the public in their mechani- cal state. The buyer of a thing is not the maker of it; he is interested in the result, not in the steps to the result. He does not care how a thing was made, and his interest in the details is confined to his understanding and willingness to understand. He does not want a still life engine, he wants an engine of motion. The picture that appeals to him is the one that shows what he wants, doing what he wants it to do, surrounded with the surroundings that will surround it when he buys it. He wants to know enough of it mechanically to know what he is buying, but he wants that mechanical excellence presented to him in the way that will be easiest understood. Lithography by its alliance to Nature and action serves the mechanical in a natural way. The object of advertising is to be seen, and that which holds and attracts the sight is the best method of advertising.. Lithography in small editions may be expensive, but if ordered in large quantities it costs so little more than high-class black and white work, as to forever suggest that there be color in all advertising, except in words of print. Much of the strength of the lithograph is in the design. It costs as much to en- grave a poor picture as it does to engrave a good one. Not one advertiser in a thousand appreciates the business bringing and keeping value of a picture that is a picture. Nine tenths of all the lithographs are not as effective as they might be because the advertiser refuses to pay for one or more extra printings. Even the cheap label has a depth and warmth and character if given the advantage o printing, and when printed in large quantities the additional expense should not be considered. It is not necessary that there be twelve or fifteen printings, but there is a vast difference between giving a subject fifteen printings and in limiting it to four or five. Sometimes a startling effect can be produced by three printings, provided the subject is not a scene, but even in this case one or two additional printings will happily blend the lines together, and by giving them depth, throw them into the boldest relief. The printing of the lithograph may be likened to the dressing of a woman. Upon the set of the underdress of woman depends the appearance of the outer garments. The more carefully she is dressed beneath the coat or skirt the more style and grace and character there is to her entire carriage. It is so with the lithograph. Give it three printings when it needs five and it travels in its underclothes. Give it all the underdress, or underprinting, that it deserves, and it stands out in the rounded ILI LITHOGRAPHY 655 perfection of healthful completeness. It is better to have too many printings than too few, for no sketch was ever spoiled by too many printings, and more than half of them have been injured by the false economy of bad reproduction. When placing his order for lithography the advertiser should first obtain a picture, or design, either from his lithographer or from his artist, and that design must be satis- factory in every detail before any attempt is made to lithograph it. Slight changes can be made upon the stone, but should be avoided. If the advertiser is bound to limit the cost, then he should inform his artist or lithographer before the design is made how many printings he will pay for, so if he is unduly economical the artist may be able to partially meet his requirements, and to produce a sketch of blending colors with fairly good results. er becomes much impressed with some painting, and desires it re- produced. Because of his lack of knowledge he is disappointed at his discovery that the five printings he paid for do not bring him a picture equal to the original. The catalogue cover of color, or the calendar mounting, or the hanger, if of striking design, or picturesque effect, attracts from the distance, draws the gazer towards it, and impresses its reality upon him, even though he may not closely examine it. The good black and white has intrinsic value. The good colored article has both intrinsic and cumulative value. The catalogue or book is thrown upon the table or desk, and perhaps becomes a part of a heap of books. If the design upon it is ex- quisitely beautiful, and of only one color, it will not have enough drawing power to force its identity upon any one who is not looking for it. If it is of strong and har- :is attractive both to the one who is looking for it and to the one who is not looking for anything. Lithography offers to the advertiser the opportu- nity of better presenting his goods in action, or rather, of better presenting his goods in Nature. The mechanical picture of a parlor stove, even though presented with the most carefully drawn surroundings, in black and white, cannot have the ruddy glow of indoor cheerfulness, as will the same stove pictured in a room wit The picture of an engine drawn with mechanical correctness, and surrounded with natural and colored scenery, is much more attractive to the eye, and loses none of the technical advantage of a wholly technical illustration. The picture of a bicycle, amid the glories of all outdoors, will sell more bicycles than a mechanical drawing of it without active scenery. Lithography does not take the place of letter-press, and does not compete with the work-of-the-tvpe. It occupies a position of its own, and is no more in competition with other work than is sunlight with lamplight. There is no limit to the size or design of lithography. Lithography is adapted to mechanical drawing, to hanger, to label, to poster, to card, to book illustration, to catalogue pictures, to cover, to frontispiece, and to every- thing except descriptive matter. It is safer for the business man to follow the advice of a good lithographer than it is to depend upon his own knowledge when deciding whether or not to use lithography. The best rule to follow is to use lithography S mo 656 FOWLER'S PUBLICITY wherever it can be used, by itself or in connection with letter-press work. At the close of this department appear practical specimens of the principal classes of modern color work. Lithographic Stationery THE first printed letter-head, billhead, and letter sheet sprang from the letter press, and to-day ninety per cent of all business stationery is but the result of the combination of common paper, press, and ink. This is true, partly because this kind is the cheapest, and partly because compara- tively few business men appreciate the commercial advantage of art in stationery or know that a high grade of stationery printing costs very little more than the cheaper grades. The steel-engraved plate is very costly, and printing from it necessitates an expense of from half a cent to a cent for each impression exclusive of the paper, and bars from most business offices this grade of stationery. Modern lithography is now pro- ducing a class of engraved work in close imitation of the steel plate, and so neat and artistic in character as to be worthy of the consideration of every business house. Where there is a large amount of stationery, lithography will produce, at compara- tively small expense, the highest grade of dignified forms, which are not only busi- nesslike, but give to the firm a stationery characteristic always in good taste. g of lithographic stationery is the same as the process used for color work, but the original stone is engraved with a steel or diamond point, and there is usually but one color; only occasionally is a tint or second color used, as in cases of coupons and certificates. It is inadvisable to use any ink except black, or the deep shades of black, like blue-black, bronze-blue, or deep brown, but black is generally preferable. Stocks, bonds, certificates, bank checks, and other official matter should be, and generally are, lithographed. The lettering on lithographed commercial stationery should be plain and distinct, and script should not be used in small sizes. Script is generally preferable for the principal line, and where only a few words appear on the sheet; a light face Gothic letter harmonizes well with it, and should be used for the small lines. The printing of the trade-mark or characteristic picture is to be generally com- mended. Following the department of “Banks and Bankers” appear examples of nearly every class of lithographic commercial stationery. Certificates of stock and other large work could not be shown without folding, and therefore do not appear. LUI TT ADVERTISING CARD G H BUEK & CO., NY, Red-Second Printing Rasul First and Second Printing 657 Result First to Third Printing Pasul-Fit Fourth Printing 659 Brown-Filth Pro Result First to Fifth Printing Buff-Sixth Fr Result First to Sixth Printing. Light Blue--Seth Printing Rasult-First to Seventh Printing, Result First to Eighth Printing Dark Blun - Ninth Printing ResuFirst to Ninth Printing Grau---Tenth Printing Finished Result-10 PRINTINGS. 665 APRIL Sun 4 11 18 25 Mon 5 12 19 26 Cue - 6 13 20 27 Wed 7 14 21 28 Chu 18 15 22 20 Fri 2 9 16 23 30 4 Sat 3 10 17 24 YANG COCO JUNE Sun Mon Tue Wed Thu Fri Sat 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 20 21 22 23 24 25 26 27 28 29 30 ? 30 Sun 1 - MAY Sun 2 9 16 23 Mon a 3 10 17 24 Tue 4 11 18 25 Wed, 5 12 19 26 Thu 6 13 20 27 Fri 9 7 14 21 28 Sat 1 8 15 22 293) Lead from a Calendar showing result in 12 PRINTINGS. G H BUEK & CO., N. Y. 667 APRIL S ong Sun 4 11 18 25 Mon 5 12 19 26 Cuem 6 13 20 27 Wed 6 7 14 21 28 Chu 18 15 2220 = Fri 2 9 16 23 30 Sat 3 10 17 24 1 ✓ JUNE Sun Mon Tue Wed Thu Fri Sat 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 - MAY Sun 29 s 30 Sun á 2 9 16 23 I on a 3 10 17 24 34 Cue 4 11 18 25 Wed 5 12 19 26 Thu 6 13 20 27 Fri 7 14 21 28 Sat 1 8 15 22 20.5 Lent from Calendar showina result in 9 PRINTINGS, G. ·H BUEK & CO., NY. 699 APRIL Sun 4 11 18 25 Mon 5 12 19 26 Cueo 6 13 20 27 Wed 7 14 21 28 Chu 18 15 22 20 = Fri 2 9 16 23 30 Sat 3 10 17 24. a JUNE Sun Mon Tue Wed Thu Fri Sat 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 - MAY 30 Sun Sun 2 9 16 23 Mon & 3 10 17 243 Tue 4 11 18 25 Weds 5 12 19 26 Chu 6 13 20 27 Fri 6 7 14 21 28 Sat 1 8 15 22 293 Leaf from a Calendar showing result in 6 PRINTINGS G. H. BUEK & CO., N. Y. Specimen of Mechanical Work H. BUEK & CO., N, Y. G 673 92 no 19 FIRST | CONSUL Specimen of Decorative Works LINDNER, EDDY & CLAUSS, N. Y. 675 Specimen of Small Card Work LINDNER, EDDY & CLAUSS, N. Y "HIS FIRST SUSPENDERS?" Semi-flat Color Work G. H. BUEK & CO., N. Y. 681 $ummer Excursion ROUTES Specimen of Book Cover-Combination Stipple and Crayon GEO. S. HARRIS & SONS, N. Y. SUMMER EXCURSION ROUTES 1896 Specimen of Book Cover-Combination Stipple and Crayon, GEO. S. HARRIS & SONS, N. Y. 685 PAST. Homes & Tours SHORE RÖR · Present Specimen of Water Color Reproduction-For commercial purposes. G. H. BUEK & CO., N. Y. 657 Sacrilegious Advertising “Good advertising offends nobody" xea KG S ! TY PI N OY HE utilization of Scriptural quotations in advertising, whether it be wrong or not, is neither profitable nor in good taste. Religion and politics are sacred to their followers, and any allusion p to them in the advertising of commercial commodities shows disgust- GES i ng foolishness and a great lack of consideration for others on the part of the advertiser. Biblical quotations in advertising may appear smart to the advertiser whose smart- ness consists in mental illusions, but no thinking person, and few unthinking persons, have any' respect for the man who mixes sacred things with the advertising of his business. Allusions to sacred matters and quotations from the Scriptures in serious addresses, or in story, verse, or conversation, are appropriate, but they are never permissible in advertising. Think of the lack of civilization's light in the mind of the man who heads his lantern advertisement, “ Let your light so shine before men,” or abbreviates it by saying, “ Let there be light!” Where is the sense of decency in the advertiser who will say, “ Now is the accepted time to buy hosiery”? Is there one spark of consideration in the advertiser who says, “Man shall not live by bread alone. Buy my crackers.” So long as the Houses of Congress, every legislature and assembly, every inaugu- ration, and every opening in honor of any great event begins with prayer, or with other recognition of the Deity, just so long will the public at large, whether it be religious or not, refuse to tolerate sacrilegious forms of publicity. r mothers, distorted as it may be in the alleged centers of civili- zation, has its followers everywhere, and many a man who takes the name of his God in vain despises his neighbor who does not respect the things for which he shows no reverence. The woman who has never read the Bible, but has heard it read, has no respect for the advertiser who will add holy things to unholy advertising. man who does not believe in religion does not like sacrilegious advertising, and the man who does believe in religion will not tolerate sacrilegious advertising. The sacrilegious advertiser pleases only himself, and is not sure that he does that. 1TY 1 nan 689 690 FOWLER’S PUBLICITY TYY lan S 1 He will offend at least a part of the community, and probably will disgust the whole of it. Advertising, if it can do no good, should do no harm. Quotations from the Bible are not allowable even for advertising the Bible, for however much the Lord may have had to do with the making of the original text of nly had no direct connection with printer's and bookbinder's prof- its; and the man who tries to sell his Bible by using the words of God for the adver- tising of them can consider himself worthy of the suspicion that there is something the matter with the mechanical execution of the books he has to sell. The selling of everything, whether it be the Sunday-school book, the Bible, or other commodity or necessity, is business pure and simple, and the advertising of it must be along business lines. Only the fool, the knave, or the coward will ever use sacrilegious advertising for the selling of anything. Profanity in advertising should not be tolerated by the local authorities; the profane advertiser, and the publisher of the paper that prints his advertisement, should be allowed to reflect behind the bars. Quotations often offer good catch-lines for advertisements, and as so many of them bear close resemblance to Biblical words, the advertiser had better not use any if he is not sure of their origin; if he discovers they are not Biblical, but so closely allied to religious expressions that the public may think they are taken from the Bible, he had better not use them at all, for it is always good judgment, in advertising anyway, to incline from the objectionable. A single line, which may seem perfectly proper to the advertiser, may not be acceptable to some of his customers, and a good customer is lost. In all things keep away from the danger line, and in advertising keep so far away from the danger line as to be altogether removed from the danger of any one's finding fault with anything said in advertising. 1 TT, YY Success in Unsuccess “ In the air of success is some of the gas of luck” 90 GEXE 2 XW93HE proof of the pudding is not all in the eating. The element of luck, as well as ability and opportunity, contributes to the building of profit. The man who is unsuccessful says luck is against him, and may charge against luck what should be charged to either his inability or his lack of persistency. The man of success seldom recognizes luck, but places the reason of his uprising upon his alleged ability and his untiring energy. Both are wrong, for that which is called “luck” for the want of a better name, and is sometimes labeled “ conditions,” has more to do with the financial success of this world than men of money will admit, because if they admit it, their self-conceit is given a knock-down blow. All luck seldom makes a man. All ability seldom makes a man. All opportunity may end in failure. Opportunity and ability, plus conditions, have done almost everything that has been done. In illustrating this very unpopular theory, and in attempting to prove that the element of luck almost always contributes to results, the writer recalls a true story which came under his immediate notice. In Boston there is now living one of the most conservative and yet progressive of business men, a man who has made his success along the highways of legitimate trade, and who can, to a great extent, give to his persistency and ability the credit of his ample property. During the litigation between a telephone company and a tele- graph company, the best financial judges believed that the victory would be with the telegraph company and the telephone stock was worth but little more than the cost of paper; it was hardly negotiable, and the few people who bought it paid little for it. The business man was approached by another who desired to obtain a loan of a few thousand dollars, and who voluntarily offered to place his entire stock as collateral; or, if the lender preferred, to sell the stock outright for the amount of the loan. Every element that enters into the formation of business judgment said that the telephone stock was not worth taking, and that the man who lent on it or bought ns 691 692 FOWLER'S PUBLICITY n m Xerc was 1 TTT 31 it would lose his money. The element of thoughtless speculation and foolish luck suggested that the trade be made. The man of money listened to judgment and refused. Had he followed the dictates of pure and simple luck, he would have made a million dollars, and the rank and file of business men would have given him credit for being so long-sighted a financier that his business vision could wind itself around unseen corners of trade. Many a fortune has been made in Wall Street when all the judgment exercised was in the drawing of a card or the tossing of a penny. A part of business is but a gamble, and the loser sometimes deserves as much credit as the winner; but the winner gets the credit and the money, and the loser loses everything. In a progressive town two men start stores, both with the same amount of capital and both in the same business. Both men have equal ability, and while they are competitors, equal chances are given them. Both take the same precautions against fire, but alongside of the store of one man, and entirely beyond his control, is the store owned by somebody who does not look out for fire. This store burns to the ground and with it the store of one of the men in question. The man besi the other store is careless, but his store does not catch fire, and the man whose store remains intact, through accident, absorbs the business of his unfortunate competitor. The man who has money left him and owes a part of his success to inherited capital must give luck the greater part of the credit for his start. Two men start stores on opposite sides of the same street, and nobody has any reason to believe that trade will go to either side; but unforeseen conditions take it there, and the man on the wrong side of the street loses his business because he can- not find room for a store on the right side of the street. A man has ten distinct departments for the conduct of his business, and he con- ducts nine of those departments as they should be conducted, allowing the remaining department to go to sleep or run into extravagant waste. The nine departments pay so well that the poorly managed department cannot lose enough money to really ITP that one tenth of his business is botched; and when one correctly criticises the badly run part of his business, he points to his book of profit, and figures that everything must be run right because the receipts greatly exceed the expenditures. • A man conducts every department of his business except that of advertising suc- cessfully; because his business pays he thinks he knows all about advertising, and refuses to listen to advice or to reason, pointing to his collective record and ignoring the individual steps that lead to it. The man who knows how to advertise may not know how to sell goods; and the man who knows how to sell goods may not know how to advertise. The expert at advertising may advertise so well that he will partially counteract his ignorance of selling, and he may make a profit. The expert salesman may under- stand selling so well that even with poor advertising he can make money. man SUCCESS IN UNSUCCESS 693 1 The combination of too much attention to factory and too little attention to sell- ing sometimes pays, because the strength of the department well taken care of is sufficient to carry the unmanaged part of the business. Many a partner carries all his other partners, and many a great institution makes enough money in the conduct of a part of it to bolster the unprofitable portion. The fact that the year shows a profit does not excuse the mistakes. A mistake is a mistake, and must be so reckoned, even though the successes of the year almost seem to drown the mistakes. Give the successes all the credit due them, and render unto the mistakes the blame that belongs to them. There are many cases on record where enormous salaries are paid to superin- tendents of factories, and to managers of regular business departments, while merely nominal clerk's wages are paid to the men in charge of the expenditure of a princely fortune a year in advertising. The owner of the business, because he understands manufacturing and selling, ap- preciates the value of the best possible men in those departments; and because he does not understand even the rudiments of advertising, he places in charge of this vital department men of no experience, who are unable to command decent salaries. The business man is successful through the employment of more successful than unsuccessful methods, and if he is successful on the whole, there is the more reason why he should be successful in detail. The Advertising Manager “ Let the driver hold the reins” PS VERY subscriber thinks he knows how to run the paper. Every man who advertises thinks he knows how to run his adver- San LITY A tising. 1 The advertiser is sick. Does he doctor himself? Not if he wants GnRt to get well. The advertiser would buy a house. Does he draw his own deed? Not if he would keep the house. The advertiser owns a yacht. Would he sail it in a storm? Not if he would get home. The advertiser would eat good victuals. Would he cook them himself? He would not. The advertiser would go gunning. Would he make his own powder? Not if he was to fire his own gun. The advertiser would run his machinery with a big engine. Would he run the engine himself? Not if he wanted his business to run. The advertiser would manage the details of his advertising. Why? Nobody knows. The advertiser who knows enough to run a business which can be successfully ad- vertised ought to know enough to stick to his business, and let his doctor manage his health, his lawyer attend to his law, and his advertising man attend to his adver- tising No man who knows enough to successfully create and build up a great mercantile house has the time to practice medicine, law, or advertising. The great business mind minds generalities and hires people to take care of details. There never was a falser doctrine than that which advises one to take care of the pennies because the dollars would take care of themselves. There is not a dollar in a cent, but there are a hundred cents in a dollar. The successful conduct of any great business, and even of a small one, depends as much upon how much is made as upon how much is spent. The advertiser who is always going to count the cents had better give up adver- tising. S care 11III use 694 THE ADVERTISING MANAGER 695 Liberality, and even large expenditures of money, if they are wise, are not extrav- agance, and are not chargeable to carelessness. The successful advertiser must be a liberal business man. He must not be extravagant. He must understand the value of a dollar. He must exercise a general supervision over essential conditions, and not give his time to hunting into the corners of his counters and consuming more time than the saved article is worth. Economy is always to be practiced; but foolishness, meanness, and unnecessary saving are not economical. The principle of saving is all right, but a principle can be worn threadbare by over- practice. In the handling of advertising, the cheapest man is the best man; for if he under- stands his business, he will save more than his salary, and will further save the time of his employer. He will make every dollar bring in all that it ought to bring. The successful manager of advertising is worth from one thousand to twenty-five thousand dollars a year, and the store that cannot afford to pay a thousand dollars a year for its advertising manager might just as well get along without one. Any concern spending one hundred thousand dollars a year cannot afford an ad- vertising manager who cannot command from five to ten thousand dollars a year. And any house expending two hundred thousand dollars a year for advertising will find it the best economy to get the best man for any price not exceeding twenty-five thousand dollars a year. The good advertising manager must be a composite man, for he must understand general business, and must have been through the experience of every line of trade pertaining to the use of printer's ink in the broadest sense. If he is only a business man, his advertisements will be too businesslike and too technical. They may be acceptable to the advertiser, but that does not matter, for the advertisement that is good for anything must be acceptable to the reader more than to the advertiser. The advertising manager must have been a printer, a publisher, an editor, and must have had experience in the practical work in every branch of these outside-inside man, representing the inside and the outside of his business; and he goes further, for he must connect the business with the buyer. He must strike a medium between what the advertiser wants to say — which is generally too much; what the public wants to read — which is very little. He must stand between the two as a double-sided buffer, receiving the blows from each side, equalizing, connect- ing, and making profit out of them. He must know enough about business to buy advertising space as merchandise, and to conduct his department in a businesslike way. He must be enough of an artist to know how to make artists produce busi- He must add the element of business to the art of the artist, that the pictures may be artistic enough to please the public, and businesslike enough to bring business. He must see how his advertisements are going to look before they are made, and understand typographical display far better than the average printer. He must be a student of human nature, and a man among men. He must know how to TS ness 696 FOWLER'S PUBLICITY CO feel the pulse of the public, that when he sends the public something it will not only represent the goods he advertises but will find public acceptance. He must have a certain amount of originality, and know how to regulate his originality. He must be a man so easily adaptable to conditions, and of so much ability, that he can, by printed word and original method, spread the table of merchandise before the public so that the public will eat from it and want to keep on eating. Such a man must have a broad and elastic mind that is capable of winding around anything and penetrating everywhere. Such a man is never a fool, and he never will work for less than he can conveniently obtain. The time has arrived for every great advertiser to employ expert talent in the man- agement of advertising, and to encourage the creation of such talent. There is as much need of a school of advertising as there is of a school of art, science, and language. Anybody can learn advertising, but few can practice it successfully. The good advertising manager must have the professional talent of the doctor, of the lawyer, and of the minister; and he must combine with these the principles of successful business management, making of himself a man who ought to stand far above the majority of mankind. Opportunity and conditions have often failed to produce advertising managers. Ninety-nine per cent. of the so-called advertising experts, ad-writers, ad-smiths, and business promoters under different names are but charlatans and quacks attempting to live by the wits they do not possess. The field is open to woman. Will she enter it? A few have led the way, but there is room for hundreds and thousands. 14 Boards of Censors “ The man of mind never fails to mind the minds of other men” ICCE 'E ce ma ANN O NCEIT evenly distributes itself between the man who really knows something and does something, and the man who knows nothing and does nothing. Conceit is not limited to the fool, although all fools are conceited. Success frequently changes proper self-respect to self-conceit. The man who can sell one thing well judges the selling of everything else by his limited experience, and thinks that he can do all things well because he has done one thing well. Civilization is making a race of specialists. The double-talented man is as useless as the double-headed museum freak. A business man should know general business and should be familiar with every side of trade, but his knowledge of generalities is to be used simply as the frame upon which to build the original structure of individual success. There are many corners to every business, and no one pair of eyes can see around them all. The man who thinks he knows it all, and acts accordingly, may kill small game with his scattering shot, but can never bring down anything worth the individual shooting. The long-distance gun that is aimed with scientific accuracy is not the smooth bore gun of grape, but is the surer rifle cannon; and so in business the long-distance mind, and the mind that reaches the point it is aiming at, is the one that is trained not for scattering, but for hitting. The greatest journals of the world, and some of the most permanent successful business houses, have established advisory Committees and boards of censors, to which are referred every important matter; and these boards, while they may possess no authority, have the right of informal veto and suggestion, and are really discrimi- nating sieves for the proper sifting of business plans and questions. No man can know too much about his business for the general management of his business, yet it is obvious that any man anæsthetized by a technical atmosphere, can- not see as clearly the outside appearance of his business, as can the man trained to feeling the public pulse. The time is ripe for the educating of men of sensibility and capacity, who can intuitively and naturally feel and understand the condition of the public. 697 698 FOWLER'S PUBLICITY These men must understand general business, but they need not have been great business successes; they must be familiar with the general conduct of their clients, but that which they positively must have is the power of grasping the movements and wishes of the public, that they may make the advertiser's wants tally with the wants of the public. Most assuredly will it pay every large advertiser to present all of his advertising plans and all of his advertising matter to some outside-inside man or men, that the inconsistencies, objections, and actual meaning of his advertising may be given a practical test before given to the public. No reputable manufacturer ever sends out goods until they are tested, and certainly the principles of correct manufacturing should be applied to advertising. As one would test his goods, so should he test his advertising. Many an advertising plan or advertisement has not only defeated its object, but has materially weakened the business. Even though this board of censors, or single censor, may see nothing to criticise, the wisdom of employing it or him is still apparent, for if nothing wrong is found, it is well, and if something wrong is found, so much the better. Sensible men go to doctors, that they may know nothing is the matter with them, as well as to know what is the matter with them. In advertising, an ounce of caution is better than a pound of chances. It is suggested that every advertiser become intimately acquainted with some advertising expert who is an expert, — not one who only claims to be, and pay this expert, by the piece or by the year, a reasonable price for passing upon all advertis- ing matter and all advertising plans. Ulla Wrappers “ Around all things there shall be wrapped the name of him who sold them” MOSEXE MACA ol SS 7 WW27HINGS must be wrapped. If they must be wrapped, they must have wrappers. If they have wrappers, there must be space for advertising. Few purchasers object to carrying an advertisement of the seller. Only the extra expense of printing a wrapper is needed to make a really good, substantial advertisement that goes directly to the receiver and all those the receiver sees. Wrapping paper advertising should never be set in anything but the plainest type, and the firm name should be as prominent, if not more so, than the title of the business. Be sure that the printed matter is in the center of the sheet, or in any other posi- tion where it will be well exposed when the bundle is wrapped. If the store is known by some characteristic name, as well as by the firm name, bring out this name most prominently upon the wrapping paper. If there is a trade-mark, display this very conspicuously upon the wrapper. It is always advisable to have the advertising on the wrapper so characteristic that it will be recognized even if it is not read Originality can be attained by using a certain kind of type altogether, by some en- graved lettering, or by trade-mark, picture, or other characteristic device. . Black ink is more conspicuous than any other color, but a combination of colors, black predominating, gives a distinctive character to the wrapping paper. At very little extra expense, which really means a saving in the end, so many sizes of wrappers can be kept in stock that they can be adjusted to the size of the bundle, and always present the printed matter in its entirety. Do not put much matter upon wrapping paper. The fewer words the better. There are several regular wrapper-printers, and these parties can furnish wrappers much cheaper than can the regular job printer. Wrappers ordered in the largest possible quantities, will materially reduce the cost. Good wrapper stock does not cost sufficiently more than poor stuff to justify the use of the latter. CU some en- 699 Holidays “Good-will to men, to everything, the trade of love is everywhere” TXT TT 209HERE is something pathetic, sentimental, noble, and philanthropic about holiday trade which permits the argument of this department to Se flow outside the channel of business, and to lift itself into a spon- taneous and enthusiastic expression of good-will to everybody. The hard business lines, justifiable or not in the conduct of regular business, fortunately need not apply to holiday advertising. The motive of holiday publicity can be truly philanthropic, and of the best char- acter, for the charity that pays is the charity beneficial to both receiver and giver. There are crowds indoors and outdoors, and everybody good-naturedly jostles everybody else. A constant, merry, jingling stream of money flows between buyer and seller. Crabbed indeed, and mentally dyspeptic, must be the man who does not feel on good terms with himself and on good terms with the world when good-will is in the air, on the street, and pretty nearly everywhere. Santa Claus is the trade-mark of business. He is figuratively stamped on every article of trade, appears in every newspaper column, and is the figure in everybody's mind. Everybody is buying and encouraging everybody else to buy, and everywhere, from the talking infant to the centenarian, folks are trying to solve the annual riddle, “What shall I buy for Christmas ? » The buyer is happy because he knows he is going to make somebody else happy, and the prospective receiver is happy in anticipating the crop of holiday harvesting. No other season of the year presents so universal an opportunity for every variety of progressive publicity. The toy shops do more business, and while their increase is proportionately larger than that of any other line of trade, these stores do not do more than a very small part of the Christmas business. The holiday glitter has been painted and polished upon everything from the un- intellectual boot to the cooking stove, the unromantic coal, and the practical kitchen furnishings. Civilization has sufficiently advanced to suggest that utility, and not mere luxury and extravagance, is essential to the proper celebration of Christmas. ve TY 700 HOLIDAYS 701 The conveniences and necessities of life constitute more than three quarters of the Christmas gifts. There is probably no line of trade, except that of tooth pulling, which is not in- creased by holiday activity, and even medical attendance and teeth making and filling have been known to figure as Christmas presents. A proportion of Christmas givers, familiar with the wants of the receiver, hand him a sum of money and specify or suggest that it be used for some necessary purpose; and it is so used. Practically everything is adapted to the holidays, or can be so adapted. Let the advertiser encourage the giving of gifts, for he is doing good by so doing and making money by doing it. Announce Christmas suggestions, and let each CSICSSOCsecsecsecse AT '. To Folks of money ... SZRZORGANIZORIZORIZORIZORIGORI CUSSBONECOSCISCOSECSECS Let us help the poor. Money is plenty with you and busi- ness is good with us. Why not join hands and pocket books for the benefit of the unfortunate? We sell the Star Flour at $6 a barrel. This is the flour of quality, nourishment, and economy, and goes the farthest, and does the most good. If 8 you will agree to give it away, you may have all the barrels you want at $4. Of course we lose, but that is our contribu- tion to the poor. TGalizaliza Zorized ZARIZOZDZone PLATE NO. 1.–An illustration of true philanthropic advertising, which is likely to benefit the advertiser as well as the receiver of his bounty. He can fix the price so there will be little loss, and gain the good-will of everybody, and at the same time he can advertise his goods. Set in Howland. 18 Point Collins Border No. 216. 702 FOWLER'S PUBLICITY advertisement be in the form of Christmas news, each announcement giving advice P0000500090000 Cho 0000000000000000000000 >00000000000000000009 If one sells useful articles, it is good policy for him to give people to understand that the value of a gift is in its utility to the receiver, whether or not it be pleasing to the giver. The man may need a razor, and he thinks well of the one who gives it to him. The giver should not be prejudiced against the razor, because she cannot use it. The Christmas card day has passed, and it is a mighty good thing for business. People are now presenting suitable presents, and are giving away things which have intrinsic value. The holidays are for the poor, and the poor should be remem- S00000000000000 bered. PLATE No.2.-A good form of advertising. “She” can be Announce articles suitable for the needy, and suggest that changed to “ He," "Boy,'' “Girl," "Wife," " Mother," etc. folks with money buy Set in Gothic Condensed No. 11. 6 Point Florentine Border them for charitable SUUUUUUUUUUUUUUX No. 165. purposes. The corpulent pocketbook is willing become lean for the benefit of the unfortu- nate. Even the mean man is willing to con- tribute something. Suggest a ton of coal, a load of wood, a barrel of flour, a bag of meal, a pair of pants, a suit, shoes, rubbers, underwear, and any- These are happy days for thing else which is sold and is adapted to those of us who want not for satisfy desire or necessity. bodily comfort, but these are Be philanthropic, and advertise philan unhappy times for suffering thropy. humanity. There are hun- The advertiser need not be afraid of let- dreds in town-feeble moth- ers and hungry children. Let ting folks know how good he is. us help them. Everything in The good of all good is in the good ad- our store is yours, if you will vertising of it. let us give it to the poor, at If one is disposed to be philanthropic, let ten per cent, less than cost. his example shine before others, let him wwwwwwwwww bask in his own sunshine and make moneyPL PLATE No. 3.—A form of philanthropic advertising. The advertiser may prefer to sell at cost rather than ten per cent. less while the sun shines. than cost. This advertisement is adapted to sellers of eatables. Set in Latin Antique. 18 Point Collins Border No. 182. Very likely it will pay one to advertise se in a sensational way, -- and the sensation need not lack dignity, — that he will sell everything he has at cost or at discount, if purchasers intend it for distribution among Good Will NONO mo HOLIDAYS 703 1 Christmas Suggestion No. 1 " 1N the poor. Even the unphilanthropic appreciate philanthropy, and the town is with the generous merchant. Some folks may think the advertiser is doing it for adver- tising purposes, but the more they think about it the more they wish there were more like him. Make the discount as big as the heart. It will pay to be philanthropic from business policy alone. In the cost or discount charity adver- tising, one need fear little from deception, for very few, when the ground is covered with the white Christmas snow, will claim the charity price unless the claim be gen- uine, and as one gets his cost anyway, he will not be the loser. Every woman in town is in favor of charity, and every woman is impressed with the man who helps along the move- ment. PLATE No. 4.- It is a good plan to use a heading like this fre- quently. Set in Bradley. 18 Point Contour Border No. 248 and It is really costing the merchant nothing, Single Rules. because he receives his cost, and only contributes his time; and this charity sale does not lose him a single regular customer, but in fact makes better customers of his regular cus- obenoudatetaan tomers, and brings new customers to him. . He is doing a popular thing, and he is doing a good thing, he is not injuring himself, he is losing nothing, he is gaining everything. Advertise that all the goods will be sold at cost or dis- count for charity purposes, or if one prefers, select certain necessities, and confine the charity price to them. It is better to sell everything one has at the charity price for charity, because that shows broad liberality, and then only the necessities will be bought anyway. In advertising these charity prices and goods, speak enthusiastically of durability and usefulness. If one prefers not to give at cost, then advertise a dis-, count. Perhaps the merchant has a line of goods which are out of style and which he cannot sell within twenty-five PLATE NO. 5.-An always profitable heading. Set in Howland Open. * 12 Point per cent. of cost. If the goods are durable and useful, Collins Border No. 174. create a sensation by partially giving them away, placing them at so low a price for charitable purposes. Even the store of luxury can enter the philanthropic field, and . Give 704 FOWLER'S PUBLICITY 1 11 T advertise a discount on everything which will be given to the poor. This philan- thropic advertising will bring new customers, will make friends, will stimulate regular holiday buying, and create a much larger, regular, full price, holiday trade. The advertising columns of every newspaper and other periodical are carefully read by all women during the holidays, and every advertisement, if it be well written, is of more interest to the reader than the best of news or literature. That advertiser is to be congratulated who brings his advertising down to kinder- garten simplicity, and answers the ever pertinent question, “What to buy." Discard all conventional forms of advertising. Conventionality, sluggishness, and set styles have no part in Christmas trading. Make every advertisement glow in welcoming light. The play houses have their Christmas pieces, the ministers are preaching Christ- Sierossacresceroseness reaches RUSSIRRUS BUYERS STS.Com. v3. 05.33. 03...13 Something For For Her Him 9 Sairas'enor severacrosso erossacresses chesse eroskeresse . 983. 0 5.V.S. S.V . S.V.35. 0755.0 V233. PLATE No. 6.--A somewhat original and effective form of Christmas advertising. Descriptive matter is to follow. Set in De Vinne Open. 18 Point Florentine Border No. 145. mas sermons, the choirs are singing Christmas music, the trains are running Christ- mas excursions, the Sunday schools are arranging for Christmas trees, the clubs are decorating with Christmas greens, everybody is talking Christmas everywhere; and the kind of Christmas advertising that pays, is the kind that has cordiality, good will, enthusiasm, advice, suggestion, and above all, progressiveness in it. No matter how much one advertises himself during regular days, be sure to adver- tise what one sells during the holidays. Do not run the same advertisement twice. Remember that Christmas advertising is news, and that stale news is not news. No matter about adapting the advertising to the eyes of little ones. Children do not buy anything. Let ninety per cent of the advertising be for women. If the goods are suitable for the husband to give to his wife, or the husband to-be HOLIDAYS 705 . .. . to give his bride-elect, then advertise so that the man will see it, and head every advertisement with some expression that refers to her, not to him. Not one man in a thousand knows what to give her, and he feels like embracing the advertiser who tells him. True, the man has some female relative to advise him, but there are times when the man does not want to say anything about it to anybody, and he either blunders upon the right article, or depends upon the advertisement to tell him. No matter if one sells wash tubs, he has Christmas goods, for a wash tub, or any other article of necessity, is either suitable for Christmas, or can be made to be. Almost everything is adapted to the holidays if it is so announced. It is business to make people believe that what is for sale, whether it be a cooking stove, or a cluster of diamonds, is adapted to Christmas giving. Assist the advertising by illuminating the side- walk, by having the store a blaze of light, and by every kind of bright and pretty decoration. Dust up Santa Claus, or build a new one. Children are looking for him, and they should Give him an overcoat, and as die find him at the store. Many a mother takes he wears it, in the warmth of his le wearing he will feel the good Child Number One with her in purchasing a pres- sense of the giver. ent for Child Number Two, and the child with { PLATE No. 7.—This form of advertising is particularly adapted to sellers of necessities. It can be adapted to any line. Heading in Tuscan Shaded. Reading matter in Roman Full onthou huo nres the mother buys a pres- Face. 18 Point Collins Border No. 180 and Single Rules. ent for another child. It is necessary, if one sells goods for children, to adapt the ecorations to pleasing the children's eyes; the mother will then buy more liberally. Give away Christmas cards, and present little presents to all the children who buy. Have a stuffed Santa Claus in the window, and a walking Santa Claus in the store and on the sidewalk. Let Santa Claus distribute little trinkets or cards, for children like anything from his hand. Decorate the window, and change it daily if possible. Give prices.if advisable, and have some kind of an explanatory placard accompany- ing most of the goods in the window. It is a good plan to place a modest and very neatly printed card beside the princi- pal goods in the window, each card bearing some matter like the following: “For TE ETTER ETTETET SENSE GIFTS JYYJVJUUJJJJ 706 FOWLER'S PUBLICITY TTY . Y Papa,"" “For Mama," « For Brother," 6 For Sister,» « For Him," “ For Her," " For Aunty,” « For Cousin,” “For Grandma,” “For Grandpa,” “For Anybody"; or use some words like, “ Christmas Suggestions No. 1, No. 2," etc. If one sells a large variety of goods, it is suggested that perhaps it would be advis- able to create departments of fifty-cent presents, dollar presents, and presents at any er figure, and to advertise them prominently. Advertise to reach every age and both sexes, and remember that the rich and poor are Christmas buyers. Do not fall into the habit of advertising exclusively fancy articles or things for children, for while most children receive presents, nearly all the grown people get them too. Begin the holiday advertising from a month to two months before Christmas. Often it pays to advertise from eight to twelve weeks ahead, and to advertise very extensively four weeks in advance. While the bulk of the small things is purchased during Christmas week, nearly all of the more valuable articles are bought a month before Christmas, and are thought of a month before they are purchased. The adver- tiser who begins his holiday advertising first gets the bulk of the Christmas trade. The newspaper is the only indispensable medium for Christmas advertising, and while circulars, catalogues, and other printed matter pay, the n best and most economical means for stimulating and drawing Christmas trade. After the holidays trade slackens, and the advertising should return to its normal proportions. Do not stop the advertising as soon as Christmas trade stops. Many goods are sold after the holidays, and many people wait until the holidays are over. Most advertisers heavily reduce their advertising space after Christmas, or discon- tinue it, and the advertiser who has the enterprise and judgment to extensively ad- vertise when others do not, is the man who receives the very profitable overflow trade. The advertiser should not preach the good-will doctrine of presentation and give nothing himself. Always, if one can afford it, and he generally can, present each one of the employés with money or an article. The knowledge that this will be done creates good-will, and insures enthusiastic faithfulness. The employé who feels that his services are recognized by a Christmas present · will attend to his business so much better that he will pay an extra profit far beyond the cost of the present. One may claim that faithful work is paid for by the regular salary, and so it is; but if he will judge his employés by himself, he will find that he will always do better by the man he thinks well of, and he has no right to expect that his employés are any better than he is. The advertiser's liberality can be very quietly advertised through reading notices in the newspapers, and this advertising as advertising will probably be worth more than the cost of giving. The employés will advertise it by word of mouth, and this liberality will do much toward bringing to him the trade of the stores which do not seem to substantially appreciate the profitableness of generosity. Liberality to employés, if known, brings to the merchant the tremendous trade of the clerks and working people. 1 Blind Publicity “ Why look for something you can't see” SS PRIVILY DVERTISING is not for the blind. Blind advertising is not for any- A body. That which cannot be seen is not worth looking at. Nobody looks at anything he cannot see. Darkness advertises nothing but dark- ness. Light in advertising is as necessary as light in civilization. Let SAS there be light in everything, including publicity. The advertiser who says in the middle of his space “ Watch This Space," had better be watched. Look out for the man who says “ Look out for me next week.” Most people have some- thing to do, and are likely to mind their own business rather more than somebody's else business. If one has something to say, say it. Do not deal in mystery, unless mystery is for sale. Advertisers think it is smart to say one day “ He has it in his pocket;” the next day “ She has it in her pocket, if she has a pocket; " the next day “Children carry it in their pockets; ” the next day “ Doctors have it in their satchels; ” the next day “ All druggists keep it;” and the next day “ It is Blank's Tablets." Five days' worth of advertising are given up to mystery, under the illusion that this mysterious com- bination of advertisements will focus the mind upon the sixth advertisement, and give the sixth advertisement increased value. The sixth advertisement is worth more be- cause of the five mysterious advertisements which preceded it, but it is not worth as much as six regular advertisements, all of them speaking of Blank's Tablets. A few of the people will connect the five mysteries with the one fact, and will appreciate the sixth advertisement partly on account of the five advertisements preceding; but a large proportion of the readers of this advertisement will not make the connection, and the whole or a part of these preliminary advertisements will be robbed of their value. It is far better to speak of one thing six times, than to speak of it once and tell people one is going to speak of that thing five times, without mentioning the thing. Everybody who sees the advertisement mentioning Blank's Tablets will there is such an article in existence, but not everybody who sees the blind preliminary advertisement will ever know that Blank's Tablets are going to be mentioned. The head-piece, the middle-piece, and the tail-piece depend upon the whole for their value, and have very little value when disconnected. If continuous advertising pays,- and everybody says it does, — it is almost as senseless to break that connec- tion by the use of mystery as to break the connection by the use of nothing. T S conn 707 708 FOWLER'S PUBLICITY 1 1 TT The advertiser is interested, and laughs, and so does his family; very likely even the office boy wears a grin when he reads the beautifully turned sentences and notes the complexity of the blind advertising. They are inside the mystery and appreciate it because they can see the entire maze and know the outlet, but the public does not know the outcome in advance, and does not care, and the only way the advertiser can make the public follow his blind advertising is to secure a law compelling readers to read what he writes. While the present form of government lasts it is extremely doubtful if even party bosses, working in the interest of advertisers, can force people to appreciate unprofitable forms of publicity just because the advertiser thinks they are smart. Would the merchant, after receiving an order for a box of raisins, send in advance a box of painted raisins? Would he hire a mechanic to make wooden raisins? Or would he send an empty box, with this motto painted on the inside bottom: “Look out for the next box?" And yet this same merchant thinks he has a right, because he thinks he is smart, and his handsome stenographer smiles at his alleged wit, to inflict upon the public ideas of advertising which would be considered idiotic or even actionable if applied to the conduct of regular business. The advertiser has something to sell, and the only thing the advertising is good for and is to tell people he has it, and what it is. Blind advertising, if closely connected with the final ex- planation, will add to the effectiveness of the final advertisement, but it is not worth what is paid for it, and it does not do the last advertisement enough good to justify its cost. Frequently a chair is turned bottom up in an office, and when it is so turned an advertisement on the bottom of the seat is good for something; but the chairs are turned upside down too seldom, and the expense of hiring men to do it is too great to justify this method of publicity. Blind advertising may pay, because if given any kind of a chance, advertising is likely to assist business, but the writer has never received any evidence of blind advertising paying as well as the kind of advertising people can comprehend. The writer knows of blind advertisers who have made millions, but they have never presented any evidence that this advertising made their millions. Blind advertising must be transient, and can never continue long enough for a man to discover that it pays, although its limited life often proves that it does not pay. It is fair to presume that these blind advertisers of success made their money by the sensible advertisements they used afterwards. Even if there are a few cases where there appears to be absolute proof of the effectiveness of blind advertising, these cases are in such minority as not to affect the principles of the law of averages. Everything has its fundamental law, and exceptions to that law are dangerous. There is a definite principle, theory, or practice of advertising which is accepted by advertisers, and nothing which outrages these conditions is likely to succeed, although it may succeed in isolated cases. An idiot has often saved a railroad train from wreckage, but no sensible railroad man employs an idiot to flag a train. Ille- gitimate methods of advertising have sometimes paid, but no sensible man sails against the tide of publicity if he has the power to turn his ship of trade into the natural current of success. man Politeness “ As you'd be treated, so treat you others” OLITENESS in business is a business commodity. LIR AN 13 . . 3 . -GR ac . 9.9 P X Di NU any market. A poor thing well served may look as well as a good thing poorly served. Customers are unreasonable. Shoppers are exasperating. Salesmen are human. Saleswomen grow tired. Frequent calls for what one does not have, and constant dissatisfaction with what he does have, breed discontent, peevishness, irritation, and frequently explosion. It is hard to treat the ill-mannered with smooth and constant politeness. It is hard to sell goods anyway. There is no fun about business. Buying strains the energies, and selling wears body and mind. One must carry goods if he would do business, and he must have salesmen and saleswomen. So must he carry in stock, — for it is stock, - a supply of perpetual politeness. Even if the merchant despises the customer, if he has not been insulting, the buyer should be served with courtesy, for the worst man on earth likes to be well treated. It should not be forgotten that the disagreeable man may have money, and money is what the merchant must have or go out of business. Simply consider politeness a part of the stock in trade, and store it up during pleasant days, that there may be enough to stand the strain on disagreeable days. The employés must treat everyone with persistent and balanced courtesy. Failure to do this, under all circumstances with but few exceptions, is sufficient cause for reprimand; and a continuation of such neglect is sufficient reason for discharge. The best way to make the women and men clerks polite is to be polite to them. Human nature is not generally strong enough to stand discourtesy from the mer- chant and the customer on the same day. Nothing kills the effect of advertising quicker than lack of courtesy and politeness behind the counter. • The advertisement may be filled with welcome, and it may be bordered with beckoning fingers; but if the welcome is not in the store, it had better not be in the advertisement. mer- 709 710 FOWLER'S PUBLICITY 1 11 al ma TOTI An off-hand expression, so long as it is not silly, even though it may be meaning- less, makes the customer feel at home, and lets loose his tongue; and if he talks, opportunity is given the salesman to talk back, and no man of any sense ever said that silence was golden in selling goods. Talk, if smoothly framed, and smoothly uttered, — and there is not too much of it, – will assist in selling everything. It is the business of the salesman to show interest in the purchaser, and to carefully and politely advise and suggest. The customer wants to buy of the salesman who wants his trade, and who thanks him for every order. Half the saleswomen and salesmen size a purchaser up by the amount of his pur- chase, and with eye and words make the customer uncomfortable if he does not pur- chase a big bill of goods. The woman who buys a package of hairpins to-day, and is politely thanked by the saleswoman for her trade, may buy a hundred dollar dress pattern to-morrow. s no right to discriminate, and while it is his business to sell as much as he can, it is more of his business to consider the buyer more than the sale. Consideration is the one thing that holds trade, and lack of consideration will ruin the best business. Politeness is the cheapest thing, and yet the most valuable to have about the store. People like to buy where they feel at home, and where little courtesies are shown them. There is not much danger of overdoing politeness. Too much of it is far better than too little of it. Incidentally it may be remarked, that if the salesman's position is worth fifteen dollars a week, the proprietor has no right to expect to obtain twenty-five dollars worth of Chesterfield politeness for seven dollars. If he pays the salesman to be polite, it ought to pay the owner to be polite to the salesman; and the employé if well paid is likely to distribute his politeness to the merchant's benefit as well as to his own. Make it an object for the saleswomen and salesmen to treat everyone with courtesy. If they are sick, send them home and do not cut their pay. A sick seller may drive away more trade than a well man can easily regain. The best way to grow politeness in the store is to treat all of the employés so well that they will succeed by following the example. Politeness, cheerfulness, and courtesy are as essential in the building and in the holding of successful trade as any other business commodity. 0 Facsimile Handwriting “ The fool is proud of his chirography" S2 SATA 11 no KAMAYNANAM ACSIMILE handwriting can be produced inexpensively and easily from writing upon perfectly white paper in black ink. Ruled paper can be used, and ordinary black ink will do, but a thick India ink will produce a better result. The size of writing does not matter, for the writing will be photo- graphed, and can be reproduced in a larger or smaller size than the original. The wording should be carefully scanned before sending to the engraver, and all mistakes corrected. Corrections can be made by pasting white paper over the word to be changed and writing the corrected word upon it. The value of this class of advertising is questionable, as script cannot be easily read, and not one man in a thousand writes legibly. There is nothing particularly original about it, and it seldom should be made to take the place of plain type. The identity of handwriting, except in the case of a signature, has no value what- ever, and the man who uses this method of advertising for the display of any personal identity which he imagines his handwriting gives is as foolish as the man who tries to sell dry goods by the display of his portrait. When this style of lettering is used, see to it that the copy is prepared by some one who knows how to write. Even if the original is done with a stub pen and in the plainest handwriting, it may not be as effective as ordinary type. The method of engraving is either by process or cutting upon wood, the cost of a signature by either method being about the same, while the reproduction of con- siderable matter can be done much more inexpensively by photo-engraving. The facsimile personal letter, presumed to be written in a lady's handwriting, and of a sort of social, conversational, and private character, in which “Mary” asks “Dear George” to buy her a Blank Bicycle, this advertising being injected into the contents as though it were a part and parcel of it, and preceded and followed with gossipy slush, that the reader may think that he has accidentally received a letter in- tended for somebody else, is of the most questionable value, partly because it is nonsense, and nonsense is not business, and further because it is over-used and frequently illegitimately. dav 17 Con- 711 Headlines “The bottom is known by the top” W Y HE strength of most advertisements is in the headlines. Headless advertisements are novel by contrast, and occasionally pay by right of chan ayo re re no The fact that more than nine hundred and ninety-nine advertise- ments out of a thousand have some headline, indicates that the mission of the advertisement is first in attracting attention, and that to attract attention is the province of the headline. It is manifestly true that if there is nothing to the advertisement to suggest the , the advertisement will only be read by those who have neither money nor brains to buy the goods. A proportion of all advertisements are only glanced at, and if there is nothing in the headline in the way of advertising, the value of the advertisement may be lost. The headline is to bring the eye of the reader to the advertisement and induce him to read it; if there be no headline there may not be any reading. The headline should be in type at least three times as large as that used for the descriptive matter, and not less than twice as large as any type in the sub-head or introduction. The shorter and fewer the words in the headline, the better it is. Headings should never occupy more than a half a dozen lines; if they can be con- fined to not more than two or three lines, so much the better. The custom of using small type for headlines and closely following it with intro- duction or description set in type nearly as large, although used by many successful houses, is not one which has many arguments in its favor. Never use long words or words not easily understood in headlines. Use lower case instead of caps except where there is not more than one or two short words. Never begin a headline with a lower-case letter. This custom is neither original nor sensible, and the foolishness of it counteracts any advantage of novelty. Legibility is the first consideration, and legibility does not admit of the erratic, or any display of idiòcracyisms. If one would be funny let him hire a man to laugh at him, and not inflict the malady upon the public. 712 HEADLINES 713 00000000 Right Prices All-Ready Overcoats Honesty ••••••••••••••••••••••••••••••••••••••••••••••*••••••••••••••••••••••••• The Store of Safety Guaranteed Quality Tell Your Husband Know All Women 0000000000000000000000000000000000000000 Just For To-day •••••••••••••••.666666666666666666666666666666666666666666666666666666666; Will Be Out Of 'em To-morrow : ong Wear Long Wear •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• Sub-Cellar Prices စစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစစေ့ 0000000000 Glad To See You 08088108666666666666666:6666692086ea10278006666666666666666666666666666666 PLATES Nos. I to 12.-These headlines are general. It is obvious that specific expressions could not well be given here. The specimens in other departments present a great variety of catch-lines. Set in French Elzevir. 6 Point Border No. 71. 714 FOWLER’S PUBLICITY •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 00000000 ••••••••••••••••016666666666666666666666666666666666666666666666666666667 000000 •••••••••••••••••••66666666666666666666666666666666666666666666666666666 We Are Yours The House of Reliability Are Your Soles On Earth About Arctics Make Yourself at Home Prompt Delivery Sensible Styles 6666666666666666666666668666666666666666666666666 0000000000000000000000 Your Hatter You're Safe Here Welcome We Have It Excellence For Sale 666666666666666666666666666666666666666666666666666903.801616166666666666% PLATES Nos. 13 to 24.-These headlines are general. It is obvious that specific expressions could not well be given here. The specimens in other departments present a great variety of catch-lines. Set in French Elzevir. 6 Point Border No. 71. HEADLINES 715 Do not use blind headlines if they can be avoided, for the blind headline is only of value to the reader of the advertisement, while the descriptive headline does a certain amount of good with every one who opens the paper containing the advertise- ment. The headline that means something impresses itself upon everybody, while the blind headline reaches only the few. In the headline avoid the use of the cheap and overcommon words discussed in the department entitled “ Common Phrases." The successful headline must be in keeping with the character of the advertise- ment. If the advertisement is sensational, the headline must also be sensational. If the advertisement is dignified, the headline must be dignified. The arguments are about evenly divided for and against the descriptive headline which refers to the use or the character of the goods, and the headline which mentions the goods by name. Neither of these styles is blind, as both of them mean something. The descriptive headline which does not mention the name of the goods attracts the attention of those who may be slightly prejudiced against the goods advertised, would not begin to read an advertisement if it was about this particular line. The headline giving the specific name tends to keep that name always before the public, and has the decided advantage of the most positive and direct advertising. It is a question which is the better, and the better way to do is to use both. If possible, headlines should be euphonious, and have about them a certain swing and speaking ease capable of being remembered and repeated. Whenever possible, have the headlines set in a different type from that used for those in most of the other advertisements in the paper or magazine, that they may attract by their difference from others. Never say too much in an advertisement, but if one is going to cut the size of the type to make room, let the cutting be below the headline and not in the headline. W re 21 ras Business Letters “When you write, write right” Ty AOKEZA 1 II NY 1 TTT PE D HE business letter is advertising. It advertises the things written about or the writer of it. Nearly all business letters are read, even when written entirely in the interest of the sender. The writer refers to business letters which are personally written and personally directed, and are not merely circular letters. The matter of a circular letter becomes personal when its mechanical execution closely resembles the regularly written typewriter letter, or the handwritten letter. Reproductions of handwriting and of the typewriter have no more value than printed circulars, unless their manifolding is disguised. Better use type that folks can read easily than faint duplicates of typewriter or of the pen. Be brief if the subject will allow it, but it is better to be too long than too short, because it is better to overtell the story than not to tell enough of it to enable the reader to un- derstand what the writer is driving at. Do not make the business letters too original. Do not attempt fine writing. Do not make them literary. The business letter is simply written-out conversation, in which the speaker tells his story by writing it. The business letter must not be smart. It must simply represent the sender in style, quality, and length. The business letter must not be too long or too short. It must tell its story to the best of the ability of the writer. One half of the business letters are not perfectly nor even grammatically con- structed, and not one business letter in a hundred is properly punctuated. The wholesale house is known by its business letters, as generally eighty per cent. of its customers never enter its doors. The business man pays good salaries to his salesman and to his buyer; he fits his office up in solid mahogany with gilded mountings, and yet he expects a seven- dollar-a-week typewriter to produce work in keeping with the surroundings. Few of the buyers ever see the store; few of them know what it looks like; few have ever seen the merchant. The personal connection between the two is limited to the appearance of the salesman and the correspondence. It is essential that business letters be well dressed. They should represent the business as fully as the store in which the business is done can represent it. The merchant calls in his stenographer, rapidly dictates a letter, and very likely through lack of education and time does not do it properly. The young woman e OT even COD- K CI SC on! eo W 716 BUSINESS LETTERS 717 1 ney nean 1 lea transcribes it on the typewriter, and the quality of her work is very likely equal to the amount of her salary. If she draws only the pay received by the average type- writer, she should not be expected to be grammatical. She may know how to spell, but there is not one chance in a hundred that she knows how to punctuate. The letter goes out, and if it happens to strike an intelligent receiver, he cannot think well of the goods sold by a man who does not know enough to write a business letter, and has not sense enough to hire some one to supply his deficiency. The importance of a business letter cannot be overestimated. It is an essential part of business, and always must be. It should never be written indifferently, and never incorrectly. A spoken word leaves only a memory's record of itself. A written word is recorded forever. If one must be foolish in what he says, he should never put his inconsistencies in writing. One may say a thing that he does not mean, and his facial expression may tell the listener that he is joking. When he writes anything, he is supposed to mean what he says; and the receiver, miles away from him, and perhaps but a stranger to him, must judge him and his business by what he writes, no matter what he may mean. The name and address of the party written to should always appear at the head of the letter, because when the letter is referred to in the letter or copy-book, the sender should not be obliged to look elsewhere for the address. Every letter should be copied, because the letter which one thinks not important enough to copy is likely to be the letter he wants to refer to within thirty days. The signature should be readable. All great men may be poor writers, but all poor writers are not great men. If one cannot properly sign his business letters himself; if the letter is not in the nature of a formal contract, he should let somebody else in the office sign it for hi The receiver has a right to know the name of the party signing the letter, and it is sometimes very important to both parties that the handwriting should not prevent identification. The business name and address should be in readable type at the head of the letter, and all fancy type or script should be avoid If the letters are ever signed by individuals, the names of the officers and partners, and those authorized to sign letters should be printed in small type at the top, so that in case of blurring the identity of the signer may be discovered with assistance of the eading. The use of the typewriter cannot be overcommended. No firm doing much correspondence is justified in sending out long-hand letters. If the receiver has a considerable correspondence he is likely to lay aside handwritten letters and attend to the typewritten letters; he may even neglect to read the former altogether. A letter of more than two pages should never be written in long-hand, even if it is necessary for the sender to go outside for typewritten work, unless it is impossible to obtain the typewriter. It is presumed that the writer of a letter is more interested in its contents than the receiver, and it is the business of the one more interested to make the work easier for the one less interested. When one sends a business letter it carries with it his request that it be read, and the easier he makes it for the reader the more likely the receiver will be to be impressed with its contents. len CO Saleswomen “ Any fool can be a lady” . 5 N AN a woman sell goods as well as a man? That depends upon the ATA woman. There are more saleswomen than salesmen. The average S woman is not a good seller, not because she cannot be, but because STAR she does not try to be. Women buy nearly everything, and certainly ABANS the sex that buys should make the better sellers. So long as opportunities are not open to women, and they are hired because they are cheap; and so long as the chief end of woman is matrimony, man, not by ability, but through circumstances, will be worth more as a seller in every market. There are exceptions, for the able woman is sometimes more than the equal of the able man of the same class; but it is the business of this book to discuss things as they are, until there is a prospect of change. In most of the stores the saleswomen have as much individuality as the inmates of a prison. They are known by number, and they are subjected to collective disci- pline. They are to blame for their condition as much or more than the men who hire them, for it is the selfish business of hard business to buy what it can at the lowest price, and not to pay what a thing is worth if the thing itself passively allows itself to be underrated and sells itself for the time being, without thought of the future and without an attempt to increase its value. In the woman is stored a mine of advertising value which will come out, for or against the man who hires her; and it is his business to regulate the natural advertis- ing ability of woman so that every one of his saleswomen will be a walking, talking advertisement of his store. The character of every office is known by the women in it. The competent saleswoman is found in the first-class store. A store with respectable women behind the counter does not need as much adver- tising as the store where the goods are sold by indifferent saleswomen whose minds are at the ball or thinking of next week's picnic. The buyers, and especially the women buyers, will cheerfully pay more money at the store where the woman behind the counter shows an interest in them, than they will at the store where the saleswoman does not know whether she is in the store or not. Saleswomen are not only selling conveniences as they are commonly classified, but they are individual advertising machines, and their word of mouth can be made to advertise the goods and the store. vomi O mo 718 : 719 SALESWOMEN mo CO There are women who are interested in their work, and a little extra wages will bring them to the storekeeper who finds that harmony in business means contin- uous profit, that it is necessary to have quality in saleswomen as well as quality of goods, and that cordiality, respectability, and politeness should not be confined to the advertisements. There is no sense in crying welcome in the public print when the face of the saleswoman is turned towards the wall, or when she is more interested in personal gossip than in selling the goods before her. Where is the consistency in inviting people to call and insulting them when they do call. What is the good of the well-worded advertisement if the seller is vulgar mouthed? er to pay a little more for good salesmanship, sell more goods, and make the advertising pay better, than to try to make the advertising not only announce the goods, but take the place of common selling decency. The storekeeper is partly to blame for this indifference, because he makes no effort to encourage his saleswomen. A reading room for the girls, and a suitable retiring room in case of sudden illness, an occasional picnic, and other evidences that the man at the helm considers them women and not numbered parts of machinery, will pay for themselves a hundred times over in making the indifferent girl different, and by instilling into every sales- woman the feeling of ambition. Let the intelligent storekeeper do his duty, and the saleswomen may do the rest. This book is not a philanthropic effort; it would be out of place to discuss this question upon any moral ground, but it is fortunate indeed that in this particular selfishness and morality are inseparable. The better assistants are treated, the better they can work; and the better they work, the more money they will make for the man who hires them. Saleswoman No. 462 cares nothing about herself, the man she works for, or the customer; but Miss Smith respects herself, and the man she works for, and is likely to treat the customer decently. Some progressive houses, either from selfishness or from philanthropy, or a combination of both, have introduced free lectures and entertain- ments for the benefit of their employés, and these have never failed to pay an extra profit. It is much better for the merchant to furnish his salesmen with something to talk about than to let them create their own gossip, and the more he can turn their con- versation towards his business, the more free advertising he will obtain. An entertainment for employés, whether it be a dance, a lecture, or performance, is a magnificent advertising plan, for all the papers will speak of it, the girls will all tell of it, and other girls, employed in other stores, — or unemployed, - are always in favor of buying of the man who respects their sex and makes it easier for those who are obliged to labor. From an advertising point of view alone the entertainment for the saleswomen and salesmen, and other employés, is worth a good deal more than it costs. Happy is the man who does good, and makes nothing. How much happier is the man who does good and makes money doing it ! 1OTE S Women “ She is the first estate in buying trade" p O AD SAMOMINE DMM OMAN is the power behind the man, greater than the man himself. r Woman is the buyer of everything. Man was made first, but woman came so quickly afterward that man never had a chance to enjoy and realize the blissful state of being Pa monarch of all he surveyed. In the days of Eden women took charge of affairs. The man who thinks he is independent of woman fools not woman, but himself. r cent. of all goods, whether flour, molasses, skirts, shirts, shoes, trousers, stoves, tinware, horses, carriages, furniture, carpets, food, or other line is purchased directly by woman more or less, and principally less, influenced by man. Without depreciating the great mechanical interests of the country, every thinking man while thinking will surprise himself with the discovery that by far the larger part of the direct product of the earth and of machinery, is intended for the inside or outside of the human body, and is mostly used in the economy, comfort, or luxury of living. Comparatively little is made and sold, except machinery, which is not intended for home use. Woman controls the family, and she properly is the queen of the home, and so long as she continues to have the children, just as long will she buy everything made for and used by the members of the household Practically all the buyers are either directly in a family or connected with some family, and therefore come under the direct influence of the family manager. The great factories of the world, the workers of the soil, the men behind the counters, in every country, are laboring in the production and distribution of things bought by woman. There is little left for the man to buy, and most men are indisposed to buy even the things they need themselves, depending upon the women to purchase for them almost everything they wear, and practically everything they have outside of the factory treadmill or the office furniture. Woman is not a monopolistic buyer because she wants to be, — although most of them are willing to be, - but because necessity, conditions, convenience, and economy demand that she take upon herself buying responsibility. sure. 720 WOMEN 721 mar en V 1 Ils be The writer recalls an incident that occurred some time ago when every business man said that things of business should be advertised to men of business, and that woman had no right to buy man's goods, and would not, which served as a con- vincing argument in favor of advertising goods for man in a way that would attract the eyes of woman. An article used exclusively by men was advertised in a paper read exclusively by women, and although that article was very extensively advertised at that time in publications for men, the actual cash receipts from this woman's paper advertisement were two or three times as large as those from a hundred other publications. The unthinking advertiser has only to think, read the history of trade from the beginning of it, and to look through his own house and down his own street to be for- ever convinced that woman, with or without man, is the natural buyer of practically everything sold. The merchant may claim that his wife has no interest in the set of his clothes, or in the whiteness of his shirt bosom; that she does not care whether his office chair is soft or hard, and that she in no way attempts to influence him in any purchase or in the conduct of his business. The poor man started in with the wrong kind of a wife. The average woman, because she is not The Star collar looks inside her husband's clothes, and can see all well until it's worn out, y sides of him, is better able to judge of his and it wears out slowly. outside appearance than the man himself. The great warrior who can calmly smoke R****** a cigar before the ready-to-smoke mouths of toc olzamouthoof PLATE No. 1.-A form of advertising which is likely to catch the woman's eye. Heading in Tudor Black. Reading matter in many cannon, or the bold navigator who De Vinne. 12 Point Florentine Border No. 149. fears neither wind nor wave and calmly stands on the bridge until there is no bridge to stand on, is seldom brave enough to appear before his wife, his mother, or his sister in a pair of trousers made by the tailor with whom she is not satisfied. In conversation with one of Chicago's most progressive business men, the state- ment was made by the writer that the reason this man's advertising did not pay was because it was not adapted to women. The merchant took exception to this and smilingly dared the writer to prove the correctness of his view. The writer cast a driscriminating glance upon the clothes worn by the great mer- chant, and in a sort of stage whisper said, “ My dear fellow, you don't even control the buying of the clothes you wear.” Out of Collars 722 FOWLER'S PUBLICITY How about His shoes IT “Who told you?" instantly enquired the merchant. “Nobody,” replied the writer. “Well, you hit it right,” said the business man; “I have been paying forty-five dollars for a custom- made suit of clothes, * but yesterday, during momentary attack of insanity when econ- omy seemed to be of paramount import- of ance, I stepped into a ready-made store, and bought a fifteen- . dollar suit. My wife was visiting friends PLATE No.2.-A good heading for almost any line of men's wear. Set in Gothic No. 6. 18 Point in the suburbs, and Collins Border No. 199. I met her on her way to the depot to meet me. I thought I was pretty well dressed, and rather expected an expression of gratified surprise. I got the expression without the gratification. Her first words were, “ John, where did you get those pants?' Look at 'em! Do they fit me? I am one of the few who cannot wear ready-made clothing, but I, the wearer of trousers, had to be told by one who did not wear 'em, that the trousers I had on were not the ones I ought to wear, and she was a woman. Yes, you're right, and I knew you were right at the start; but masculine conceit sometimes is suffi- cient to lose money with." The real power may be in man, and the nom- inal power woman's, but the nominal power is the power in opera- tion, and the power that the advertiser must re- spect. Do women buy everything? Read the answer in ninety per cent. of the advertisements in every magazine and PLATE No. 3.-A catch-line applicable to anything of masculine comfort. Set in Jenson Old Style. Jenson top and side piece. paper of general circu- . * lation; in fully seventy-five per cent. of the advertisements in every daily paper; and in practically all of the advertisements in the country newspapers. a Make him Comfortable . WOMEN 723 A part of the goods advertised to reach the woman's eye are used by man, but the fact that they are advertised so that the woman will tell the man about them is the best evidence that woman is the real buying power. One half, yes, three quarters of the articles purchased by man are purchased be- cause woman told him to buy them, or quietly suggested that one article is better than another article. Man is a busy being, or thinks he is; he cannot be at home more than a part of the time, and he has neither the time nor the inclination to do the buying. Naturally man depends upon woman. The writer has made many experiments, and without exception the re- sults have proven that to reach woman one must go to woman; and to reach man, one must also go to woman. Direct advertising to man need not be entirely done away with, for there are a few lines of goods in which he is sufficiently interested to do his own reading and his own buying, but this department must discuss averages, and not unimpor- tant exceptions. make him buy a decent one? From sidewalk to roof every detail in a retail store Very likely his hatter fitted not devoted to some mas him to his hat. We'll fit a culine profession, the selec- tion of employés from office hat to him. boy to floorwalker, and the PLATE No. 4.-A strong form of advertising. Set in De Vinne. Single Rule Border. wording of advertisements, circulars, or announcements, should be arranged in a way best adapted to attract woman's eye and gratify woman's taste. Stores selling men's furnishing goods, and office furniture establishments, must not forget the woman's influence. If the man is wifeless, and is not arranging for a wife, he is living under the in- fluence of some female,— his mother, his aunt, his sister, or somebody's else sister. These women see him every day; they meet him at the breakfast table and at tea; 1 Is shabby. Why don't you 724 FOWLER'S PUBLICITY CTT 1 Does wit o 000000 His they are the first to see him, and the last to see him, and the only people who meet him when he is not in the treadmill of business. Their influence over him of necessity is absolute, and in few cases is it objectionable to him, for it is friendly. All men read advertisements, but they do not read as many advertisements as women. A well-written advertisement constantly before the man in his daily paper or his favorite magazine, or any other paper he sees constantly, if it is brief, must be read by him sooner or later. The man may claim that he does not read the advertisements, but if he can read, he cannot help reading them unless they are too long to be read at one glance or by a succession of glances. oooooo All men are influenced by advertisements and are accessible to advertising arguments, but no adver- tisement has one tenth the weight with a man it has with a woman, intelligence and social position being equal. The advertising columns of any publication, whether it be daily, weekly, or monthly, present to woman information as valuable to her as that contained in the reading pages — and its value is recognized. There is some truth in the statement that the average woman takes more interest in the advertis- ing columns than she does in those of genuine read- ing matter. The woman must buy, and she knows it. Instinct and economy are constantly suggesting to her that she get the most for her money, and the best there is. The woman is not interested in the bulk of the PLATE No. 5.-A good form of underwear adver- litara tising. Set in Taylor Gothic.-22 Point" Collins literature, and she reads it because she thinks she Border No. 189. ought to read it. Happily and restfully she turns from the long-drawn-out story, with its heroes and heroines, that are too natural or not natural enough, to the advertising pages; for there are short paragraphs, short items, and illustrated and concise information concerning the things she wants and can have, and the things she wants and never will have. Woman reads all the advertisements even though she knows she cannot have the goods advertised, for she is naturally interested in that which she cannot have — and she is an ever-ready speaker on subjects interesting to her. Many an advertiser has successfully reached high-grade women through medium- grade publications, for there are not enough high-grade women to keep them from being lonesome, and the women of tone must mingle with the women who want it. oooooo Wear W e ar Instinct and economy are constantly WOMEN 725 1 Woman Woman - Con T TT The woman who cannot have what she wants likes to talk about it, and if she is informed, she carries the advertisement to those who have the money to buy. Verily, it pays to reach all women, for the woman who cannot buy will tell the woman who can. The woman who will not read advertisements is not a woman — consequently all women read advertisements. Advertising is news to women. The better the woman the more deeply interested is she in everything her men- folks wear and want, and she is forever reading advertisements that she may buy the desired goods, or tell them where to buy them. The man incidentally remarks at the breakfast table that he thinks he will buy another engine, and as he does not know what kind of engine he wants, and is not prejudiced in favor of any one engine, the least thing will turn him one way or another. The wifely wife cuts out an advertisement of an engine, and gives it to her husband; the husband hands it to the engineer, and if the engineer is not prejudiced in any direction, the catalogue of that engine is sent for, and half the battle won for the seller of it. Advertisements of engines, and other articles used exclusively by men, are now appearing in publications read almost entirely by women. The sister does not like her brother's desk, and the brother knows that there are other desks and better ones; but he is busy, and is unconsciously waiting for some one to tell him to do what he knows he ought to do. The sister obtains a desk catalogue, or visits the desk store, and the brother, too busy to think for himself, orders the desk the sister selects. Half the men do not know enough to buy a new pair of shoes or to have an old pair mended until a woman tells them to. The spot on the office or parlor carpet bothers the woman and does not trouble the man. The paint on the house, or the furniture, the location of the home, the heating apparatus, and everything about the house and place come under the direct control of woman. Woman is the active partner in the home, and the silent partner in the office. Man pays the bills. Woman regulates expenditure for personal articles, and part of the business expense. It may be said that woman purchases everything from shoes to shingles. The clothing and management of the children from infancy to manhood or woman- hood are directly parts of woman's business. Purchasing for the children is no small part of buying. The mother is the power behind the married daughter and son, and she uncon- sciously contributes the advice which prejudices them in favor of one article or another. 1 TT 726 FOWLER’S PUBLICITY TO S WAS 1 Man shakes off responsibility. Woman glories in it. Nothing in this department must be taken as depreciating the value of business papers which reach men only, for such publications have a distinct value in their direct appeal to men. It is believed, — and experience seems to justify the belief,— that even cigars, pre- sumably to be smoked by man, can be profitably advertised in woman's papers, even though the woman ought not to buy them for the man. However, she has to stand the odor of the smoke. No great daily paper, great magazine, or any other great publication has ever gained a large circulation unless a portion, if not the bulk of the matter was adapted to the wants of women. The love story, the woman's page, the children's column, the family miscellany in the best daily papers, point conclusively to the necessity of adapting advertising to family needs. Nearly all the customers at the retail stores are women. Nearly all advertisements are of household goods. Nearly every newspaper has a family department. Nearly all magazines are more than half for women. More than half the plays have more women in them than men. More than half of the audiences are women. Women are everywhere. Good advertising is the advertising which adapts itself to the conditions of the buyer, and as long as most of the buyers are women, and most of the goods are sold through woman's influence, advertising for women or to women will constitute the bulk of all good advertising. The illustrations apply entirely to goods for men advertised to reach the eyes of women. The other departments contain hundreds of examples of the presentation of women's goods. TT Advertising Space “ It's good to have a good deal of a good thing" 1 ne. se ercr e Pa l2900 much advertising wastes money. Too little advertising wastes money. Too much matter in too little space wastes advertising. Too little matter in too much space is extravagance. Too much space is better than too little space, and just enough space is best. Advertising economy is necessary. Economy in everything saves money. False economy kills the profits. When economy is practiced, let it be practiced throughout the business, and not limited to one spot, or to advertising alone. Goods cannot be well displayed if there are too many goods for the counter. A crowded window turns the face of the looker-in away from it. . A large business generally needs large advertising space. A small business sometimes finds it best to enlarge the advertising first, that the business may be enlarged. No man of sense will overcrowd his crockery packing basket, and let one cup smash another cup. Yet this same merchant sometimes packs his advertising, as he would not pack his crockery, and lets each part of the advertising injure all the other parts. One cannot pack more than a barrel full of apples into a barrel without spoiling the apples. He can squeeze them in, but it is better to use a cider press for that purpose. One cannot crowd a page of matter into a quarter of a page of space, and make folks read the contents. One can use too much advertising space, and lose money. One can use too little advertising space, and lose money. It is pretty hard to use just enough advertising space and lose money, if the adver- tising matter is half way presentable. The amount of advertising space must be proportioned to the volume of existing or prospective business. Let customers crowd the store, but do not let the goods crowd it. Let nothing crowd the advertising space. Better have plenty of ware room space, and plenty of advertising space. 727 728 FOWLER'S PUBLICITY IL PAID-UP OR EXTENDED INSURANCE pro- and Endowment Policies. LOWEST PREMI- Use a small space, and crowd it full of type — if one can hire folks at a reasonable price to read it, and if one can make those hired customers buy enough to pay for hiring them. When expenses are cut, do not slice off the advertising with a broadaxe, while expenses here and there in other departments of the business are carefully and most cautiously reduced. Common sense in advertising space means continuous profit. Half the advertisements contain too much matter, or are set in half the space they ought to have. Let one save when he can, but he must not feed the spark of advertising with so little fuel that he himself cannot find it. The small advertiser may not consistently - use a full page, and many a large advertiser does Foreign Union Life Insurance Co. not go to extremes in advertising space. A fifty thousand dollar business, or a business of PAID UP CAPITAL, $500,000 any other amount, cannot be successfully advertised $488 Assets to Each $100 Liabilities. unless the space is consistent with the business. The advertiser may be successful, but he wants UNEXCELLED FEATURES: to be more successful; and to enlarge his business INCONTESTABLE AFTER ONE YEAR. NON-FORFEITABLE AFTER 3 YEARS. he must enlarge his facilities, and enlarge his ad- vided in case of failure to pay premiums. Life te vertising space. Tie a string to the experiments, but do not pull UMS. ANNUAL DIVIDENDS. LOANS UP TO the experiment back before it has a chance to n achieve its healthful purpose. The successful business man is never satisfied Partnership or Joint Life, and Trust Fund Policies with his success. Energetic and Reliable Agents Wanted.-Men “Enlargement” is the motto of business, and For Particulars send to successful and profitable enlargement means more Jones Trust Building, Cor. White & Clinton Streets of everything, including advertising. SMITH & GREEN, Managers. . This book is for the progressive business man of PLATE NO. 1.—A very much crowded form of ad- reasonable conservatism and a willingness to take vertisement, reproduced from one now in use. legitimate chances, who does not carry his money all in one pocketbook, and is anxious to make reasonable experiments, keeping his feet firmly in the beaten track of business, but not allowing his hands to drop to his side; for where the feet are well founded, the hands may be allowed to reach even into the sky of visionary experiment. The good business man never takes gambling chances; never thoughtlessly in- creases his advertising space; he simply enlarges here and there; experiments and figures that if a little of a good thing pays well, more of the same good thing may pay better. He is a progressive farmer in the fertile field of business, planting with plenty of seed, and giving the seed plenty of room to grow in. It is useless even to suggest ideas to the man who only studied economy for economy's sake, and who s only on how much he can save and not on how much he can make. F RESERVE. ONE MONTH'S GRACE allowed for payment of premiums. Has written MORE Insurance and has MORE In- surance in force than any other Company in a like period of its existence. Issues Renewable Term, Ordinary Life Limited Payments, Endowments, of Ability can secure Liberal Contracts. WI W es T 11 Can ADVERTISING SPACE 729 т По ИСС “A penny saved is a penny earned”; but a penny planted, and well watered, grows more pennies. Broad expenditure, backed by thought and judgment, is broad economy; and broad economy looks not at the saving or the making of to-day, but tries to anticipate the harvest of to-morrow. A little advertising space may pay; and if it does pay, and the business can stand it, more advertising space will pay better. The successful merchant allows his ad- vertising to be a little ahead of his business, that it may draw his business onward. This man of profit does not make the locomotive too small for the train, but builds a large en- gine, even of more power than needed for the cars it drags, that he may add more cars as trade renders them necessary. The volume of ad- vertising space had better be a little more A life insurance company founded upon the extended than the vol- ume of the business, than so small as to It's insurance insures. allow the business to slide backward. - There are few cases Smith & Green, Managers, where too much adver- Jones Trust Building. tising has bankrupted an advertiser, if he had wim w e a good thing to sell and knew how to sell it. In almost every case where liberal advertising space has used up the money and not brought the returns, the fault has been that the advertiser did not properly meet his advertising. Large white space around an advertisement is not space wasted because it throws the advertisement into stronger relief and forces the attention. A large illustration, even though it may not illustrate the business, — but it would be better if it did, — assists in bringing the eye to the advertisement, and therefore may Solid Surety PLATE NO. 2.—Matter in Plate No. I re-written and re-set. There is generally no need of enumerating all the advantages in one advertisement. Better leave something for the agents to say. Set in Howland. 6 Point Lovell Border. OTTO 1 730 FOWLER'S PUBLICITY be worth the space it occupies. A border, if not ridiculously artistic, and if in har- monious contrast to the advertisement, is worth the space it occupies, because it gives conspicuousness to the advertisement as well as individuality. The advertisement should be large enough for the matter it contains, and it should be separated from the other advertisements with borders, rules, illustrations, or space, that the eye may easily reach it, without being obliged to hunt through a mass of advertising to find it. The small advertisement unless it be a classified advertisement, in the publication which carries a large number of extended spaces, is not worth as much proportionately as the same size advertisement in publications running smaller advertisements. The effectiveness of the size of an advertisement depends very largely upon its relative size compared with other advertisements in the same publication. The advertisement that is seen the most readily, other things being equal, is the best advertisement. True, a small advertisement well set may be as effective as a larger one poorly set, but this does not disarm the argument that the larger the advertisement the more it is worth; and it is generally worth more proportionately than one of smaller size. Advertisement Making “ In the setting of the good is the good of it" 1 AD N days of savagery the knowers of little ruled arbitrarily, and the law an of “yes or no ” was preached and cruelly practiced everywhere. AC ROAD As men grew wiser the glass of civilization reflected composite and e not individual wisdom, and the more they knew, the more they knew S amas they did not know. As intelligence advances and greater knowledge opens up the possibilities of the highest intellects, men of mind temper punishment with mercy and justify a de- parture from any accepted rule or law. The fundamental principles of railroad building, although they may admit of little departure from accepted rules, are no longer considered immutable, and the one time axioms of science are now regarded as mere probabilities. As the world advances and learns to know much, it discovers that the more it knows, the more opportunity is given to know more. Perfection has not been reached in any department of science, art, or business, and the best there is, is best because it is better than the has-been, and not because it is the best that will be. No man has ever framed an imperishable rule for advertise- aking, although many men in their pig-headedness have deceived themselves into believing that they have reached the highest notch in advertisement construction. The many years' experience of the writer, his knowledge of the experience of others, his long practice in advertising matters, and the success he has made,- or rather what kind friends have said he has made,— would not justify him in claiming that he knows how to frame an advertisement perfectly, or in establishing any set principle for advertisement writing; and if his moderate success could be multiplied a hundred fold, he would repeat this statement more emphatically. The advertisement constructor is but a publicity physician. He must do his best, and bring to his labor his own ability, education, and practice; and in combining these with what he has learned of others, attempt to produce an effective advertisement. No physician has ever invented a treatment which he dares to say cannot be im- proved upon; and no mechanical builder ever created a machine admitting of no improvement; and if the evolution of medicine and mechanics has not reached the perfection line, what right has any advertiser to assume that any form of advertising will always remain the best? 731 732 FOWLER'S PUBLICITY TY TY 1 Advertisement writing depends upon conditions, — and conditions change. A style that has done well for one man, may ruin another. A picture of a pillar of salt may make a good trade-mark for salt pork, but it never will do to stamp it upon a milk can. The best style of hotel advertising is not adapted to selling shoes. The best style of yesterday may be the poorest style of to-day. There never has been invented an advertisement style which grew better as it grew older. The writer is aware that several large dry goods houses, and a few other concerns, have persistently used a certain form of advertising, and that they propose to continue that form indefinitely. Because that style has paid, and does pay, is not an evidence that some other style would not pay better. Letting well enough alone is a good rule, but the good of it is not in forever fol- lowing it. If its precepts were universally admitted, there would be no progress. There is a vast difference between thoughtlessly trying new styles and being over- conservative in sticking to old styles. An old style shelved and brought out again after a sufficient time has elapsed may have all the advantages of a new style. There are more than a dozen acceptable and profitable styles of advertisement making, and it is suggested that a part or all of them be used at convenient intervals. There is an old-fashioned argument in favor of never changing the style of type or the style of writing, under the assumption that when the people once become used to a certain form, it is not best to make any effort to change it or to present anything new to them. Successful advertisers have acted on this argument. Several generations have been Over- the same old chairs, but progressive instinct and civilization demand a change. A good thing becomes tiresome, and people become restless at seeing the same old style continually. Change is necessary; not a daily change of style, nor even a complete renovation every year, but experience has proven that an adaptation of all the good styles of ad- vertisement making, so far as they are appropriate to the business, builds more suc- cessful advertisements than an adherence to any one form. Change of style does not mean leaving sense and taking up idiotic originality, and it does not mean that the dignified advertiser should adopt circus advertising. Change of style simply means that every variety of appropriate advertising form should be used, and that the same common sense should be applied to the selecting of them as is given to re-papering the wall and to re-modeling the house. Return to some progressive city, after an absence of even five years, and things seem strange; people have moved from house to house and built new houses, and while the old landmarks remain, they have been embellished with the introduction of new ideas, and happier combinations of old ones. T ne ADVERTISEMENT MAKING 733 IT red into the Health A With the beginning of progressive advertising came bold statements, and the use of the largest and blackest face type, with a manifest resentment of anything resem- bling art or refinement. The need of a change produced a reaction, creating a whirlwind of both good and objectionable art. The poets and story writers were forced to turn their attention to advertisement composition, and a greater part of the new style advertisements were better adapted to meet the vagaries of the members of the authors' and artists' clubs than to satisfying the taste of the common people or the people of sense. Professional advertisement writers were in- cubated by the hundred. They came from newspaper offices, studios, the bar, and from aku the pulpit; and they literally poured into the advertising arena a stream of delicious non- sense, which, if it could have been hardened, might have served for the decoration of afternoon tea cups. It was absolutely de- void of business sense, and it almost seemed as though an effort was made to swamp the article in the preamble or to make it seem like a microscopic pudding in a gallon of sauce. The fact that an advertisement was WRITE THIS ON A POSTAL. a simple announcement of something to sell Jones Hygienic Underwear Co., was lost sight of, and the advertiser, poor New York City. Please send me free your dainty fellow, accepted the commendation of the water-colored booklet on underwear. aesthetic dude, and imagined because those who would not buy his goods praised his Address............. advertisements, those who would buy his The Jones Hygienic Underwear goods would commend them. This disease fits, can't shrink, can't irritate, would have continued epidemic if common absorbs moisture, prevents colds. sense had not vaccinated it with business, and induced convalescence, The so-called advertising experts are still living; some of them are practicing, and idea simplifies matters, cannot be misunderstood, and gives a labor-saving similarity to the replies. Set in Howland and the æsthetic advertiser has not altogether Ronaldson Title Slope. 18 Point Laurel Border No. 2. given up his whims; but throughout the length and breadth of the land, the adver- tising fraternity is breathing in a clear atmosphere and is rapidly learning and begin- ning to practice common sense.. More than half of the advertisements of to-day are really advertisements, and not descriptions of Italian sunsets, or the effervescence of foaming minds. It is obvious that the discussion of many matters pertaining to advertising construc- tion would properly come within this department, and they would appear if they were not given in other departments. In suggesting methods of advertisement making, it Name........ PLATE NO. 1.-A form of advertisement applicable to almost any article advertised in general periodicals. The postal card 734 FOWLER'S PUBLICITY ) mu Reasons is impossible not to repeat some of the arguments of other departments. Ninety per cent. of all advertisements occupy too little space, and ninety-nine per cent. of all advertisements contain too much matter. A two-inch story cannot be told in an inch Extreme brevity is not profitable, if sense is sacrificed; and too much description is also unprofitable. The best way to write an advertisement is to write all that one thinks the public wants to know about the article, and after he has it all written, to cut out every superfluous word, and reduce the description to the least possible intelligible propor- tions. Whether the advertisement be long or brief, it must tell the story in its entirety, if necessary; or if only part must be told, it must tell that part completely. Brevity is always a consideration, but brevity must not be allowed to interfere with advertisement com- pleteness. Changes of advertisement should be made as often as possible, and generally the same advertisement should Why it pays to not appear twice in succession. sell the Boston If the wording of an advertisement cannot be changed, Machine — first then change the setting of it. reason, it lasts; A very few publishers object to change of advertise- second reason, it ment on account of the cost of setting. This is a penny- satisfies; third wise-pound-foolish sort of economy, sure to be expen- reason, it is mod= ern; the other sive in the end, for the best advertisement best pays the ninety-seven rea- publisher as well as the advertiser. sons will be found No matter what the style may be, whether following in our catalogue, the lines of the poster, or the refined form of the social and in the machine advertisement, it is extremely doubtful if the fresh, when you see it. wearing qualities of any style of announcement last much beyond a year. The so-called Wanamaker style of advertising is per- any line. Set in Taylor Gothic. 18 Point haps paying as well to-day as it ever did, and there are Barta Border No. 249. few department or other retail stores which cannot use it to advantage; but it is suggested that a continuous use of this most admirable form is not as productive of results as a change from that style to another, and perhaps a change back again. The Primer style is excellent. It was introduced by the grandest and brightest one- sided advertising expert that ever lived. It was presented when it seemed as though advertising was returning to the dark ages of publicity. It was as though a new sun of advertising had arisen, and the reader fairly basked in its glittering rays. . The Primer style, even though not written by this remarkable originator, is adapt- able to any business. A reasonable use of it must be commended, but it can be so PLATE NO. 2.-A style liable to fit almost IS new ADVERTISEMENT MAKING 735 ess ve . .. 1 over-used as to defeat its own intention. Nobody keeps the same goods on the same counter indefinitely, and the shrewder the business man, the more often he arranges new goods and re-arranges old ones. The progressive store is constantly subject to change from the whitewashing of the walls to the new carpeting of the floors, and everything done to make the good look better, and to add to the better. The quality of business sagacity is manifested in the constant endeavor to show that the business man is attending to business and is always on the alert for improve- ment. 2770979002997299722222222 If it is necessary to freshen or improve the walls and interior appearance, is it not all the more nec- essary to constantly change and brighten up the advertising, that part of the business that goes out- side of the business after business? Because a man has been successful under gas light is no reason why he should not be more suc- cessful under the electric light. Radical changes are dangerous to business; and as advertising is business, it is never advisable too abruptly to change things; but a complete change The good of an in typographical display or in form of wording, if engine is in what not carried into the sensational, may not be con- 'twill do the sidered a too rapid movement. Worcester en- Success has been made along conventional and gine does the proven-to-be-profitable lines, and it is the foolish most work-and man who runs across lots and tries to take a short i t de it doesn't wear it- cut to success. The man of sense keeps his feet in self out doing it. - the beaten path of success and never allows more It is a profit- than one foot to overstep the path at one time. builder for sellers While his, arms are reaching out for newer and and user alike. fresher things, his progressive neck is lifting his Smith Manufacturing Co head into a higher air of enterprise that sends into Worcester, Mass the conventional feet a new circulation born of the eeeeeeeeeeeeeeeeeeeeeeeee PLATE NO. 3.-A good form for general advertis- conditions of the times. ing. Heading set in Gothic Condensed No. 1. Reading u formi matter in Gothic No. 6. 6 Point Laurel Border. The old fogy idea of crawling upon all fours in the rut of ages, because grandfather did, is as much opposed to business profit as the logic which puts grain in one saddle bag, and a rock in the other.. The dignified advertiser should always maintain his dignity if dignity has paid him; but there are as many kinds of dignified advertising as there are classes of sen- sation. The one simple and never-to-be-doubted essential of advertisement making is - simplicity. AT TY СТ urs in 736 FOWLER'S PUBLICITY SURE 000000000000000000000000000 SAL An advertisement may be considered the same as making a request of somebody, a request that will largely benefit the requester. More likely than otherwise it is not granted because the person of whom the request is made does not discover in it any possible benefit to himself. The next day the request is repeated in a slightly different way, and adapted to the conditions of that day. The request is again re- fused, but the asker is not discouraged, and continues day in and day out always making the same request in substance, but changing the expression of his face, voice, and words so that they may be adapted to the condition of the one he is addressing. No sane man selling a horse addresses the same buyer in the same words each 90000000000000000000000000 time. He does not say “Want to buy a horse ?” and repeat that sentence with the same emphasis every day for a week. He presents the same qual- ities of the horse each time, and he does not change the tenor of his remarks. He simply serves them differently. It is the old story of the bright new dipper. After one has drank the water from a cut glass tumbler, how much more refreshing is it if taken from the old- 20000000000000000000000000 fashioned, long-handled dipper, so bright that he can see his nose while he drinks! The water is the Let others ex= same, and the drinker knows it, but it tastes better periment, Old because it is served differently. If the advertising is not paying and the goods are lander's Soda in active demand or ought to be, change the style of the advertising. There is something the matter with it. Do as the educated physician does. If one kind us a postal for of acid will not cure the patient, he tries another kind. And then he tries an alkali, and he keeps on lander & Co., & trying. Generally a good deal of a good thing is better than a little of it, and considerable advertising space 00000000000000000000000000 pays better proportionately than a little of it. PLATE No. 4.—An effective way of setting. Let the advertiser advertise his goods more than matter in De Vinne. 6 Point Border No. 75. he advertises himself. Barnum was for sale, because his reputation or his humbuggery was bigger than his show, and he advertised the name of Barnum in type as big as that used for the display of the attractions. The firm reputation counts, and there is no reason why the firm name should not be sufficiently prominent to show, but there is no excuse for placing the firm name at the top and the bottom of the same advertisement. The fact that Smith sells cloaks is important, but it is a good deal more important to know that cloaks are sold at Smith's. The would-be cloak buyer is not looking for Smith's name; she is look- ing for cloaks, and if Smith has a good reputation, his name helps the cloaks, but the 0000000000000000000000000000000000000000 Heading in Gothic Condensed No. 1. Reading luiT C ADVERTISEMENT MAKING 737 11 mere advertising of Smith alone, unless Smith is for sale, is not likely to sell any- thing. Let the firm name occupy limited space, and generally place it at the bottom; but there is no objection to its appearance at the top provided it is not sufficiently con- spicuous to cloud the effect of the regular heading. Some advertisers argue that DY6464646464646%GYO The fit Of Shape BEKKYKKYKKY in sleeves and skirts lasts a week-sometimes less- in all the imitations of the only genuine interlining, always stamped. Libre Chomes PLATE No. 5.-An excellent form of setting. Display lines in Satanick. Reading matter in Jenson Italic. 18 Point Collins Border No. 173 around advertisement. 30 Point Contour Border No. 263 at right. their names should be in the largest type, so that folks will know the advertisement. Nonsense. Folks need not know that the advertiser is advertising. They do not care whether he is advertising or not. All they need to know is that he has some- thing to sell, what that something is, where he is, but until he joins the circus TT 738 FOWLER'S PUBLICITY a onoun 1 WI business, or goes on the stage, or runs for office, there is no reason why he should advertise himself. The custom of having a neatly engraved block of the firm name, which acts as a sort of trade-mark, is very effective, and its continuous use, if it is not too conspicuous, is to be recommended to department stores and other retail 1 space; but it is questionable whether or not such forms are of any particular value to the general advertiser. If the advertisement is worth reading, it will be read; and if it is read the reader will find out who the advertiser is if his name is at the bottom. If a certain article like Blank's Mustard bears the name of the maker or seller of it, the name then becomes a part of the goods, and must be advertised with the goods; but it is not necessary to place the address directly under the name of the article, and then give the firm name and address again at the bottom. r use a mystifying term or a word difficult to pronounce in the advertising, Big words show small brains. Do not set before the reader more than he will read. No one can make him read more than he will, therefore one is wasting efforts when he wastes words. Whittier, in his natural simplicity, could have written advertisements; but Byron and Tennyson and Milton would have written over the heads of the people. Admire Browning if one must, and so long as one may claim to understand him— ng it — no harm is done; but do not put Browning into the adver- tisements. If one can make more money attending to his regular business than in learning how to write an advertisement, let him show his good sense by hiring some one to do it. It is not necessarily to one's credit that he can write advertisements, for if he can write them it may show that he has neglected some other part of his business. The physician does not feel ashamed of himself because he is not an expert at wood sawing, or a good trader of horses; and the merchant should not feel humbled because he cannot saw a leg off or know how to administer morphine. What one wants is the best he can get, and the great business try to do everything well. He does what he can, and hires others to do the rest. Sometimes the shoe clerk can write a much better dry goods advertisement than the dry goods clerk, provided he understands dry goods generally. The best advertisement is the advertisement adapted to the people and to the goods; and if it is so adapted, it is absolutely unnecessary that it read well to the ad- vertiser, or to his wife, his doctor, his club friend, or his relatives. It is safer to give an advertisement a headline than not to, but occasionally the headless advertisement, if the reading type be very large, attracts attention by its oddity. Never set an advertisement in over-fancy type, or in any type that cannot easily be read; and always give the preference to lower case. On the typographical appear- ance of an advertisement depends from twenty-five to seventy-five per cent. of its value. - arm COW CUO Can ADVERTISEMENT MAKING 739 e ma om One heading is better than more; too many headings are likely to detract from one another. Do not have many lines of large display type come together; and do not mix the style of display. No matter if it does not seem to be quite so artistic, use large type for display, for the advertiser is selling goods, not art, and his advertisements are not for sale. Better have the display mean something than be altogether blind. The public has not time to solve advertising riddles. Direct advertising is far better than indirect. If one has something to say, say it. Do not be ashamed of it. Seldom set the descriptive matter in anything but Roman, or a type resembling Roman. Avoid more than double column type lines, unless the type is very large. People do not like to read matter which they have to rule off to connect. Do not be afraid to use plenty of blank space around the advertisement, or a har- inonious border. Do not advertise anybody's else advertising. One ought to have enough to keep him busy at home. It does not make the goods any better to tell people that other folks' goods are worse. Better make affirmative statements about one's own goods than negative assertions about others. Very likely the advertiser hates the man across the street, and the man across the street hates him. Do not drag petty quarrels into the advertisements. Settle your private differences privately. Do not copy a neighbor's advertising unless you would advertise your neighbor. Conglomerate advertising does not pay. People will look at one thing when they will not look at two. If you advertise more than one thing in one advertisement, separate each article by space, rules, or borders. Drive one nail at a time, for nobody can strike two nails with one blow of the hammer. Many an advertisement which the advertiser does not think is good may be doing good. If the advertisement is what the people want, so long as it is within the bounds of respectability, it is a good advertisement no matter what the adver- tiser may think about it. The golden rule of advertising is to advertise one thing at a time and advertise that one thing well. The advertisement is not a directory, and until people take to reading directories from cover to cover, it is better not to copy directory style Make every advertisement readable. Remember that the advertisement is for the reader's eye, not for the advertiser's. Have all the sentences short, and all complete. Paste these lines on your desk: “ The advertisement is for the buyer's eye, not for the seller's." | 0 01 Cut Prices “ The cut of necessity” W H . EN times are good, regular goods sell for regular prices, and odd goods sell for not over-cut price. When times are bad, regular goods sell for irregular prices, and 12 . 7 . 2 UP Sledilo il Il? st: INN >> 'il . w MIDA) W ulli n S MY R K 2 Cut prices are always everywhere, for the condition of the goods, if not the condition of trade, may necessitate their constant existence. There is only one reason why price is cut, and that is because the goods will not sell at regular price. Any attempt on the part of the advertiser to convince the public that he is selling the goods for less than price because he is a philanthropist - except in Christmas time or in times of want — will be received with derision, for business is business, and no sane man and no man able to do business ever sells anything for less than he can conveniently obtain. Something is the matter with the goods, or something is the matter with the times, or there would not be cut prices. If there can be any other reason, such reason is not admitted by the public, and therefore there is no commercial reason to that reason. No matter what one may say, and no matter what he may do, the public will believe that the reason he cuts his price is because he cannot get his price. There is the essence of truth in the statement that one would rather sell his goods for less than price than carry them over season, but this argument is only an admission that conditions will not allow regular price One may claim that he is short of money,-- a foolish claim to make, for it is a sign of weakness,— but the fact that he is short of money is not always a reason for the cut of price, because if the goods would sell at full price, his financial embarrassment would not prevent them from bringing full profit value. The public will assign its own reason for the cause of discount. There is no use lying when everybody knows one is lying. There is no use in giving a false reason when everybody knows it is false. There is no use in giving an honest reason if nobody will believe it is honest. The only way to get over the objectionable public opinion is to so agree with the public that the public criticism will be partly disarmed by the honest admission on 1 1 NT 740 CUT PRICES 741 Ty the part of the advertiser. Science says that disease can be prevented by vaccinat- ing with the germs of that disease. Apply science to business indisposition, and cure the disease by pitting it against itself. When one is obliged to do that which he does not want to do, and knows that public opinion will reach the point of truth, he must inoculate the public with his own specially prepared virus, that antagonistic public opinion – which cannot be prevented — will be successfully regulated. It is better for the advertiser to apply the remedy to himself than to let others apply it for him. If one cuts prices because the times are bad, say so. If one cuts prices because he has too many goods, let him admit his foolishness and bad judgment. If one cuts prices because the goods are not in style, say so, for if they are not in style, no words of his can put them in style. If one cuts prices because he needs the money, do not bluntly admit it, but do not lie about it. There are other honest reasons which one can give, and which do not show his financial embarrassment. When cut prices are advertised, give the former price and the new price. Do not inflate the former price. Do not say that the former price was a dollar when everybody knows it was seventy-five cents. Do not cut prices too much, for the public is suspicious of a really good thing that is sold below the price of a poor thing. People may not buy goods cut fifty per cent., if they believe the cut is so large, because they are afraid of the quality, but they will readily buy goods cut but little below cost. Be honest in advertising cut prices, for the sake of being honest, and if dishonest, be honest for the policy of it. Honesty in cut prices is unusual, and for that reason adds to itself the tremendous advertising advantage of legitimate, startling, and appreciated originality. 1 are Honesty “ There's never a run on the market of truth” O KATIES, misrepresentation, exaggeration, swindling, and every regular or irregular, direct or indirect, method of dishonesty has been used and is being used in advertising. There is nothing original, exclusive, pertinent, or of lasting benefit in any medium of publicity not founded upon the whole of the truth. By contrast and by its own intrinsic value, honesty in advertising stands out to-day in the brilliant and never-to-be-dimmed light of originality in publicity. Every other method of advertising, from the retail lie of Baxter Street to the whole- sale lie of Broadway, has been done and overdone, and is being re-done until all that was novel in dishonesty has disappeared. Any fool can be dishonest. Misrepresentation has sold goods. Shoddy, mixed with lies, sometimes sells. Success and dishonesty have been found together. The profit made by some men seems to suggest the twisted adage that “ dishonesty is the best business policy.” Swindling methods have paid. Dishonest salesmen sometimes succeed where honest men fail. The famous words of Barnum, that “the public likes to humbugged,” occasionally have the appearance of truth. So long as there are jails there will be fakirs in advertising. Everywhere in village, town, or city the men who have the money, keep the money, and have made the money, and continue in credit, are those who founded their business in honesty and built their business by being honest. The men of credit are the men of honesty. Swindling in advertising is the short run to business and the short run out of business. The majority of lying advertisers do not have sufficient ability to be honest, and are not strong enough to meet competition on the field of honor. Dishonest advertising is a sign of mental weakness and positive proof that the ad- vertiser is frightened. Dishonest advertising may bring transient customers, and the business may succeed 742 HONESTY 743 by 6 continuous-transient” success, but there is nothing certain about it, and sooner or later the sheriff takes possession. Honesty in advertising, as in everything else, is an immutable law of nature, and HUW WWWWWWWWWWW.12. namamanan Unprecedented Slaughter Aanananan Never before in the history of the human race was the very life cut out of prices as we are now annihilating our competitors. & inanannaaaaanaaaaaaaaaaaaaaaaaaaaaaaaaa PLATE NO. 1.-An advertisement in dishonest statement and in bad English no worse than dozens that are appear- ing every day. Nobody understands why this style of advertising is persisted in. Heading in Altona, Reading matter in Roman. 12 Point Collins Border No. 176. the outrage of it means disaster. Business men of character are not after exclusively transient trade, and transient trade to them is valuable simply as a forerunner of per- manent trade. Dishonest advertising, no matter how much it may build transient trade, will never turn transient trade into permanent trade. One regular customer is worth six transients. Dishonest advertisers advertising “Unheard of Prices,” “Fire, Smoke, and Water," 66 Ten Dollar Somethings for Two Dollars," 5 Never Before Offered Discounts,"? “ You Make Your Own Price,” and “ Terrible Sacrifices," have excited sufficient curiosity to sell goods, but those who bought them had no confidence in the state- ment and but little confidence in the goods. The theory of exaggeration is wrong, and successful practice cannot continuously follow a wrong theory. There is no objection to sensational methods of advertising if there is no exaggera- tion, for the public expects bold statements, and demands that the word “ Bargain” appear with periodical regularity. But there is a vast difference between bold bar- Fire, Smoke and Water . Your own price. Just make us an offer and we will accept it. We don't consider cost. Nobody ever sold for half the price we are selling at. Plate No. 2.--An advertisement that nobody will believe. Heading in Erratick. Reading matter in Howland. Maltese Cross Border. gain advertising and lying publicity. A bargain can be a bargain without being an “Unparalleled Bargain.” It is foolish to advertise anything which people will not believe. The appearance of honesty is as necessary as the reality. 744 FOWLER'S PUBLICITY Honest advertising is not valuable unless it is believed to be honest. There never was a better time than in these days of exaggerated sensation and transparent dishonesty for the exercise of truly honest methods, honest in fact and honest in appearance. The patience of buyers is exhausted in reading of sacrifices that are not made, and of discounts that are untrue. More than nine tenths of the successful houses are reasonably honest in business and honest in advertising. It is safe to follow an overwhelming majority. They're damaged, and as we i can't sell 'em for what they're se as worth-you can have 'em for half and what they cost. PLATE No. 3.—People will believe this statement, if the advertiser has a decent reputation. Set in How- land. 18 Point Laurel Border No. 2. Con In these competitive days when “men eat men,” and most men are taking the dol- lars from one another's pockets, it is absurd to attempt to meet this opposition by conventional, overdone, and unprofitable dishonesty in advertising. The honest advertiser meets public approval. The dishonest advertisement is acceptable to nobody. The honest advertisement is approved of by the honest and the dishonest buyer. The opportunity for honest advertising is here, and it cannot be over-improved. HONESTY 745 The question of honesty and dishonesty in advertising is parallel with the question as to whether the advertiser proposes to do business a part of the time or all of the time. Dishonest advertising means that every customer has got to be made a customer over again at the advertiser's expense. Honest advertising means that the customer, without expense to the advertiser, may continue to be a customer. The famous words of Abraham Lincoln are ringing down the ages, “ You can't fool all of the people all of the time.” The advertiser who thinks he can, fools him- self all of the time. Let one go through the wholesale and retail business streets of every city and every town in Christen- dom with the advertising pages of the newspapers and periodicals as a guide, and he will find that the honest adver- tisements come from the largest busi- ness buildings, the most intelligent proprietors, the most public-spirited citizens, and the most progressive man- ufacturers. There may be a few massive struc- tures filled with underpaid clerks and proprietors in gilded offices, and dis- honest money may seem to flow into the coffers. “Built by dishonesty,” one says, and he is right. But wait. Pass The only reason we are selling on by next year. Perhaps the windows at cost is because Just now there is on are boarded up. Very likely there is a K little demand for our Alaska over- red flag in front of the door. Truth coats. struck its sometimes delayed blow, and the business crumbled. Dishonest advertising brings the cus- PLATE No. 4.-An advertisement which is likely to be believed. Set in Virile Open. 18 Point Collins Border No. 198. tomer up to the buying point, but sel- dom carries him past it. Some of the most successful advertisers have adopted the policy of extreme modesty, and have been very successful through allowing their advertising statements to slightly underestimate the value of the goods. This method creates a buying surprise on the part of the customer when he sees the goods, and almost invariably results in sales. The goods need not be depreciated in the advertising, but the honesty of the state- ment can be unquestionable and so apparent as to immediately create confidence. which the quality of the goods will intensify. The question of moral honesty need not be discussed, for this book applies only to the hard, business side of trade, and its writer advocates honesty irrespective of any About our Drice-cut proprietors in gilded ofices, and die O OCC OC OC COCO 746 FOWLER'S PUBLICITY 1 1 - conscientious reason, because honest advertising is the kind of advertising that pays, both in the creating and the holding of business. People are no longer fools, and buyers from the heart of the Green Moun- tains to the center of the Metropolis know the relative value of almost everything, and as long as one cannot fool them, there is neither sense nor dollars in trying to. Common school education and universal enlightenment are reaching into the byways and high ways of public life; people to- day know a spade when they see a spade, PLATE No. 5. - Any word like “Certainty," " Surety," and a heart when they see a heart. and a heart when they see a heart, “Honesty," or expressions of guarantee, have high commercial value. Set in Johnson Old Style. 6 Point Lovell Border com- Country people cannot be fooled any bined with Single Rule. easier than city people. Everybody is on his guard, and there is a coat of mail around every pocketbook. Better practice honesty in advertising, whether one be honest or not, for experi- ence clearly demonstrates that honesty in advertising is the best policy. The uselessness of dishonesty in advertising is written over the graves of a hundred thousand advertisers. Certainty For sale and as long as one cannot fool them, there enlightenment are reaching into the byways 1 Unprofitable Originality “Let there be sense in everything" V 2 . more PENE J HERE is no virtue in originality unless originality has a virtue in it. Some advertising is bad because it is not original. Some advertising is bad because it is too original. Originality may or may not have something to do with effective advertising. Good originality is better than good conventionalism. Good conventionalism is better than bad originality. All things being equal, the more originality put into advertisi better is the advertising. A few years ago originality had little to do with the conduct of business. To-day people worship originality. The merchant tries to be original in his advertising, or else hires a manufacturer of originality. To have an advertisement entirely different from all other advertisements seems to be the great point. The advertisement which is different from all others is better than all others, if it does not antagonize accepted principles of effectiveness. It is more original to walk on the hands than to walk on the feet, but sensible people may follow in the footsteps of their ancestors. Originality is absolutely valueless and positively injurious if it outrages sense and nullifies the utility of anything needed for the proper motion or presentation of the object. Any fool can be original, and generally all fools are original. The quality of originality is not in its great difference from other things, but in its improvement upon similar things. Effective originality is simply an improvement, or is some- thing entirely new and positively useful. Ninety-five per cent. of the professional advertisement writers are original, and some of them fearfully and frightfully so. Most of them are possessed of an original- ity original because it produces monstrosities, unique in their absolute uselessness. The artist cannot design an advertisement, because he is too much filled with his art. The merchant, if he be a good merchant, ought to know too much about busi- ness to know how to frame an advertisement. The advertiser, having no knowledge of advertising, naturally assumes that the good of advertising is in the showy appear- ance of it, and therefore turns to originality in an attempt to present his goods in a way others have not suggested, or else he copies the real or alleged originality of other advertisers. Every year some new style of advertising design is presented to or forced upon the advertiser. Many advertisers are caught in the trap of originality. The work of the impressionist impresses nobody. The picture of the impossible TT! SO le na 747 .748 FOWLER'S PUBLICITY 1 1 woman, geometrically squared, wearing impossible clothes, right angled, and padded with bricks, sitting on an impossible something, with an impossible background, or in front of something which may be lace, wood, painted canvas, lightning, hail, or rain, was never intended to represent anything for sale, and never can. The poster of the impressionist is suitable only for a coat of arms for a lunatic asylum. The artist draws this style because he knows there are enough foolish ad- vertisers to buy it. The clairvoyant knows that she is a fraud, but she practices her profession because there are customers. The designer of idiotic advertising is not an imbecile; he simply deals in goods for idiots. Turner was an impressionist, but his exaggeration was so great, and his knowledge of color mixing so complete, that he could produce with his brush something so ex- tremely idiotic that it fairly lifted itself into a class of its own, and stood there in the full flash and paint of its individuality. Turner could paint an effective advertising poster, but Turner is dead, and the little Turners now turned loose on the market are but silly imitators of the great exaggerator. The advertisement has a right to be startling. It is legitimate to use every fair means to give it strong eye-attracting points, and to force into it genuine individuality, but pyrotechnics in advertising are only justifiable when they are used to add brilliancy to the advertisement. It may be good taste to use some of the lettering seen nowadays on extremely swell printed matter, although the writer doubts it, for to him simplicity is art. Nothing looks as rich as letters which can be read and designs which throw the letters into relief and do not kill the legibility of the wording. Half of the so-called artistic advertising is not artistic, but is simply the work of an erratic artist, dead to sense, and moving his brush at the dictates of a nightmare. If the border does not bring the eye to the advertisement, or make the lettering stronger, there had better be no border. If the lettering cannot be easily read, the advertisement is simply an alleged work of art, and not an advertisement. If the advertiser would stand in front of his advertise- ment or poster and hear the remarks made about it, his ears woul onslaught of “How horrid ! ” “ Isn't it absurd!” “What is she trying to do, any- way?” “What is it?” “What has that got to do with the stuff?" People are conventional, and conventional people are in the majority, and the majority buy most of the goods. Everybody loves nature, for nature is everywhere. A picture which is in some way true to nature will be appreciated by eyerybody. The advertiser has no right to place before the public that which the public cannot appreciate, and it is certainly unprofitable to inflict upon the reader and passer-by the examples of alleged art now decorating billboards and advertising columns. If it were necessary to use art-monstrosity in order to produce a startling and vivid effect, there might be some excuse for its existence, but so long as nature and every- day life produce original as well as conventional pictures, easily understood and always appreciated, there cannot be any excuse for the adoption -- in advertising anyway — of the present style of advertisement decoration. Everything that is good for anything is backed by sense. 1 ei ex Ins. Illustrations “The next to the real is a picture of it” use YANNGRAVINGS may be subdivided into wood engravings, photo-engray- ings, steel and copper engravings, lithographs, etchings, half-tones, and photogravures; and there are several other similar processes, by which illustrations are reproduced with the aid of the engraver's tool, Boom! or by chemical etching with or without the camera as an accessory. · These several methods are discussed under separate chapter headings, and this department can only refer to illustrations in general, and not to the method of pro- duction. Ninety-nine per cent. of all advertisers use engravings part of the time, and some of them use cuts all of the time. There are few catalogues without illustrations. There are hardly any periodicals that are not illustrated. Half of the advertisements, classified advertisements ex- cepted, are illustrated. If the proof of the good of illustration is in the use of it, engraving is necessary to the economy and conduct of business. Some things can be described by words better than by a picture. Some things can be shown by illustra- tion better than by words. Most things can be represented better by both illustration and text. Illustrations are kindergarten lessons, for they appeal to the eye, and the sense of sight then assists the sense of reason. If the illustration cannot illustrate the article, there had better not be any illustration. A picture of a dress, unless colored, or in the highest style of the engraver's art, cannot illustrate the quality of the fabric. It can show the style of the article, and that is all it can do, unless it acts as a sort of eye-catching device which may and may not be used to advantage. A picture of a stove must be large enough to show the details of the stove; and it must be well printed or it will have no value. a small picture of a bicycle, printed as most advertisements are printed, cannot be sufficiently strong in detail to illustrate any particular bicycle. The value of an illustration is in what it tells the seer, not in what the seller sees in it or thinks it represents. Some illustrations drive away trade. If the picture does not do the subject justice it cannot enhance the value of the object illustrated, and must prejudice the buyer against the goods. 749 750 FOWLER'S PUBLICITY Most people think they want something, whether they do or not; and think they do not want something with as much reason. They are led by a leader, and influ- ence can be brought to bear upon them in favor of almost anything. The illustration is educational and is likely to influence people against the thing as well as to pre- possess them in favor of it. It is always better not to use illustrations if the illustration does not properly illustrate; and it is still better to use illustrations whenever they will tell people the story better than it can be told without pictures. This is an age of pictures, and successful advertising must always be in harmony with conditions. A catalogue without an illustration would hardly be considered a catalogue. Catalogue illustrations should be large, and if one picture cannot show sufficient detail, there should be as many illustrations of the subject as are necessary. Mechanical drawings are not supposed to show light and shade, yet many of them · can be made to look attractive by the introduction of inconspicuous scenery. The technical illustration of a complete engine does not lose any of its detail by being shown in an engine room, provided the walls and other parts of the room are kept in the background. A carriage in action, even with the details brought out, looks better, and pleases more, than a picture of the carriage without background and surroundings. Purely detail illustrations are allowable in catalogues reaching only the trade, but illustrations for the masses should show action and life whenever possible. 1 with the subject are frequently valuable, because they assist in drawing the eye to the advertisement; but whenever it is possible, the illustration should be somewhat connected with the article advertised. An advertisement of a desk can better show the desk in use than the desk without surroundings. The eye is drawn to the active more readily than to the inanimate. A picture of a boy skating better illustrates skating than a mechanical picture of skates, and unless the skates are of some peculiar construction, this picture is prefer- able to the purely mechanical one. The illustration of a vessel under sail or steam better presents the subject than a purely detail cut of the same vessel apparently standing still. Whenever possible, let the illustrations show action, and generally a way can be found of presenting mechanical exactness in combination with appropriate but not conspicuous scenery. The effectiveness of all illustrations depends upon the ability of the artist. The artist who can make a good figure may be a failure in mechan- ical work, and the one who can draw an engine well perhaps cannot draw a train of cars. Artists are specialists, and seldom can the same artist handle two lines equally well. It costs no more to reproduce a good picture than to print a poor one. Always employ an artist whose skill is adapted to the work wanted. Use a photograph, if the subject is adapted to photography. It pays better to pay twenty-five dollars for a good design than three dollars for a poor one. Good artists command good prices. If the article is worth illustrating, it is worthy of a good illustration. . Y Lower Case “Folks read best what they read most" DUCED er Case. . KU LA . DZENIE BAU ce ( [ n , mpyalawma). VERY book is set in lower case. SDHURA / Every newspaper is set in lower case. Every story is set in lower case. Every catalogue is set in lower case. Svarbiam Not one tenth of one per cent. of all printed matter is set in capitals. The use of lower case is universal. If that which people pay for is set in lower case, how necessary it is to set that which people do not pay for the same way! The form of lower case, and custom, make lower case more readable than capitals. Occasionally some idiotic publisher or alleged genius, who thinks illegibility is art, publishes a book made up of capitals and attempts to claim that the uniqueness of it will force recognition, — and so it does, but not the kind of recognition that he wants. A heavy display line containing two or three short words, or a firm conspicuous and easily read when set in capitals, but it is no more easily read than when set in lower case, and if the words are close together, or there are many of them, lower case should invariably be used. Larger lower case will often go in the same space filled by smaller capitals, and the room between the letters gives each letter more prominence, and so separates the words that all of them can be quickly read. The best typographers almost invariably use lower case for chapter headings, title- pages, and for headlines. Nearly all the newspaper headings, with the exception of the top lines, are set in lower case, and fully one half of the names of newspapers appear in lower case. The ignorant advertiser naturally turns to capitals because for some unknown rea- son he thinks capitals are more conspicuous, and because he has not the sense to print what the people want and what the people can read. There is no plea whatever to justify the beginning of a display line with a lower case letter. The advertiser who does it probably thinks that the wrong way is the most original way. People readily read lower case, but expect each sentence and each display line to begin with a capital, and any departure from this established rule unconsciously per- plexes the eye. 751 Catalogues “The books of business” 1 ven PETYMYS CATALOGUE is a book. A catalogue is not a circular. A cata- A l ogue may contain from four to a thousand pages, and it may and may not be a price list. A catalogue is a descriptive pamphlet presenting | in detail the mechanical or other construction of the goods, or it is a STA, complete or more or less analytic explanation or description of the articles for sale. It may or may not contain illustrations; it may be all descriptive; it may be technical; it may be general; it may contain testimonials and argument; and it may comprise all of these things. Brevity is always commendable, but the too brief catalogue may be as unprofitable as the over-voluminous one, for the catalogue should tell everything that should be told about the goods it advertises. It is fair to presume that one who sends for a catalogue is interested in its contents; and if he is interested, he is in a position to appreciate what is said, even though the description may be long and the technical part dry. The catalogue is not a newspaper advertisement, and should not resemble it in form or feature. It is the business of the advertisement to create interest, and it is the business of the catalogue to give complete information. The catalogue can sometimes resemble the encyclopædia, for there are many cata- logues better written and fairer and more honest in their description of the articles they present, than many a scientific or learned treatise upon the same subject. The catalogue must be adapted to its purpose. It should be technical if it is to reach technical people, and it should be general if it is intended for the public at large. The contents of a catalogue, whether purely technical or general, must tell their story in about the same way as the well-posted salesman would orally present the advantages of the goods; but the information in the catalogue should be more concise and more carefully expressed than word of mouth, because it is prepared with care, and its preparation has been studied and re-studied. Do not use too small type even for the technical and mechanical part, for this de- partment is of vital consequence, and there is never any excuse for attempting to try the eyesight. Ima 752 CATALOGUES 753 1 TY Paragraph the matter whenever possible. Frequent paragraphs make reading easier. Have each sentence complete in itself, even if repetition is necessary. The aver- age mind does not exert itself sufficiently to carry itself back to former sentences, and the average reader does not like to be obliged to constantly refer backwards. Do not have the illustrations far removed from the explanatory text, and whenever possible have the text referring to the illustration appear on the same page or the page opposite, so that the eye will have little traveling to do in absorbing the worded and pictured argument. Do not preface the catalogue with more than a single page of introduction, and never apologize for its existence, for if it needs apology, it should not have been written. Few folks like to read introductions, largely because they are almost always specimens of florid writing, generally written by some member of the firm who likes to see himself in print, and who is willing to pay a big price for the gratification of his own conceit. The shorter the introduction the better, and a brief, concise, bright preface adds to the strength of the catalogue. Let the descriptive and technical matter be in the plainest English, for the plainer the English, the plainer its meaning. Simplicity is appreciated by everybody, be- cause it is understood by everybody. Never send out a technical catalogue until it has been tried on somebody. If it is strongly mechanical or technical, hunt up a half a dozen of the dullest men or women who ought to be posted, and see if they understand its contents; if they do not, have the matter re-written. It does not make any difference how well the merchant understands the contents, oothly it reads to him, but it does make all the difference how well the public, or the mechanical part of it, understands what he is driving at. The mer- chant is on the inside and knows about his business; he has no right to expect men as bright as himself, but who are not in business with him, to understand what he says as well as he does himself. If the catalogue is descriptive and for the masses, try its contents on a dozen or so of the common people, and see that they understand it. The dull constitute a big percentage of the people, and the dull cannot under- stand what the intelligent can see; but the intelligent can always comprehend every- thing within the vision of the ignorant. By making the catalogue so simple and plain that the ordinary man and woman can understand it, the maker is sure of the attention of everybody, including intellectual. If the illustrations present mechanical parts, and it is necessary to label the parts, try to avoid using A, B, and C, etc., with an explanation that people have to hunt for. If there is room, and there generally is, tell what the part is on the part or near the part. Never use fancy type for the printing of proper names or technical terms, and it is better to use only plain type throughout the catalogue. re SI > 754 FOWLER'S PUBLICITY 11 IT Ce. Plain Roman type, in its several sizes, or some of the modern faces resembling Roman, with the accompanying Full Face, will produce a much more artistic catalogue than a conglomeration of fancy styles. Do not use Italic and Full Face to emphasize regular reading lines. The mixture of Roman with Full Face and Italics offends the eye, and gives the impression that that which is not emphasized is of little importance, while it should be the burden of the argument to claim that all points have individual as well as collective excellence. Italicizing and Full-Facing spoil the harmony of the argument. Do not use illustrations unless the illustrations illustrate the goods. Do not print half-tone cuts or fine woodcuts upon soft paper. Do not use tinted ink for the reading matter, although it is allowable for any artistic decoration. Do not crowd the matter. Good-sized type, wide margins, and plenty of para- graphs strengthen the catalogue. If the catalogue is large, and describes many articles, give it a double index, index- ing each article as many times as possible. Do not fill the catalogue with pages of historical facts and biographies of the merchant and his assistants, although brief mention of these things is allowable if they help to establish a reputation for experience. In the beginning of a catalogue is the life of it. The names of the officers and directors ought to appear, but do not make them a prominent part of the beginning of the book. Do not handicap the value of the first few pages by giving an important position to the printing of official names, mostly unknown to the majority of the readers, unless the book be a description of some financial investment, where the names are part of what is for sale. The reason that the names of the management are in the front of most catalogues is either because the printer unthinkingly puts them there, or they appear to gratify the self-conceit of the individuals. In catalogue writing avoid the use of too many adjectives, and do not say 5 best” any oftener than necessary, for although“ best” means the best, everybody says he has the best, and the public may not consider the best the best. Strong arguments, clear typographical display, and comprehensive illustrations, with the right kind of paper and attractive covers, will produce the profitable catalogue. Do not put much on the cover. Make the catalogue a book. If too much is put on the cover, it may prevent people from reading the inside. The object of a catalogue cover is not to advertise the catalogue, but to create suffi- cient curiosity and interest to make people at least begin to read the inside of the catalogue. The department on “ Covers” directly applies to catalogue work. nany AT Covers O “ Outsiders see the outside” D . PAYILYET BOOK is first known by the cover of it. The works of great authors can have any kind of a cover, but the advertising pamphlet must be well dressed on the outside. It is simply a question of whether the cover shall be a cover, or Sta r whether it shall be a trade-scarer. If all the business is on the cover, perhaps nobody will read the inside, and there had better be no inside. The cover is the inanimate introducer, and the title the cor- dial word. 2222222222 A good cover is bait for the inside. The poor cover acts like a lock on the contents. It is better to confine the cover lettering to the title, with the addition of some happy line or quo- tation and neat and striking decoration or picture. The cover should not appear like any other page of the book, and this difference can be produced Book Q@.... Sense PLATE No. 1.-An appropriate title for almost any book or booklet. Set in De Vinne Open. 12 Point Laurel Border. 4 *** Coal Book :.. 4 by the use of different paper or by a great difference in typographical display. The title should be euphonious, and seldom of more than two or three words. The blind title is sometimes advis- able, provided it is not inappropriate to the subject; but a characteristic * . . . .. 0 0 0 Oo Oo. 0 PLATE NO. 2.-Set in Johnson Old Style. 24 Point Border No. 4. 755 756 FOWLER'S PUBLICITY Food or descriptive title is always preferable. The use of the word “about” applying to the article is dig- nified and harmonious, and it is often well to title the cat- alogue as “Book of -- " or “ About — ," or " How to . 1 may be titled “ Brown's Cat- alogue," but should not be named after the firm if the PERE TUE PRE PETRE RESPONDE PERETE TREENERIERERERERE E RE TREES name is difficult to pronounce PLATE NO. 3.–Any single word title is preferable to more words. Set in Howland. or is very long. Combination Dragon Border No. 27. The title may simply pre- sent the name of the goods, as “ Knives," - Furniture," “ Bicycles," “ Hats.” It is often a good plan to place over the title some euphonious expression like 6 Built on Honor," “ Built for Business," 6 Quality Guaranteed," “ Warranted Excel- lence,” « The Record of the Present,” “ Made by Experience.” There certainly is no objection to printing the trade-mark on the front cover if it is strik- ing and handsome, and if it is not it had better be on the back cover. The colored cover is 2020 OUT ఈ పేరు సంపంగుడు Shes: Plate No. 4.-Set in Typothetæ. 18 Point Collins Bor- der No. 199. 50 Ring Book • often more effective than one upon paper of the same shade as that used in the body of the book. The design upon the cover should be extremely neat and plain, or real- istic, or highly artistic. There should be some character to it anyway, some distinctiveness, which gives it an individuality. No matter how artistic the decorative part may be the letter- ing must be readable. PLATE No. 5.-Set in Satanick. 30 Point Collins Border No. 192, COVERS 757 acts SC .. . KEK book are lithographed or not, presents a very effective method. Color is always striking, and if art can be effective without it, it can be more attractive and strong with it. The cover design may consist of one striking picture, or a series of pictures; but preference should be given to a distinct or prominent figure or design, instead of a conglomerate effect which is not effective at a glance. Plain paper with a deep red border makes a good cover, or paper of strong and warm color with plain lettering gives an individuality. PLATE No. 7.–Any short title is good, if it has meaning. Set in Jenson Old Style. 18 Point Bird Border No. 267. If the paper is heavy and soft, the lettering set in can be in heavy type, for paper of this class will not properly carry fine and delicate lines. While it is always a good plan for the advertiser to suggest a cover design, he should consult with his artist, printer, or lithographer and consider their advice of great importance to him. The illustrations accompanying this department naturally illustrate cover designs but very imperfectly. PLATE No. 6.---Not a bad name for a cata- logue. Can be prefaced as “ Bicycle Facts," or “ Bicycle Facts Inside.” Set in Bradley. 12 Point Laurel Border No. 2. Setting Advertisements “Part of the good of anything is in the way it looks” 1 1 :.- : * PADEJ HE suggestions in this department refer almost exclusively to adver- | tisements in magazines and other general publications, and to the smaller advertisements in newspapers, but not to full newspaper pages where the expense of carrying out this idea might be too heavy. An advertisement to be conspicuous must have an individuality of its own, and it cannot stand out prominently if it is typographically similar to others. Every publication office has its own typographical style; its compositors are trained along certain lines, and the advertisements have a similar appearance. Even if the advertiser specifies the display, there is likely to be some similarity to the other advertisements, for the type he may select will be used by other advertisers. General advertisers usually furnish their advertisements in electrotype form, depending upon some expert printer for effective display. A quarter page advertisement well set may be more conspicuous than a full page badly set. It would be a good thing if advertisement constructors understood typography, for they then could specify the type desired for general display; but as few have handled type, it is safer for them to leave the display to a competent compositor. The compositor's ability has always been underestimated. The expert compositor has never received the remuneration due him. Half the effective advertisements for which the writers have received much com- mendation really owe their quality largely to some poor fellow at the case, who had the brains to properly set brainless matter. If an advertisement is to be used stantly, or in a large number of publications, the expense of having it properly set and making electrotypes is altogether too small to need consideration. If the advertiser gives the compositor any instructions, - provided he is not a printer himself, — let him simply request the use of readable type, and underline the words he desires to have brought out prominently, using several underlines for the most prominent words, and fewer underlines for the others. Always see a proof before the advertisement is electrotyped. In every large city there are printers who understand advertisement setting, and there are in this country three or four establishments which are really expert in the typographical art. These expert houses apparently charge a high price for their work, but it is low if their investment is considered. The advertisement must be different and look different from other advertisements if it is to be fully effective. I 758 Bas-Relief “ Without deceit they stand for what they are" or PE NEJHE bas-relief sign and all images or reproductions of articles, either in relief or in miniature, can be considered in this department. Articles of this kind are cast, and are made of some combination of moldable materials. Plaster of Paris is not durable, and is too easily broken to K be safely transported. It is unnecessary to go into an analysis of the combinations of materials used for this class of work, for all of them are generally the same, differing only in the proportions used. The bas-relief sign is simply an em- bossed sign, that is, more realistic than the ordinary embossed sign. The image or statue so represented is supposed to be a counterpart of the original, and sometimes very closely resembles it. It is obvious that no molded copy can reproduce fine me- chanical lines or correctly represent any intricate article. Wherever the article can be properly represented in relief or in realistic miniature, this method of advertising is to be recommended if the advertiser feels justified in standing the cost. Work of this kind has a rich, solid appearance, is seldom thrown away, and is almost always given a conspicuous position. Very little advertising should be placed on the bas-relief sign, and even less on the statue or other reproduction. If the arti cannot be properly molded, no effort should be made to do so, for some other class of advertising can be used. If the bas-relief work is painted, it should be well and correctly painted; and if it represents some article, its decoration should be an exact copy of that article. Statues of prominent men, of monuments, and of other things foreign to the business, can be made to be effective advertising devices, but a cast of a prominent man or well-known monument should not be plastered with advertising. A well-molded advertising device representing something either good or well known, if it carries but a few words of advertising, will be given the most conspicuous place in the store or window, — and remain there, while an equally good reproduc- tion covered with advertising will find an early grave in the ash barrel. The advertiser sometimes thinks that the more words he uses, the more advertising he gets; and so he would, if folks would read the words, or they could be kept in sight. But economical judgment says that a few words on a permanent statue are worth a dictionary of words on a transient one. This bas-relief work is done by a few novelty manufacturers, all of whom are generally willing to accept an order on condition that the model is to be satisfactory or the order void. XTY COV6 759 Books and Booklets “A book's a book though there's nothing in it” TY POLYMYS CATALOGUE is a book, but a book is not necessarily a catalogue. The difference between a book and a booklet is that the former is e larger than the latter. A catalogue may be a technically descriptive volume, while the so- Sta called advertising book or booklet may be more or less literary, or of a light conversational character, or it may take up a discussion of the subject in a learned and scientific way. The general advertiser finds it profitable to distribute through his agents or retailers, or by mail, books and booklets directly advertising his goods, or else pertaining to the subject in a general way. The book may be of any size, and printed on any grade of paper, bound without covers, or with any kind of covers; and it may cost anywhere from a quarter of a cent to a dollar, and a fairly good book of twenty-four to forty-eight pages can be pro- duced as low as three cents in paper covers, and from seven to twenty cents in board covers. A book should be a book, and there should be no advertising upon its covers. A book must contain matter valuable to the receiver as well as to the advertiser. Cook books have been, and always will be, recognized as among the best of this class of advertising, and conventional books on anything pertaining to the household are well received. In fact, great originality may not be useful or profitable. The story book in which one of the characters uses the article advertised, or the article appears in the development of the plot, must not force the article into the text. It must appear as a necessary part and parcel of the story. Books for children, and books of rhyme, handsomely illustrated, are excellent methods of advertising, and it is not necessary that the advertisement appear in the text. The advertising should never appear in the text of the book to the detriment of the text; and it had better appear by itself, the text being entirely free from it. If the books are distributed through the retailer, with his name upon any part, the design should be so arranged that the retailer's name will appear to be a part of it, and with each batch of books should be sent, if the retailer is to print his own name, suggestions as to harmonious lettering. ece O 760 BOOKS AND BOOKLETS 761 1 1 'T Perhaps the most effective book for advertising purposes is that containing authori- tative chapters directly pertaining to the use of the advertised article. A book of this kind can be made up of popular scientific articles by great writers, who of course do not refer to the article, but their writings nevertheless pertain to the use of it, or to similar articles, and the weight of their influence is unconsciously thrown the adver- tiser's way, - to his benefit if he has a good article. Care must be taken to obtain the consent of the authorities quoted, and not to unfairly make use of their writings, or to place the writers in a compromising position. Infringements on the copyright law are liable to be punished by heavy fines, and the consequent publicity of dis- covery is sure to result in serious injury to the advertiser. The typographical display of a book must be in legible type, and none of the deco- rative work should interfere with the easy reading of the text. Originality ceases to be commendable when it offends the eye. The book must be readable, typographically and otherwise. The first thing to be done is to produce the matter for the book; the next thing to be done is to set it so it can be easily absorbed; and the last thing to be done is to make it as handsome as it can be without being objectionably original. There is no excuse whatever for the use of fancy type or all capitals in text, and the man who uses either is an ass. The booklet should follow the lines of the book on a reduced scale. Wide margins, open and large reading type, artistic initial letters, handsome illus- trations, good paper, and good binding are essential in book and booklet making. The use of lithography for a whole or a part of the pictures, and the vignetting of a part of the pictures into the text are suggestions worthy of consideration. The book the people want to read is the book the people will read, and it is better to have a book containing ten pages of reading matter and two pages of advertising read by a hundred people, than a book containing two pages of reading matter and ten pages of advertising read by ten people. The book will be read if it is worth being read, and if it is not worth being read it will not be read, no matter how artistic it is, or how beautiful may be its execution. . Posters “ It has been posted, and all the world has seen it ” TT Su 21 -. CV . ves WAVAOSTER advertising pays. It is simply a question of making it pay. Advertising by poster is universal. Nearly all advertisers who can use billboards use billboards. * Nearly all the great business houses and many small ones have used and are now using posters, and the general use of this method of advertising proves that billboard advertising is almost always profitable. Nearly all of the billboard advertising which does not pay has the faults of other methods of advertising constructed not to pay. Comparatively few printers have plants adapted to the production of good posters. The advertiser should always place his order for posters with what are known as poster printers. They can do the work better and much cheaper than even the largest and best general printer who does not make a specialty of poster work. Bill posting should always be done by the professional bill-poster. Others cannot do it properly. People do not stand close to a poster. They read it at a distance. It must be so constructed that it is intelligible as far away as twenty-five feet. Brevity is the one great essential for bill-poster composition, for without brevity there cannot be room for 999999999999999 the largest type except in posters of gigantic size. It is more profitable to have twenty-five readable words on the poster than to let it contain one hundred words that people cannot see without an opera glass. Poster matter must be vis- ible to the naked eye, and so arranged that the eye without much effort can PLATE NO. 1.-Set in Poster Roman No. 1, a splendid style of readable letter. 18 Point convey it to the mind. 999999999 Train For Middleton Ccccccccccccccco e tonged that the eye Collins Border No. 178. 762 POSTERS 763 . Cents 1 Bostonponderingement on ODDwo The poster is simply a newspaper adver- tisement stuck upon a board or wall, but so constructed that a glance can cover it and take in every word at a distance. Pictures often add to the effectiveness of the poster, but never use pictures unless the pictures mean something, or can serve as eye-catchers. When in doubt, use type only. Very effective posters contain but one color, but it generally pays to use from two to six colors. Color is always acceptable, and it is impossible to produce as effective an advertisement in one color as in the proper arrangement of several colors. Do not use faint colors except for the PLATE NO. 2.- Set in Boston Roman No. 2. 6 Point Lovell wackground, and see loll liat the CO101S do background, and see to it that the colors do Border. not run together so that each color injures the strength of those next to it. Lithographic posters, if properly designed, combine the advantages of scenic art with worded argument. The lithographic poster must be a sort of compromise between the roughly painted scene and a regular colored pic- ture; that is, it must be fine enough not to offend the close observer, and it must be U.S. MAIL LINES coarse enough to appear to be realistic at a distance. Some of the most effective colored posters are those giving a perspective view of some- thing. RAILROAD, . In using posters of more than one sheet, request the designer not to have the breaks come across any face or any other part which would be materially injured if the pasting is not perfectly even. It is sometimes impos- sible to avoid this, but in the majority of cases a little care will prevent it. Do not allow the poster to be so filled with detail that it ceases to be impressive. Avoid injuring the design of the poster by FREIGHT ACCOMMODATION LINE. carrying the lettering across any part which ought to be allowed to stand out unobstructed. If the poster is of the design class, the PLATE No. 3.-A railroad poster of over half a century ago importance of having the design unbroken, appearing in Baltimore, Maryland, in 1845. . all, Hilal BALTIMORE PHILA. WILMINGTON & BALTIMORE are 'Via Onester, Wilmington, Newark, Elkton & Havre De Grace 31- .' 1 ? . . Ul 1. " * '. . . ASSO 14 . ..JUDITE. 11 I.II.FI TO X2 5 On and after Monday next, November 24th, the Mail. Line to Balti. more will leave the Depot, Eleventh and Market Streets, as follows: Daily (except Sunday,) at 8 o'clock, A, M.; and Daily, at 4, P.M. The above Lines will leave Baltipore ſor. Philadelphia Daily (except Suoday,) at 9 o'clock, A.M., and 8 orlock, P. M. The Line, via New Castle' and Froobtowo, by Steamboat from Dock, Street Wharf, will be discontinued a and after that day. WHEELING AND PITTSBURGH. - Tickets through to Wbecling or Pittsburgh can be procared at the Depot. Fare to Whceling, $18; Do. to Pillsburgh, $12. A Passenger Car, attached to the freight train, leaves the Depot, daily (excepi Sunday,) at 14 o'clock, P. M. Fare, $.130. November 22, 1845 ما ههه مسمم من مامو ممه م عه 764 FOWLER'S PUBLICITY 2:1:7:):):):):):):):):):):):):):):):):212. and leaving room for the lettering, should be recognized. The circus style of poster making is the cheapest, and is the best for startling and sensational advertising. The lithographic poster is more artistic and is adapted to the advertising of good entertainments, and to every class of commercial commodity. The regular one-printing poster can be gotten up in a few hours, and is preferable to any overdone design. The lettering on a poster should consist of one strong, brief o heading, in lettering 5:997):77:7:):):):):):):):):92: as large as possible. There can be more than one heading, but one striking heading is better than several. There may be a reasonable amount of descriptive matter, which must appear in letters large enough to be seen at least twenty-five feet away; and if neces- sary there may be considerable other matter, readable at a distance of five or six feet, — provided the design and the larger matter are sufficient- ly strong to bring people to the poster; but the best posters are those which con- tain neither design nor lettering not easily readable at a distance of twenty- PLATE No. 4.- Set in Taylor Gothic. 18 Point Laurel Border No. 2. five feet. Posters are adapted to the profitable advertising of every class of commodity, from the excursion to the church meeting. Poster advertising is profitably used by both the general and the local advertiser. There are few towns of any consequence without a professional bill-poster, who owns the best available space, and who is not likely to be unreasonable in his charges. 50 Horses In the “Lady and The Horse" At the Lyceum POSTERS 765 1 It is better to pay a good price to a regular bill-poster, who can give the posters conspicuous positions, than to pay almost nothing for the display of the posters where people are not likely to see them. The merchant should not do his own bill posting. It It **** ************* will cost him more and will not bring him one half the result that is likely to come if his bill-posting is placed in the hands of a professional bill-poster. There are a few general bill-posters of ample capital, who employ an army of men and own space and have facilities for covering any State or any number of States. These men have brought bill-posting to a science, and can economically attend to this part of advertising. These houses are always willing to furnish definite proof of display, and court rather than shun the fullest investigation. The comical poster is to be recommended only when the alleged wit is really witty. Fun which really is not fun disgusts the public. Rhyme on a poster is almost as unprofitable as poems on the bottoms of dinner plates. Poster readers are 1000 0 00000 passing by quickly, and the motion in passing is not PLATE No. 5.-A good show heading. Set in Howland. 12 Point Collins Border No. 202. conducive to the appreciation of rhythm. Poster vulgarity is always sure to injure the advertiser. The vulgar may appreciate vulgarity, but they never think well of the goods vulgarity advertises. Never head a poster with any such line as “ Notice” or “ Attention." Let the heading plunge right into the subject. 1 Wagons " Advertisements on wheels" E 1 Sure S are WW HERE must be wagons, and they must have sides and covers. These sides and covers may as well carry painted advertisements as blank spaces. & The cost of this advertising is limited to the expense of painting it, for its circulation costs nothing. Never paint a picture on a wagon unless the picture means something, or is so artistic that it need not refer to anything in particular. If the painter does not know how to paint a decent picture, get another painter or do not have a picture. Bad lettering is bad enough, but bad pictures are worse than bad. Nothing disgusts a customer more than to see on the delivery wagon an illus- tration of an impossibility, or a bit of scenic exaggeration. Never paint indistinct letters on the wagon, and be sure that the letters are so painted that they can be read at an angle. Shading is often desirable because it adds solidity and does not necessarily detract from legibility. If gilt is used, it should be shaded so that the sunlight will not interfere with read- ing it at an angle. If the customers belong to the gingerbread aristocracy and do not know what a coat of arms means, it might be well to paint one on the wagon, but characters of this kind sometimes outrage intelligence, and in this free country may disgust the public. If the delivery wagon never goes out of town, there is no need to use up space for the painting of the town name. An illustration appropriate to the business, if well painted, stamps the wagon with an individuality, and is a perpetual advertisement of the business. If the business is technical, be sure that the wagon illustrations are technically correct. On a milk wagon, be sure to leave the pump out of the farm scene. If groceries and fruit are sold, do not have the fruit scene illustrate a basket of different kinds of fruit which never can be got together at one time. Do not show on the tea wagon naked children picking over tea. It does not indi- cate cleanliness. 766 WAGONS 767 It is always advisable to use some distinct body color. Have the wagon body all yellow, or all red, or all black, or all green, or all some other color, and have all of the wagons painted alike. Coooooooooo Make everything about the WWW On wagon indicative of the busi- ness, so that when it is seen in the distance, people will be re- minded of the merchant by it. There are few better methods of advertising than the making of wagons in fantastic shape, as the wagon made in the form of a shoe, or of a globe, or of any other form illustrating the busi- ness, provided such shape does not interfere with roominess. Never allow a shabby wagon to be driven through the street. Paint costs very little, and var- nish less. Paint and varnish PLATE NO. 1.- Set in De Vinne. 24 Point Collins Border No. 189. the wagon as often as necessary, and keep it clean and bright. Do not send out a clean, bright, handsomely painted wagon with a tramp for a driver. A uniformed driver is not necessary, but as a uniform does not cost more than a good suit Time Wagon VOOOOOO of clothes, it may be recommended. MB 03.03 302 303 B ? The driver of a wagon, particularly if he be a C. O. D. man, is obliged to meet the lady of the house, as well as the servant, and it is as necessary that he be a gentle- man as it is to have polite people behind the counters. Many a good customer who was perfectly satisfied with the goods has been lost be- cause the wagon driver had no discretion, politeness, or decency. If there is a catch-line in the advertis- ing, like that famous expression, “ Your money back if you want it," paint it on the wagon, for a line like that is an imperish- PLATE No. 2.-Set in Taylor Gothic. 18 Point Collins Border able trade-mark. If the merchant sells for cash only, use some cash expression on the wagon. If promptness is the specialty, paint it on the wagon. Oqtontonto tohoaartoertochoczy Smith's Careful Service . No. 181. 768 FOWLER'S PUBLICITY High-Grade Grocery 1 1 TT Remember that every one of the delivery wagons is a perpetually moving repre- sentative of the business, and that the men upon it are agents, and that both wagon swwwwwwwwwwwwwwwwwwwwwwwwwwwe were and men must be up to the a Be standard. Bells on the horses, if they a are good bells, look well, and immmmmmmmmmmmmmmmmmmmmmmmi nobody objects to them. Plate No. 3.-Set in Johnson Old Style. 12 Point Collins Border No. 176. Fancy harness, if kept in good condition and never allowed to grow shabby, is distinctive and generally of value. Instruct the drivers to drive carefully, and to err on the side of giving up their rights on the road, rather than of demanding them. The wagon meets the cus- tomers on the road, and as the owner is after business, it is better for the driver to give way, even if the man he meets is wrong, than to spoil a customer. In these days of bicycling, when half the folks who buy may ride the wheel, and may meet the wagon every day upon the road, it will pay to show cyclers every courtesy, for there can be no better advertisement than the good words of wheel- women and wheelmen, who tell each other that the driver is a gentleman. The wagon is simply a part of the store, and a moving part, meeting the customers, and those one would have for customers, everywhere. It is constantly on the move, advertising well or poorly everywhere. Do not allow the wagon to be driven at breakneck speed over the streets, in total disregard of the rights of citizens. Perhaps the wagon is overtaxed, and speed is necessary to prompt delivery. In that case, get more wagons, for remember that the harm the wagon can do may be more unprofitable to the business than any other out- side method which illustrates the policy. · Children play upon the sidewalks in front of their homes, and the mother, sitting at the window, does not like to see the wagon driven carelessly up to the curb to the possible injury of her children; or to hear the driver curse the little ones for being there; nor does that mother, and she is the customer, think well of the merchant if his wagon-man slings the bundles through the door, perhaps damaging their contents or hitting something in the house. Perhaps only the servant sees the man, but the servant sees the mistress, and the servant's tongue is sometimes the power behind the lady, greater than the lady herself. Ps3232323232323232323232329 Fortunate is the merchant with PLATE No. 4.–Set in Howland. 18 Point Collins Border No. 200. wagon-man so polite that every servant girl and every lady of the house is glad to see him. mistress, and the Richestoestandesamestnanca Blank's Quick Delivery Handbills “ There's some good in everything" QlandQanJANDBILLS and flyers are almost synonymous terms. The circular may be a handbill, but the handbill is never a circular. Handbills contain circular matter printed upon the poorest of paper, and of any size from one inch by two inches to many feet. Handbills are almost always distributed by boys and men who either hand them one by one or in bunches to passers-by, or leave them on the door steps with or without ringing the bell. The principal interest in handbills is limited to the sender, because the receiver has seldom been known to pay any attention to their receipt. If the merchant believes that experience has given him the right to claim that handbill advertising is better than any other method of advertising, or if not better, is an excellent and economical means of assisting in the sale of goods, it is suggested that he devote a part of his valuable time to watching the handbill boys distributing handbills along the street or dropping them on the windy side of the door where the wind will take care of them. That handbill advertising may be brought down to the business figures which can- not lie, let the reader accept the following mathematical recapitulation, the truth of which he can verify by a little investigation. Ten thousand poorly printed handbills ten dollars. A distributer to give them out from house to house, or to hand them to pedestrians, may charge two dollars. If he leaves only one at a house, and only gives one at a time on the street, he will not make much at two dollars. Dis- tributers are not generally business men or boys of character, and they distribute handbills partly because they cannot do anything else; one must take them as they are, and not expect high-grade honesty in low-grade labor. The expense of these ten thousand handbills is probably not far from twelve dollars. About one hundred distributers out of one hundred will attempt to force ten handbills upon every one who passes, or will give out one and throw away nine. By this method of distribu- tion, ten thousand circulars may touch one thousand people, and not reach more than a dozen. If the handbills are left at the houses, the lowest estimate gives ten to a house; consequently, the outside of one thousand houses may be reached. Five hun- 11 ser , and these five hundred will reach three hundred servant girls, two 769 770 FOWLER'S PUBLICITY STT hundred and ninety-nine of whom will use them for kindling. This leaves two hundred and one handbills, assuming that two hundred ladies of the house will re- ceive a bill. Probably not fifty of these two hundred and one lots will receive as much as a passing glance. Out of ten thousand handbills, perhaps fifty may be read, and the balance of nine thousand nine hundred and fifty will blow around the street and yard, or remain in the gutter; but if they happen to strike printed side up, and become sufficiently wet to stick to their places, and the type is very large, perhaps a few people will read the advertisement in the mud. Handbills are not acceptable to most people, and not one man or woman in a dozen who is courteous enough to take a handbill from the hand of the distributer will read the contents of it. The value of handbills by the ordinary methods of dis- tribution is about two per cent. of their cost, although there are isolated instances where they have paid a good percentage of profit. The man who believes these statements are exag- gerated has but to judge the world by himself, and permit his own good sense to tell him that he has no right to expect people to read the class of advertising he will not read himself. Handbills hung in prom- inent places, in depots, and cars where one may have PLATE No. 1.-A good form of handbill advertising. Set in Gothic No. 6. Barta them if he wishes them, are Original Border No. 83. not handbills pure and sim- ple, but businesslike circulars, and valuable because those who want them make an effort to get them. 26 3 $10 Coats Y >Only twenty-six- Come in quickly – You may be too late - - - - - the conventional line, “ Take One," or some expression which refers to the subject matter of the bill. Generally, and notwithstanding that handbills occasionally pay, the handbill money had better be placed in good newspaper advertising space, where there is a definite, known circulation among people who want and buy. HANDBILLS !לל i in other handbill annou The reader must not confound the handbill with the poster, for although they con- tain about the same matter, they are in no sense alike as advertising mediums. Every reader of a newspaper may not read every advertisement, nor does he see every advertisement, but as he reads the paper because he buys it for no other pur- pose, and as the advertisements are there, it is fair to assume that all of them are read by most readers, and part of them by all readers. Handbills have been used successfully for the announcement of excursions and entertainments, but the fact that the better class of entertainment managers confine their advertis- ing to the newspapers and bill- boards indicates that handbill money can be better expended in other ways. The handbill must be used as a supplementary announcement of reduction of rates and excur- sions, and special trips, but when so used the transportation com- pany has a method of distribution which is in no sense promiscuous, and thereby lifts the handbill out of its ordinary sphere. In these cases the handbill becomes a cir- cular, distributed through the ticket offices, and in the cars and in the depots and to people known to be interested. The writer has no recollection of any railroad or transportation 25 cents for a real good, mourish- company giving out handbills ing, well-cooked, appetizing dinner other than through the regular channels of time-table distribu- tion, and in the absence of any knowledge of promiscuous cir- Lovell Border combined with Single Rule. culation, he must assume that the successful distributers of handbills do not follow the house to house or the street method. Handbill matter must be extremely brief, and every handbill should contain one strong heading which may occupy one or more lines; to be effective this should be descriptive, stating the contents of the handbill, or else sufficiently startling to com- mand immediate attention. The handbill should be in two or three distinct sections: lion, allu 11 le absence of any PLATE NO. 2.-Another good handbill form. Set in Howland Open. 9 Point. 7 1 772 FOWLER'S PUBLICITY First, the heading. Second, large type descriptive or explanatory matter. Third, extra description or explanation in smaller reading type if it is necessary that much matter be given. By this arrangement the reader will gain a knowledge of the contents, even if he does not read the whole, for the heading tells a part of the story, the large type de- scriptive matter tells more of it, and the two together help to bring the reader into the proper frame of mind to read the balance of the handbill. Do not print at the top the word “ Notice," or any other useless heading. If the advertiser has something to announce, or something to sell, or cut prices, or cial rates, or anything else, let the heading say so, or directly lead up to it. . An expression like “Crystal Lake and Back, $1.” attracts more attention than the conventional phrase like, “ Grand Excursion.” Reduction in prices always commands attention, but if the merchant is only reduc- ing the price of one thing, it is better to say “Fifty-cent handkerchiefs, twenty-five cents." Circulars and Folders “Circulars circulating everywhere" S IEWS 11XE TY TO DEJHE difference between a circular and a handbill is that the circular is supposed to be well printed and to look well, and the handbill is a cheap, sensational sort of flyer. A poor circular is worth less than the cost of the white paper, and is a waste of the paper. The well-arranged circular has a mission, and can be made to perform it. The circular must be extremely brief, or else it must be in two parts, the first of which should be sufficiently brief and strong to bring the attention to the descriptive matter. The briefer the circular, if it tells its story, the more valuable it is. A circular is neither a book nor a catalogue. If the circular matter is not so written and so set as to immediately gain attention, there is not one chance in a hundred that the circular will be kept until an opportunity to read it arises. The circular laid aside is buried. If there is too much matter to put upon a PLATE No. 1.--A good headline or title for circular or circular, print it in the form of a pamphlet. folder. Set in Satanick, a type which must not be gen- : Combination Dragon Border A circu- No. 27. lar should have one distinct and taking heading, and that heading may be followed by descriptive matter, or between the two may come large type in- troduction. The reading matter of all circulars should be set in a large Roman type, generally not in Full Face. Circular headings may be set in light face type, Roman type, or in regular display type, eeeeeeeeeeeeeeeeeeeeeeeeeeeeeee wul Tancy Tellers should never be used unless PLATE NO. 2.-“ About" is a good word to precede the name of advertised article in circular or folder. Set they can be easily read. y feadh. DO DOL 1111X Do not mix plain piam in Jenson Old Style. 6 Point Laurel Border No. 2. friday's fine furniture be recircular la aside is buried. " sed in advert About Apples 773 774 FOWLER'S PUBLICITY - *The Light Of Light US lan display type with ornamental type. The circular must be harmonious, and all the type in it must look well together. For circular reading matter, use a large type, single leaded, in preference to a smaller type double leaded. In the descriptive matter, do not put in ♡ too much Italic or Full Face, for the eye may have as much difficulty in following it as it has in tracing the rails at a quadruple crossing. Do not have the firm name at both top and bottom of the circular; better have it at the bottom. · Circulars should never be distributed by messengers from house to house, or given out on the street promiscuously. Always mail or deliver the circular, addressed. If sent by mail the good circular is entitled to a two-cent stamp. The postage costs twice y as much, but ten times as many of them will be seen. Most receivers of circulars throw the PLATE No. 3.- A catchy title. Set in Johnson Old Style. 18 Point Laurel Border. whole affair away without opening the un- sealed envelope. The question of sealing and unsealing is simply one of economy, and always in favor of sealing. If one wants to save money he had better seal his circulars and send out half as many of them. The paper used for circulars should never be poorer than the best Agapinapapapapapapapapapapapapapapapapapapapapapapapapapapaqarax book paper, and generally what is known as Size and Calender should be ordered. The appearance of the paper has much to do with the effec- tiveness of the circular, and any color and grade of paper can be used except the poorer grades. Thick paper is effec- tive, and sometimes very thin paper is conspicuous by con- trast. Every good printer carries samples of first-class CACIJAMAAaaaaauuuuuuuuuuuuuuuuuc cac co chces paper, and his advice on the PLATE No. 4.- Set in Taylor Gothic, a style of letter of great strength, and not objectionably plain. 8 Point Contour Border No. 256. EESEEEE will be seen. Wc30303cc crocca Summer's Stylish Shirt Waist Xonandannounnonpuppunung CIRCULARS AND FOLDERS 775 1 point is generally excellent. The use of a border, if it harmonizes with the type, is to be recommended. A circular in two or more colors is decidedly more effective than one in a single color. The combination of red and black ink, or red and blue-black or bronze-blue, on white, cream, orange, or blue paper, is extremely effective and legible. . The folder refers to a circular of more than four pages, and not to one that is . . . . . . . Solid Sense Shirt . PLATE No. 5.-A strong heading. Set in De Vinne. 18 Point Contour Border No. 248. stitched or bound. Folders are universally used by railroad companies, and are an inexpensive compromise between the circular and the pamphlet. The folder should be so folded that the pages come together in regular order, and as far as possible, each page should be complete in itself. The pages should be numbered, and if the matter runs from one page to another it is sometimes advisable to make two pages into one, so there will be no confusion in finding the next connecting page. The 776 FOWLER'S PUBLICITY BPB33320 Danesco objection to folding across the reading matter is less im- portant than the risk of confusion should the receiver refold the circular incorrectly. The first page of the folder, which should have the appearance of a cover, should contain only the title, and some border or design which will give it a cover appearance. The name and address can be on the cover of the folder if in small type, but it is better to have it appear on the last page, and there is no necessity for their 1333320 appearance on every page. PLATE No. 6.-Set in Tudor Black, a The appearance of advertising matter upon the cover Collins Border No. 200. of the folder detracts from its effectiveness, and may prevent the general reading of its contents. The tover matter should furnish an incentive to investigation. The department on “Covers” applies to circular advertising. High ibats TIT good letter for short words. 18 Point IN What's Wanted Aaaaah (See inside) EEEEEEEEE PLATE No. 7.— A general heading presents striking contrast. Set in Howland and Roman. 18 Point Bird Border No. 267. Invitations “ Come to see us, come often, come again” PERIYASLL advertisements are invitations, but this department treats of the in- vitation that is unquestionably an advertisement, and the commercially printed or engraved special request to call. The commercial invitation should not vary much from the style of expression used in the social card. TALATAALATATATATATATATATATATATATATAT , * JCT *** * ****** **** ലലല ലലലല ലല more room was needed - ? We took more room Come in and see WEWELLELWWLL. to * We want To see You James *** * * P IZZUIZITAIIIIIIULILLATINIZILIIT * . . 1999XWDA ZA * * SITE LIBEIETTEL IEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE PLATE NO. 2.-Set in Cushing. Combination PLATE No. 1.-Set in Bradley. 18 Point Ipsen Border No. 132. . Border Series No. 94. Never beg anybody to come. Sometimes begin the invitation with any expres- sion like “You are cordially invited,” “You are respectfully informed,” “The undersigned will feel honored," “ The pleasure of your company," " The honor of a call,” “ Kindly call,” “ Please call," 66 We want you to be with us." Do not ask folks to call and inspect a dozen or twenty articles; ask them to view one article. Do not allow the invitation to exceed fifty words, and if possible reduce the number to twenty or less. It is a good plan to head the PLATE No. 3.-Set in Johnson Old Style. 12 Point Ipsen Border No. 137. Perhaps you'll Need me dur 97 : can . . . 777 778 FOWLER'S PUBLICITY +- + invitation with an apt Sixteen Oaks Montg Co. Pa January 5th 1897 quotation, or with a Dear Fred monogram or trade- I'm laid up at home with a cold. Think I got it in the sleeper from i Pittsburgh Tuesday night. If possible want to get to business Monday. Mary told me yesterday that you are having lots of trouble with the If the firm name tin roof and gutters on your dining room, also the bay-window and slate appears at the top it roofs over your bed room. You will recollect my experience of last winter with the leaking of the tile roof. Tried three “tinkers” in our should be in the small- neighborhood and finally gave it up thinking there was no remedy until one evening Ed. Montgomery was out to dinner and when speaking to him about it he said "just you send to that concern on 119th St. George Smith & Co think its about 125 (a postal sent there would catch them at any rate) and if they can't fix it you can depend upon it nobody can; We open so I sent for them and told them to do their best. May 1st. Got a price (forget how much) saying they could fix it up in good Try to call shape and they certainly did and for half the money that I had previously paid the other three combined. Hadn't a bit of trouble afterwards and this is the first time we have been without leaks since the house was built. PLATE No. 4.-Set in Univer- I'm awfully sorry old man you're in such trouble but take my advice sity. 18 Point Ipsen Border No. and you'll be all right. Hear Anna has a new "bike.” What make? est type, no larger than Mary has the fever and I guess I'll have to get her one too. that used on a social Yours etc George note sheet. Come out soon. Arrange for Sunday dinner at one, or any evening at The advertisement 6.30. Bring Mary along. G. i invitation should L = " al- " " " " " " PLATE NO.5.-Might have been good once, but has been over used and spoiled. The original ways be set in some appeared in fac-simile of lady's hand writing. The above is set in Ronaldson. 6 Point Florentine Border No. 169. e readable type, the larger the better, and should follow the same general style of the printed or engraved invitation, except that script and fancy type ാത്തിരി SOUTHWHIS SOUTOUTES 130. വി PE . or Q LT 11 ളിലായി അങ്ങനല്ല High Grade High Hats All Ready We particularly desire your presence on March ist, at 10 A. M., “ The opening of the bonnets.” . PLATE No. 6.-Set in Bradley. Combination Border Series No. 96. PLATE No. 7.-Set in Ronaldson Condensed. Combination Border Series No. 97 ornament. 6 Point Lovell Border. INVITATIONS 779 en should not generally be used for the letter-press. The engraved invitation had better be in script type or in some very light face, and open letter. The type style used by a few shoddy clubs in the sending of notices or invitations is inartis- tic, inappropriate, and not in good taste, and although toler- ated by those in society, is not permissible in any class of com- mercial invitation. The commercially printed in- vitation should be upon a double PLATE No. 8.—Pure and simple « rot,” absolutely devoid of sense. Set in sheet of paper or bristol card- Novelty Script. Single Rule Border. board, and should be printed in some blue-black, bronze-blue, or strong, colored ink, and never in a tint. The invitation should be enclosed in an envelope permitting of . Dake back the flower thou gavest. I love you no longer, all my affection is now given to Brank Brothers. Why can't you call with me? SSC All the spoons There ever were W. W. Warren 500 Warren Avenue Warren, Maine PLATE NO. 9.-Set in Satanick. Combination Border Series No. 97 headpiece. 24 Point Bor- der No. 2401. 780 FOWLER'S PUBLICITY a single fold of the double paper, and the envelope should be either square or narrow, following the usual size of those used for wedding invitations. It is a good plan to place a monogram or trade-mark on the flap of the envelope. Invitation paper should be of fine quality, gener- ally cream or some light tint of blue or orange; some prefer a straw color or lavender, or even pink. If the invitation is printed by the letter- press, it is not in bad taste to use a very heavy, soft, rough, or ragged edged paper, of any color. It looks well to print the quotation, monogram, or trade-mark in small but heavy type, and in gold. PLATE No. 10.-Set in Jenson with Jenson Page Embellishment No. 4250. The best of ink should be used, for so little is required that the extra cost of it is not worthy of consid- eration. Sam anxious to see you 18.2-so many beautiful mid-winter creations to show you, all sensible and original—all @ at fair prices -come in any time Billheads “ He presented his bill” W H E billhead is not an advertising medium. The billhead is simply the name and address of a person or persons, and the name of the business, printed upon a sheet of convenient size, and serving as a written memorandum of indebtedness, or a request to liquidate. The receiver of a bill generally has an idea as to what the sender does for a liv- ing, and there is no Chicago, Ill........ ...... . .... 189.... use in covering the billhead with a re- capitulation of what the sender does, or a directory of what he, sells. The conventional and best form of bill- Terms—10 days head - and conve- nience requires that PLATE No. 1.-Set in French Old Style, an excellent letter of simple artisticness. there should be no original departure from it — consists of the name of town and State, the firm name, the street address, a brief mention of business, and a statement of terms of payment. Everything on a billhead must appear in letters of absolute Chicago, Ill....................189.... legibility. Avoid the use of script type and M... fancy letters of every kind. Do not make it difficult for a man to make out a check Terms-10 days 102 White Street payable to the firm. Always give the PLATE NO. 2.—Set in Latin Antique, a clean, distinct, if not handsome letter. To Barton Barron, Dr Dealer in Everything 102 White Street To Barton Barron, Dr Dealer in Everything . 781 782 FOWLER'S PUBLICITY street address and the town and State, even if the trade be entirely local. Never use any type in which any two letters look alike. If there is a trade-mark, print it in the corner of the billhead. There is no objection Highville, Ohio, _189 Fine Repairing. Sterling Silver and Plated · Ware Spectacles and Opera Glasses Spectacles and Opera Glasses Spoons, Knives and Forks and all kinds of Cutlery. Rings in great variety. Clocks and Bronzes. Gold and Silver Watches, To John W. White & Co., Dr. Dealers in Watches, and Clocks, Jewelry. 402 Whitestone Street . Watch Chains, etc. 1 At Lowest Prices. PLATE NO. 3.—No worse than a quarter of the commercial billheads. There is much too much matter, and the typographical display is very bad. to any appropriate illustration representing the business, or to a cut upon the billhead to give it individuality. • Better use no cut than one which is not distinctive. By experiment, obtain a satisfactory billhead and do not depart from that style, for there should be something characteristic and individual about a billhead which will make it easy for the receiver to find it in the file. OX Highville, Ohio, c..189 M. To John W. White & Co., Dr Jewelry and Watches 402 Whitestone Street Terms 30 Days PLATE No. 4.-Matter in Plate No. 3 re-arranged and re-set. Set in Johnson Old Style. Generally use the same style of paper, and always of the same size, and choose a regular size as a convenience to the receiver in filing. BILLHEADS 783 M. The several sizes of some neat face Chicago, Ill................ series are preferable to a mixing of type faces. It is not necessary to give the names of the partners or offi- cers on the billhead. If the goods are Terms-10 days 102 White Street known by some spe- cific title, which does PLATE No. 5.-Set in Ronaldson Title Slope, a good and distinctive letter. not correspond with the business name, it is well to give this title a prominent place that the bill can be found by the name of the article, as well as by the firm name To Barton Barron, Dr Dealer in Everything Da Boston, Mass... ...189 M. · Bought of W. W. Warren, Manufacturer of Tables. $72 Washington Place. Plate No. 6.-Altogether too artistic, or rather a display of inartistic art. Billheads should be readable. Boston, Mass., .189 Bought of W. W. Warren Table Maker 472 Washington Place PLATE No. 7.—Matter in Plate No. 6 re-set. Set in Ronaldson. Business Cards “Here's my card, business on it” Vou 0X90 H 1 DEX=X3), HE business card is not primarily an advertising medium, and is not calculated to bring new business. It is a convenient article to tell who the man is, what he does or sells, and where he is. E LE The business card is really an enlarged directory line, for directory purposes solely. But the character of the business card sometimes in- dicates the character of the business. The plainer the business card the better it is, and un- der no circumstances should fancy type be used unless for 502 Wide St., Nicetown, Ohio words which are easily read in ornamental letters. Script type should never PLATE No. 1.–Set in De Vinne. Single Rule Border. appear upon the business card, unless the whole card is in script. The firm name and the address must be in type which cannot be misread. Upon the business card should appear the following lines; Walter Warren Hats Walter W. Warren Hats 502 Nice St., Nicetown, Ohio PLATE No. 2.-Set in French Elzevir. Single Rule Border. 784 BUSINESS CARDS 785 sering de WALTER WARREN & GO., there should seldom be less, and never much more: First, the firm name. Second, the business title. DEALERS IN Third, the street address. DRY GOODS, CROCKERY, Fourth, the name of the town and State. Carpets, Rugs, Wall Paper, Furniture, Fifth, the names of the Hats, Shoes, Cloaks, Kitchen Furnishing officers or members of the house if desirable; and be- Goods, Stoves, Novelties, Bedding, sides the title of the regular etc., etc. business, a mention of the 500 Allen Alley, Allenville, Ohio. specialties, provided there are not many of them. Plate No. 3.--- No worse than many business cards seen nearly everywhere. So. far as possible, one word should indicate the business. The word “Grocers” stands for every kind of Dealers in grocery goods, and there is no need of saying “ Choice Teas and Fancy Coffees, Molasses, Sugar, Dry Goods and Department Store Dried Apples, and Milk.” But if the grocer' is the 500 Allen Alley, Allenville, Ohio agent for a certain kind of goods, it is generally well to mention it. PLATE No. 4.—Matter in Plate No. 3 re-written and re-set in Ronaldson. Single Rule Business cards should be printed upon white or cream stock, and profes- sional cards should be printed on the same stock or upon any tint. Some blue, or other light tint, looks well, and although not common for business houses, is not objectionable. Most business and pro- 502 Wide Street, Nicetown, Ohio fessional cards should be printed in black or some shade of black, and never in PLATE No. 5.-Set in Erratick. Single Rule Border. Walter Warren & Co | Everything Border. Walter W. Warren Hats 1 . 786 FOWLER'S PUBLICITY Star Clothing Company. any other color, looks ex- Star Clothing Co i. any indistinct color. A light blue card, or a light card of any other color, looks ex- tremely well if printed in a JOHN SMITH, PROPRIETOR. dark ink of the same color; the blending is handsome, and Manufacturers and Retailers of the legibility is not sacrificed. MEN'S, BOYS' AND YOUTHS Cards are printed by the letter press, from steel or CLOTHING copper, or by lithography. Professional cards should gen- 506 Taylor Avenue, TAYLORVILLE, Ohio. erally be engraved on steel or PLATE No. 6.–Neither artistic, nor business-like. copper. Commercial cards look well when printed in the different sizes of some light face or dark face type, pro- vided the type is easily read. John Smith, Proprietor Lithographic business cards are quite common, and al- Makers and Retailers of though not as well executed as the steel or copper engraved card, they are considered by many as superior to those of the letter-press. Any of these processes are acceptable, but | 506 Taylor Avenue, Taylorville, Ohio the merchant is advised to PLATE No. 7.—Matter in Plate No. 6 re-written and re-set in Johnson Old Style. have the best of its kind in Single Rule Border. preference to a poor grade of some other kind; that is, a well-printed letter-press card is far better than a poorly done lithographic, or steel engraved card. In the department of “Banks and Bankers" appears very ac- ceptable specimens of litho- graphic commercial engray- ing. For convenience they are all placed in that depart- ment in preference to divid- ing them among several PLATE NO. 8.--Set in Howland. Single Rule Border. departments. Clothing - 1 ess Walter W. Warren Hats 502 Wide St., Nicetown, Ohio Wants “ If you want it, ask for it" 294 T SUVOMNO aum? ANT advertisements are those announcements that are generally set in solid 512 or 6 Point, and commonly appear in newspapers under “For Sale," “ To Let,” “ Situations Wanted," “ Help Wanted, etc.” This class of advertising can be made to include practically all of the class- ified and set-solid newspaper advertisements. Newspapers carry from a few to several thousand wants in every issue, these an- nouncements appearing under specific classifications, and generally confined to one page or to several adjoining pages. They are distinct from display advertising, be- cause they are set in a uniform style of type, and if they are headed, the headings follow a general typographical plan. The want columns of every newspaper, typographically and otherwise, are nothing more or less than columns of directory matter, set with all the convenience of alpha- betical arrangement, although the classifications need not be alphabetically arranged. The directory style is adopted for convenient reference, and because of absolute uni- formity; and further because the advertisements give a definite request for information or tell in the fewest possible words what is wanted and what will be satisfactory. In every large city, and in some of the smaller ones, one or more papers appear to have the monopoly of the want advertising. This discrimination in favor of certain papers does not always appear to be intelligent. In the larger cities, one frequently finds that the “paper of wants” is the best want paper because it prints the most wants and is referred to oftener by wanters, when perhaps some other publication has a circulation of size and character better adapted to want advertising. Many a paper has prospered on the income from its want column, and many a paper has expended a fortune in attempting to do the want business of the city. Generally the paper printing the most wants is the best want paper, although there may be reasons why some other paper should enjoy this monopoly. Want papers are of two classes. The first class comprises those publications reaching the great middle people; and the second class consists of the papers catering exclusively to a lower grade of reader. The want advertiser should always discriminate in favor of the paper reaching the class of people he desires to reach, and should give the preference to the respectable paper which does not cater to a sidewalk constituency. SI 787 788 FOWLER’S PUBLICITY OFFICES TO LET. All light, en suite or singly; steam heat, elevator, etc. ; $120 and upward per year. r LIGHT OFFICES. convenience; $120 and upwards per year. ar column. It has been proven that occasionally the best paying want advertisement is in the paper carrying few wants, but this exception proves the rule. The advertiser is - generally safer to confine his want advertising to those RREN BANK BUILDING, publications carrying the largest number of decent want advertisements. PLATE No. 1.- A fairly good “To Let ” The “ For Sale” advertisement must be written in The T01 advertisement. . accordance with one of two lines of policy. It must be blind and excite sufficient interest to create correspondence and inquiry, or else it must tell its story with reasonable completeness. Either plan is successful, and ex- perience has not proven one to be better than the other. There are arguments in favor of either plan. The blind style of “For Sale” advertising, by creating curi- osity, tends to stimulate correspondence, when the principal or agent can do the rest. The open and complete style, by telling what it has, im- presses the reader who wants just what is advertised, and Warren Bank Building, 125th st., near 8th ave. Singly or in suites of two,' three, or this style would certainly be preferable to the other if it four; steam heat, elevator, all light, every did not sometimes, by telling so much, keep the man PLATE NO. 2.- Matter in Plate No. I re- W hile written and re-set. There is no need of say- who might be made to buy from investigating. While c ing “ Offices to Let " when the advertisement the blind style is profitable, it should not fail to give appears in the regul. some information. It should tell in a general way what can be seen, and if the prop- erty is real estate, it should locate its relative position. The “For Sale” advertisements referring to houses, land, and buildings, whether blind or otherwise, should contain sufficient matter to create a large amount of curi- osity, or to comprehensively describe the property. Few people will pay any attention to a “ For Sale » Bay pacing Gelding, trial 2:23; bay pacing advertisement unless it definitely locates the property, 2.294, 'trial 2.25); all sound, gentle, good size, or tells the general location of it, and specifies other style and elegant roadsters." conditions. PLATE No. 3. — An example of the ordi- nary style. Better head it “Bay Pacing and It is obvious that the value of real estate is not in- Trotting Geldings.” creased by hawking the property or by making the offer too general; for that which a man is very anxious to sell does not have the same apparent value as that which, although for sale, does not require forcing. Exaggeration and misstatement in “For Sale” advertising always does harm, and cannot possibly be made to do good. Nobody buys real estate without seeing it, and if the description creates a favorable but false impres- sion, the viewing of the property is sure to produce a disappointment, and disappointment generally kills a FOR SALE Mare, trial 2.231; bay trotting Gelding, record - - wils. 1 FLATS. NO. 10061 MANHATTAN AV. AND 9782 W, 121ST ST. Fine corner, other Flats to rent, containing seven rooms and bath; steam heated, &c. (are now being put in first-class order); Corner Flats, very lightand desirable, good neighborhood; rents $30 to $43. sale." Flats ? » The “ For Sale " advertisement, while it need not PLATE No. 4. — Why not head it “Home depreciate the property, must leave something in the Flats,» « Comfortable Flats,” or “ Many Fine way of favorable surprise, for such a condition seems necessary to the consummation of trade. The advertised description of a house, with bold claims about modern improvements and first-class fittings, must be backed with WANTS 789 FOR SALE- Fine Residence on Madison av., near 126th st.; four story and high base- ment, with all improvements; terms reason- able. re HIGH-GRADE RESIDENCE.- Madison ave., near 126th st.; four story and light condition; price low. written and re-set. facts, for if this is not the case, even the fairly good condition of the house will seem all the poorer because of the exaggerated statements about it. The “ For Sale” advertisement must be honest, and it should leave room in its description for the imagi- nation of the reader that he may be given an opportunity PLATE No. 5. — Fairly good. to partially see it in advance, and to learn to adapt its condition to his wants. If the advertisement does this, and does not exaggerate, it has fulfilled its entire mission. The use of adjectives is certainly justifiable, but their overuse defeats the good of the advertisement. Do not make everything about the property so good that nobody will believe the real good when they see it. The “ For Sale” advertisement should primarily either adapt itself to the wants of the reader, or assist in making the reader adapt himself to the property. high basement; every improvenient; perfect There must be plenty of description, and surrounding territory should be described almost as much as the PLATE NO. 6. — Matter in Plate No. 5 re- property itself. If anything, the neighborhood should be better described than the property, be- cause if the neighborhood is all right the buyer may be able to make his property satisfactory if it is not so at the start, but he can have no power over the neighbor- hood. The “ For Sale " advertiser should always be impressed with the fact that a house out of repair in a good neighborhood is as salable as a perfect house in a bad neigh- _ borhood. “ To Let" advertisements — and it makes no differ- ence whether they are headed “ To Let,” “ To be Let," PLATE No. 7.— Better tell what make it is. or 6 For Rent," so long as they follow the custom of the town --- should be constructed on the same lines as “ For Sale” announcements. The conditions of the property are of the same interest, and location counts. The property needs the same description as that offered “ For Sale," and although the 66 To Let” advertisement generally appeals to those who have not the money to buy, so far as advertising is concerned there need be no difference in the tone of these two classes of advertising. "To Let” advertisements pertaining to stores, lofts, and other places of business should always give dimensions, and if the location is particularly adapted to some one line, mention should be made of it. If the office ad- vertised to let is not adapted to the law, or to any other PLATE No. 8.-Why not tell in the heading class of business, then mention some class adapted to what is for sale? Better head it « Modern its location, and be careful to avoid any reference to any line of business which will not naturally come into the building. Business men in search of stores and offices have well-defined ideas of what they want, and the PIANO. - Family going South, sacrifice, regardless cost, elegant Upright Mahog- any Piano. AN OPPORTUNITY TO BUY a strictly modern, full size House and Lot, close to 5th av. and Park entrance; steam heated and electric lighted; immediate pos- session, as owner is going abroad. House and Lot." 790 FOWLER’S PUBLICITY 1 TTT annon fitoh for the contar to tolze Good bookkeeper, rapid stenographer, cor- than to say “Young Man." There is no need 66 To Let” advertisement had far better state facts than give advice or unsuitable suggestions. The “ Situation Wanted” advertisement should give definite informa- tion, and never should be blind except in address. YOUNG man, bookkeeper, stenographer and typewriter, experienced and well edu. Nobody hires anybody until he sees him, and if the cated, desires position with architect or mer- chant. - announcement exaggerates the applicant will appear to PLATE No. 9. — Fairly good. be worse than he is. Let the applicant make a clean, definite statement of what he can do, and either state his price or his willingness to work for market price. If the applicant is starving it may be policy for him to name an extremely low price or to offer to work for any price; but if he is able to wait, he should realize that the hirer respects the hired in proportion to his honest, justi- fiable independence, and the unwillingness of the applicant to work for less than he is worth. Generally, the employer who is mean enough to take advantage of the employé's necessity is not worth advertising to. It is sometimes just as unprofitable for the wanter to take rect typewriter, well educated, 24 years old, the first position offered or to work under price as it is Plate No. 10. — Matter in Plate No. 9 to wait for the right position. re-written and re-set. It is better to give age Advertisements of “Help Wanted” must be adapted of mentioning sex where the classification designates it. to the class of help desired. If a cook, chambermaid, hostler, or other laborer is desired, the advertisement can be as blind as one chooses to make it, and need not enter into details. A similar style of advertising can be used for the reaching of cheap clerical help, but when the business man desires high- grade assistance, he will find that the better class of ability is not likely to apply to a blind advertisement or to one which does not specify at least some of the conditions. High-grade help is independent because of its ability, and sells itself in a dignified - and businesslike manner. Unless pushed to the wall of necessity, it will never place itself in a position with its eyes shut, and will not apply unless it has reason to be used to enlarge business only; 'no debts; believe that the advertiser has what the applicant wants. Plate No. 11. – Why not head it, “ Have Advertising of this sort is not common want advertis- You $10,000 ?" ing, for the advertiser is an applicant to some extent; and is in the position, relatively, that exists between his salesman and his salesman's customer. Advertisements of board and rooms must, whether they be blind or otherwise, state conditions as they are. It is certainly foolish to advertise a lie when the lie can do no good, for boarders and roomers look before they trade. Although the general custom is decidedly in favor of the use of a post-office box or fictitious address, the better class of inquirers will always apply to a known - address in preference to any other. Comparatively few people looking for board or rooms pay any attention PLATE No. 12. -- Better head it, “Fertile to an advertisement which necessitates preliminary cor- Farm.” respondence. Give the address always unless there are good reasons for not giving it, and be influenced in favor of giving it. The objection to giving a genuine ne eve O A rare opportunity for a business man with $10,000 to $20,000 to engage in a good import- ing and manufacturing concern, dealing with jobbing and large dry goods trade; money to fullest investigation solicited; no agents. T FOR SALE - Fertile 30 acre Farm, West- chester; 14 room house, barn; also smaller Farm, adjoining; might exchange. 1 WANTS 791 1, if required. IS a as address for “ Help Wanted,” whether at the store or home, is that of the annoyance of seeing so many people; but this can be obviated by stating that applicants can be seen at a certain hour, and persistently refusing to see FOUR story House to let, unfurnished; Lexington av., near 29th st.; possession April them at any other time. The writer recalls an advertisement of his own PLATE No. 13. — Why repeat“ To Let" in a classified department? Why say "if re- where he gave his address, and requested that appli- quired ?" Better tell how many rooms the house has. cants call at his office at a certain hour. They called, there was an army of them, but that army was reduced to half a dozen by step- ping into the midst of it, and naming a condition which routed the rank and file. Those who remained were all satisfactory, or would have been, and of a class which never would have answered a blind advertisement. If one advertises for office help, let him state his business in the advertisement, for the best workers . PLATE No. 14. — Better state amount of have business preferences. capital required. The foolish merchant deplores independence on the part of his clerks, he expects them to be satisfied with his business, and really does not care whether they are or not. The successful merchant only wants around him the class of help able to discrimi- nate in his favor, with independence enough to combine A young lady as writer or assistant in office; the employé's interest with that of the employer. The kind of help that replies to a want advertisement is almost always of the same grade as the advertisement. PARTNER wanted, with capital, to invest in manufacturing a new pattern of smoking pipes. best of references. PLATE No. 15. — There are too many “young ladies.” Better be a woman. 45TH. 10064 West. - Beautiful furnished Face line, and to make them prominent it is necessary to make them long. Want advertisements come all together, separated only by lines and classification headings, and all things being equal, the longest want advertisement, if it is not too long, commands the most attention. The want advertisement that the reader respects is Rooms; Board;"moderate price; references. one which tells its complete story, and specifies exist- PLATE NO. 16. — Better state price ; « mod- ing conditions. It is really a letter-in-print telling just iust erat erate” stands for any price. what is wanted. If iť over-tells it, space is wasted, and perhaps no harm done; but if it under-tells it, space is saved at the sacrifice of effectiveness. The examples of the different styles of want and classified advertising presented in this department are calculated to show the difference between that which has proven to be ineffective and that which has every natural appearance of being adapted to its purpose. Fairs and Entertainments “Happy enthusiasm is everywhere” XWEETHE State agricultural or other fair, and the occasional entertainment r exhibition purposes, both offer opportunities for good advertising. With the display of the goods there should be an abundance of printed matter for liberal or conservative distribution. The goods should be arranged harmoniously and effectively, and so that they can be seen by the uninterested passer-by as well as the close inspector. The exhibition is a part of the entertainment and is so considered. The piling of the goods, even in novel and original heaps, or to represent some- thing, gains some recognition, but the making or the using of the goods in the way of a working exhibit brings the crowd and holds the crowd. most magnificent showcases filled with the polished products of manufacture, decorated with the flags of all nations, and illuminated with clusters of lights of blending colors, will not advertise the goods one half as much as a few men and girls in working costume practically exhibiting how the goods are made, or used, and presenting in the process of manufacture the quality, durability, and usefulness of the product. No matter if the merchant has shown how he made his goods every year until he thinks everybody knows all about it. If possible, the making them at the fair should be continued and an effort to make the exhibit more realistic and more complete should be made. The method of exhibiting need not be changed, but the way of showing it can be improved. If the manufacture cannot be presented then show the articles in use. What people want to see at a fair is action, not still life. Always have plenty of attendants, and give the position to the best salesman or the best saleswoman, or the best operators, and always have somebody there who under- stands the making and can correctly answer questions. People come to a fair to be entertained and instructed and they have a right to ask questions. It is business to politely and comprehensively answer them, and the attendant should never show resentment at the most foolish inquiry or at the repetition of a question. r TXT 1 VV CO ve 792 FAIRS AND ENTERTAINMENTS 793 T . Give away inexpensive but attractive printed matter, and have a discriminating distributer to hand out samples and more expensive literature. : Attempt to make the exhibit instructive, entertaining, and not easily to be for- gotten. If the merchant is exhibiting scientific articles exclusively to scientific people, or is, only presenting the technical side of his business to those in his business, there is some excuse for circulars and printed matter of more intrinsic than apparent surface value; but if he is exhibiting goods for the people, he must not only give them some- thing that tells what the goods are, but something so attractively dressed that it will be kept and read. It is a good plan to display at appropriate places cards printed in large type de- scribing the process and the goods, so that it will not be necessary for all the people to ask questions. Do not be afraid to give away a few of the samples and best printed matter to children, or even to collecting fiends. If the matter be worth keeping it will be taken into the family and as carefully read as though it had been given to the parents. There are dead beats at all fairs, but dead beats have to live; and the man or woman who eats too many johnny cakes proves by the desire to do so that the eater may be a buyer of the preparation. The merchant is a part of the show, and his employés must be polite showmen and show-women. Advertise the exhibit in the local newspapers. It gives the fair so much extra advertising, but what of that? The advertiser wants people who come to the place to see his exhibit, and if they know about it in advance, more of them will inspect it. Always display the firm name and a mention of the goods in some conspicuous place, so that people can easily find the exhibit if they are looking for it, and will know what they are looking at if they blunder on it. TT an or Bargain Advertisements “What they want, they want” RELVALYT S long as there is money there will be bargains. A A bargain is something for either less than cost or less than price. Women are bargain seekers, and as long as they continue to expect Bon Pas bargains this excruciating typographical harangue about bargains - Sara conventional, disgusting, and commonplace as it is — must go on. Stand on a self-constituted platform of dignity if you will, and stop your ears at the cry which comes from every quarter of the town, but if you are in business you must do business as business is commonly done, and so long as you do not depart from the path of honesty you are justified in adapting any form of profitable publicity. The bargain advertiser who makes a good thing of it is he who tells the truth and proves it —— for truth unsubstantiated may have no more commercial value than lies admitted. This department does not discuss bargain stores pure and simple, but confines itself to the treatment of bargains in regular stores. Any store carrying regular lines of goods must of necessity find itself overstocked or with a considerable quantity of out-of-style or shopworn articles. These behind-the-times goods cannot honestly or dishonestly be disposed of at regular price, and they must be sold for what they are worth, or for what they will bring, with or without profit. Anything sold under price or under value is, or at any rate is considered, a bargain. The one-price idea is all right, and should be maintained; the theory that things - should be sold for more than cost is the only true rule of profit; but so long as styles change and overstocking is universal and the public demand continues, there must be bargains and advertisements of bargains. in a T 11 TY of the times or the conditions of the goods warrant. The only kind of bargain advertising that pays in the long run, or even in the short run, is honest advertising. Kw ! People generally have intelligent ideas about the PLATE No. 1.-A good form of heading. worth of things, and although there is a rabble that Set in Gothic Condensed No. II. 12 Point seems to like to be humbugged, good trade never stays K Bird Border No. 267. 794 BARGAIN ADVERTISEMENTS 795 ang bansa : ' Bargain Honesty N000000000©©©© 1 SON - with a bad store. Ponororooooooooooo It is seldom a good plan to have everything a bar- gain, for that in- dicates general weakness. Bargain adver- Plate No. 2.—It is well to use the word “honesty's occasionally. Set in Taylor Gothic. 24 Point Collins Plate No. 2.–It is well to use the word “ honest Border No. 189. tising is specialty bo advertising, the announcing of some one particular thing or some one particular line to the exclusion of other lines. The bargain advertisement, if well written, is a regular bait for catching irregular fish. The custom of advertising a certain line of goods at a very low price, and having those goods disappear from the counter before a dozen persons have a chance to buy them, unless the number is honestly stated in the advertisement, disgusts the buyer and means loss to the mer- chant. When a bargain is offered, tell why it is offered; and do not be afraid to state the true reason, for the true reason cannot be any worse than the reason that will be assigned by the public. Nobody believes that any- "eeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeee body does business for the PLATE NO. 3.— An effective heading for evening papers. Set in Jenson Old Style. 6 benefit of his health or for Point Laurel Border No. 2. recreative purposes, and the principal objection to bargain goods can be offset by an honest statement of the reason for offering them as bargains. If the merchant has bought too many of some article, the public appreciates a manly statement on his part that he erred in judgment, or that unexpected depression interfered with the sale. If the goods are old style, say so. The public will find it out if it is not stated, and the out-of-style appearance P2992339393I393I39 is not half as prominent if the advertiser anticipates the argument against it by arguing the same way. Never advertise as a bar- Loom a aaaaaaaa gain that which is not a PLATE No. 4.—Another good form. Set in Howland. Nonpareil Border No. 219. - To-morrow's Specialties SK VS . 17 II the counter tegningene by Really, it is a bargain 119 796 FOWLER'S PUBLICITY Y . n 1 LI bargain. It is perfectly legitimate to advertise a bargain to dispose of goods, and for the stimulation of the sale of regular goods. It is perfectly honest — and is so admitted to be — to sell a line at less than cost yo y oyoy A IX as a sort of trade-bringer. Whenever a bargain is ad- vertised, briefly and yet com- prehensively tell why it is a bargain, and never give as a reason, no matter how true it may be, one which will not be believed. People pay little attention to bargain advertisements and less-than-cost announcements unless the statements are substantiated by reasonable PLATE No. 5.-- It is a good plan to use a headline like this. Set in Johnson Old nson Old P ool. proof. Style. 18 Point Barta Border No. 241. Set bargain advertisements with the largest possible headings, and generally make them slightly sensational. Print the explanation of the bargain in very large type, and underneath give a de- scription with the old price and the new price. If one advertises more than one bargain at a time, have a general bargain heading, and give to each bargain a space separated from the others, with a sub-heading of its own. The use of adjectives, if they are within the bounds of reason, cannot be objection- able. The bargain advertisement can be separate from the regular firm advertising, or it can temporarily take the place of the firm's regular advertising. MEXX XOXXOXOXO substantiated by reasonable VI 10 Curtains and Awnings “ Better use what must be " ON C aa 10 lea ven ! DX2EMHERE is no reason why curtain space should not be advertising space. Most front window curtains are part of the way down most of the time, and therefore half the space can be used to advertise the owner of it. Lettering on curtains should be very plain, distinct, and rich, and there is nothing better for it than gold, properly shaded, that it may be read at an angle. Monograms and trade-marks, with or without the firm name, are especially adapted to the curtain. The lettering should be so arranged that when any of it is exposed the whole of it will be, and it had better be near the bottom of the curtain, and not even with or above the center. Nothing looks worse than a partially dropped curtain, with part of a sentence hang- ing to the bottom of it. There is no objection to the business appearing on the curtain in connection with the firm name. Advertising matter properly belongs to the awning, and if the awning is in front of the store there is every reason why advertising should be upon it. Frequently the awning covers the store signs, making a repetition of the firm name and business necessary. Awning advertising, like curtain advertising, should be extremely brief, and should have nothing more or less than the matter usually displayed upon the firm or store sign. Fancy letters are not allowable, and styles like Old English are in extremely bad taste. No style of letter is better than heavy Roman, or some variation of it, like De Vinne and Taylor Gothic. See Department, “Indoor Signs.” TT RT Y lore USU 10 797 Banks and Bankers “Keepers of revenue” X H E national and State bank, and the unincorporated banking house, are supposed to be conservative institutions, and however progressive they may choose to be, the accepted rules of safety forbid any material departure from the well-trodden lines necessary to the appearance of Le financial security. Conservative conduct of business requires conserv- ative methods of advertising. The bank and banker can never successfully use sen- sational advertising. The usual method of bank advertising is largely confined to the printing of the name of the bank, with or with- NATIONAL out a list of directors, and a mention of the Shoe and Leather Bank banking hours. This style is conservative and dignified, and is often productive of new busi- ness. As the strength of the bank is known by the character and responsibility of the men in National bank advertising. It is certainly dignified, and control, there is some excuse for the more or not be a little more pointedness to it. less frequent appearance of the names and titles of the members of the board of directors. It is obvious that the strength of this ac- cepted form of advertising is increased by an occasional departure from it, a introduction of other styles, provided they are dignified. The line, “ Accounts Solic- ited,” has nothing original about it, but it goes to show that the bank is progressive Solicits accounts, offering to depositors liberal treatment and every facility consistent with sound banking principles. The Bank also acts as reserve agent for National Banks and New York State Banks. PLATE NO. 1.- Reproduction of the usual form of may be effective, but there is no reason why there should . KS ES . . MS . Nie Lii M SS. e te til . " 112 ku He VAL V 82 tit . 2:2 SS AVU Wie SU VZW 2. WW Widt NY ' NY WCS Bank of Liberality . : S . The National Shoe & Leather Bank wants your account, c and it will do anything for you consistent with sound finan- cial principles. hin Site 3 Sni NA T . tine t til te tille UZUN SWE w W2 PLATE NO. 2.—Matter in Plate No. I re-written and re-set. Some banks may object to so “liberal” a headline, but the writer thinks that this objection is met by the paragraph following. Set in Howland. 12 Point Border No. 1235. 798 BANKS AND BANKERS 799 and on the lookout for business. People desire to do business with the bank that wants to do business with them. If a depositor carries a reasonable balance, he is, entitled to as much courtesy from the bank as is given by the grocer or the market man to those who favor him with patronage. We buy and sell all first-class Investment , ac Investment Securities on commission. We receive ac. VcS o L The depositor is the customer of the bank, not counts of Banks, Bankers, Corporations, Securities. Firms and Individuals, on favorable terms, the bank the customer of the depositor. and make collection of drafts drawn abroad on 'a!! points in the The bank must never make the depositor feel States on foreign countries, including South Africa. that it is a favor to receive his deposit. PLATË No. 3. Reproduction of a common form of investment advertisement. The bank is an institution of money, and money commands respect, but the bank is in no sense a monopolist, nor does it con- trol all who deposit in it. Without the depositor there would be no bank, and the depositor has more right to ask that the bank respect him and treat him decently than the bank has to demand United States, and Canada, and of drafts drawn in the United homage on the part of the KKDRILLESZT High-grade Investment Securities depositor. The bank official should remember that he is keeping others' money, and that the owners of that money are just as good as the keeper of it. The writer does not wish to be misunderstood to say that he believes in unnatu- ral cordiality or risky lib- erality. He is only speaking of that part of the bank which represents the outside, and We buy and sell on commission all first-class as the outside makes the and reliable investment securities. We are pleased to receive accounts of banks, inside, the outside should bankers, corporations, firms, and individuals, be kept in good condition. and offer the most favorable terms and con- veniences. One half of the bank We make collections of drafts drawn abroad officials snub the public, on all points in the United States and Canada, and condescend to receive and of drafts drawn in the United States on foreign countries, including South Africa. and pay out money. Half of the bank clerks are snobs, and snobbily PLATE NO. 4.—Matter in Plate No. 3 re-written and re-set, following modern style and treat the customers. without sacrifice to dignity. Headings set in Howland Open. Reading matter in Ronald- They are on a par with son. 24 Point Barta Border No. 242. the average ticket agent, who lives under the false impression that he owns the cor- poration back of him. at ra .lt 800 FOWLER'S PUBLICITY DEALERS IN еу The bank solicits accounts, and asks people James Blankson & Co. to borrow money of it; and in everything, from BANKERS, the training of money to the selling of potatoes, MEMBERS OF THE NEW YORK STOCK EXCHANGE, the asker is not greater than the one asked. The small depositor of to-day may be the GOVERNMENT, RAILROAD & STREET RAILWAY BONDS. large depositor of to-morrow, and a pleasant smile or a kind word may make that depositor Orders Executed on Stock Exchanges in New York, Boston, Philadelphia, Chicago. bring to the bank a large and profitable cus- tomer. The snubber of small men is never the PLATE No. 5.-Reproduction of the ordinary form of announcement of banking firms. This style is dig- holder of large men. nified and may bring business. The bank is simply a business commodity. The bank has money to sell. If it must have money to sell, it must buy money; and if it must buy money, it must pay for it. The bank is the buyer of money, and the depositor the seller of it; the bank pays for the use of the money by taking care of the money, conveniently distributing it for the depositor, and by treating the deposi- tor. decently. The national bank needs the good-will of the local papers, but it has no right to expect this good-will unless it return the courtesy of an advertisement. James Blankson & Co., Bankers, and members of The bank has a perfect right to ad- the New York Stock Exchange, will promptly and vertise for depositors, and to especi- effectively execute orders on the Stock Exchanges in New York, Boston, Chicago, and Philadelphia. ally advertise exchange, safe deposit vaults, and advantages peculiarly its eeseeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeee PLATE No. 6.-—Matter in Plate No. 5 re-written and re-set. There is no own. The popularity of every officer, objection to placing the firm name at the top provided it is not too conspic- uous. Set in Old Style Condensed Title No. 1. 6 Point Laurel Border. director, and employé of a bank is a part of the bank's stock in trade. A large amount of advertising, and without cost if the bank is a regular advertiser, can be ob- tained by furnishing fin- ancial news to the local papers. The papers reciprocate by occasionally mention- ing the bank and its officers. See Depart- ments entitled “ Sayings PLATE No. 7.- A thoroughly businesslike, right-to-the-point, and dignified headline for a bank. Set in Howland. Nonpareil Border No. 247. Banks,” and “Specimens.” Railroad Government Street Railway Stocks and Bonds 7 . .. The Canton Bank Wants Your Account by the talent manatiling United States Glass Company. BRANCH OFFICES: BOOTS NEW YORK, 29 MURRAY ST. BOSTON, 146 FRANKUN ST. PHILADELPHIA, 715 ARCH ST BALTIMORE, 16 S.CHARLES ST. CHICAGO, 801 MASONIC TEMPLE. SAN FRANCISCO,18 SUTTER ST. Ridgway, Pa, Pauil Capital $2,000,000. Factonés, Fantford: Branch Houseos 22 Columbus. Ave, Boston. 12 Women St, New York. 291 Wabash Aves, Chicago: 609 Main St, Buffalo 194 Marthewson St. Providence, 344 Post St, San Francisco. Albert A. Pepe, President. George H.Day, hor President. George Pope, Treasurer: Arthur C.Pritisoni, Secretary. my Gmoral Offices. Pope Manufacturing Compani, Breydes & Tubing Hartford, Conn. - - --- - - - - - A warna na Standard Iron 6-Steel Company, Manlik SinonStoel. TELEPHONE NO 2006 Auburn NY 720 WT. Grahami, Prest. Pno A. Toppingi Secy. 27. Holloway, Treas. BMi Caldwell, Genil Mgr. Mamulacturers TELEPHONE NO. 2600. Auéricun film lhamos 63 Times Building Belfalem PLATE NOI. GIES & CO.BUFFALO, N.Y. Guggenheimer,Untermer Marshall, Attorneys & Counsellors at Law. No:46 Wall Street Pitsburgh Pal, Randolph Guggenheimer. FrameUntermger Samuel Untermyer. Lovis Marshall Moses Weinman. Maurice Untermyer. ON to TE HS 2999 C VOURIST * SO By Kira WU YOY mikro . t 10. TA3 . .? A . 3 d. VYU The Northwestem Consolidated Milling Co. 7 .! S ? W w RADO 9 SA NA . 2 Pr Xatirer SA . MINNEAPOLIS, MINN. 1. Die 1. . LA V SVAKIA CAPACITY OF MILLS 10,500 BARRELS DAILY. Wk To uno. 4 PRIDE ** Jamestown MY Bitsburgh Plate Slass Company . BRANCHES, 41 EAST 3RD ST., ST. PAUL, AND 332 HARRISON ST., DAVENPORT, IOWA. 124.1263128 North Third Street, Hartford, Conn. Wm.Glemmy Local Alanager Peter Adams, Prest P.H.Thomsoni, Vice Prest: FBAdams, Pecy. IF AL USTEN SI cuk YEI had . KULTURI H110M : 0911 : ti KLA4111111 A . ti ta 2014** UMAM ! OT HT BUILD MPWANINI PA NANAMI WRC 12 SA IMULATOR MA 40 5 4 011 un . WO ATE SEIS AR 20040 CA AN ANS . ES mention AGOS MANDER CITY NA O V70 * *EU T ase . AN 1 20 ATT Liiteris NINA h mai : SV UNI ** .:15 3 ST SV De Peter Adams le 2:57 Muray Streets Brooklyn, O ? YA BMW ** * WOO PLATE NO: 2. GIES & CO.BUFFALO, N.Y. CAPITAL STOCK $ 50,000.00 TA .17 -- 1 - RE Oy SU 1 H til UH 1 NUSTARVIK WA W mous KIBIDII VENIA TILA UITEN ITI DIRI HA MIMITHISHIITANIETHINHWRHN UN WARN HA D Kuid WOWINNER ALIR VAIRS AMERICAN PICTORIAL PUBLISHING COMPANY. Herkimo.N VIATU UITSTATIIRINDING CINHA FIE 2011 NURULENTI UTIONSTATEWITHUNTIMESIGHTS M.CILINDT "IMPIGIL Capital Stock, $ 300,000. SIHARRIAK RAININ A STAAN UDIWANI FRANK PRESBREY. ADVERTISING MANAGER. REIN The Jessup.toore Paper (e. LIN ROCKLAND MILLS. AUGUSTINE MILLS. CHESTER MILLS. DELAWARE MILLS. 97 AND 99 NASSAU STREET. Silver Creek, NN. ARQUIN The Plano Manufacturing Company. MAKERS OF THE LIGHT RUNNING PLANO TWINE BINDERS, REAPERS, AND THE NEW PLANO MOWER. WORKS AT PLANO, ILL. W.H. JONES, Prest. E.H. GAMMON, V. Prest. G.W.CHAMBERLIN, Secy. L.B. WOOD. Treas. A.J.MCCORMICK, Supt. of Agencies. CHICAGO OFFICE, CANAL & LAKE Srs. CLEVELAND, O., ALL AGREEMENTS ARE CONTINGENT UPON STRIKES, ACCIDENTS. AND OTHER DELAYS UNAVOIDABLE, OR BEYOND OUR CONTROL, QUOTATIONS SUBJECT TO CHANGE WITHOUT NOTICE. BARS , BANDS, HOOPS. "CROWN" STAY BOLT & RIVET IRON, ANGLES, TEES. BEAMS & CHANNELS. BASSETT, PRESLEY & TRAIN. BLACK & GALVANIZED SHEETS. BOILER, TANK & SHIP PLATES, IRON & STEEL BOILER TUBES, PIPE. "ACME" COLD DRAWN STEEL. CRUCIBLE,BESSEMER & O.H.STEEL, TIRE , SHOE, SPRING & CALK STEEL IRON & STEEL. NOS. 17 TO 31 MERWIN ST. 1 WIRE & CUT NAILS, SPIKES. IRON & STEEL RIVETS, ALL KINDS, NUTS, BOLTS .WASHERS. ETC. BUFFALO, N.Y., PLATE NO 3. GIES & CO. BUFFALO, N.Y. Henry CMerse, Treasures VA Revere Rubber Co., XIDUM Wh Consib WUIHIN W W M MX MIN AN Hih NEW YORK HOLYOKE PHILADELPHIA. BALTIMORE.. BUFFALO. PITTSBURG, CINCINNATI. CHICAGO MINNEAPOLIS. ST. LOUIS. NEW ORLEANS. SAN FRANCISCO. LEICESTER, ENG. LONDON. PARIS. aidat ECHANICAL RUBBER GOODS A General Manager." W BMiller: Assite.General Manager CLEVELAND, OHIO. Address: all communications to locomotive Engineering, ! HIT WIDE KAZY Locomotive Engineering, . W ri KASHI BA ! WWWMNMN . 318 i 2 W ANY . * .. WITH! M ST hry * 311 r 14 * A Practical Journal of Railway Motive: Power and Rolling Stock: Angus Sinclair Editors and Proprietors. John ANDA, ne pl Henry C.Lowes Houston Lowe, Horace A.Prvini LOWE BROTHERS, PANT MANUFACTURERS W AX AREN USE AND DEALERS IN Window Glass and Painters Supplies. mundo WWE w R.H.WILLIAMS. SAMUEL T. PETERS. WILLIAMS & PETERS, COAL. M.E.ROBINSON, WESTERN SALES AGENT. 414 ELLICOTT SQUARE. MAIN OFFICE: GENERAL SALES AGENTS. ERIE RAILROAD COMPANY. WASHINGTON BUILDING, No.1 BROADWAY, NEW YORK. CLEVELAND,O. PLATE NO 4. GIES & CO. BUFFALO, N.Y. A HUSSEY W MY AKK & Co. Will With Milo RTERS & DEALERS IN 11.12 VIII STA idilfit M ons walls WWW . 15 KA LEA TOBACCO th * eve le MWA SIE I VN W PO Y SALESBOOK PURCHASER'S ORDER OUR ORDER Ford Vayne:Ind Sold to Terms: A & J.W.JARVIS, MANAGER. Fox Go SWARS. · PAT.JAN. 29T81884. llllllllllllllllllllllllllIIII 03 trist Nev SA Optical- Oculistas e is OCULISTS PRESCRIPTIONS FILLED WITH ACCURACY AND PROMPTNESS. ANO W SK ith v se 02 MW SPECTACLES. EYE GLASSES. EYE GLASS CHAINS LORGNETTES. 461 MAIN ST. TIFFT HOUSE BLOCK. NEXT TO ENTRANCE Toledo, Ohio. 014 View CA WIN LONG DISTANCE TELEPHONES. RRUGATING COMPANY. . 72a4 pen KOOP 13 2X 12 HV WURRY WOULD WAHA ant CA 52 WAKWA: 1512EST ALEX. GLASS SECY. SOV LU ZZZ SA SAN WA X VANY All15 Way ണരഹിതം തിക തിക സഹകാര വിക്കിനി. E.C. EWING, PREST. SL3333333 : o SUNNUNTA COPILULITUN AUS KONCUSKOM KURUYKUSTUSTEST PCORRUGATED RON.STEEL, &* TUN ROOFING, PATENT CONTINUOUS STEEL CEILINGS, G GALVANIZED STEEL EAVES TROUGHS & CONDUCTORS TIN & TERNE PLATES,GALVANIZED & BLACK SHEETS, ZARCHITECTURAL SHEET METAL WORK. 0 ZADA HUDUMU al MART weite us WA um all 19 SX/ AFTS TUBE WAY AD 21 Branch Offices & Warehouse's NEW YORK, No. 81 FULTON ST., CHICAGO, No.472 LAFLIN ST. ST.LOUIS, COR.I2TH AND POPLAR STS. WHILE hui KT HI MY PS4 TA tech Strona SH Die SO 17 ! L ANEORDERS ACCEPTED SUBJECT TO STRIKES , ACCIDENTS & UNAVOIDABLE DELAYS. Mc Call P.O.,La. PLATE NO 5. GIES & CO. BUFFALO, N.Y. NATHAN H. DAVIS, PRESIDENT LEWIS C.GRATZ, SecY: & TREAS. SSON !! re T' SO ESE BORY 4 DIAMOND STATE SPRING CO, 2 MY Y Stars WWWWW 24/12 Mathar 10 AWS . . . . . . . . A RAILWAY & M an th In this MAHU " 623 LONG DISTANCE SOM DINAR EVAN HALL PLANTATION, DONALDSONVILLE, LA. NEW YORK. TOTKA I: THE 11.11 M *111: SA PIN Con li VISOKim ti : 7 LT": tilli Q . GeoWestinghouse fu Besident: HCM:Byllesby, Vice President. General Manager John Caldwell, Treasurer: AT. Rowand, Secretary TS City : TIR Selami WLMbullagh; Auditor: James S. Scumbind Asst. Gembi Alimageri Chas.S. Pease: Genl Saferintendent. O.B. Shallenberger Electricion. HOW .* . 1 .. 1910 Westinghouse Electric Company * Sandusky, 0, [ RE ESTABLISHED 1854. INCORPORATED 1871 USHUS WICILIO 2.14. RINN . 2 4 WILLIAMS, WHITE & Co. . * . W WW ... SRS 05.11 ile . Vilni XOV VAWM IR 04 02997 SSN STA XX FORGING MACHINERY, 27 Sucherg OX KY EM SOU 922V 2 ** Xyz 8 WWW AR . .... TRADEMARK. n WHE - PO 19 231 ll WWW WWW . : STEAM HAMMERS. PUNCHES & SHEARS, ((- (OAL CHUTES FOR QALING LOCOMOTIVES. !!! 2 ar VIN BULLDOZERS, JUSTICE HAMMERS, STEAM HAMMERS, PUNCHES & SHEARS ROLLING MACHINES FOR TAPERS & SPECIAL SHAPES;** CRANK & BOARD DROP HAMMERS, EYEBOLT MACHINES. HYDRAULIC TIRE SETTERS ETC. ETC. "WW. . WIDTVECKASALLONA BUKOUmxco 1 BUFFALO.N.Y. : JUSTICE HAMMER "SENE CA 414." 1:22 ST 3 sh STEAM & HOT WATER HEATING & VENTILATING MILL WORK AND POWER PLANTS A SPECIALTY. COMPANY AGENTS FOR PORTABLE, BRICK-SET AND SECTIONAL RICHMOND BOILERS, STEAM SPECIALTIES, ETC. ti 54 COURT ST. 133 FRANKLIN ST. NEW YORK. PLATE NO 6. GIES & CO.BUFFALO, N.Y. WM. HENGERER, J.C. BARNES, J.C. NAGEL, C.O. HOWARD. GENERAL PARTNERS. SPECIAL PARTNER. SE2 DU! . V WYN . NR - S WUN . VIA -- -- . . HTML ES - 14 . 13/12 . . UAB - - . . . Importers & Jobbers of . . 1 Barnes, HENGERER & Co. DRY GOODS, CARPETS, UPHOLSTERY, MILLINE RY, SHOES, . Natuiti ON - -- - - - .. VLOR : 293 EUH-S9 Ss 24th . 14 $$! * * * . . . - - OISE . hu N * Me s . . . . A N - .. . . - . I E L * - ' . X II TUL S . E . INS S ** * ITANFALD 17 T SU MT V ? Sni 04 LA 2 VGER en we ntit itu , 3.VA e LO Sist : S .. . - .- PO - - - - E . . . - - - . . - - JY - C 4 I - - - - - . .SI - - - - . . si 2.- . . YOUTH'S & BOYS'CLOTHING. 256 ro 268 Main Sr. g1 to 105 Pearl Sr. - . - - - - - - - . - .. - I - - - - - - - - - - -- - - +41 .: with .- ...+ lb.al 4 You AY !. - - R WATT i' r'' Hi - - - . T SESSA A Wil; * - . . Mc Call, P.O.,La. 11 ang _ 3 CLEM. STUDEBAKER, PRES'T. J. M. STUDEBAKER, VICE PREST. P.E.STUDEBAKER, TREAS. GEO. M.STUDEBAKER, Secy. SMR ST W * . . Stūdebaker Bros. Mid. C E LINE (ARRIAGES ... S 24.1 BABE . . KUWA . .! . . . wa .... w With NOW! l KU i - - ... . AR : miz 27 . - .: ' - - - . V - . - . . 11! . . . . . . .- - ' - . BAN iden :: AWA t IN 43 .. t . ON . hrs .. . 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NUVE to retet OSASUNGINHALA . 06 4 Shem entre 17. CAROL . ino . SED AR -- -- - . ...Y. - - 13 SSRO TS ! SA . ONLAR w ww www MIX TOYS 5 Aich Y de . CAVA NRV jte 0 ATER WAGON WORKS & SPRING WAGON WORKS, SOUTH BEND, IND. 1 TI AL . R 17 22 TV IN . WWW S .- SAS IS Solo ya PA GENERAL OFFICE MY SOUTH BENDIND. W NAS BEZ CARRIAGE WORKS, SOUTH BEND, IND. . ESTABLISHED, 1852. INCORPORATED, 1868. NEW YORK. CHICAGO. SAN FRANCISCO. KANSAS CITY, PORTLAND, ORE, ST.JOSEPH, MO, SALT LAKE CITY. DENVER,COL. Wadsworth, O. : - - - TAHUN - - - li . . . VW 02 %. PLEIADA DOME 1941 ge LIITUDY Ollin Manufacturing Co. HU ! ! I AI th liitto Hi! 1.1 UN 9- MILS mas .. .. : "WWWW 1014 2 . W CAR WO 06 P THWYNI EU 1: : S ** TH LEM :: * 1111111 2008 (5815919 CUSS599 HOW 1 JK Licenta cz PIERFLITEV nivel El AN * - J . 11.4 * ** HA . . contra .. . ER HI LA 7212 SC 2 INITIATUH 2 TT C Val (2/(A IVAN KUR WS VE hintunir til uuuuuuu ZANIA DV (QIN (2 human SOUHO - SOO AUROR - ACZE ARSE Z . . . 1120 SNS . IR Ja ! O AC 21 in ADININ Nt 71. ** 1 i Se Sisu ADA) ANO PRIL . I NAMA .. 444 KAST ul. ONCE . SU HO NA mit LAVA 38 new PY 1 4 90 &kuat 5 JARI ) WHITH i 229 PHAETONS, BUGGIES, ROAD WAGONS, M ugnt BE BYE W L DY hu VALLS - Z va 1.2 E RAZ ON alitutu he S OX. . HITIAN FI 2 19 NV AT HEREN A LAMANHOY os ir N 2 Vitu IN . . BE 1 2 D 11 2 Z AL1 WHICOS ZNU VODA uit E ES AE ON * inly . P12 . 2, 90 -1 BA KB - - . IyY SY STA KUNNEN .. DEE . M - - - SR - NE Sa A 8 It! WOO ta - - . WHITE 4 RS AND SS VR1. . KE . S Se . S KOS RES ! PA ITERS - - ES : possumunun ulu STAR 2 - Wwwwwwwww Elemente .. .. BEZ DWIGHT S. SMITH, PREST. HENRY H. SMITH V. PREST & TREAS. Belleville, 111. GEORGE M. WHALEY, SECY. PLATE NO 7. GIES & CO. BUFFALO, N.Y. PGIES & CO. 102 ARRA 00000 BEE 1234 DULL C IADES 。 ABAR SHEREBEN EEEEEER SE GRAB EL DEBATE METAIS EEEEEEE | || LAYO ההההההההההההה הילהה גגגגון PP2299 T22 EN OSO SO FACTORY BRONZE FACTORY AT SCHNIGLING PLATE N98 GIES & CO. BUFFALO, N.Y. FORWARD TO NONE SECOND TRADE MARK EXCELSIOR TRADE ADE MARK REGIST SISTERED PITTSBURS USTAZ A ORCO MARK TRADE PLATE NO 9. GIES & CO.BUFFALO, N.Y. S 1 2012 Henry Hindenmeyr & Sons. llllll ! 11 HA - - P Hivy ult, C HHURATHUNINNUNCUOTALITA PAPER TO LALOUSE 1 I . ! $ 1112 Mi sono marathi W IN sen 1! BRANCH WAF 20 BEEKM CreoWinhell Manufacturer of The Elgin Butter Cheese Color: 306 Milwaukee Ave,Cor: Orest Shecialties Telephone N92331 Main. Serialios Cekuse Color Buffalo;NY. Meat Var W Lelanda Faulconer Mfg.Co. ест синонининин Wil Hut elle Nunumurillassa W 2013 , , bideoa MACHINERY & TOOLS DESIGNERS & MANUFACTURERS OF MACHINE TOOLS AND SPECIAL MACHINERY. ACCURATE GEAR CUTTING, ALL KINDS. FINE GRAY TRON Car R.C. FAULCONER, President. HENRY M. LELAND, Vice per LELAND, Vice residen har Illi IRON Wm.Vogel & Son Makers of Fine Clothing & Furnishings, 6140 621 Broadway(lor Houston Stred) Chicago, Ill, TELEPHONE - 303 SPRING. PLATE NO 10. GIES & CO.BUFFALO, N.Y. . I U A TU VE wtime CHLAMY! 2 VISMAIL UTOSES. 20 DAILY Twist SUNNY SYSTKI 1897 U S REKIDEAREN : ER SAS eS927 SER RIP HA WWW 4 EZ - I EX ZES . ENERS AGENT AR - STEVANIA REFINERS AGENTE SURINN 1 OLY AT (14171 11! 4 DE N PENNSYLVANIA ROLEUM PRODUCTS.' E HA WO U 22 HDUTINN.WIN ? WW Wahlen WWWW - olt Uly HI WINIIRIRINIO 9 1112 H VHT/WWWWWWWW LEVE LAND, O. OLIN G. RICH. FRANK S.OAKES. K ACRE PROPERTY A SPECIALTY VAN Vih ** 26 W7 24/7 Tor AND VICHAND ( AKES WWW 1 X Which EX NY Kulit MEN IV. Gereerimist . ini KVINE 1 REAL ESTATE . 2 SA OF 1114 22. 11 W143 th CAM W SUR 116 - WWW WWW. S . ! RSS LAAT Buffalo Cld Storage (mpany. 3391 !! S amo me ty . 23 "FREEZING ASPECIALTY." .. 0.000 SI IH comm IS 1 cy * euro TIL 2 . W DE***:"2 IN SANI nh:HHĐH . Paarl H10 - . CZNIE W . DURITUD PESO D. M. OSBORNE & CO 2 WAX Allcttethet" M - YNUIR S tur Mattent T MOTO UITDI X ENON 1111011111 ftantiniini 161111 gintorn SO LET. RGULLUutis KA . SAS RE - ERY ke W 5 * . liit * . " Ut 1 OFFICE AND S ES SAVU IS BAS AND FACTORY, AUS AUBURN, N.Y. MANUFACTURERS OF HARVESTING MACHINERY, FARM ein IMPLEMENTS AND CORDAGE. Sit TPPTX 12 UBURN, N.Y., USA. ru VIS V TALLINNOITOINTI ET ** XE227272727.107. Web Holid 1 SS ROL 1111111 N 11/11/12/1///// ANAL mm hows . . 2 TRADE MARK KE XA YOU MA LIN -- CORDAGEM . Sa 4 * * . * LAVAT atu GIF VW LA S EMILLS, AUBURI * 4. - * URN, N.Y., U.S.A. 1. KNYA -1011 OSBORNES W1 CARNES in- . XIAO VAN ' 46 TP . Set SS2 Sivua SALT wright OM ON TINTI TOIMUNIT SAB I M . T surgery . .. UMOSBORNE RICO 2. EU L BRANCH HOUSES, ALL OVER THE WOR D. od pet CHICAGO HOUSE: 600 S. MORGAN ST. IIIIIIIIIIIIIIIII menos 7- in 11101111110NWI TEL. C TUMNS Alw TO INI w . EECTER Trungaryu guysen , ROLLING MILLIMA 12 : . .SA. 23 Presented by L.MALLEABLE WORKS, YKS, AUBURN.N.Y., U.S.A. PLATE NO 11. GIES & CO.BUFFALO, N.Y. PLATE NO 12. ΤΕΙΕ John JM: Williams Pittsburgh, Manufacturers Tradeis Bank Paij bolhe order of Dollars amd scharge to account of INCORPORATED 1890. vwLCAN JK . . - Evansville, India _182 The Old National Bank Pay to the order of Dollars The Teilman Plow-Co th ith 49 AN . YA? SAR21 SESUAR SV VAS VERO SINU VUR L2414 $WWW2 UNUN . 2 VAN GIES & CO.BUFFALO, N.Y. WO OVE SO OS - RTS RUWV*30th - - -- - PRWHELAND HOTELI FLA By Presti PLATE N?:13. A 27 TOID Flestir 24 2. 1 A WILAYAH 440 1 Dy THE HELVETIA MINES. Mc Call.P.O.,La. ***.:1, 1 ITRES ; __189_No. . Pay to the pay order of Dollars HY TASH ulit To the Gallatin National Bank. Mc Call,P.O.,La. GENERAL MANAGER PETTE - - - CISTEE EVEILED . . NG .. 22HOSEA TE 11 V - - THOUT ... . VANATION I it ERS *2 int ALERTALE 4:12 Montana HINDUS P T un minera ! linis STRA UTA! Utilit3141BT 10/11 IM Cars si . 11 TERAS sed NIAGARA COUNTY NATIONAL BANK NAT US 46 . STEM S B . 12 Nye HRBEDARA URB HRIBAND! NA 44 REDO S Lite MAIN co NEM HOTEL .13!! PONASS IS constitutions TESNE 14U uz i31 09 LAMIN an KA : 2:: So VO * heel . H 631 ADIAH!! NOORKUNNBRONX H W.D.MATTHEWS MALTING CO. Nowok bily Pamphethe order of National Park Bank, New York Cihy: 1 WH _DODIARS. GIES & CO. BUFFALO, N.Y. Cashier No. SOUTH BEND, IND. - 18- LEBANON TRUST AND SAFE DEPOSIT BANK MT. GRETNA NARROW GAUGE RAILROAD COMPANY. GIES & CO. BUFFALO, N.Y. PAY TO THE ORDER OF — DOLLARS. TREASURER. METROPOLITAN BANK. --- 189 SUSAH TU BUFFALO. N.Y... DHE RUSKO GASSETT, PRESLER & TRAIN IRON HEEL PE 22 PAY TO THE ORDER OF AN HO WUM DOLLARS No. PLATE NO:14. . TSV M . * * *** . www 1 . SAYI LARRA Hin - POWER AUN . ALY | HOTEL CADILLAC SWART BROS CAPITAL $ 130,000. . P mell NASA .J. MATURITANIA GTING NUACHT UV Prop' S O - LIMITED.6 . DEXTRATTAIDD 12V GALLEVIAM AV SKYTT .:KET (AWORTA & DEWHURST DENGARAWAN SARAS WA BEYAZ AR 4X4.SM WWW . W ASSYLVOX ARNARSSAVIXIT: 4342049ATVYUXUXN XX NOS. 701 & 703 LIBERTY ST, & 47 & 49 SEVENTH ST. *** CA HOME OFFICE BOSTON. Rru ya WY: : ** ten HENRY GRAHAM BROWN. V.P. & GENL.MGR. JAMES NEALE, SECY. J.STUART BROWN, PREST.& TREAS. w WY Www 2. BROWN & Co., INCORPORATED. Wayne Iron and Steel Works. esperience Jamestown, NY ESTABLISHED 1825. •NCORPORATED 1891. KW JOHN W.HAHN, PHESIDENT. . .." AYLV AUX CHIN HUGO SCHUMACHER.VICE PREST LA ... . ST" " St. AT ZA sh TOLEDO, OHIO. EXECUTIVE COMMITTEE. JOHN E. CLARK. F. N. QUALE HUGO SCHUMACHER. Drummond:MeCall Co. Iron Steel and Metal Merchants. THE SALTIEST SALT. Jamestown, NY. THE SALTIEST SALT. PLATE N915. GIES & CO.BUFFALO, N.Y: . Tutto R + - 580 ATT - 2 - A 'S . W - W 1"? 1 A- TH . Oc R RE It! . 11114 III CITOP'...' BER . BDIHALDA 13 WEKE SAR 2 ks L if ME 1791 D A 5 . ! !! * LTNESS i. 17 2 :1:1.31 Us : TH Whitetail: KA TE SSD S THE 2.1 Il. CAROTTInot TaiNO 74' . With NA +2-14 WY - DV +- X DIA RE Turt A 1.12 Z N Art / " st - 47 ". Y A . Yh M 19: 19 M A 90 II $ 1,400,000, OU. Capital and Surplus 125 A lbstablished 1856. BILIMINE ... PERHAD NOWLOWS WHI . .. SEE n . See * .1. STS E AF ? ZO HI! ASI IH 7 1976 :: ANELA LA SO TOR FOR * E!! 1.YX2 : OCA-C - SIKUR 26:32 V22 2 Yus 2 WEH tuntunin KA HIKI - C Na. : 2. ***, N Y ZNY .. SPOON 2 . 5 F1719 AUTO * 3. VN - 4 CU HITS . Wix EN JUTUSIVA MR. - USO 3 - . S . NP - . :: :: ? - ! !!! - - - So TIN - . --- " - Ilye 2 A Hilelikim VEIDOTCOM To 1 me 999 HYVAI HEY SON SU ZO TRIS ULIAH wrderot May to the 2. $ IL Jis KM ir* tus LIV UITVE CAR . HILL এlfills 2 DINA ET t. T The National City Bank, New York. TILLERY 34 Stro THOMA U Payrethevorderef ORIGINAL Topeka, Kansas, Central National Bank ros G DE dimnukumajlis CA Ras Mamracturers &Traders Rank, SAVA. :- / Vio . neck L.LV 1 - , . COMPETITIAM UTRITION ... ". 2 22. 1 element . . OLIS Surah TER SIDEL -- STALINGRUEN W mer SA LAMI LA 145 ALATGA NOTE Mas HU fuit POLIS A 22 DALILI Yani . . YF RABU .71 SIA re . MYA Wu . OY 50 -- T S TI :: th! DUPLICATE UNPAID. XOWUM . 2 68V IN Cashier Tum (8generge, HILLI PLATE NO 16. . GIES & CO. BUFFALO, N.Y. Savings Banks. “ The hives of prosperity” WV BUSY BEE INSTITUTION FOR SAVINGS TT AYWALA ROM an advertising point of view, the savings bank is entirely differ- ent from the regular banking institution. The national bank depends upon the patronage of business men while the savings bank is for the people. The woman directly or indirectly supports the savings bank, PR for she deposits her own, her husband's, or her children's money there. The patrons of savings institutions are to be found among the better part of the middle class, but are largely those below the average in money and intelligence, except in some communities where the farmer uses the savings bank - THE as a place of deposit. Although there are many who deposit part of their money in the savings bank, SMITHTOWN, IA, and invest the balance else- John Smith, President; John Jones, Vice- where, fully ninety per cent. President; John White, Secretary; John of all depositors are those Black, Treasurer; John Green, Cashier. who save comparatively little PLATE No. 1.- Reproduction of a common form of savings bank advertising. As money and give the whole of the solidity of the bank is reckoned by the character of its officers, there is every reason I why their names should appear in the advertising. it to some one banking insti- tution. The advertising of savings banks must be directed to the people, and most of it to the female part of the community. The printing of statistical tables, intelligible only to business men and bookkeepers, can do very little in building up the business of the bank. The common people care nothing about the balance of figures and the amounts to the right of the decimal, but they do care everything about general figures and strong expressions. The presenta- tion of simple tables of interest or those readily showing the benefits of continuous saving are sure to bring some returns. The advertising of the savings bank should tend towards the educational. It should do good and bring business to the bank. It should encourage systematic saving and tell the people how to save. Occasionally announce the names of the directors, if they are men of high charac- ter. The savings bank will find it profitable to carry, a continuous advertisement in 2COU . 817 818 FOWLER'S PUBLICITY 1 TT PLATE NO. 2.-An advertisement which attracts attention because it means something and states an interesting fact. The names of officers should also all of the good local newspapers. This newspaper advertisement should be changed constantly, and about one quarter of the time it should assure people of the stability of the bank, the remaining three quarters to be given to statements proving the value of systematic saving. It is a good plan for some of the bank officials to appear as authors of articles or booklets on the art of sav- All money deposited in the V.. ing, and such printed matter should be circulated through the mail or by bus Busy Bee Institution for Sav- messenger in the districts where the MINS, WIII begin to draw interest most possible depositors are. A od July 1st. crabbed, disagreeable clerk can drive business away from the bank and keep new business from coming to it. The savings bank employé should be made to understand that he is the be given. Set in Howland. 18 Point Laurel Border No. 2. servant of the depositor, and that during business hours, so far as politeness is concerned, the depositor is better than he is. Advertise when money goes on in- L U KUKU terest, and unless the interest paid is very small, state the interest rate. If there is a new vault, or extra strong security, advertise that fact, and see to it that the local papers mention these things as news. It is the duty of a savings bank to first inoculate the people with the desire to save money; and second, to prove to the people that the bank in The Sun Savings Bank is, as solid as Gibraltar. Its officers question is the safest and altogether and directors are men of mark the best depository for the people's and money. It offers all possible funds. safety with the highest rate of The advertising should be extremely interest. cordial, and there should be a per- sonal good-will about it which will immediately appeal to the humble PLATE NO.3.---Another example of good savings bank advertising. The mind. Money Savers names of officers and directors should be given. Set in Taylor Gothic, 18 Point Barta Border No. 250. Bicycles “Wheels of Health " .. 1 .. PAMWEYHE bicycle is a commodity, —a combination of horse and carriage, a recognized method of conveyance, for pleasure, for health, and for business. The bicycle is not a novelty, and only to a limited extent | can it be considered an implement of sport. The universal use of the bicycle, and its adaptability to every vehicle condition, except the carrying of heavy loads, places it in the catalogue of necessities, and it must be adver- tised much the same as other regular lines of goods are announced. Common as bicycles are, there is still a number of people who ought to ride bicycles, and who, because of ignorance, still consider the wheel a contrivance for pleasure only, a boy's vehicle, or a sporty hobby-horse. Bicycle advertising, then, must not only Simplicity and quality are near relations—no oil holes—dust- follow the lines of reg- proof bearings—large balls—ball-retaining cases in crank shaft ular publicity, but must and hub—5% nickel steel tubing, greatest of positive rigidity- continue for a time at every part balanced-no complications-anybody can take it least to be partially ed- ucational, that it may apart and put it together again—the Columbus bicycle for '97 break down the oppo surpasses itself—$100 to everybody, for more than standard sition which exists not quality—the most sensible and the handsomest catalogue, free withstanding the com- mon belief that every- from Columbus dealers, by mail for one 2-cent stamp.—Jones body knows what a Mfg. Co., Chicago, Conn. bicycle is and what it Columbus Simplicity S 819 820 FOWLER’S PUBLICITY will do. It is the business of advertising to prove by documentary evidence that the bicycle is Nature's ally in the establishment of natural healthfulness, and to demon- strate that wheeling is eminently respectable, and that the majority of the best men and women either cycle themselves or believe in bicycling. The bicycle advertiser has at his disposal the realms of art, poetry, enthusiasm, business, health, and all that pertains to each of these in the broadest sense. The advertising can paint the delights of bicycling in rainbow tints, and can appeal to the hard-handed son of common sense and to the devotees of the æsthetic: The bicycle is the vehicle of everything pertaining to the seeing of the unlimited field of all outdoors. The bicycle rider comes from every profession 120 years of Excelsiors on years of successful experience–Er- celsior bicycles have been tested in the crucible of public opinion and have never been found wanting—the best there can be for $100-less price K stands for less quality. is of both sexes and of all ages. Bicycle advertising can utilize every legit- imate style of publicity, from the poster to the gold-bordered card. It can occasionally treat of the sporting side of wheeling, but the best advertising is that which advertises a bicycle as a means to an end, and follows the Magnificent catalogue free from Excelsior dealers, by mail lines of regular, legit- for one 2-cent stamp. imate, and progressive Jones Mfg. Co., New York, Conn. methods. Continually advertis- ing that some man or woman of more notoriety than prominence rides the wheel injures the craft, for the tough despises the tough, and never wants to be seen with him, while the good will never follow the bad. The bicycle agent should be a gentleman, and an enthusiastic champion of the real rights of cycling. By word of mouth, and by advertising, he should attempt to enforce the rules of the road, and denounce the unreasonable wheelman who deliberately takes both sides of the street. 'If bicycling ever loses its tremendous hold on the popular mind, it will be because 6:66:66:66:66:66:66 BICYCLES 821 Can Vis alt the advertiser, the manufacturer, and the agent do not uphold the dignity of wheeling, but fail to throw their influence against those wheelmen who seem to think they possess special licenses, exempting them from the laws of decency. The dictates of self-preservation suggest that bicycle advertising be dignified and progressive and opposed in tone to those elements which are doing al they can to drag this most delightful exercise into the gutter of non-respectability. Ninety per cent. of all bicycle advertisements contain technical illustrations of bicycles, the advertiser pizzetten hatte. Het H H H4147HfContextDatahtjate not seeming to know eming to know ! 74 40 10 V A that all bicycles look alike as they appear in newspaper cuts. Technical illustra- tions belong to the cat- alogue, and the illus- trations in the adver- tisement should show the advantages and de- lights of bicycling, or rather bicycles in ac- tion. The bicycle adver- tisement should make one point at a time, that that one point may Without an oil hole in the bearings-dust can't get be driven home in the in because there's no place for it to get in, and this is mind of the buyer. Do 1 only one of the superlative features of the Columbus bicycle for '97. not everlastingly an- nounce “Best,» «Light Catalogue worth keeping and good enough to pay for, free from Columbus dealers, by mail for one 2-cent stamp. est,” and “Strongest.” Simply advertise the Jones Mfg. Co., Boston, Conn. bicycle with its attrac- tive side always fore- WM Will Win W HAL TATT UT most, and with an in- bat tentional forgetfulness that one is handling anything but a necessary commodity. Do not make the mistake of many advertisers who assume that because they think everybody knows a bicycle, it is no longer necessary to continue the educational side publicity. As long as there is so much slang on the wheel, there is every reason why advertisements should be dignified, honest, sharp, brief, and businesslike, - direct appeals to the respectable side of the community. In the Department 66 Specimens ” appear adaptable illustrations. The entire contents of the book can apply to bicycle advertising. Proof Columbus C mot and writh an in the foameteamHM0ttaffettate Books “There's little without a book about it” B w 1 K10 kBooks KTO *Read O OKS that succeeded were successfully advertised. A poor book with good publicity may sell better than a good book with poor publicity. The commercial value of every book is reckoned by the number of people who know about it, want it or can be made to want it. In- A trinsic literary value counts, but unknown quality may be less profitable than known quantity. The bookseller has no business to be in business if he is not familiar with books in general, and with the books he sells in particular. The book- seller must know books as intimately as the manufacturer knows leather or cotton, and he must be considered an authority upon literature. The bookseller, because of the nature of his business, ought to be intimate with the editors of every publication in his territory, and he should supply them with current literary news. The fact that the Life of John Blank sells well in Blanktown may not be a good advertising argu- ment for the book in Blankville. Every reading community has its own character- istics, and local book advertising must appeal to KIEL DE local conditions. During the holidays one can lump a number of books under a general holiday heading, but at all other seasons it is better to advertise one book at a time than to mention several books. Few people want a book. Everybody wants the book. It is an open question whether or not the author should be more prominently advertised than the book. - In the absence of the probability of an early settlement of this question, it is better to com- promise and to advertise the author prominently one time, and the book prominently the next. Nearly every book advertisement should contain some descriptive heading, telling what the book is, or else creating a curiosity to read Plate No. 1.-A good heading. Set in Gothic No. 6. it. It is inadvisable to print too many press TAAAAA Bird Border No. 267. 822 BOOKS 823 FROM 1825 to 1900 1830 to 1905 1835 to 1910 1840 to 1915 1845 to 1920 1850 to 1925 1855 to 1930 1865 to 1940 00 VE 1885 to 1960 1890 to: 1965 1895 to 1970 THE past can be filled in, as well as the present and 1 what is to come. What would you give if you had kept such a book through life?. Winter is coming, now is the time to get one and fill it in. The most fascinating book you ever saw. Vo. 1. No. 2. . 543. 88627. :) $1.75 $3,50 Wine Calf. • • ... ... 2.00 4.00 Morrocco, Blue, Brown . . 2.25 -4.00 . . . Morocco, Red ........ 2,50 * 4.50 Genuine Seal ........ 2.755.00 1 notices, or other notices, about any one IMPORTANT book. Family, Personal, Business and Social Records People are heartily sick of reading testi- FOR A LIFETIME monials, and attach very little importance Should be kept in one of LIEE DIARIES. to any of them, except when one or two THEY RUN 75 YEARS. appear by themselves and are quotations FOR from some great publication or individual. MEN, People may read what the great Herald says about any one book, and they may re- WOMEN 1860 to 1935 fuse to read what the great Herald says, if 1870 to 1945 AND its testimonial appears on the same page 1875 to 1950 1880 to 1955 CHILDREN with quotations from the great Journal, the great Times, and the great Tribune. In the singleness of book advertising is the success of it. A HANDSOME A PRESENT The writer is of the opinion that while BOOK FOR such headings as “ Summer Reading,” SENT POSTPAID. Imitation Seal ........... “Spring Reading,” “Winter Books," and the like may be profitable, it is better to Crushed Calf, Blue, Green, Brown:::::: : 2,50 4,50 advertise the book for what the book is than NAMES PUT ON COVER, 25C. SEND YEAR OF BIRTH SEND FOR CIRCULARS. to run it under a general classification. PLATE NO. 2.-Reproduction of a much crowded advertise- It has been said that women and men of brains read intellectual matter in the Winter, and brainless stuff in the Summer, and that heavy literature is for Winter readers, and trash for Summer readers. · A canvas proves that brainy people read the books they want to read, and brainless people do likewise, and that the weather has very little to do with the matter. It is probable that the cheaper grade of books sell better in the Summer than in the Winter, because many people desire to purchase an edition which they can afford to lose on the train or boat. A book is a commodity as much as flour or furniture, and while a sensational method hardly adapts itself to book advertising, there is no reason why this class of publicity should always follow conventional lines. The contents of a book, commercially speaking, is not much differ- ent from the construction of any other commer- cial commodity. Treat a book as is treated any first-class material or combination, and advertise it as a whole and part by part. See illustrations ment, " 0909090990 . . . . Diary . PLATE No. 5.—A better heading for matter in Plate in Department of “Specimens.” 18 Point Collins Border No. No. 1. Set in Howland. 718. Carpets “ Walked on by everybody" exe UURI . MES 1 a Comfortable Carpets AIR De Always advertise ith 1 :! ow W X E ;HE man who buys carpets ought to wear skirts. Man has no business to buy carpets. Woman is the original carpet buyer, and she holds the never-to-expire patent, granting to her exclusive right to buy car- pets forever. Woman may consult man, and allow him to pay for the carpets; but the final decision is hers, and no man will ever be per- mitted to tread upon her territory. Always advertise carpets as though the town were an Adam- PLATE NO. 1.-An excellent heading. Set in Johnson Old Style. Combination Border Series No. 96. less Eden. Appeal only to women. There is nothing in a general carpet advertisement that will make a woman buy a carpet. No matter if the woman intends to carpet the entire house, she is more interested in some one kind of carpet, or class of carpets, or par- ticular sale of carpets, than in general carpets. It is the business of the carpet advertisement to present one carpet or one kind of carpet at a time, and to advertise the point or points concerning the carpet or class of carpets, to the exclusion, for the time being, of all other goods you sell. It is non- sense to assume that the woman who wants oil cloth will refuse to enter the store ON lll!!! I SCOA S : OBS au PO ASSA . .. P Longevity Rugs po BOOS UNHII Ullll i MULUT PLATE No. 2," Longevity” is a good term for frequent use. Set in Satanick. Combination Border No. 96. 824 CARPETS 825 during “Rug Day," or that Brussels 00000000000000000000 will not sell when you are specially advertising Wilton. The carpet advertisement should seldom be twice alike, even though it announce the same carpet. . Present some one carpet to-day, and some one rug to-morrow, then speak of oil cloth, then of straw mat- ting, then of something else. Half the women do not appreciate the clean freshness of summer straw matting, nor do they realize how tasty and cozy for all the year is the room that is straw matted and rugged. It is business to create, develop, regulate, and control the carpet taste of the town. Occasionally advertise Condensed No. 11. Pica Border No. 220. wearing quality, then advertise style. Teach carpet harmony. Many folks buy a red carpet for a blue room, and a bright mixture for surroundings least adapted to them. Advertise carpets before the selling season begins. Most women are slow buyers. They do not buy carpets as a man buys clothes. They think and think again, they talk and talk again. They examine and re- examine. Patience sells carpets. See departments, “ Department Stores,” “Fur- niture,” and “Specimens.” 0000000000000000000 New Fresh Handsome Home-Brightening Cheery Carpet 00000000000000000000 108uale, alla Colouc Capellanic PLATE No. 3.—Rather long, yet readable and educational. Set in Gothic 1 mo HOXXXXXX Home Floor Cover - XXXXXX PLATE No. 4.-While slightly “blind," it is not bad for a straw matting heading. Set in Howland Open. 18 Point Barta Border No. 241. PLATE No. 5.-Rather a good heading. Set in Taylor Gothic. Combination Border No. 97. Clothing “ 'Tis not the clothes that make the man, but, oh, how they help” 17 LOTHING, department, and dry goods stores together do as much . 1 Les . 2 12 en e 24 The clothier is, and should be, a continuous, and always a heavy ad- vertiser. The writer does not recall a non-advertising retail clothing store of success, and until one does exist, no clothier has a right to assume that he can succeed without following the Annual methods of success. The clothing store, although it sells goods for men exclusively, really caters to fem- Sale of inine opinion, because the woman either buys or controls practically everything the boy wears, and to i garments. a great extent she regulates the selling of men's Il People goods. Comparatively few people wear custom- made clothes, and all the tailors combined, work- 4 who have ing day and night, could not supply more than a any lil waited for small percentage of the population. It is fair to this Sale will savel assume that nearly ninety per cent. of all garments half the money that worn are ready-made goods. It is the business of the clothier to enter into fair competition with the is usually expended. tailor, and to educate the custom-public up to be- PLATE NO. 1.--Reproduction of a fairly good coming ready-made need a background te mere divertisement sense wearers. Fit is a great ordo do D VD 200 consideration, and is often considered of more importance than quality, and fully one third of the space should be given to the ad- vertising of the fit. Style and durability count, and these points must be brought out in the full strength of the largest type. The annual winter It is often advisable to advertise fit, style, and dura- garment cut. bility at the same time, but the strongest advertisements are those confining themselves to one of the three con- CEROSOSROCROSO siderations, the next advertisement taking up one of the others, and so on. advertisement. The figure in the cut does not a headline. Voordato PLATE NO. 2.—Matter in Plate No. I re- written and re-set in Jenson Old Style. 12 Point Border No. 1216. 826 CLOTHING 827 Clothing should sel- dom be advertised in general. It is better to present one suit, or class of suits, at a time. . The composite cloth- PLATE No. 3.-Reproduction of a usual form of clothing announcement, and one of some ing advertisement value. should be a series of single advertisements, each one separated from the other by rules or space. The exaggerated style of clothing advertising undoubtedly pays, but the successful clothier prefers truth to lies, and never advertises untruthful state- ments. There is no objection to bold expressions, or to the use of plenty of adjectives, and the advertisement may be filled with bubbling enthusiasm, for the sensational is not always dishonest, and good sensation brings good sales. Mark-down sales appear to be necessary, and they must be extensively advertised. The custom of guaranteeing everything is to be highly commended. Honesty in clothing advertising is all there is left for the enterprising clothier, and is the only point which has not been over-used. Guessing contests, and the giving of presents have brought business, but the better class of clothiers are of the opinion that straight out-and-out advertising pays the best. There is no objection to making presents to cus- tomers, but the present should be in the form of a courtesy, and not a part of the sale. Continuous advertising is necessary, for if people will wear clothes all of the time, they will wear clothes out all of the time, and will buy clothes all of the time. , XT LI A Week of Price-Cut Clothing You can't help but like our liberal method of doing business. We know all about the goods we sell. They are a credit to you to wear, for us to make. Look at the inducements we offer. Suits of our standard qual- ity and make, to order $12.50. Trousers $3.50. Kersey and mél- ton Spring and Winterovercoats, silk or satin lined throughout, to order $14.00. MONEY BACK! YOU TAKE NO RISK! SAJIPLES, FASHION REVIEW, AND MEASUR- IXG GUIDE JAILED FREE.""... IKKE PLATE No. 4.—Matter in Plate No. 3 re-written and re-set. “Special Sale” does not stand for as much as any good “cut” expression. Set in Johnson Old Style. 12 Point Border No. 1230. PLATE No. 5.- Reproduction of a clothing adver- tisement. Much better than the majority. The cut 828 FOWLER'S PUBLICITY There's No Profit 1 The use of illustra- tions is to be recom- mended whenever they properly illustrate the in winter goods the way we are selling them now, for style. we have made up our mind to close out seasonable Occasionally it pays to advertise with a view goods at cost and in many instances below rather to reaching the eyes of than store them away till another season. women, and to gain PLATE No. 6.-Reproduction of a common form of advertising. Why talk so much about their good-will and in- profit? Why not advertise the goods? fluence. Practically, every department in the book can be utilized by the clothier, but his attention is especially called to the departments of “Department Stores,” “ Hats," “Specimens,” “Shoes," “ Tailors," and “Women.” . A number of forms of clothing advertisements appear in the depart- ment of “ Specimens.” Sataaaaaaaaaaa Sensible Seasonable Cost Clothing Closing ఉdataaaaaaaaaa Satisfying Suits For $12.50. VodootpoVDOVO . We have too large a stock -ought not to have bought so heavily-we want the money more than the goods -you can have them for what they cost. CECA9C89CROCIOCATS 9CM Made to order, too, and made right- you take no chances—if we don't fit and suit your money back. OR PLATE No. 7. - Matter in Plate No. 5 re-written and re-set in Johnson Old Style. 12 Point Border No. 1230. PLATE NO. 8.—Matter in Plate No. 6 re-written and re-set. Set in Taylor Gothic. 12 Point Border No. 1216. Crockery, Glass, and Lamps “Household necessities” ILU MEKANDJHERE are stores selling only crockery, others that are exclusively for glassware, and still others carrying only lamps and fixtures, but as the majority of these articles are carried by the same store, and as the advertising of them is analogous, they can properly be considered together. These lines have their selling seasons, yet the demand for them is constant. The ad- Pagina 3 333I3I39 vertising should be contin- uous, but twice as extensive of before and during the brisk selling season. Seldom advertise these PLATE No. 1.— Worth using occasionally. Set in Virile. Nonpareil Border No. 219. goods in a general way. Their field is unlimited, and one can easily find something new or something different for every day in the year. Announce a single piece, or a set, and confine the advertising for the time exclusively to it. Illustrations seldom do the goods justice, and should be used occasionally only. Half the people do not have crockery and glassware enough, and it should be a part of the business of the advertising to stimulate the sale of these goods in general. betes, but wie das erste meine FIII Home-Brightening Dishes co O tou Home=Light V V40 DHE PLATE No. 2.-An excellent catch-line for lamps. Set in Tudor Black. Combination Border No. 94. 829 830 FOWLER'S PUBLICITY ತಡಬಡತಡ China Art ಅಜಿತತತತತತತತದ್ದು U TT 99999999999999999999999999999 Always advertise some partic- ular point, either of durability or of beauty. Every woman is interested in un homely earthenware as well as in cocccccccccccccccccccccccccc china, and the commonest articles PLATE NO. 3.- Rather a good catch-line. Set in Erratick. 8 Point Florentine in your store demand, for the Border No. 277. time, exclusive advertising recog- nition. In advertising sets, bring out the number of pieces prominently and generally state the price. Bargains are expected, and can be advantageously advertised. Do not have the descriptions so exhaustive that the customer will not have any chance to be surprised when the goods are shown. Constantly suggest that there are not tumblers enough at home, and that there is a shortage of butter plates, and that there are not enough pie plates to go around. Crockery and glassware are constantly breaking, and shortage is almost universal. Many a woman who knows that she needs more of this or that requires a suggestion n . V Glittering Glass . PLATE No. 4.-A general heading. Set in Taylor Gothic. 18 Point Contour Border No. 248. from your advertising to make her complete the set. Occasionally advertise odd pieces. There is no objection to pleasantly sarcastic advertising No woman will take offense at the suggestion that she was ashamed when the minister took tea with her because she was short of cups, or that one of the chil- dren had to eat his prunes in a saucer because there were more guests than sauce plates. Advertise tumblers one day, then goblets, then sauce plates, then pitchers, then cake dishes, then anything else in glass. Keep suggesting to the woman, and do it so pleasantly that she will accept the suggestion. Occasionally announce low prices, and give the reasons for cutting. Lamps require considerable advertising. People should Plate No. 5.-A good line for Strong Crockery. Set in Johnson Old Style. 6 be made to appreciate the Point Lovell Border combined with Single Rule. prices, and give the reasons Safety Crockery I : CROCKERY, GLASS, AND LAMPS 1 cheerful glow of the evening lamp. Enlarge upon 022-2-222 the quality of lamplight. Talk about the eyes. Advertise that if there were more reading lamps there would be fewer spectacles. Do not put a five-dollar shade on a fifty-cent lamp, or a fifty-cent shade on a five-dollar lamp. The following headlines are suggested for what they may be worth, “Saucy Little Sauce Plates, a “ Artistic Pepper Boxes,” “ Tough Goblets,”. A “ Handsome Pitchers," “ Ten Cent Tumblers Tumbled to Five Cents," “ Our Tumbler Price PLATE No. 6.-An effective line. Set in Ronald- Tumble,” “Cut in Cut Glass," “ Your Lemonade son. 12 Point Laurel Border. Set,» « Dainty Dishes," 6 Crystal Cake Dishes," “ Look Like Cut Glass,” « 348 Pieces for Nineteen Dollars," “ Children's Dishes," “ Plates of Art,” “ Æsthetic Teacups," “A Set of Roses,” “ An English Breakfast Set,” “ Creamy Cream Pitchers,” “ Beau- tiful Bowls," “ Old Fashioned Crockery for New Fashioned People,” “ A Cheerful Tea Set,” “ Short of Cups?” “Oh, Throw That Old Cracked Set Away!” “ Out of Plates ? ” “ Eye Keeping Lamps,” “Cheerful Lamps," “ Lamps of Luxury," “ Can't Smoke Lamps," “ Long Life Lamps," “ Long Burning Lamps,» « A Stream of Never Varying Light." See Department, 66 Department Stores” and “ Fancy Goods; ” “ Five-Cent Goods,” “ Kitchen Goods,” in Department “ Trades Specifically.” LAXXXXXX Out of Cups GEODETAYAN Table Taste PLATE No.7.-A form of suggestive value. Set in Howland Open. 18 Point Barta Border No. 241. PLATE No. 8.— A strong heading. Set in Howland. Nonpareil Border No. 203. Department Stores “Cities of selling" or CYNXOU RO: @12X TY B E HE complete department store sells everything. Custom has given the name of department store to those establishments selling several lines of different character, the dry goods side predominating. A store dealing in everything except fabrics is generally considered a bazaar. Department stores, then, are simply establishments carrying several or many lines of trade, including dry goods, under one roof and management. The customers of the majority of dry goods and department stores, except the few that are too few to be January Is the Great Bargain Month| considered, come largely from the great and when you read our offerings you can rely middle class, and are upon them being bargains in the broadest more than ninety- nine and nine tenths sense of the word. women. Practically PLATE No. 1.- Reproduction of the beginning of a recent department store advertisement. partment store is catering directly to household wants, and advertising to reach the homes of the people. The best department store advertising is not general, but is collective and individual. The massing together of the goods of all the departments into one advertisement appeals to nobody in particular, and stand for everything without really standing for anything. Department store advertising is simply one large advertisement divided into dis- tinct sections, each section representing the goods of some one department. The successful depart- KWWWWWWW ment store adver- tisement is like a lot of regular ad- vertisements, each of a different line, brought together nh and yet not mixed together. 1 Bargain Month PLATE No. 2.—A shorter and better headline for matter in Plate No. 1. Set in Jenson Old Style. Bird Border No. 267. 832 DEPARTMENT STORES 833 5555-555-5- The advertisements should be placed under a general heading, the heading either referring to the store, the price, or to some other condition. Each of the de- partment advertisements should be separated from the others by liberal white space, rules, or borders. The custom of nearly all department store advertisements — that of placing the name at the head of the advertise- ment— is either right or wrong according to con- ditions. On the principle that it is better to adver- tise what is for sale rather than those who sell it, the name should come at the bottom and in inconspic- uous lettering. Accord- ing to the argument that the firm name counts,and that people often look for the firm name before they look for anything else, prominence should be given to it. As long as these two principles remain in dis- pute, a compromise is suggested. Have the firm name appear in some plain and slightly artistic lettering, of not very large size, and place these en- graved blocks at the top of each column, follow- ing them with the strong- est heading in the largest type. . The contrast will give 3 Handsome Hats Sensible Shoes Family Furniture Seasonable Stockings Dainty Dishes Comfortable Cloaks Shoes of Sense Gratifying Gloves Soft Sofas Long-wear Carpets Longevity Rugs Corset of Comfort Lasting Styles Everything New Beautiful Bonnets Everything for Everybody ECOCGGGGGGGGGGGGGGGGGGI prominence to the firm பீக்கம் L - name, and yet the firm PLATE No. 3.—Just a few catch-lines. Set in Jenson Old Style. 18 Point Border No. 5. name lettering will not interfere with the strength of the bold headline. The advertisement should be changed every issue. Some department stores persist in following a certain typo- graphical style, and never diverge from it. even 834 FOWLER'S PUBLICITY . COUNTER This persistent sameness has its value, but universal opinion seems to be in favor of not maintaining the same typographical plan continually. There is some- thing in the argument in favor of always having the advertisements typograph- ically alike, in order that On this counter will be placed the reader may immediately from time to time such patterns of goods that we desire to close recognize them. Guit, goods that have been in stock This argument is met by too long a time and such goods that we desire' to get clear of in one that claims that the reader Set order to keep our stock perfectly bright and new. The goods will be of department store adver- marked at such a low figure that tisements is a regular reader will enable anybody to recognize a genuine bargain. of advertisements any way, and therefore will see any PLATE No. 4. Reproduction of a very advertisement that is large well written and set advertisement, now in use by a leading department store. enough to be seen; and that the constant change of typographical style is likely to make those prejudiced against the house, read, or begin to read the advertisement, when they would not if they knew whose the advertisement was when they started in. PLATE No. 5.-Short word lines are always effective. Set in Howland. 16 It is obvious that a good old style is better than a poor Point Contour Border No. 267. new style, and it is also evident that change of regular style, once a year or so, is likely to be beneficial, as it may appear to represent progress and freshened life. It is unnecessary to continue this department further, because nearly every depart- ment in this book directly bears upon the subject of department store advertising. I o . .. 1 :. 6 Day Points PLATE No. 6.-Under this catch-line can be given a special for six successive days. Particularly adapted to weekly paper advertising. Set in Gothic No. 6. 18 Point Collins Border No. 181. Drama “My kingdom for an audience” AV on TNA ! GSISWIC ni VAIANAROBABLY no trade or profession has followed conventional lines in advertising more closely than the drama. Theatrical advertising of to-day is but slight improvement on the methods of yesterday. Com- paratively few managers have introduced modern methods of pub- ity, and the bulk of the advertising is still confined to the old style advertisement in the newspapers, and to the illustrated poster. The theatrical per- formance is nothing more or less than a commodity. The stage is a part of trade, and the men and women on it offer their goods for TAMERICAN. maine Saturday: sale. CAPT, IMPUDENCE, The composition of theatrical advertising differs 42d Eh and 8th ev. 4th and last week of & romance of the Mexican war. Next Blonday-A new local melour&olen A living picture of life 17 . in this city as 16. 18 to. nie. day. American 42nd St. and Sth Ave. Capt. Impudence PLATE NO. 1.- Reproduction of the usual form of 42nd St. and 8th Ave. theatrical announcement. The hour of beginning of 8 P. M. Sat. Matinee 2 P. M. both evening and matinee performances should be given. The thrilling romantic Mexican war play of from other commercial advertis- ing in that both the play and the actors are commodities, and both with a cast of superlative strength. must be advertised, while the Next week—the bright local melodrama of “New York”-a vivid, living panorama of life in the metropolis, with a company of sparkling commercial article is the com- versatility. modity, and the seller of it of no PLATE NO. 2.—Matter in Plate No. I re-written and re-set, but shown in more special importance. appropriate size of space. Set in Gothic and Roman. 6 Point Newspaper Border he Whether the play should be No. No. 83. ; advertised more than the actor, or the actor more than the play, depends entirely AVAVO I KOM ico ital MORE 00000000000000000000000000000000 3100 Nights of Success mm V 999999999999999999999999999999999999 0000000000000000030938880800000029 PLATE No. 3.—A good general headline. Set in Dazzle. 12 Point Border No. 1209. 835 836 FOWLER'S PUBLICITY ECLIPSING ALL OTHER EXHIBITIONS. THE GREAT INTERNATIONAL BABY SHOW OPENS MOLDAY. JAN. 25. 1.TO 10 P. M.. AT LYCEUM, 115-117 Test 23d, st near 8th av. ADMISSIOX 50C. CHILDREX.250, Handsome Baliies. Twins, Triplets, and Infantile. Prodigies. $1,000 in prizes to be awarded by the . vote of visitors. This interesting show is of retined character, tending to develop a love for the just pride of notliers in their offspring. L'oder they supervision of careful physicians and trained purses, in the care of their mothers, these cbildren will pre- sent an appeurance at once novel and interesting to all who love infants, Children will be greatly de lighted wito this egtertainment. Entries not being rereived between 2 and 4 P. 11. daily. No charge for eotries. : SC All-the-pretty be advertised in about equal proportions. Comparatively few plays are properly named. Most of the titles are too long and devoid of any- thing catchy. The success of the play, from an advertising point of view, depends somewhat upon the name of it. The name of the play should mean something or should be sufficiently euphonious or catchy to be PLATE No. 4.-Reproduction of common form remembered or repeated. of exhibition advertising. The shorter the name, the easier it is to adver- tise, and the less it costs. Too much promi- nence is often given to the name of the theater, and often it appears in larger type than the name of the play or the actors. The theater is not for sale, and only acts as a serving receptacle for the audience, who come to see the play and the actor, caring nothing about the theater, beyond its reputation, and its facilities for properly presenting an entertain- ment. In the absence of any special attraction, which occasionally, but not often, occurs where there are many playhouses, the reputation of the theater counts. People will give the best theaters the prefer- ence in times of doubt, but nevertheless the play and player are “the thing." 000000000000000000000000000000 PLATE No. 5.-A good heading for matter in Plate Every advertisement of a performance should No. 3. Set in Howland. 6 Point Newspaper Border tell where the playhouse is, no matter how well No. 75. the theater may be known. A good proportion of theater goers are visitors, and should not be compelled to inquire the way to the theater. No matter how well known a theater may be, comparatively few transients know its exact location; nor are they able, unless they do, to calculate the distance between their stopping place and the playhouse. Assuming that many entertainment seekers 00000000000000000000000000000 000000000000000000000000000000000 II Show ri : ..it Lyceum's Loud Laughter Plate No. 6.-An euphonious line. Set in Johnson Old Style Italic. 18 Point Newspaper Border No. 22. DRAMA 837 neai have no decided preference and are in doubt as to which theater to attend, it is obvious that the hotel guest may give the preference to the theater nearest the 11 hotel, and the information concerning the location of the theater may assist in fill- ing the auditorium. Under no circumstances should a play be advertised blindly. An expression like “ Have you seen BLOCKTER'S it?” may create curiosity, but as these words can stand for anything from a canal PLATE No. 7.—Original, but ineffective. Everybody will not boat to a circus, the chances are that the understand that "II" and "7" refer to 11 and 7 o'clock, nor do they know that “ Blockter's" is a "continuous performance " theater. curiosity cannot be sufficiently concen- Better say, “Come at II, come at 7, a quarter, Blockter's Theater." trated to bring an audience. The advertising then is lost. Nothing is more foolish and unprofitable than the printing of pieces of silly dialogue at the bottom of an illustration. Such quotations COME COME" A QUARTER Maude, 97** Stand poo000000000000000000000000 work is before you,” 8 Fresh and Sweet as sible, sir,” under illustrations of scene the Violets sumed to be a line 899969999999999999999999988 back,villain!” “Your work is before you," “I hold you respon- illustrations of scene or action, and pre- rom the dailgub, PLATE No. 8.-An excellent form of sub-heading. Set in Johnson Old Style. 12 Point Newspaper can only have one Border No. 75. effect, — that of furnishing proof that there is not a strong line in the play. If the president of the United States can get along without being called Mister, there seems to be little use in wasting good advertising space in prefixing this useless title to pro- fessional names. The line reading, “ John Smith at the Globe Theater,” is much stronger than the line reading, “ Mr. John Smith at the Globe Theater.” 2 20 00000000000000000000000 © Loaded With Fun . PLATE No. 9.–Another effective catch-line. Set in Novelty Script. 18 Point Newspaper Border No. 13. X 838 FOWLER’S PUBLICITY VILNI- The Theatre of Home-Folks 圆圆愿圆圆國四國國因國國因國因國四四四四四四四四四四四四四题圆圆圆愿圆圆四四四四四國 ​The theatrical adver- IMETIMESIMILIMEMETEMOMUMICEHEGAREMEHEHEHEHEH tisement of every class should tell when the performance begins, and if possible, when it H2OL3080010001001ALNK362096101800020169616002AEBN MEMEMEMELIMIMIMMOMEHDYEMEM HOHHOMEMBELIEFDE ends. The use of por- PLATE No. 10.—An effective line. Set in Bradley. Pica Border No. 209. traits of actors and ac- tresses in costume is universal, and justly so; but upon each picture, if there is more than one playhouse in town, should be the name of the theater, the location, and the time the performance begins, but a part of this information need not be in prominent type. 5TH AVENUE. Simply consider yourself as the salesman, your HOLLAND. theater as your salesroom, your play and your players as your goods, and advertise them along PLATE No. II.--Reproduction of the usual form of large city theater advertising. The address of the the lines of commercial success, theater should always be given, as strangers should not be obliged to inquire, and many city people only the method to the conditions. know "about” where it is. 然然然然然索然然然然然崇然染染 ​ Evenings, 8:15.. Matinee Sat., %. LAST NIGHTS. A SOCIAL HIGH WAYNIAN. Next Mouday-"DR. CLAUDIUS." Tour lapting A High-Grade Hit ※※※※※※ A play of life PLATE NO. 12.--A strong headline. Set in Gothic Condensed No.II. 12 Point Newspaper Border No. 65. PLATE No. 13.—A fairly good headline. Set in Howland Open. Barta Newspaper Border. Dry Goods “Wearing necessities" tá 2DVENDJHE establishment handling dry goods exclusively confines its trade to the selling of textile fabrics, -as cloth of every kind, blankets, shawls, ribbons, hosiery, underwear, table linen, thread, yarn, and woolens. As there are comparatively few dry goods dealers, and as nearly every house selling these articles branches into what may be considered out- side lines, it is unnecessary to discuss at length the dry goods establishment. Nearly every department of this book bears directly upon the subject, and this department is written more out :):):):):):23::2222222::22:32:23:32 of courtesy than from necessity. Dry goods are purchased al- most entirely by women, and probably not one PLATE No. 1.-Occasionally a “dreamy” line like this is appreciated. Set in Taylor Gothic. 12 Point tenth of one per Laurel Border No. 2. cent. reaches the man directly. Dry goods advertising admits of every style, from the conservative silk announcement to the sensational sales of damaged blankets. The demand for dry goods is constant, and the volume of their sale does not fluctuate as much as the sale of many other commodities. Continuous advertising is absolutely essential, the size of the advertisement varying to meet the conditions. It is obvious that the advertis- ing of very expensive dry goods must be regulated to suit financial con- Dress Dreams anno Icel ditions; it should be ex Fine Firm Flannel tensive during good times, and not less so during the leadeescolare aparele recipe Cocodrilose season, and preniminary PLATE NO. 2.-A good catch line. Set in Johnson Old Style. 6 Point Lovell Border to it. Comparatively few to it comparativelry few combined with Single Rule. com expensive dry goods are purchased at short notice, and the advance advertising is often as profitable as that in season. The cheaper grades of dry goods, and those 839 840 FOWLER'S PUBLICITY 29 : TT subjected to the greatest wear need continuous publicity. Extensive advertising pays especially when times are dull, because the less enterprising merchants leave the field as competitors by discontinuing their advertis- ing. Dry goods should not generally be advertised collectively, but each article or line of goods had better be presented in the full strength of individ- Huality. Where the store is well known, and the name stands for something, the firm title can appear at the top, but even then it had better be in smaller type in than the general heading. Where the firm is not well known it is sometimes better to place the name at the bottom, and to advertise much more promi- nently what is for sale than those who sell it. The 9 local newspaper has been, and always will be, the | best medium for advertising dry goods. The dry PLATE No. 3.-An excellent heading. Set in Sºus goods advertisement should never be less than a Howland. Nonpareil Border No. 219. quarter of a column, and it is frequently advisable to use an entire page. As dry goods cannot be well advertised by illustrations, it is suggested that cuts appear only a small part of the *WXXXXXXXXXXXXX time, and that only such 109 9 9 9 9 9 9 9 9 illustrations be used as will not discredit the goods. The conversa- tional, social style is to be recommended, and every advertisement must be permeated with natural courtesy. The best dry goods advertisements an- nounce some one thing at a time, suggest and advise 500 patterns - dainty de 12 as they do so, and contain signs-beautiful creations- honest invitations framed prices never so near cost. in the politest language. The abrupt style of ad- CUMULUNGUMUM vertising cannot easily be X X XXXXXXXXXXXX** adapted to dry goods pub- PLATE No. 4.-A strong beginning. Set in De Vinne. 36 Point Elzevir Border No. III. licity. The woman wants something that she can read, and every line must be smooth and readable. Lace Sale As Druggists .“ Dealers in mystery" ID Oui necessa POLONOR lo CQNprOTHOLO When Hololololote QOHODOBONOLOROI00010NOR TODOHORHOTOROLOROWCNO M PA D JHE large city drug store, unless located in a much frequented business center, cannot use the local newspapers, because the bulk of the circu- lation is beyond profitable reach. In the smaller places the druggist can advertise to the extent of a half a column to two columns in every e issue of all the local papers. Continuous advertising is necessary, for people buy drugs all the time, and a part of the drug trade is in ab There is no limit to the diversity of drug advertising. The drug store contains innu- merable articles, the majority of them possessing the advantage of being specialties. A part of the advertising should be exclusively given to the Looking for soaps, fine.. announcement of the prescription department, and great stress durable soaps, try us. should be placed upon the purity of the drugs, and the care Soaps are needed every a given to putting up prescriptions. Each of the fancy or toilet day in the week. We aim to give you value every, bu articles sold by the druggist can be ad- day in the week. vertised by itself as a specialty, with or without stating the price. It is advisable to seldom present more HONOBGRONOURØKOLONORAR than one article at a time, or to even ad- OF PLATE No. 1.-Reproduction vertise in the same advertisement the dif- ment. The word “when" by ferent qualities of a class of articles. ense itself has no significance. Advertise a brush and comb one day And and a certain kind of perfumery the next. Scent A whole column can be taken up for the advertisement of a disinfectant. The druggist's advertising should be used to assist in selling some particular article, and to bring people to the store, where the arrangement of the goods, and the salesman, should con- summate several sales. . No high-grade druggist will push the sale of any patent nos- trum, for by so doing he offends the better class of his cus- tomers, and turns the good-will of the physicians against him. PLATE No. 2.—A fairly good heading for matter in Plate No. 1. Set in Taylor Gothic. 18 There is no objection to advertising pure proprietary prepa Point Contour Border No. 270. W Reddin. Phm. B. *OHOROBORAS Central Drug Store. "Sunnyside." Bocor of a very ineffective advertise- For $ Seven Cents US- 841 842 FOWLER'S PUBLICITY **** Long-Life Hair Brushes sopompompa rations, as simple remedies for coughs, colds, bowel complaints, burns, toothache, and other common ailments, but none of this advertising should antagonize the physi- cian or give people to understand that a bottle of anything taken indiscrimi- nately would effect a cure. However great a success may be made by the gen- eral advertiser of To patent nostrums, whose field is the world, the local druggist can never permanently suc- PLATE_No. 3.-A heading adapted to almost any article of toilet use. Set in Johnson Old Style. ceed by adopting 36 Point Barta Border No. 252. the advertising methods of sensational patent medicine makers. The local druggist must maintain his reputation, and he cannot do so by advertising cure-alls and instantaneous pain stoppers. The honest druggist succeeds because honesty and purity are commodities de- manded by the local trade. His pro- prietary medicines should be presented as remedies, not as cures. Local credulity may believe the lying statements of patent medicine adver- tisers, for folks will often believe the words of those who are far away, but the local public will never accept an exaggerated statement of the local druggist. The cut price drug store can profitably adopt sensational methods of advertis- ing, provided the truth is not outraged. In advertising cut prices, either present one article at a time with its price, or under a large type heading, announce Plate No. 4.–An effective heading for perfumery. Set in Bradley. cut prices in general and follow this 10 F with a list of the articles cut in price, with the former and new price given. See illustrations in Department of “ Specimens." Everlasting Scents For 50 Cents i . .1 wan 18 Point Collins Border No. 182. Excursion Advertising “ Rides of fun” MYFT EXXEJHE excursion, whether it be by rail, by boat, or by coach, is supposed to be a round trip, the price of the ticket covering the whole or a part of the total expense. The regular excursion may be by special means of transportation, but usually is over the established route by regular train or boat, and the advertising of it need not differ from the regular advertising of transportation companies. Nearly all railroads and steamboat com- panies issue excursion tickets, or more properly, round trip tickets. Excursions as they are commonly understood — and so far as this de- Grand Winter Cruise partment can consider them-are special events in which the participant leaves at a certain time, returns with the Bermuda, West Indies, Venezuela, party, obtains low rate, and pays for the greater part of and Mexico the entertainment by purchasing one ticket. BY THE AMERICAN S. S. Sailing from New York Feb. 6, 1897 It is extremely difficult to draw anything but a very wavy line between excursion advertising and the regular advertising of transportation companies, and this depart- | Gutyra (Caracas), Curacoa, St. Domingo Jamaica, Progreso, Vera Cruz (Mexico), ment may be considered as one branch of three depart- ments, the other two being “ Railroads” and “ Water Transportation." The excursion appeals solely to those having time to Το wa - en For Bermuda, St. Thomas, St. Kitts, Guade: loupe, Dominica, Martinique, St. Lucia, Bar- bados, Trinidad, Port of Spain, La Brea, La C Havana, Brunswick, Ga. Duration, 45 days. | Price of passage. $270 and upward. Send for illustrated pamphlet. . . NAVIGATION COMPANY BOWLING 'Green, New York PLATE No. 1.-Reproduction of a tolonne dove or more for henlt fairly good " Winter Cruise” announce take one day 01 11101 101 dicailli VI 101 Pilasul ment. The excursion, whether it ought to be considered a necessity or not, is generally reckoned a luxury, and more people take it for pleasure than for health. Advertising should be used not only to present the pleasurable 11 TO 00 . :. Qayama DO The Tour of Four Nations an side of an excursion, but to preach the profitable doctrine of the healthfulness and necessity of outdoor diversion. The common people comprise the bulk of excursion patrons. The greater part of all excursion adver- tising should be directed to the woman. PLATE NO. 2.-An excellent heading for matter in Plate No. I. Posters, handbills, and almost any form of Set in Boston Roman No. 1. 18 Point Newspaper Border No. 5. TE TULI 843 844 FOWLER'S PUBLICITY Parties will leave New York for selling from Port Tampa, Fla, in tbo FADC Lina | Hitranirr and makinig curl pleto: cours Qi 10 diys each on the island of Jamalca. • Railroad and stea1118hin tiekets at lowesi ratas all palois. : sand or call for special illustrated book, whion gives full particulars . SMITH & WHITE'S printed matter can be used to advantage, and sen- ...TOURS... sational methods are justifiable. There is a sort of circus, “ hurrah boys” ele- ment in an excursion which suggests that dignity JAMAICA, had best be sacrificed to lightness, large type, and bold statements. The excursion company should consider what it gives as merchandise, and should advertise it as such. Any successful method of advertising -- PLATE No. 3.—Reproduction of the usual form of tour-advertising. except the higher grade styles — can be profitably used for excursion advertising. Where the excursion is going and what the partic- ipant will receive are of far more importance than the name of, the company. The excursion advertisement should seldom be headed with the name of the company, and when it occurs, the name should be in small type, so as not to detract from the heading, which should be in the largest and boldest lettering possible. True, certain transportation companies are favorably known to the public, and the mention of their name adds weight to the advertisement, but the one great thing the public is after is, “Where are we going?” and the second great thing is, “What are we going to get by going?” The price is a consideration, and should be in type not much smaller than that of PLATE No. 4.-A better heading for matter in Plate No. 3. the principal heading. The advertisement The words “Smith & White's Tours" may appear at the top, but had better be in one line. Set in Poster Roman No. 1, 12 beginning “Blank Grove, 50 Cents, 40 miles Poi Point Newspaper Border No. 79. of Scenery, 500 Pines," will attract more attention than the line reading, “ B. & A. xcursion to Blank Grove." The date should always be a prominent line, and the day of the week, as well as the day of the month, should be given. A great many people can always get away on Monday, or on some other day, and September first, although it may be a Monday, does not stand for Monday. The Monday man is constantly thinking about Monday, and the word Monday Te 10 Happy Healthful Days in Jamaica and the second great thing is, What are mil 1 1 Along the shores of Beauty PLATE No.5.-A good headline for a steamboat company. Set in Condensed No. 3. 12 Point Newspaper Border No. 77. EXCURSION ADVERTISING 845 For 50 instantly interests him. Few people carry calendars with them, and few take the pains to figure a week ahead as to the day of the week. The excursion advertiser must educate the public into excursion going and into patronizing his excur- sions. Talk of the green fields, the shady nook, the babbling brook, the cool breezes, the magnificent or the delightful scenery, the comforts en route, the desira- bility of change, and make every advertisement fairly bubble over with an atmosphere heavily charged with PLATE No. 6.—An effective catch-line. ozone. Always furnish the local papers with a written Set in Howland. 12 Point Border No. 1233. description of the excursion, which most of them will print, if you are a regular advertiser. OOOOOOOO 00:00:00 0000:0 10.0:00 Do not trouble the city editor to write o l largo plazo n on, company needs a Near to EOS ET ACCE this matter, for he is a busy man, and very likely he will unintentionally make mistakes. Every excursion company needs a press agent who may give the whole or a part of his time to their business. Bright reporters and editors will give a part of their time, at reasonable com- pensation, and a part of their time can be made to be very profitable to the smaller companies. The large excursion company will find 98 98 98 98 98 98 98 98 98 98 ans it more economical to employ the entire PLATE No. 7.--A good heading. Set in Gothic Condensed time of an able newspaper man. No. 11. 24 Point Collins Border No. 217. The method of inserting small advertisements in the amusement column, each one bringing out one point and referring to the excursion, has been very profitably used. See Departments, “ Railroads," • Water Transportation,” and “ Specimens." * Nature's Heart For 50 Cents peretion, and a part of the living Seneste The Inside Sail PLATE No. 8.- For anti-sea-sick trips. Set in De Vinne. Combination of Pica Borders No. 223 on outside and No. 205 inside. Fuel “ The trinity of power -- the fuel, the fire, the use" 1 HAV . ZY12 Said * VANOAL is one of civilization's necessities, and its use is universal. The s coal-burning and the coal-selling seasons do not always come together. The consumption of coal continues throughout the year, and the sea- sons of selling generally precede the coal-burning months by several weeks. Every coal-user reckons on purchasing and storing from a half-year's to a year's sup- ply of coal, the time of his purchase being generally from two weeks to two months in advance of use. Coal therefore requires con- tinuous advertising, each That the Coal was Good and Clean. advertisement either pre- That we said the Coal was Good and Clean. senting the peculiar advan- That you would say that the Coal was Guod and Clean. tages of some one kind of We to you, try the said Coal, Good and Clean. coal, or suggesting general PLATE NO. 1.-Reproduction of a coal announcement. The heading is bad, and the coal-buying. Every one balance is worse. It is pure and simple “rot.” procrastinates more or less, and the extensive coal advertiser is liable to obtain the bulk of the backward orders. The local newspaper presents the indispensable and best medium. The advertise- ment should need664 e do eso da da da da da da da be from two to six inches, and often a column can be used to ad- vantage, pre- ceding and during the selling season. Do not ad- vertise coal . CleanCoal Our coal is all coal—no refuse, no dirt, no dust. This advertisement comes to the point, and stays PLATE NO. 2.—Matter in Plate No. I re-written and re-set. there. Set in Howland. 12 Point Caxton Border No. 239. 846 FUEL ... We ... Don't ...Sell ...Dirty ...Goal. generally. Advertise some grade or kind of coal, with one or two points in its favor, and give it the real or soine given name. It is a good plan to create some catchy and more or less descriptive name for the coal you advertise. You can name your coal after your city, or perhaps any of the following names are appropriate: “ Long-Last Coal,” “Longevity Coal,” “ Peerless Coal,” “Family Coal," “ Household Coal," “ Factory Coal,” “Steam- Making Coal,” “Heat-Giving Coal," “ All Coal,” « Eco- nomical Coal,” « Cold Day Coal,” “ Winter Coal,” “Sum- mer Coal," “ Kitchen Coal,” “ Parlor Coal,” “Fireplace Coal,” 6 Furnace Coal.” The following catch-lines are suggested for what they may be worth: “A Square Ton,” “Full-Weight Coal," “ A Real Ton,” “Our Ton Is a Ton,” “Clinkerless Coal," “ Clean Coal.” Coal weighing has been satirized by humorous writers until the people have begun to believe that a ton of coal does not weigh as much as a ton of something else. Extreme honesty is necessary in coal advertising. Guarantee that each ton of your coal weighs a ton, and prove it. It pays to have a good deal to say about “getting your money's worth.” NTT We venture the as- sertion that there is no cleaner coal sold anywhere ILI THAN 4. THAT ...PELIVERED ...BY ...US. ece PLATE No. 3.-Reproduction of an extremely poorly worded advertisement. The setting is excellent. Words like “nit" have no place in advertising. Better speak of the coal sold rather than of the coal others are supposed to sell. HO . : ho," . - Good Coal Clean in the first place, and cleanly delivered ROXXOX0.00 O. PLATE No. 4.—Matter in Plate No. 3 re-written and re-set in De Vinne. 12 Point Border No. 1233. 848 FOWLER'S PUBLICITY . . Try to convince the public that your coal is GLENWOOD do not weigh in siftings and slate. If you have a RANGES modern delivery wagon, tell about clean side- ARE THE BEST FOR walks in your advertisement. Half the people do not know how to make a fire, and half of COOKING that half cannot keep a fire. Issue a little book and HEATING. on fire-making and fire-keeping, and advertise SOLD BY that you will send this book for a stamp, or with- DEALERS GENERALLY. out a stamp, or give it to any one who calls. TWO GOLD MEDALS. Attempt to educate your customers into right- PLATE No. 5.—Reproduction of an ineffective stove coal using, by advertising the kind of coal they ought to use for each kind of fire. Prove to the public that honesty is your policy, and that you are the coal authority for your town. Wood must be advertised in the same way as coal, special stress being laid upon the cheerfulness of the fireplace and the kindling quality of the kindling. 1 advertisement. DDDD CO@@ . ao ci DOOD The Range Of Cooking The Glenwood range cooks—you have to try to make it work badly. COC00°C Coca PLATE No. 6.—Matter in Plate No. 5 re-written and re-set in Poster Roman No. 1. 24 Point Border No. 2401.. There is nothing poetical or humorous about coal and wood, and your advertise- ments had better be straight from the shoulder, brief, pointed, and argumentative. Nearly every department in the book is of interest to sellers of fuel. See Depart- ments of “Heating” and “ Specimens.” Furniture “ The home of love and furniture" II U10 NAS . . ... 1 - I 1 DED E ON the matter of volume of advertising, furniture dealers rank but one - egree below clothiers, and some of them are the most extensive ad- ARC RCA vertisers of their city. The constant wearing out of furniture, the changing of styles, and marriages and births confined to no season, N keep the furniture trade more or less brisk. The term “furniture ” is conglomerate, and con- 31999999999999999999999999999999999999 glomerate advertising never pays as well as the one-thing-at-a-time kind. Furniture should seldom o be advertised as furniture. Advertise one piece, or one set, at a time, or else separate the different arti- cles or combinations SO that each will be by itself, ஞஞஞஞஞஞஞஞஞஞஞஞஞஞஞஞஞஞஞஞஞஞஞஞ removed from the handi- PLATE No. 1.-A good headline. Set in Poster Roman No. 1. 12 Point Florentine Border capping influence of gen- No. 140. erality. The furniture store, by the variety of its stock adapted to every household want, may be, as far as advertising is concerned, considered a sort of department store, for while everything it sells is furniture, the great differences in kind, quality, and price give advertising opportunity almost as extensive as that of the store selling Furniture That Lasts Ziමමමමමමමයි ஞஞஞஞஞஞ on systems and You Need a Desk . Letters and bills all over the house- no place to put 'em-the right desk only ten dollars. B O H O ROXO.0.0.0.0.0/0.0/0.0 1:0.0:0..0 0.0 PLATE NO. 2.-A good form. Set in Gothic No. 6. 12 Point Border No. 1233. 849 850 FOWLER'S PUBLICITY SESSSS Short of Beds the proprietor to extend his Sysssssssss2S2S2812923 everything. If the trade of the store is of the highest grade, and there is no desire on the part of the proprietor to extend his trade into the lower strata of Se Too bad all the folks couldn't society, the style of advertising must follow somewhat in the So stay—better have a couple of K line of dignity, but dignity need oso cots-only two dollars. not necessarily be prosaic. The all-around furniture Exus ES USES ASSYS SUS ESØSES ESIS store, catering to the masses, PLATE NO. 3.-Can be used at stated intervals. Set in Old Style No. 9. 18 has a right to use every method good advertising. Sensation, dignity, big adjectives, and bold expressions, all have their places. Be careful not to advertise in the same sub-divided advertisement too many articles of the same class, particularly if all are illustrated. The picture of a twenty-five-dollar chamber set looks cheap alongside of an en- graving of a hundred-dollar combination. Furniture advertising must be of the focusing, pointed, single kind. Point Florentine Border No. 163. 12 VI, nu WIN A 15 O WI NY . U IN As we 1 Van Un V ? A UA w V * Dainty Dining Designs & Su attens VIN. WAPA 2.NL . 14 V 12 Aim Nyt . VUTVU. V li 1 11 V 1 ES , ile IV AV W VIL V PLATE No. 4.-Adapted to high-class advertising. Set in Old Style Antique. 18 Point Border No. 1802. S Prices are a consideration, and it is advisable to use them in more than half of the advertisements, unless the store caters to an exclusive set. Illustrations should do the articles justice, or they should not be used. It is occa- o show a picture of a furnished room, rather than the wooden cuts of lonely furniture. Never direct the advertising, unless for office furniture, to any one except the woman. Cater to the young married people. Issue booklets on the care of furni- ture, and become the furniture authority of the town. See Depart- ments, “ Carpets," “Crockery, Glass, and Lamps," “ Department Stores. "Heating" nam 6 Specimens.” PLATE No. 5.---Another excellent catch-line. Set in Johnson Old Style. 24 Point Florentine Long-Life Chairs Border No. 147. Hats “Better fit the hat to the man, not the man to the hat :' va NI . IL T II. Hit Ol ) Kita AVICE RE) 1 VAN X EROX XOXO0/0.080:00:0:00 ed eeeeeeeeeee®®®8 - - XOYOY -' . .. T . Inn IASAAVIRTA OOOOOOOOOO Cranium Comfort : W US 80.0:0:0:00 * SA 2x129) D HE store selling hats exclusively occupies about the fourth position in the line of extensive advertising. Hats need not be advertised on so broad a scale as clothing or dry goods, yet the hat, being in universal demand and an article of fierce competition, demands liberal space and progressive publicity. The sale of hats, although largely confined to the seasons, is to an extent continuous, and requires con- stant and perpetual advertising. The local newspaper offers the only indispensable medium for the advertising of hats. The good hat ad- vertisement should never be less than three inches, and often a column may be used to advantages. It is better to PLATE No. 2.--Worth using occasionally. Set in Extra Condensed No. 8. 12 Point Border No. 1233. advertise only one hat at a time, even to the extent of a full column, than 2009098000 to confuse the hat buyer by giving him too many hats PLATE No. 1.-Not original, but striking. Set in Howland. 12 Point Border No. 1209. to consider before he arrives at the store. Unless the store is of the highest grade, prices should be given frequently in the advertisement. Cuts may be used to illustrate styles, but they never can be made to present quality of finish. Many men do not know what kind of hat they want, and often the advertisement of a single hat will bring them to the store. Half the wearers of hats do not buy hats often enough, and it is the busi- ness of advertising to stimulate good hat appearance, and to convince the PLATE No. 3.—An excellent line. Set in Boldface Condensed No. 7. people that a shabby hat makes all the . . VA NI 1/4 III V ) W Hat Style Pica Border No. 228. 851 852 FOWLER'S PUBLICITY OOOO D00000 omdogo . TIL! ITIN 19 SER SNI - - - - - - . I LY SSS RSS CSSESSES RSSSSSSS SSS He Mio IHTO HO 三关至圭圣手动 ​DU ES ACA. S1 r - - - WOOOOOOOOOOO rest of the man look shabby. Most hat buyers can be made to purchase three times as many hats as they are now buying. Occasionally, and in the most pleasant way, poke at those Those new hats we have just shockingly bad hats. 'received in all the latest Give people to understand that the hats not blocks. Take your only fit the head but fit the wearer of them. choice, Derby or Fedora. One can become a hat harmonizer, and a hat fitter, as well as a hat seller. Every man should have a straw hat, and perhaps two, a dress-up hat, a comfortable hat, a stormy day Bidelman & Lane. hat, and a cap. The following headings are suggested for what they may be worth in the construction of hat advertisements:- “Hats OBBY That Fit,» « Hat Fitters," “ Hat Harmonizers," “Style Hitters,” 6 Hats of Comfort,” “Dressy PLATE No. 4.-Reproduction of unprofitable originality in Hats,” “ Hats typographical display. You Look Well In," “ Hats That Match Your Face,”. “Hats That Fit," “ Comfortable Caps," “ Stormy Day Hats,” “Cold Weather Hats," "Warm Day Hats," “Hats of Busi- ness," “ Indoor Hats,” “Hair Keeping Hats,” “The Hat Your Wife Likes," “ Make Your Husband Buy a Hat,” “ He Needs a Hat," 66 Want a Hat ? ” “ Your Hatter," “ Hatters to Men,” 66 The Straw That Wears," “Shady Hats,” “Cool Hats,” “Head Coolers," “ Sun- stroke Preventers,” “Does Your Hat Look Well ?” It is advisable to occasionally advertise directly to the in Condensed Title No. 3. 12 Point Border woman that she may make the man buy a better hat. If the felt hat wearers do not buy straw hats in the Summer, advertise — and quote your authority — that cloth hats in Summer heat the head, thin out the hair, and are as uncomfortable as they are injurious. Pay for the opinion of the local doctor on wearing the wrong hat, and make his decision public. Especially advertise hats for boys, and bring out strongly the points of durability. See Departments, “ Clothing," “Department Stores,” “Shoes,” “Tailors," the sub-divisions of “Furs,” “Gentle- men's Furnishing Goods,” and “Gloves,” in Department of “ Trades Specifically." Sitada taaaaaaaaaaaaa Head Ease PLATE No. 5.-Rather a good line. Set No. 11 You Need a Hat . . CoRC.39393*OSTOS1952939296296296296193 PLATE No. 6.-Can be used at opening of season. Set in Doric. 12 Point Border No. 1216. Hotels “ Shall I not take mine ease in mine inn ” AL to sleep in. Third, special * All You These conditions are in Can Eat Only AMALIA ROM an advertising point of view there are but two classes of hotels,- those that are open all the time, and those that are open a part of the time. In the first class, the hotel may be only commercial, or may cater to idle as well as business people, or be a combination of the two Lavanda classes. Under the second classification, that of hotels open all the time, appears the family hotel, as distinct from the “ tran- sient” hostelry. The hotel has for sale three distinct commodities: First, something to eat. Second, a place o to sleep in. Third, special inside or outside attractions. These conditions are in every sense articles of trade, and must be advertised in PLATE No. 1.--Not very dignified, but the same way regular com- business-like. It hits the summer stomach. Set in Howland. 12 Point Laurel Border modities are successfully No. 2. announced. If the food is remarkably good, or the price is remarkably low, or there is anything unusual about the variety or wholesomeness of it, then these facts should be advertised most prominently. If the rooms are homelike, airy, cheerful, clean, and comfortable, then these points of advantage should be brought out conspicuously. PLATE NO. 2.-An excellent form for near- The hotel in itself has but two things to advertise, its food and its lodging facilities, but beyond that, and often of more advertising importance, are the surroundings, the convenience of loca- tion, the healthfulness of the country, mineral springs, lakes, ocean, rivers, drives, views, and anything else which the public will appreciate. Advertise most prominently the one great point, and let other points be secondary to it. Set in Taylor Göthic. °Nonpareil Border No. 219. Away 2 should be advertised most prominently. by hotels. Set in Old Style Condensed Title. 18 Point Barta Border No. 248. 20 Feet From The Open Ocean PLATE No. 3.-A good heading because it says something. 853 854 FOWLER'S PUBLICITY C Of Rest TL The best known and the best advertised hotel is the one which has some one advantage, and is known by that. All hotels are supposed to have comfortable rooms and appetizing tables, whether they do or not, and expressions like, “All the delicacies of the season." JE T V “ Large airy rooms,” and “If you come once you will come again,” however much If you want style, they may mean, are taken as there are other places meaning nothing. -the Blank Hotel gives inside and outside com- If the hotel is located fort, is near to Nature's where the surroundings are (AAAAAAAAAK heart, and its rates are the important conditions, ad- PLATE No. 5.-An attractive head- ing. Set in Antique Condensed. 14 low. vertise where it is more Point Barta Border No. 245. prominently than its name. The term, “ American PLATE No. 4.-A form that appeals to the masses. Set in Howland Single Rule House,” stands for all hotels in America, and there Border. is nothing about it to indicate quality, scenery, or other attraction. If two hundred square miles of valley are in full view of the American House, let some statement to that effect be advertised as prominently — or more prominently-as the name of the house. Always give the location in every advertisement of a city hotel. The attractions surrounding the hotel which is not open all the time should be more a part of the hotel's advertising than the mere announcement of the hotel itself. The reader's eye will run over the line of names, and stop at the prominent announcement of a condition or attraction. The advertisement beginning “Good shooting at the American House” means a great deal more than DE E LE DE an advertisement with the American House in large type, and the sporting attractions in smallest letters. “ Opposite the depot” attracts the tired traveler, and he who would save time and cab money. See Depart- ment of “Recreation.” Several hotel forms of adver- tising appear in Department of “ Specimens.” Near Every- K ment of " Reifen AAR Where 0000000 Family Satisfaction 000000000 PLATE No. 6.- A good catch-line for a city hotel. Set in Jenson Old Style. Bird Border No. 267. PLATE NO.7.-Rather a good heading. Set in Nubian. Pica Border No. 220. Heating “A good house-warmer and a good home-cooker” Care VIL me giugamayo longer do men indiscriminately pile on coal and wood and heat and cook by quantity. The opening days of common sense and science for heating and for cooking arrived some years ago. Artificial heat must be as healthful as the rays from nature's sun, and the cooking oven must adapt its work to the good and not to the injury of the ach. Concentration of space, economy of fuel, and ease in care are essential, and the best of advertising cannot make old apparatus acceptable anywhere. Heating apparatus of every class must be advertised in two distinct ways: -- To the consumer or user, and to the builder, contractor, or architect. Comparatively few owners of buildings or houses adopt any method of heating without consulting some one supposed to be expert in this line; and as every manufacturer is biased in favor of his apparatus, the owner generally consults some builder or architect, or else some other owner of similar property. A part of the advertising must be pleasantly scien- tific, and adapted to the taste of builders and architects. This class of advertising must appear at frequent intervals, and no one whose influence is worth having must be allowed to forget the apparatus, or its salient points. The general and local ad- vertising of all heating apparatus should be largely directed to the woman, for she, much more than the man, is interested in home warmth, fuel economy, and simplicity of construction. It is obvious that the bulk of the general advertising for the heating of large buildings should be directed to the man, but even in this case the woman's influence should not be entirely ignored. There is nothing artistic about the furnace or the boiler, and the appearance of it need not be ad- vertised. What it will do, and how cheap it will do it, — not how it looks, — are the points to be brought out in the greatest prominence. The furnace, in these days of competition with other methods of heating, needs extensive advertising, and the advantages of the method, as well as the qualities of the furnace, must be brought out prominently. Hot water heating is a com- paratively new method of home and building warm- ing, and while it is similar to other systems, its own PLATE No. 1.-Rather a good expression. individuality must be advertised. If the hot water pareil Border No. 216. Steam Sense min Com- rm- Set in Philadelphia Lining Gothic. Non- 855 856 FOWLER'S PUBLICITY Pooking I Stoves . heater dealer sells other apparatus, he must be careful not to advertise too many “bests,” and not allow his hot water adjectives to interfere with those pertaining to his furnace or other appa- ratus. The advantages of hot water heating are not generally understood. Even to-day some people think that the apparatus is com- plicated and perhaps dan- gerous. Its intrinsic merits are not fully appreciated. • Economy is a cardinal point and must be prom- inently advertised. Give the figures that do not lie. PLATE No. 2. — Worth using once in a while. Set in Contour No. 1. 6 Point Quote heating facts. Ad- Lovell Border combined with Single Rule. vertise simplicity. Point out the fact that with this apparatus each room receives the same amount of heat irrespective of the wind. Enlarge upon the healthfulness of the method. Print testimonials and scientific opinions that the people can understand. Distribute booklets illustrating rooms heated with hot water. · Do not show too many technical cuts. Illustrate the rooms and what the heating will do, more than the apparatus itself. Show happy people in a well-warmed house, instead of a technical cut of the boiler. Do not send out technical pamphlets except to the profession. Advertise cleanliness and fuel economy. The field of steam heating is much broader than that of any other method of pro- ducing artificial heat, because it is pretty well understood, and known to be ex- tremely economical. Advertising should educate the home-owner to use steam instead of some other system, and should convince him of its safety, cleanliness, healthfulness, durability, and economy. Notwithstanding that MHHHHHMMM steam is well known among men, the average woman is afraid of the boiler LOT bursting, and it should be the busi- ness of advertising to convince her of the impossibility of such an acci- dent. PLATE No. 3.-Always an effective expression. Set in Howland. 6 Steam heating should be advertised Point Florentine Border No. 169. about the same as hot water heating, as the two are so closely allied, but when the same house is making both apparatus, great care must be taken or the advantages Coal Savers . HEATING 857 1 la A Cooker San Diego maanane ne pomenuoraan menempe m oremo premagal of one will handicap the ad- vantages of the other. Cooking stoves, except those used in' hotels and by bakers and restaurants, are SAHAANA SASA UHRAUHUHUHUHU. for the home exclusively, and PLATE No. 4.—A very good line. Set in Gothic No. 6. 8 Point Contour Border must be advertised to reach No. 256 combined with 8 Point Collins Border No. 201. the woman, with a complete forgetfulness of man's existence. Advertise the baking or the heating qualities first, and then the economical side. Select one point at a www time, and advertise that extensively; then present another point, and then another. Oil and gas stoves should be advertised in the same style as cooking and heating stoves. The following headings are suggested: “ Home Warm- ing," 6 Is Your House Warm," “ Were You Warm Last Winter? ” “ No Dust,” “No Gas,” “Fuel Economy," “Good Warm Air,” “No Chilly Rooms," “ Everlasting Warmth,” “ Coal-Savers," “ Fuel-Economizers,” “ All the Heat You Want," 6 Patience-Saving Furnaces,” 66 The X********************* PLATE No. 5. – Nothing original Heat of Health,” “ Fire When You Want It?” “ Money- in Round Gothic No. 40. Maltese Cross Saving Burners.” See Department of “ Specimens." Border. Stoves about it, but there is business in it. Set The Inner Man “ According to the food we eat, so are we” MOX ATT PE ND, HE condition of the times affects the sale of inner man goods less than it affects the sale of any other necessity. If the slipshod attention given to the advertising of things to eat were given to the selling of them nearly every dealer in the eatables would be bankrupt. With uni- LEGAL versal demand in its favor, and the certainty that the goods must be purchased, it is difficult to understand why the greater part of food advertising is pos- itively objectionable to the eye, and devoid of any appetizing element. The multi- plicity of the stock, unless one sells but one thing, admits of daily freshness in advertising. There are few stores with better opportunity for advertising than the grocery. The conventional advertisement, stating that a man is a grocer and sells choice teas, and fine coffees, and then enumerates from a dozen to a hundred differ- ent articles of trade is worth something because it keeps the name before the public, but it will not sell one ninetieth part of the goods that a freshly worded, specific ad- vertisement is sure to assist in selling Everything in a grocery store can be specialized. Start a molasses run; then an- nounce canned goods; then advertise flour, one brand at a time; present a fresh of prunes; have something to say about spices. Any article can be forced into demand, and even though the profit upon that article may be small, the announc- ing of it will bring people to the store, and when they are once there, it is the store- keeper's fault if he does not sell them other goods. Advertise seasonably. Even fly paper will produce a mild sensation. The advertising can be ed- ucational; it can suggest and advise, and largely frame the character of the That is, coffee that is nothing local trade. Men do not buy groceries, but coffee, the pure unadulterated, and it is useless to try to make them. untampered-with, carefully grown Advertise to attract the woman. Fre- berry. quently announce prices. Change the advertisement every time. Never use less than a quarter of a . PLATE No. 1.-A good advertisement for coffee. Set in Howland. column, sometimes an entire column or All-Coffee 18 Point Newspaper Border No. 20. 858 THE INNER MAN 859 a page. Flour re- m m and you to tie used all & Yesterday's Eggs 3 TTA a page. Flour re- quires considerable advertising. As flour is used all the time, the size of the advertisement Cerererererereelleeeeee should not vary ma- PLATE NO. 2.—Rather a good headline. Set in Taylor Gothic. 12 Point Newspaper Border No. 71. terially. Advertise it under some specific name, or else state in the briefest possible language the peculiar qualities of the brand. Few people know how to make bread, and the advertising can tell them how. It may pay to preach the gospel of good digestion, and to tell people how to practice it, and to sell the flour for the practice. Coffee and tea should not be advertised together, for while the majority of the drinkers of one indulge in the other, the articles are distinct, and require individual hand- ling. They should be advertised all the time. In these days of adulterated tea and coffee the burden of proving the genuineness of the brand and its flavor rests upon the advertisernent. It may pay to issue leaflets on the making of tea and coffee, and to occasionally print the sub- stance of them in the advertisements, or to an- nounce that they can be obtained for the asking. It will cost very little to set aside a part of the store as a retiring room for ladies. Oriental decorations are very inexpensive, and small cups PLATE No. 3.-A good heading for a fish advertise- of ten or otros mot littie ment. Set in Gothic No, 6. 18 Point Newspaper Bor- of tea or coffee cost little. Inne Inaugurate a free der No. 5. checking room for parcels, and encourage ladies to make the tea and coffee department a rendezvous. Meat and provisions are sold continually and require continuous advertising. An- nounce a specialty or regular, one at a time. The following headings are suggested : 66 The Meat That’s Fresh," “ Tender Steak," "Juicy Chops," « Regal Roasts,” “Well Fed Pork," “ Inspected Beef,” “ Sound Potatoes,” 6 TO-Day's Berries,” 66 Solid Squashes,” “Farm Freshness," “ Nothing Stale,” “Plump Fowls.” It generally pays . to announce Izra FUBTITIVIZIUBEAUX prices, unless the store caters exclu- sively to the L I II11I11 highest grade of trade. Per- UZBUD2H8158UZEUDESUB2355 haps it will be PLATE No. 4.-A general headline which can be frequently used. Set in De Vinne. 12 Point Newspaper Bor- der No. 56. Fish That's Fresh caters excel ? Everything Fresh 850 FOWLER’S PUBLICITY TT Fruits For 1 s as Morn Noon And T profitable to advertise bills of fare, presenting a fresh one for each day. It is advisable to name some of the articles, giving them an appropriate name as “ Rosemary Potatoes,” “ High Grade Meat,” “Guaranteed Chickens,” “Elm Farm Sau- sages." Fish advertising, like that of markets, must be continuous. Always present some particular kind of fish. Make the advertisement as fresh as the fish, provided the fish is fresh. Tell people how to cook fish. Do not use such expressions as “Dealer in Fish, Oysters, and Clams." People eat only one kind of fish at a time, and are interested in only one kind at a time. Milkmen need continuous advertising. Adver- tise milk purity, promptness of delivery, and guar- antee of quality. Perhaps some of the following headings may be used to advantage: “All Milk," 66 Waterless Milk,” “The Milk of Purity,” “Health- ful Milk," “ Honesty Milk,» « Clean Milk,” « The Milk of Certainty.” Occasionally present a certifi- cate of purity, and tell about the careful care given to the stock and to the cleanliness of milking. PLATE No. 5.-An admirable heading for a fruit store. Set in Johnson Old Style. 12 Point News- Fruit must be advertised the same as provisions paper Border No. 79. and other perishable articles. The general fruit. ad- vertisement is worth very little. Advertise apples one time, then oranges, then bananas, then any other kind of fruit you carry. Encourage fruit eating, and prove to the people that fruit should be eaten at every breakfast. Print the result of an interview with the leading physicians and prominent women of the town. They will all advocate universal fruit eat- ing. Suggest and advise. All articles of food must be advertised in an appetizing way, and must appeal to the taste of the readers. 000000000000000000000 00000000 00000000000000000000000 000000000000000000000000. 0.0.. : PLATE NO. 6.—An excellent headline for any kind of flour or cereal. Set in Howland. 24 Point Newspaper Border No. 5. Insurance “ Protection is the first law of property" 1 All Policies uow issued are subject to the Massachusetts non-forfeiture law, which guarantees a CASH SURRENDER value, or paid up insurance to every policy bolder, should he at any time discoutinue pays ment of premiums. AUSE the intelligent man understands the economy, profit, and necessity of insurance, it has been too often assumed that the rank and file of people everywhere appreciate insurance at its true value. A knowledge of insurance is by no means universal, and a large part of prop- ATATAS erty, and a good proportion of lives, are either not insured at all, or else insufficiently JOHN BLANK MUTUAL LIFE INSURANCE CO. protected. 178 Devonshire Street, Boston, Mass.. Insurance ad- STEPHEN H. BLANK, President. vertising needs to be educational Send for a copy of the law.and a specimen policy. as well as point- edly business- PLATE No. 1.—Reproduction of an ordinary form of insurance company advertising. like. It must also be suggestive, for one half of the people who are not insured know that they ought to be, and suggestive advertising brings the procrastinator into line. Insurance is a commodity, and must be considered de neither as an expense nor as a luxury. Half the insurance advertis- ing tends to defeat its own object, by an- nouncing insurance as an expense, and as a sort of lottery, or as an Drop a Postal for our specimen policy, illegitimate visionary written in your interest. something, until people John Blank Mutual Life Insurance Co. have learned to dis- trust insurance com- 178 Devonshire St., Boston. panies, and to under- Stephen H. Blank, President. value the necessity of APERQENDROIEHET DEIBERO1000R0115 HELBEELDHE 40726.00 Non-Forfeiture Life Insurance 回回回國圆圆回回回回回回回回回国回園區园回国回回回回 ​n C22EK20200 ACHTUPp8 insurance. The wrong PLATE NO.2.-Matter in Plate No. I re-written and re-set. Condensed No. 3. Pica Border No. 209. 861 862 FOWLER'S PUBLICITY *BOGEE’INSURANCE CO. OF NEW YORK, Y ura TNCA al a side of it has been turned toward them. The manager of one of the largest insur- ance agencies in the world recently told the writer that he himself did not under- stand half the literature sent out by his com- JOHN S. Solicitor, pany. If the 95 STREET, = = = = = BOSTON. ASSETS, $159,507,138.68 · LIABILITIES, $147,476,171.52. SURPLUS, $12,030,967.16 manager of Risks in force in 1891, 225,507 Policies amounting to *695,7523,461.03 The Best Company in the World is the one that Does the Most Good. Correspondence solicited. agents, and a man command- PLATE NO. 3.-Reproduction of an agency advertisement of a large insurance company. ing an income of fifty thousand dollars a year, could not, or would not, understand the advertis- ing of his own company, what reason is there to assume that the unsophisticated outsider appreciates insurance statistics and present insurance adverti arguments presented by some insurance companies verge upon the ridiculous. The writer recalls a conversation with a solicitor from one of Massachusetts' largest com- panies, in which the representative admitted that his company was superior to others only in one particular, and that the unequaled advantage his company offered was that the insured could commit suicide on the day of the first payment, and the family collect the insurance money. Insurance Que agents, and insurance advertisers, seem to forget the one great vital condition; they run into a string of meaningless sentences and useless figures. As much space is given ab to the figures at the right of the decimalt point, proportionately, as to those at the left of it, and fortunes are expended every year to inform the people that there is ninety-eight cents connected with ninety- eight millions of dollars. 234,567 representative men * The insurance report should be printed, but it should not form the preliminary ad- ale ance Co. of New York. Drop vo vertising. Three quarters of insurance advertising is | me a postal and I'll call and I simply a perfectly balanced table of figures, o, tell you all about the eco- lo or else is for the personal publicity of the 1 nomical protection it gives. Y board of directors, who evidently think they John S. Blank, 95 Blank St., are for sale, because they advertise them- selves more than what they sell. The fact that the company has written more insur- ance than any other may be in its favor, but Condensed Old Style. 12 Point Leaflet Border, Series H. not necessarily, because the public may construe this fact to stand for over-risk. The insurance company is simply a protector for the property necessary to pay its claims, aningless sentences 721 567 234.567 đi đ ể — PLATE No. 4. —Matter in Plate No. 3 re-written and re-set, INSURANCE 863 C L LT S. and the burden of its advertising should be to ESTABLISHED 1845. prove that the protection it claims is the protec- tion it has, and it should amplify it by presenting H. W. SMITH, its ability to take care of its property. 178 FIFTH AVE., N. Y. The names of the directors should be given, if EVERY DESCRIPTION OF they are men of character and standing, but they INSURANCE should not be over-advertised. TOURISTS POLICIES ISSUED. The advertising of the building, or of the size Agents of THE LONDON ASSURANCE of the offices, or of the number of clerks, shows (Marine) OF ENGLAND. expense or extravagance, and is likely to create Telephone: 2553 a suspicion that the company is being run for PLATE No. 5.-Reproduction of a well-set insurance the benefit of its officers and not for its policy advertisement. holders. Insurance is a commodity, and should be advertised as other commodities, by advertisements in magazines, general publications, newspapers, and by the publi- cation of booklets, folders, and other printed matter, all of it to appeal to the common I insure Everything Your house, your stock, your clothes, your life. H. W. Smith, 178 Fifth Ave., New York PLATE No. 6.—Matter in Plate No. 5 re-written and re-set. Boldface Condensed No.7. Pica Border No. 206. sense of the people, and not be overfortified by banks of figures, but with a presenta- tion of protected fact. Other departments of the book present forms of advertising adapted to insurance publicity, and practically every department in the book contains suggestions adaptable to insurance. See Department of “ Specimens.” Jewelry and Clocks “ A sparkling, jeweled panorama of gems of beautiful usefulness” P W AG YIQ. XX BUY Xos Iw E JHE policy of confining the bulk of the advertising to the holiday season cannot be defended by any method of argument. The use of jewelry and clocks has become universal, and has developed from a luxury to a necessity. These goods must be advertised throughout the year, the advertisement being increased in size before and during the holidays. Women are the buyers, and the advertisements must be almost entirely for their guidance. The advertising not only tends to sell the goods, but stimulates a desire for the ornamental and the beautiful. Just We haven't been in Half the people do not know how inexpensive Sbusiness' all these years without learn good jewelry is, nor do they realize the necessity of As We {ing something. It's (the same way when good watches or good silverware. The advertising Spurchasing a Gold Expect. should educate them into having what they can Watch or a Diamond or-Fine Jewelry. You brightening power of beauty, convenience, and orna- ment, and to know that the better class of luxuries down to business? may be but happy necessities. The poor-watch man may think he does not need a new watch, or he may put off buying one. It is the business of advertising to watch everybody. There are not half enough clocks in use. There should be a kitchen clock, ser WILDLOVCOVANILE : learn where to go. TT . PLATE NO. 1. Reproduction of a “blind" and bad advertisement. Why doesn't the advertiser get DICADALA Watchless Watches parlor clock, hall clock, and sey- eral chamber clocks in every home of comfortable dimensions. Too many clocks do not spoil the house. It is the business of advertising to teach the people that a silver or rather watches that don't need ice pitcher looks well and saves watching. ice. MEDVODIODOWODOODEDVODIODUKSI Advertising which says. 66 John Doe 5*50* PLATE No. 2.-A suggestion to the advertiser in Plate No. 1. Set in Taylor Blank, Jeweler, may prove to be Gothic. 18 Point Barta Border No. 250. 864 JEWELRY AND CLOCKS 865 ND 1 a C ment. like the smooth bore gun which hits by accident, NOTICE. and crushes rather than penetrates. The word “ Jeweler” stands for everything in WE DO NOT ADVERTISE BUT SELL Watches and Jewelry general and for nothing in particular. The jewelry establishment contains a conglom- 20 per cent. cheaper than those erate collection of articles, and to sell those things that do. it is necessary to advertise them one at a time, PLATE No. 3.—Reproduction of a liar's advertise that each bright piece will shine in its own bril- liancy, and not be outshone by too brilliant sur- roundings. The watch buyer does not see a suggestion of watch buying in the ad- vertisement which reads " Jewelry." The advertisement of clocks of every size and price may not sell clocks, for the clock buyer stands as a fool among many clocks, and may choose none, because he does not know which to choose. An advertisement of a kitchen clock sells kitchen clocks; and the buyer of it, beginning at the kitchen, may end at the attic. An advertisement of silverware means nothing, but an advertisement of a silver spoon stands for spoons. The line, “ Your watch needs.clean- ing," will transfer the watch from the customer's pocket to the counter, while the expression, “Fine watch repairing," will keep the watch in his pocket. Advertise something new, or have the advertisement of something old so bright that old things will seem like na new things. thine Finely printed circulars, Tinele printed circulare PLATE No. 4.—The advertiser in Plate No. 3 had better head his an- pay, and the higher the grade of printed cut. Set in Johnson Old Style. 18 Point Barta Border No. 247. matter the more profitable it is. Never use the flyer and handbill. Give people ad- vice on the care of jewelry, watches, and clocks. Issue a little booklet of practical information. Become the local authority on watches BraEEPEAKEEEEEE Watches o Jewelry At 20% Discount n- nouncement like this, and follow it with a truthful reason for the price- You need a Clock Out of Spoons Coco80805C90509COCHOCOC90909 PLATE No. 5.--Set in Bradley. 8 Point Florentine Border No. 227. PLATE No. 6. - Set in Satanick. 6 Point Laurel Border No. 2. 866 FOWLER’S PUBLICITY elry The New Year AT- JEWELRY STORE and je Make the wom- an who wears one ring wear two rings. DRAKE'S Convince the man who finds fault with his boy because his boy is late, To keep our stock perfectly bright and free from styles which are that the best gradually going out of date, we thing for the have decided to add a new feature, boy is a watch. PLATE No. 7.-Reproduction of a well-set, but not well-worded, advertisement. Not “the new The man who year" but what is new in the new year should be advertised. has his watch cleaned every twentieth of a century can be made to bring you his watch every year. You can be- come a business philanthropist. You can make people prompt. You can make their eyes see clearer. You can teach them to admire the beauti- ful. The world of art is at your disposal. OOK This Year's Jewelry Only ඉස්මතෘස්මස්මල් TT 1 PLATE No. 8.--A good heading for the advertiser in Plate No.7. Set in Howland. 24 Point Collins Border No. 189. Music < < “Music is love hunting for a word” DISOR SERT DK À - - - . . DJHE buyers of pianos, organs, and other musical instruments, and of sheet music, come from the average people who handle music as they bake bread or run a lawn mower. Music, and all that pertains to it, must be advertised as a commercial commodity; it is seldom that the KAR refinement of ethical lines pays. A certain amount of advertising must be done to reach real musicians, because even though there may not be enough of them to support you, their influence in your favor is invaluable to you. You have a piano to sell. For your common ad- DOMYYNYT 22: 22:22:22MM vertising pick out the points concern- ing that piano 000 which directly ap- peal to the ma- jority of your cus- PLATE NO. 1.—An effective headline. Set in Bradley. 12 Point Laurel Border No. 2. tomers. • No matter if the outside finish has nothing whatever to do with the inside quality, advertise the finish if people want it. As most pianos are advertised as “ of unequaled tone," and of the “sweetest of musical purity,” it might be well for you to strike out boldly in some other direction, and not to follow the hackneyed expressions of other advertisers. Deny it if you will, but the durability of a piano or an organ is considered as seriously — if not more so --- as the quality of its musical tone. . aber die gemeens Piano Excellence i X oXoXoX0*0*0*** * ********* ***** * * *0*O*0*0*0*0*0*0*0*0*0*0***0*0*0*0*0*o* ***************************************** * *o.o* * - . Quality Tones . OVOVO KOVOVOXONOWO Ovo OVO KOVO KOVOVOVO ************* **** * **** *** ******************************** PLATE No. 2.-A general headline applying to all musical instruments. Set in De Vinne. 12 Point Border No. 1201. 867 868 FOWLER'S PUBLICITY . 1 M elody Testimonials are absolutely essential in the advertising of musical instruments. Ad- vertise one at a time, and the next time advertise another one. Comparatively few people realize the home- brightening advantages of a piano or an organ, and your advertising must be educational as well as of direct selling quality. The instalment plan of selling these instru- ments opens a field of extensive publicity, and justifies even sensational methods. As nearly all musical instruments look alike in the newspaper illustrations of them, cuts are not recommended, except in the circular or catalogue. The catalogue should never be circulated promiscuously; it should be sent out only by Guaranteed for five request, but an effort should be made to make years. Tones of sweet- people request it. It is suggested that one of the best methods mess. Longest longevity. of advertising musical instruments is to engage Instruments of satisfac the services of some good musician, and ex- tensively advertise a recital at your warerooms or in some hall, at stated intervals. It is better to limit the attendance, and to PLATE No. 3.-A good form of organ advertisement. Set admit no one without a ticket, requiring the in Howland Open. Barta Original Border No. 66. people to call or send to your office for the information. Avoid technicalities in your advertisements. Never say anything which the average public cannot understand. Music is largely sold by the jingle of it. It is your business to make the airs you sell popular locally. It pays to announce that some vocalist sings heathe catalogue should never be circulated tion. . 1 . TXT VV one of the pieces you Sve sell, but if local talent is using it, the opportu- nity for advertising is much increased. The printing of the first Home-Music stanza of a popular song song in SC ESTE in the local papers may Plate No. 4.-An excellent heading for sheet music advertising. Set in Johnson Old make people desire to Style. 24 Point Collins Band No. 217. know the other stanzas. Musical advertising should not be transient, and the adver- tisement in the local newspaper should seldom be less than four inches. Printers “ Setters of civilization” AL IVERY department of this book is directly interesting to printers, but courtesy suggests that this trade of all trades be individually considered under its own title. The fact that comparatively few printers adver- tise in the newspapers or use any other stated method of publicity is 250ml not sufficient ground for the substantiating of any claim that the busi- ness which makes business should not advertise for business. The printer is a busi- ness man, and the work of his shop is as much a commodity as salt or the cooking VAAVAT WY 27 KEVA :::: ima . NI $ MINI Innlitt ho 13 . VAVAVAVO VAVAVAVAV M .. Printers of Originality LI OP. cat W illi DN1! IK LIN Z FRET VY SPREEN > EA NE TO O lobo AV EWAY Plate No. 1.-Set in Howland. Combination Border Series No. 96. stove. The printer who advises every one to spread his bread with printer's ink can grow fat on the same diet. The conventional printer's method of advertising, usually confined to a long, wordy circular, or a calendar, undoubtedly does good, but this a 869 870 FOWLER'S PUBLICITY advertising should be supplemented with the same kind of publicity that made other concerns prosperous. Besides advertising that he is a printer, he should announce each class of work, as billheads, catalogues, cards, circulars, invitations, posters, and booklets. Occasionally announce promptness, quality, and artistic display. Illustrated work needs considerable advertising. The public should be impressed * * Q W . We Can Print PLATE NO. 2.-Set in De Vinne Open. Combination Border Series No. 94. with the facilities for doing this class of printing. Many a business man does not realize that he is in need of printing until the advertisement tells him so, and the en- terprising printer who advertises will not only obtain the bulk of the work that is ready for the printer, but will create new work by making people use more printing. One can be a general printer, and yet be known as a specialist. ITY PRINTERS 871 V000000 1 Printers of Style Constantly send out little advertise- ments illustrating some particular style of paper, type, or ink. It is well to establish a regular system of OOOOOOOOO O mailing booklets or cards to a selected PLATE No. 3.-A line worth using. Set in Bradley. 24 Point Collins Border No. 189. list, each article rep- resenting what there is new and progressive in the art. If one issues a calendar one year, and finds it pays, keep it up, for those who have learned to appreciate the Desirable Designers PLATE No. 4.-Can be occasionally used. Set in Jenson Old Style. Nonpareil Border No. 216 doubled. live hypeteting calendar should not be permitted to forget the sender by the absence of it. It is the printer's business to advise the customer, and to produce a result that will be mutually profit- 999999999999999999999999999999999999999999999999999999 able. As long as he lives by preaching good printing and good advertising "heeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeee to others, he must PLATE No. 5.-An excellent catch-line. Set in Howland. 6 Point Laurel Border No. 2. practice his own doctrine, for the man who is not willing to do as he asks others to do may not always find a willing audience. Illustrations adaptable to this department will be found throughout the book. Printers of Everything Perpetual Promptness PLATE No. 6.—An effective expression. Set in Taylor Gothic. 12 Point Border No. 1208. Printing “ To folks who live on printer's ink" P 7 S LL there is in the development of the world of literature, art, science, A and business began and is fed and protected by the invention of Gutenberg. If there had been no type, there would have been nothing but a continuous and never advancing repetition of dark civilization. The music of the types is the still, small voice that connects all the good and makes the good better, and exposes all the bad and makes it easier to handle. Every printed page, whether from the encyclopedia or only a handbill, is a monument to the inventor of a method of dispensing civilization. One may eat without tables, sit without chairs, trade without counters, or ride without horses, but no line of business, no kind of society, and no form of education can begin or be con- ducted without the use of type and ink. The last quarter of a century has changed the face of printing, and the way of doing it. Where there were two faces of type, to-day there are a hundred. Where there were a few power presses, now there is perfecting machinery running at lightning speed. The paper that used to be printed at a thousand an hour is now run off fifty times as fast, and pasted and folded by the machine that prints it. Type-setting machines and machines that make type are in every large office, and the old refrain, “ The click, click, click of the type in the stick,” is merging into the new jingle, “ The drop, drop, drop of the type in the slot." Large books and catalogues should be printed in extensive printing establishments. High-grade catalogue work, and cut work of the better class, should always be given to those printers who use the most improved printing machinery, and have men trained for the handling of the best grade of work. All catalogue and book work should be electrotyped. The typographical appearance must be in harmony, and in styles of faces which will harmonize together and will not lead to one line interfering with the clearness of the other. Simplicity of printed matter is true art, and is to be invariably encouraged. The fewer typographical styles in any one job, the more artistic and effective it will be. The use of one series of type in its several sizes pro- duces typographical harmony. Printed matter is to be read, and whatever else it is, it must be so arranged that the reader will have no difficulty in reading it. Use no elaborate design, or fancy type, or anything else, typographically, except that which will add beauty without detracting from legibility. Throughout the book are examples of printed matter. Ta T '011 re 872 Railroads “ The race of the iron horse" & The Train of Sense has a right to demand; WEBDIET has been said that railroad advertisers seem not to consider that which they have to advertise as ordinary business commodities. It would seem to be self-evident that the use of the passenger or freight car was in every commercial and advertising sense a commodity as KOMENZIMA much as soap, flour, or cloth. The railroad has something to sell, and it is its business to sell that something at the maximum of legitimate profit. The printing of a time-table is all right, because when a train goes, where it goes to, and when it may be expected to get there, constitute information the public has a right to demand; without the giving of this data no railroad PLATE No. 1.-A catch-line which can be used occasionally. Set in De Vinne. 9 Point Con- tour Border No. 280. could exist. The public is no longer composed entirely of fools, and the day has gone by when any road can successfully advertise that it has the only line between A and B, and then in the smallest possible type add, “With Blankers’ Cars," or “Via Lonely Junction.” People nowadays do not care much about the “Great Original, Exclusive, and Only.” They are suspicious of a line which seems to be absolutely without com- petition. What the people want is something for their money, and they do not care about anything but a full or extra return for their cash. The fact that hard coal is burned is a strong point, and should be properly advertised. If the railroad has a double track it is better to advertise that point extensively. If the road is run by the Block System, assure the people of the safety given. Make it a point to advertise any special ad- At 2 P. M. from Broad Depot vantage like “Quick Time,” “No Delays," “ Sure Connections,” “Rock Ballasted Track, der ire For Bemouth And Everywhere In Virginia 17 Hours by Rail PLATE NO. 2. - Set in Howland. Barta Original Bor der No. 2. 873 874 FOWLER'S PUBLICITY 1 Trains leave as follows: DAS Utica, Frankfort, Canajoharie, Rotterdam Junction, Ravena, Voorheesville. the advertisement is ness, 66 Absence of Curves," “ Lack of Accidents.” Do not everlastingly talk about “ Luxuriously Furnished Coaches,” “ Meals With All The Delicacies of The Season," and other similar things which all other NORTH-SHORE roads claim whether they have them or not. The peculiarity of the human mind, or rather -- RAILROAD-- stomach, is that it is more interested in a state- COMMENCING JAN. 1, 1897. ment that there will be trout for dinner, than in GOING EAST. 10.15 a. m.-St. Louis Express, Daily. Stops at any wordy harangue on generalities. Do not continuously advertise scenery, beautiful 11.30 a. m.-Boston and New York Express. Daily. Stops at Canastota, Utica, Frankfort, Fulton- ville, Rotterdam Junction, Ravena. scenery, or views as “Superb” only. A line like “43 Towns in Full View” means 43 towns, PLATE No. 3.--Reproduction of the better.class and but an expression like “ A Magnificent Panorama common railway time-table advertising. To save space of Glorious Scenery” may refer to swamps and which is not necessary, as more of it would be substan- tially a repetition. Single Rule Border. stumps. There are altogether too many general- ities in railroad advertising. Pick out point by point, and use but one point at a time. True, the name of the road is impor- HHHHH tant, and most people may know that the A. & B. R. R. goes to Blank City, but all those people and those who do not know will be attracted by a line which says, “ 40 Hours to Blank City.” The average railroad book contains less information than the usual extravaganza. There are pictures in it, and there should be, and the more pictures the better, but the text is simply abominable. Some alleged literary man, who is a jug- gler of words and not a compounder of sense, is engaged. He mixes the scenery, the time-tables, the food, the cars, and everything into a perfect jumble, all of it dotted with quotations adapt- 10.15 a. m. St. Louis Express. The train of able to nearly all conditions. This writer comfort, speed, and scenery. Runs! daily. Stops at- describes impossible sunsets, and fairly 11.30 a. m. Boston & New York Quick train. revels in adjectives which by their super- Good enough for extra fare, but no extra fare. Runs daily. Stops abundance annihilate each other. ata Everything to him is superlative, and if the reader believes it he will wonder how therandarholiate it he will wonder how + PLATE No. 4.–One way of re-writing and re-setting the mat- ter in Plate No. 1. This advertisement simply shows style and the other roads exist. arrangement, and is not complete. The equipment of the train lile Oltct foaus CATsh. This exaggerated This cxa&scaled should invariably be given. Set in Howland and Roman. 6 the Point Florentine Border No. 169. form of railroad book writing disgusts the reader. Legends, reproductions of poems, and aerial flights of imagination too light to stay on earth, all read well, - but their place is somewhere else. What the TWO Great Trains To the East RAILROADS 875 ..0°C Certain Connections 30.... e.... 09... Oe.o. 900... Ooo.. Oooo.. OOO... PLATE No. 5. — An effective line. Set in Howland Open. 24 Point Newspaper Border No. 5. traveler wants to know is how long it will take him to go from point to point, what he will see on the road, how he will be treated inside and outside, and what are the special advantages,- all with brief descriptions of passing scenery. A statement that Mount Blank is 6,742 feet high; that an area of 150 square miles can be seen from the top; that the fare from Blankville there is $7.65; that he can leave at seven, ..... 50 Miles an Hour PLATE No. 6.- A conventional, yet effective line. Set in Gothic No. 6. 12 Point Laurel Border No. 2. i get there at one, and get back again the same night, and have a' filling dinner for a dollar, — are all worth more to him than what all the poets in the world said about this famous mountain. Time-tables should be made so that a professional education is not necessary to understand them. Avoid such expressions as, “ Leave for Blanktown.” It is better to say, “Leave Blankville for Blanktown.” Universal custom must be followed, for time-tables at the best are hard enough to understand, and any departure from the accepted rule, unless extremely simple, will cause confusion. The traveler who gets left may take some other line. Kabu 01 Nme Restful Berths * You can sleep in our sleepers www PLATE No. 7.—It is a good plan to occasionally speak of the equipment. Set in Jenson Old Style. Bird Border No. 267 PLATE NO. 8.--A good line to use frequently if the train is on time. Set in Howland. Combination Dragon . Border No. 27. 876 FOWLER’S PUBLICITY The railway employé is asked all the fool questions that can be manufactured, and his patience is tried to the breaking strain; but so long as politeness is a railroad com- modity it must exist even in the face of violent provocation to anger. No matter if - 20000000000000000000 Hotels on Wheels 00000000000000000000 PLATE No. 9.-A line which will attract the attention of the traveling public. Set in Bradley. 18 Point Collins Border No. 178. the passenger asks what time the ten o'clock train leaves. The railroad wants her money, and she may have fifteen nieces who can be made to travel over the oppo- sition line. People away from home are more or less confused, and confusion is an excuse. Men and women tourists, almost to an individual, will agree that the average ticket agent is by nature or education the most impolite of men. Because he does not own the road, and has a little power, he attempts to impress every one with the magnitude of his position. He simply condescends to sell a ticket, and allows him- self to favor the passenger. The passenger is the customer, and the railroad is under obligations to every one who buys a ticket and sends a pound of freight. The most successful stores are those in which politeness, courtesy, liberality, and consideration are a part of the conduct of business, and there is no sensible reason why railroads should be exempt from the necessity of treating every one as a cus- tomer. The writer generally travels between two points over one of the smaller roads, and without any personal interest in the matter, recommends that road to every one 50 Miles of Scenery PLATE NO. 10.—A conventional but fairly good headline. Set in Johnson Old Style. 18 Point Collins Border No. 221. of his friends. A larger and perhaps better equipped railroad makes equally good time and runs as frequently, but the smaller road employs gentlemen as brakemen, conductors, waiters, and stewards. RAILROADS 877 There is on this road a spirit of cordiality, and apparent effort to make everything pleasant, and a willingness to redress just grievances.. This smaller road says “ Thank you” when you buy a ticket, and the larger road expects you to thank them when you get your change back. The employé of the railroad, more than the president, represents the railroad to the passenger, and a Chesterfield official in a high place is worthless unless those under TY Square Meal Cars PLATE NO. 11.—While all the railroads are advertising dining cars it might be well to occasionally de- part from the dignified into the semi-dignified. Set in Taylor Gothic. Nonpareil Border No. 203. m him are as courteous as he is. True, courtesy on the part of the passenger is as com- mendable as courtesy on the part of the railroad official, but the railroad must not forget that he who asks for patronage must be subservient to him who patronizes. Every method of advertising is applicable to railroad publicity. A further discussion of railroad advertising is found in Departments entitled 56 Excursion Advertising,” “Recreation,” and “Water Transportation." Real Estate “The world is mine" ki OX KB OM Real Estate, Mortgages. SAND Xgw mXTHE real estate : HE real estate agent generally has a local reputation, and to maintain it as well as to gain it in the first place, he must never allow his name to be absent from the advertising columns of the local newspaper. If he has nothing to sell, then he should advertise himself as a receiver AGR E and distributer of the kind of property he handles. This class of advertising is either of the usual display char- C.H. WARREN & CO. acter or else in the form of classified advertise- ments. It generally pays to use both styles. In these days of exaggeration it is more profit- able to advertise honestly than dishonestly, and INSURANCE. to establish a reputation for truth-telling. If there is a disadvantage about the property, speak Orders taken for COAL at down town prices and promptly delivered. of it in the advertisement. The bad side will be turned outside anyway, and the confession of PLATE No. 1.—The usual form of real estate advertis- ing. Altogether too general. it in advance may disarm the worst of the crit- icism. If a house is not on the popular side of the street, or the sun does not shine into it, say so frankly, and state that 052- 2592 the price of the rent is reduced in consequence. In advertising a store or residence, do not go too much into detail. It is only necessary to state important facts. PLATE No. 2.-A good headline. Set in Boston Roman No. 3. Pica Border No. 225. Give the public something to think about themselves, and do not give so many details as to crush the desire to inspect. Do not always say ! In advertising a store or residence, w Home For Sale DDDD * «House To Let or Happy Home To Let simply For Sale." “ Store To Let,” or simply “ For Sale." Let the headings be specific. Precede the PLATE No. 3.-An excellent catch-line. Set in Dickinson Roman No. 1. Pica Border No. 222. 878 REAL ESTATE 879 " A Light Store," means a 1 A House of * Store no le Salerno audit Seven Sunny Rooms Let” statement by some descriptive adjective. “A Beautiful Residence," or “ A Light Store," means a good deal more than simply : “ House For Sale,” or 6 Store To Let.” To ad- vertise property for sale or to let without either telling cacaocoooooooOOOOO just where it is, or in what Plate No. 4.–Rather long for a headline, but effective. Set in Jenson Old Style. 18 Point Border No. 5. locality it is, creates an amount of useless correspondence. To advertise property without giving an idea of what it is worth, furnishes a good 1010010001INITIV11100101010 excuse for the reader to pass the ad- vertisement by. Almost invariably the price, at least approximately, should be given. Buyers and lessees of real estate 20101111110010101011001100100100003 have a definite idea as to what they want to pay for it, and are not likely PLATE No. 5.-Conventional, but businesslike. Set in Caslon Italic. 18 Point Border No. 4. to investigate property blindly de- scribed. Try to keep out of the conventional rut. Use different adjectives. It is much brighter to say 66 Ten Pleasant Rooms" than to announce 66 Ten Rooms.” If the sun shines on two sides of the house, say so. If 西圆圆圆愿圆圆愿圆圆圈圆圆圈圆圆圈圆圆圈圆圆圈圆圆愿圆圆圆愿圆圆愿圆圆國際​. EAN:19MEMOHLHEIKHDEW871. MAE8B787601AGHM the rooms are large, E sus PLATE No. 6.—Any mention of "home" is attractive. Set in Old Style Antique. Pica Border announce that fact. If No. 209. the store has been used for one trade for a number of years, bring out that favorable point. In these days of sanitary plumbing and other modern improvements, anything pertaining to convenience or health should be mentioned in the advertisement. Light Offices 3 园区云区园区园国国国国国国国国国国国国国国国国 ​koman Home-Land . Modern Houses . . . PLATE No. 7.-Not striking, but good. Set in Modern Antique. 18 Point Border No. 6. FOWLER'S PUBLICITY House of Comfort the clasifed departs 1 1 as the local papers, because the bulk of his Light Lofts 1 The city real estate agent must confine the bulk of his advertising to the classified depart- ments, and to newspaper display. PLATE NO. 8.—Excellent for a catch-line. Set in Condensed Old Style. Pica Border The country real estate No. 206. agent will use more of the display than of the classified style unless the local newspapers make a specialty of classification. The suburban real estate agent must ex- tensively use the large city dailies as well as the local papers, because the bulk of his trade is from the city. The suburban agent must tell in his ad- vertisement the attractions of his territory; PLATE NO. 9.–Common, but all right. Set in Johnson Old in fact, a description of the town and its Style. Pica Border No. 228. facilities is almost as necessary as an outline of the property. His advertising must be educational to a large extent, and it should be his business to convince city folks that suburban life is healthier, more social, and far more natural than the crowded home in the flat or city house. The advertis- ing of flats, apartments, and residences, should be very largely directed to the woman. Where the occupants of the property are dependent upon local convey- PLATE No. 10.-Good for any advertisement of a home. Set in Extra Condensed No. 2. Pica Border No. 223. ances, it is always ad- visable to give information concerning the number of trains, the fare, and the running time. Mention of the churches, schools, libraries, water, lights, markets, and other necessities and conveniences may appear in the advertisement, and should always be mentioned when these conditions are not understood. See Departments of “In- surance” and “Wants,” and sub-division “in Trades Specifically” of “ Auctioneers.” Wants Store of Location PLATE NO. 11.—A businesslike headline. Set in Doric. Pica Border No. 220. Recreation "Mix play with work, and do more work" 2 12 1 COW O N this department must be considered everything used in sport and recreation except wagons, carriages, and bicycles. Recreative articles may not be considered necessities, but the demand for them and their use in health-building place them, from an advertising point of view, in the list of regular commodities. Implements of pleasure generally are used during a specific season, and the advertising of them need not always be for the entire year, although experience has proven that in most cases it pays to adver- tise goods of transient use when they are not in use. The advertising of all recreative articles should continue ☺ throughout their season, and for a time not much less than the duration of the season before the season of use opens. Sportsmen, and those who enjoy recreation — as distinct from loafing — are habitual readers of periodicals, and there- 000000 fore the newspapers and the publications of general circulation PLATE NO. 1.-Nothing ori. constitute indispensable mediums for the advertising of this ginal about this catch-line but it is to the point. Set in Howland. class of goods. Generally articles of recreation or sport have some specific or individual advantage which had better be advertised in preference to general virtues. The term “gun” means very little. It refers to all guns, and to no gun in particular. Every sportsman has his own particular preference, which may degen- erate into a hobby. Hobby or not, the hobby must be DO00000 appreciated in sporting goods advertising. It is better to advertise what the gun will do, and what Ő For the it is, than to advertise the mere name of it too promi- nently. Revolvers should not be advertised with guns, but by themselves, and as articles of protection as well as The bait they like, and of sport. the hooks they snap Fishing tackle is one of the few articles which cannot at, and everything that be advertised continuously.. catches them easily. Keep track of the fishing, and when there is a run of some kind of fish, or some kind of fishing is popular, an- PLATE NO. 2.-A good form of fishing nounce tackle adapted to that particular fishing. Style. 12 Point Newspaper Border No. 75. SOUS. 18 Point Newspaper Border No.13. . Cumulation en ti re Fish tackle advertising. Set in Johnson Old 881 882 FOWLER'S PUBLICITY 000000 Horse=Home 000000000000 ? 1. 0000 m Outdoor ht Base-balls should be 00000000000000000000000000000000000000000000000000 advertised in general pub- lications and in the news- papers located where there is room for ball 80000000000000000000000000000000000000000000000000 playing. PLATE No. 3.-A good line for the heading of a regular boarding stable advertisement. Set The fact that a certain in in Taylor Gothic. 6 Point Newspaper Border No. 78. club uses the ball offers opportunities for extensive publicity. Foot balls, and tennis, and golf implements admit of general advertising, and of extensive local advertising where there is opportunity for their enjoyment. u ms Clothing for recreative purposes can be adver- Ştised very much like sporting implements. Pleasure boats, except large yachts, admit of a reasonable amount of general advertising, and of some local publicity. Their particular advantages should be brought out, one at a time, and special stress should be laid upon the economy of running and repairs. In the advertising of anything for rec- reation and pleasure purposes, it should always be remembered that the mind bent on pleasure con- siders that it has the right to vacillate with every wind, and that the advertising, as well as the goods, ment of articles of recreation. Set in Gothic Con- must be adapted to the popular fancy. densed No. 5. Nonpareil Border No. 203. Stables are here considered because the bulk of their business comes from those who ride for pleasure only. Advertise the comfort and style of the vehicles, and the speed and safety of the horses. If one does a boarding business, emphatically bring out the facts that he takes the best of care of the animals, keeps them in fine condition, and is always prompt in the execution of orders. The local news- papers are decidedly the only mediums to be used to much advantage by this class of advertisers. See Depart- ments entitled “ Bicycles," “ Excursion Advertising,” PLATE No. 5.-A headline adaptable to almost any kind of business. Set in Gothic “ Specimens," “ Vehicles.” Things PLATE NO.4.-A good headline for an advertise- monot bondanted to the cause LA HI '. Want a Boat No. 6. 18 Point Newspaper Border No. 20. Shoes “ The soles of trade" YTTI "Rall - V VIVERYHOES require considerable and continuous advertising. Clothing, necessary articles of sustenance, and shoes are the three human necessities of universal use, and of continuous consumption. True, everybody wears shoes and will wear them, suggesting a false and Skok yet apparently good excuse for limited shoe advertising; but in these days of competition, constant change of style, and frequent introduction of new ideas, the shoe seller who would succeed must advertise to better his regular trade, and to bring new trade. IS A GREAT SHOE. Shoes, clothing, and dry goods publicity stand Just the thing for at the head of the list in point of volume. Full Farmers and eve. pages are frequently used by shoe dealers, and for rybody out in all the advertising of shoe departments. sorts of weather. “RAIL ROADER” The average successful shoe advertisement is keeps your feet dry. not less than half a column. The conventional “RAIL ROADER”. advertisement reading, “John Blank, Dealer in keeps the dirt out. Boots, Shoes, and Rubbers,” keeps Mr. Blank's “RAIL ROADER”. name before the public, and informs folks what he stands rough wear. does for a living, but there is nothing of suggestive- RAIL ,ROADER" is strong, is serviceable, ness in such an announce- PRICE $1.50. ment, and PLATE NO. 1.-Reproduction of a shoe advertise little that will ment much better than the average. Better call it the “Roader.” * bring a cus- tomer to the store. Individuals seldom purchase more than one pair of footwear at a time, and therefore are only interested in some particular style. The most profitable shoe advertising is that which presents one boot, shoe, rubber, or slipper to the exclusion of every other style and class, PLATE No. 2.—A better heading than that of Plate No. I. The descriptive matter is all right as it is. Set forcing attention to the advantages of the article. in Ronaldson. 8 Point Florentine Border No. 170. Roader Shoes Of Wear HHH 883 884 FOWLER'S PUBLICITY It Whistled Itself. - Illustrations should never be used un- less they are adapted to the paper and ink That was the little boy's excuse when he acoidently of the publications whistled in school. Just so with our $2,25 men's printing them, and can do the goods shoes, justice. The advertising They're Selling Themselves. must be seasonable, or else of a bargain PLATE No. 3.-Reproduction of a very poor advertisement. If 6 they're selling themselves” the character, for bar- gains are always seasonable. Unless the store is very conservative, and is catering to a high class of trade, it is well to divide the advertising something as follows: First, one kind or style of shoe at a time. Second, price. Third, durability. Fourth, appearance. Fifth, comfort. Sixth, fit. Each advertisement should carry the burden of some distinct advantage or argu- ment, that it may concentrate attention on what it illustrates. The majority of people do not realize that it is economy to have several pairs of shoes, and that shoes are as much adapted to occasion as clothing. A part of the advertising can be educational, and can assist in informing the public of the dealer is foolish to advertise them. p0000000000000000000000005 Shoe Wear 000000000000000000000000000000 S00000000000000000000 VOI2 0000000 For Our Ladies Long-wear footwear - shoes of style -- shoes of quality - prices right — as cheap as can be - beautiful new lines for Easter - freshest styles - everything you and your family want — positive guar- antee with every pair, DIS Ladies' Overgaiters, 15 cents, 25 cents, and 50 cents, and the 50 cent ones are all wool- D00000000000000000000000000 PLATE NO. 4.—Matter in Plate No. 3 re-written and re-set, Set in De Vinne. 6 Point Florentine Border No. 165. PLATE NO.5.-It is well to address the advertisement to the ladies. Set in Gothic No. 6. “ Speaker" figures. 24 Point Collins Border No. 189. SHOES 885 > . . GOYA 1 + . Buy Him GOXO different social uses of shoes. Ad- vertisements of waterproof, walking, and other kinds of shoes are gener- ally productive of sales, for not one half of the people appreciate the necessity of having footwear adapted to weather and other conditions. In advertising children's shoes, wear is the one great considera- tion to be presented. Especially announce tennis, yachting, hunting, cycling, and other recreative foot- wear. Slippers are appropriate articles for Christmas publicity. The fol- HOW Towing headings are suggested: PLATE NO. 6.-A good form of Christmas advertising. Set in Howland 66 Shoes for Everybody," Go Shoes of Open. 18 Point Barta Border No. 241. Certainty," 5 New Shoes and Old Prices," “ Foot Fitters," “ Shoe Tailors," “ Dry Feet, 60 cents,” “Not Wet Feet," “ Shoes for Snow," " Experts in Fitting," “Shoes wa chama chama cha Wacuum of Comfort," “ Shoes of Style,” “Your Shoer," ప్రజలకు ప్రజలు ప్రజల ముందుకు జలజుడు 66 Shoers of Men,” “Are Your Soles on Earth,” CIMGA AMACI MMJ 40 cm “Sole Menders," “Comfortable Feet,” “ Easy Fits,” “Fit, Not Misfit,” “Shoe Sense,” “ Re- pairs That Last," “ Longevity Soles," “ Foot Comfort.” See Department“ Specimens.” APOI 1 Shoes of Honesty BB 88 ♡ ♡ ♡ ♡ ♡ ♡ ♡ ♡ ♡ ♡ puhtHHHHHH . OVER ♡ ♡ ♡ ♡ ♡ ♡ ♡ &&&&&&&&&&&&&&& My $3 men's shoe isn't worth $5—if it was I would get $5 for it-look out for the man who says he gives you twice your money's worth-he's either a fool or a liar-my $3 shoe is as good a shoe as can be made for the money-it's honest all over- ♡ &&&&&&&&&&&&&&& Comfortable Children For 75 Cents วาทอาหารตาวตาตาาาาาาาาา nnnnnnnnnnnnnnnnnnnnnnnn nnnnnnnnnnnnnnnnnnnnnnnn Children's Strap Sandals-beautifully made-stylish great comfort-patent leather or tan--please children and parents- * * * * PLATE No. 8.-An excellent form of shoe advertising. Set in Taylor Gothic. 6 Point Florentine Border No. 169. PLATE No. 7.-An honest form of successful ad- vertising. Set in Howland. 8 Point Contour Border No. 256. Tailors "Sometimes the tailor makes the man” 1 GENEREEZELZAKIENEIETEIZ HU NAVNCLONDYN this department must be considered the regular high-priced and medium-priced tailors, and not those who succeed by sensational methods of advertising, and by sometimes reducing the price of cus- 2 tom-made below that of ready-made clothing. What is said in the e department entitled “Clothing” directly applies to the sensational tailor. The tailor is a sort of a cross between the professional and the business man, and he is supposed to confine his advertising to a com- PLATE NO. 1.-A dignified heading. Set in Howland. Pica Border No. 209. promise between a pro- gressive business style and the ethical methods of the professions. The class of people who depend entirely upon custom-make, and who will not order a suit at less than thirty dollars, do not care to patronize the tailor who advertises price more than fit and quality. The tailor needs to be a continuous advertiser, but his advertisements can vary in size, the larger space being used preceding and during the season. The conventional tailor's advertisement, giving his name, his business title, and his address, certainly can do no harm, and will probably do some good, but the tailor, KEUREN 263 Originators of Fashion mmDUNIANI MMK. ILIE7TIFIEDOEUREMADAME LYLYDEVLEET - E Makers of Style PLATE No. 2.-Another good catch-line. Set in Howland Open. 36 Point Elzevir Border No. 111. 886 TAILORS 887 dignified as he may be, can- not entirely ignore progres- Long Distance sive methods. Telephone The profitable tailoring advertisement advertises the Extensive Tailoring fit, quality, or style more Department prominently than the mere name and title. The advertisement can be PLATE NO. 3.-Reproduction of a very well set, but ineffective advertisement. educational, and suggest and present advice to the public. It is always in good taste to announce some par- ticular fabric, and to advertise any specialty of the business, like the making of outing clothes and uniforms. It is sug- BUSH & este BULL gested that it might be a good DST V clothing. The tailor has no DOC VY plan for the tailor to issue book- lets on the care and etiquette of clothing. The tailor has no business to use flyers or circu- lars of any kind, and should con- fine his advertising to the news- paper and to the issuing of the highest class of printed matter. It is not necessary to use ele- gant English, although a reason- able amount of it is acceptable. The tailor never advertises 66 pants,” for to him all men wear " trousers.” Refinement is essential in the advertising as well as in the conduct of the store. Extensive Tailoring Department Expert cutters and fitters Bush & Bull / 9292929292929292 PLATE NO. 4.—Matter in Plate No. 3 re-arranged. Set in Johnson Old Style Italic. 18 Point Collins Border N >>>>>>>>>>>>>>>>> I fit the clothes to you * Not you to the clothes 二二二二二二二二二二二二二二二二二 ​ PLATE No. 5.-An excellent introductory paragraph. Set in Johnson Old Style. 18 Point Laurel Border. Vehicles “Wheel into line" TT 1. W BUILDERS OF Among our many patented Spec- ialties the latest and great- est novelty is the .. (SUOWN IN TUE CUT.) o n this department are considered carriages and wagons, but not LED 93 bicycles. The sale of vehicles is continuous, notwithstanding that a large proportion of it is limited to within two months preceding the riding season. The purchase of any vehicle is a matter of importance, and comparatively few are bought until the matter has been carefully considered. The vehicle buyer purchases in his BLANK BROTHERS CO. mind, — or considers doing it, — from a week to six months before he passes the money. FINE CARRIAGES The most profitable advertising is that which runs throughout the year, the size of the advertisement sometimes being reduced between the seasons, but RIVERSIDE CART never during one or two months before the seasons. The Best Light Cart ever Inveated. It is best to make either the price or some specific | Orders filled at Short Notice. advantage most prominent in the advertisement. Repairing proinptly attended to. | 1 Many a vehicle is purchased wholly on account PLATE No. I.--Reproduction of the usual form of some peculiar spring or hub, or other original of vehicle advertising. contrivance. The appearance, the style, the capac- ity, the comfort, the durability, the strength, are each sufficient to carry an entire advertisement. All vehicles of a class look alike in the illustration to the unsophisticated, and it is often better to use the space for strong expressions in large type, than to fill it up with an illustration which stands for every vehicle. Never techni- cally describe technical points, unless ad- The Riverside Cart is the dressing the trade. light-weight of vehicles — The catalogue may be technical, but it had better be simple, so that every and it's strong. reader can understand it. The buyer cares little about how a set. Set in De Vinne. Nonpareil Border No. 247. Light Carts PLATE No. 2.- The special matter in Plate No. I re-written and re- SES VEHICLES 889 10 ano uno 1 All work guaranteed as represented. JOSEPH TATER & CO., Ltd. vehicle is made. His interest is limited to the Smithville, Mass. appearance of it, and to its value to him. Do not advertise two seated carriages in the adver- CARRIAGE BUILDERS tisement that announces four, or more, seated FAMILY CARRIAGES, BUGGIES, ETC... vehicles. Ap- SLEIGHS IN THEIR SEASON peal to the pub- lic wanting one seat, and then PLATE No. 3. — Reproduction of another conven- tional carriage announcement. reach the buyers wanting two seats. Talk of style at one time, then of comfort, and then of durability. The vehicle seller has all outdoors for his field. Nature is with him. He can use sentiment as well as fact in his advertising. The advertising can be educational as well as direct, and it can assist in making those who have no vehicles want them, and in suggesting to those who have old vehicles to buy newer and better ones. In the advertising of business vehicles, dura- bility must be extensively brought out. Catalogues should never be distributed promis- PLATE No. 4.-A good headline for matter in cuously, and the advertising should be used as a Plate No. 3. "Set in Howland. Combination Dragon Border No. 27. means for their circulation. Manufacturers of vehicles will find it profitable to advertise in publications reach- ing the better class of families, and also in the local newspapers. See Departments, “ Bicycles,” and “ Recreation.” Sightly Stylish Sleighs BUT" BOTH WHEELS AND DEALERS, " AND THE ARE ALWAYS AHEAD. PLATE No. 5.- Reproduction of a very poor advertisement. Water Transportation “On the sea of trade" Y 19X Com 10 XO BQs . DX9X37 HE advertising of trans-Atlantic steamships began with the announce- ment of the first voyage, and this class of publicity has shown less change than any other, remaining to-day hardly more progressive than it was at its inception. No acceptable explanation has ever been pre- LEVERAL sented excusing old style methods of ocean steamer advertising. It is obvious that the ocean steamer, so far as advertising is concerned, is simply a com- modity of conveyance, the transportation ticket being an advance receipt for mer- m chandise to be delivered; and as it is a SRECCER 3 2 commodity, no good reason can be produced for the similarity and dry- Water Route to ness of nearly all the announcements. S02. The printing of sailing dates is news 20 and good advertising, and is essential, but there should be some matter tell- ing of accommodation, suggesting a voyage, or presenting the advantages and the comforts of the trip. It would seem as senseless to con- fine soap advertising to expressions like, “Jones's Soap Sold Here," as to limit ocean steamer announcements to mere statements of sailing dates. The ocean steamship is nothing more or less than a means to an end, and everything about it, from the mattress in the berth to the promenade on deck, are 4 PLATE NO. 1.-A conventional heading, but one that tells the story. It should be followed with descriptive matter and time-table. Set in De Vinne. 12 Point Laurel Border No. 2. n conditions worthy of adver- summ mmmm mmy tising. The sailing time, the table, the sleeping ac- commodations, the safety, and everything else which pertains to the comfort and convenience of passengers, demands advertising recog- nition. The water voyage 3 Days at Sea } PLATE NO. 2.-A good headline for the advertisement of a pleasure voyage. Set in Howland. 18 Point Newspaper Border No. 23. 890 WATER TRANSPORTATION 891 TT Y . . i XXXXXXXX. the writer ever heard Ten Hours of Ocean Breezes com os . AT less is almost always productive of rest and good health, combined with pleasure; and these points should be brought out in large type and emphatic expressions. The most unreasonable excuse the writer ever heard for unprogressive trans-Atlantic adver- tising was given him personally by a high official of a great ocean company. This man, presumably a person of judgment and abil-. GXXXX ity, distinctly said that PLATE No. 3.--An effective catch-line for an all-day excursion. Set in De Vinne Open. 18 Point the reason he did not the reason he did not Barta Border No. 241. believe in advertising the commodity he had as other commodities were advertised, was because if he did, rival companies would adopt the same methods, and his company would be no. better off. If the argument of this alleged business man is sound, then the very foundations of progression and every aggressive method of conducting business rest upon the most treacherous of sinking sands. Perhaps some of the steamship companies, even with the poorest kind of advertising, have succeeded, and will continue to succeed, but as long as there is iron, steel, and wood to be had, business sense suggests that efforts be made to build more steamers and to do more business. The writer has never yet met a steamship owner or agent who objected to carrying more passengers, or to building more vessels for their accommodation. Water transportation adver- tising should be educational, and of a strong suggestive character. The number of passengers is simply unlimited. If half the people who ought to sail on the waters did so, there would not be halfro enough steamers to carry one tenth of them. The time has arrived for regular water transportation lines to follow the successful methods of other business enterprises that profitably advertise their goods. Coastwise and other regular passenger steamers, running be- tween distinct ports, require adver- tising of a character similar to that Set in Taylor Gothic. 18 Point Collins Border No. 200. of railroads, with much attention to the description of scenery, and the comforts of majority of men, and to many women, the short water trip offers From land to land In 6 Days PLATE No. 4.-A good catch-line for a trans-Atlantic steamer advertisement. an Ton 892 FOWLER'S PUBLICITY ENNEN S I the best and cheapest means of rest and recreation, and it is the business of advertising not only to tell what the line offers, but to create an appreciation of the value of short vacations, and the TA * Lake of Delight the ding om te vertete pentru En zemrest of positive quiet. Lake steamers running regularly PLATE No. 5.-A fairly good headline for the advertising of a lake steamer. Set in Gothic Condensed No. 11. 18 Point Collins Border from port to port have many advertis- No. 198. ing advantages, particularly as com- paratively few people, except those living near the lake, have any idea of the beauty of lake scenery, and the exhilarating pleasure of an extended lake trip. Not one per- son in a thousand knows that all the advantages of an ocean voyage can be taken on the steamers of the Great Lakes, without many of the deep water annoyances. *********************** **************** Between the Banks of Beauty ooooooooooooooooooooooooooooooooooooooo PLATE No. 6.-An excellent line for the advertising of a river steamer. Set in Ronaldson Title Slope. 12 Point Collins Bor- der No. 202. Excursion steamers require advertising similar to that successfully used by enter- tainment enterprises. The excursion steamer offers the public a short and economical trip, and it is the business of this class of advertising to present all the advantages of the trip in the brightest of truthful colors. There is no objection to pyrotechnic advertising for excursions and to every style of honest sensation. In the advertising of every kind of steamer line, it is often y omero A Comfortable Sail To Old Point Comfort shayari Home-like steamers as swift and as handsome as a millionaire's yacht. Day-light dining saloons of hospitable attractiveness. All the food you want from the best there is and cooked the best and served in club-house style. A quarter of a mile of deck-walks, and awnings, and easy chairs, and a music room, and all the comforts of the shore. R easy way of truth-telling. Set in Latin Antique. 14 Point Elzevir Border No. 106. WATER TRANSPORTATION 893 ... . ... .... . ... . . . . . . .. .. 1 TIT advisable to present the price, and to give what can be had for a stated sum. Such expressions as the following may be of use: - “ Three Restful Days for $15,” “Four Hun- dred Miles of Ocean," “Two Days and Three Nights on the Water,” “ Short Sea Trips for Business Men,” “ A Day of Pleasure," “ Forty- eight Hours of Salt Air for $10," “ You Need Rest,” “Ride the Ocean," “ Take a Sail,” “ 20 Miles of Scenery, 50 Cents," “ The Gentlemen's Trip," " The Business Man's Voyage,” “ Three Days of Healthful Pleasure," 6 The Restful Ocean,” “Up and Down the River,” “On the Lake 3 Days,” “ Among the Islands," “Skirting the Coast,” “Moonlight Joy,” “ Away From PLATE NO. 8.-Set in Ronaldson Condensed. Heavy Business," “ The Ocean's Appetite," “ Breezes and Food,” “ Plenty to Eat,” “ Pounds of Health," “ The Trip You Need," “ Voyage of Health,” “ Around the World, $500," “ Take a Week From Business.” See Departments, “Bicycles," “ Excursions,” “ Railroads," “Recreation,” and “Vehicles.” Sail on Tuesday, home on Thursday; sail on Friday, home on Sunday. Sleep, eat, rest. Mighty good time for mighty little money. 1 Rule Border. Voyage of Comfort VAINAN LA Set in Johnson Old Style PLATE NO. 9.-Another effective headline for an ocean steamer Italic. 18 Point Collins Border No. 182. Your Workers “A man is judged by the men who represent him” P ka U HE writer knows a man, and a man of money and intermittent success, who respects only himself, and who tries to high-grade himself by low-grading his employés. He believes that he is the top, middle, and bottom of his business, and that his representatives are but dummy | mirrors of himself — mere parrot-speaking manikins of spinal marrow and without brains. When he personally signs the firm name to a letter to a stranger, he does it upon the finest of engraved letter paper, but when an employé signs the firm name, the employé does it upon the cheapest quality of paper and printing. This man is a fool, and is now being buried under an avalanche of competing sense. His success was like the flash in the pan, a big blaze, and one that you see a long ways, but the flame rose from surface oil, and there was no oil at the bottom. You step aboard the lightning express and the brakeman insults you. The brakeman is the only representative on the railroad that you come in intimate contact with for this trip, and by the action of that brakeman you judge the president, the vice-president, and the entire board of directors. Because the humblest employé annoyed you, you and your friends and your freight go by another road. Your wife does not like the saleswoman, and with a woman's reason is opposed to the proprietor of the store, and her trade goes elsewhere. You should not judge the railroad by the break the brakeman makes, nor should your wife call the proprietor a fool because a tired saleswoman was spleeny, but you do it, and so does she do it, and so long as you both do it, so long must the outer end of business properly represent the inside of it. What is, is, and what will be, will be, and he who succeeds in business must balance every part of business, and ust as perfect a boy for the office boy as he has a perfect bookkeeper for the bookkeeping. People do not see you, for they do their business with your salesmen and other representatives, and they expect courtesy and decency from every man they come in contact with. They will have these things from you, or you will not have their business. Any fool can be a gentleman, and many a gentleman is a fool, but it takes a man, and a manly man too, to make his employés good copies of himself, and proper representatives of his business. OTT an 10 894 Calendars “For every day, for every week, for all the year" TT T K UNA ALENDARS are everywhere, — issued by everybody, distributed universally. The calendar antedates nearly all other methods of advertising, and its effectiveness is destined to live forever. .. True, calendar advertising is conventional, and most calendars are AS like most other calendars, but the calendar, conventional or otherwise, plain or artistic, of one color or ten colors, for the day, for the week, for the month, or for the year, has been, is, and always will be the great standard organ of letter- press advertising. The business man, the clerk, the professional, the woman, the boy, the girl, any- where and everywhere, in business and out of business, in the shop or in the home, must have one calendar and may have half a dozen calendars. Probably less than one ten-thousandth of one per cent. of the calendars used in parlor, chamber, office, and store are paid for by the owners, yet the effort made to get them, and their intrinsic value, place them as advertising mediums, by the side of purchased periodicals. Extravagant indeed must be the man or the woman who dares buy a calendar when from every quarter calendars that cost from one cent to a dollar are theirs for the asking. Years ago most calendars were issued by insurance companies and printing houses, an unwritten law apparently giving them exclusive calendar rights. To-day the plumber's calendar is distributed by the same boy who hands out the calendar of the national bank, and there are calendars for stable men, shoe men, drug men, and all other kinds of men. The highly artistic calendar, and one of most elaborate design, — provided the calendar matter can be read, _ is in many respects a better advertising medium than the perfectly plain calendar, if the advertiser desires to reach the home... The handsome calendar, beautifully ornamented and embellished with engraved pictures and colored views and designs, makes a place for itself, and forces out less beautiful calendars. A calendar can be of any cost, mounted upon velvet and framed in gold, and its design can climb close to the apex of art, but the calendar must be a calendar, how- ever beautiful may be its surroundings. T 895 896 FOWLER’S PUBLICITY : .: I. • . . 1 SEPTEMBER, 1897 Sun Mon Tue Wed Thu Fri Sat DI11234 567891011 12 13 14 15 16 17 18 1920 21 22 23 24 25 26127128129130 - . - 1 . calendar. If a calendar cannot be read, it is not a cal- endar, and as a work of art its advertising value is the same as that of any other decorative hanger; and it is worth rather less, because the calendar injures the design, and had better be left off altogether. When a calendar is issued, let it be a cal- endar, and make it just as handsome — so long as it remains a calendar - as the business and conditions will warrant. A calendar is valuable as an advertising me- dium even if it is as plain as the Roman alpha- bet, and if it is embellished with artistic beauty then it presents the advertiser with a twofold advertisement. Too much orig '97 JUNE '97 PLATE NO. 1.-A strong, simple form of monthly inality in the mak- ing of the calendar Su. Mo. Tu. We. Th. Fr. Sa. part of a calendar is to be condemned. A calendar must .... 1 2 3 4 5 follow the usual calendar lines, so far as the calendar | 6 7 8 9 10 11 12 part is concerned. Let the artistic part be as handsome 13 14 15 16 17 18 19 as it can be, and while it is not necessary to abruptly sep- arate it from the calendar, the conventional style of cal- 20 21 22 23 24 25 26 endar must be preserved. 27 28 29 30 ...... The usual form of monthly calendar has the days at the top and the figures running from left to right, and as PLATE No. 2.-Artistic, and yet plain. people are used to seeing this form there is no excuse for placing the days at the left and the figures to the right i of them. A calendar ought not to require study. It should be like the face of a clock, intelligible at a glance. The figures need not be in the extreme of plainness, but they must be distinct, and never should figures with SEPTEMBER, 1897 curls to them, or fancy type be used. Be careful to avoid a Su. Mo. Tu. We. Th. Fr. Sa. style of figure in which the nines and sixes look like cyphers. -- -- -- 1 2 3 4 Either have the calendar very handsome or very plain. 5 6 7 8 9 10 11 Do not spoil the simple effectiveness of a plain calendar 12 13 14 15 16 17 18 by making it partially artistic, and do not cheapen an artistic 19 20 21 22 23 24 25 calendar. 26 27 28 29 30 ---- The execution of the calendar should be adapted to the ----------|--|-- people it is to reach. If the calendar is for office use only, it can be plain or it PLATE No. 3.-A plain, distinct form of calendar of artistic simplic- can be artistic, and if it is exclusively for home use, it had ity, and one adapted to engraved better be artistic. MIS 101111 lulele IS 10 CXCUSE A good form to use for high-class mount- ings. W . 2 calendar mounting. CALENDARS 897 JULY-1897. COM 11 11 14 15 16 17 18 19 20 16V 22 23 24 · APRIL–1897. OVOGO 11 12 13 14 230............ .... MAY-1897. E|:" Com Ics The calendar inakes a place for itself, stands by it- YEARLY CALENDAR, 1897 self, and does not interfere with or take the place of any JANUARY–1897. other method of advertising. SMIWIES SMIWIES 11.11.11.-1.- The wall calendar, or the calendar to be hung up, 22.1.-12-1123 3 4 5 6 7 8 9 10 11 12 13 14 15 16 11 12 13 14 15 16 17 should be of good size, and the figures must be large 5498119|3931 32 33 18 19 20 21 22 23 24 enough to be seen at a distance of six feet. 31:10-11-01-200-0-0210-38084 FEBRUARY–1897. AUGUST–1897. The best wall calendars are those in which the cal- SMTWTFSSMTWTFS endar part is in the form of a monthly pad, the figures -- 1 2 3 4 5 6 1 2 3 4 5 6 7 7 8 9 10 11 12 13 in strong and distinct type, and the card mounting rep- 21 22 23 24 25 26 27 resenting some striking picture or some beautiful design. 28 -----...-... 29 30 31 -------- MARCH-1897. SEPTEMBER–1897. This style of calendar is really in two parts, and the SMIWTFS artistic part can be made as beautiful as the best artist 7 8 9 10 11 12 13 | 5 6 7 8 9 10 can create. 14 15 16 17 18 19 20 12 13 14 15 16 17 18 21 22 23 24 25 26 27 19 20 21 A first-class artist knows how to produce a calen- 281291301311...-.. 26 27 28 OCTOBER–1897. dar design which has all the real- SMIWIES SMIWIES 1897 CALENDAR 1897 istic effect of theatrical scenery. -------- 1 2 31--|------- 1 2 4 5 6 7 8 9 10 3 4 5 6 7 8 9 with fine, beautiful lines for close 18 19 20 21 22 23 24 17 18 19 20 21 22 23 scrutiny. 25 26 27 28 29 30 -- 24 25 26 27 28|29|30 Artistic or otherwise, the wall NOVEMBER-1897. calendar which is the best adver- S M T W T F S S M T W T F S ............ .. 1 2 3 tising medium is the calendar which carries some strong and 7. prominent scene or figure. JUNE–1897. DECEMBER–1897. The card calendar can be of any 1921222324252627 |SM|T|WT|FS|| S M T W T F S ---- 1 2 3 4 5 -- - - 1 2 3 4 : 1.5.6.7.8.91011 size, and should give the entire 13 14 15 16 17 18 19 12 13 14 15 16 17 18 year. If very large, it becomes 20 21 22 23 24 25 26 19 20 21 22 23 24 25 27128/29/30--1--1--| 26 27 28 29 30 31 -- a desk or wall calendar; and if PLATE NO. 4.-The smallest PLATE NO. 5.--An excellent form of check- size of yearly calendar advisable very small, it is suitable for the ing calendar, as the dates for each day are in to use. perpendicular lines. pocketbook. Pocket calendars should be printed upon strong cardboard, or upon celluloid or other durable material. Little monthly pad calendars, MARCH, 1897 mounted upon small cards, and Su. Mo. | Tu. We. Th. Fr. 1 Sa. adapted to the business and home desk, should be of simple artistic 2 3 4 5 beauty. If the calendar is to be distributed over a large territory, avoid putting upon it information concerning the length of days and the rising and set- ting of sun and moon. The pad calendar, whether it be monthly, PLATE No. 6.-A good form of calendar, ECO-13 1...... 1 .:1::::::123 3 4 5 6 7 8 4 5 6 7 8 9 10 11 12 13 14 15 16 17 S11718 19 20 21 22 23 18 19 20 21 22 23 24 13:25 26 27 28 29 30 25 26 27 28 29 30 31 ............ 1. 1 2 3 4 5 6 il 2 3 4 5 6 7 7 8 9 1011121130 81 9110111|12|13/14 W14151617181920 15/16i7 18 19 20 21 L 21122123124 25 26 27 222321 25 26 27 28 23.,...1..1..11: 29 30 31 ........ 7.. 1 2 3 4 5 6 ...... 121314 | 7 8 9 10 11 12 13 5 6 7 8 9 10 11 14 15 16 17 18 19 20 A 12 13 14 15 16 17 18 21 22 23 24 25 26 27 W 19 20 21 22 23 24 25 2 23 29 30 31 .... 12 4 5 6 7 8 9 10 3 4 5 6 7 8 9 11 12 13 14 15 16 17 10 11 12 13 14 15 16 0|18/19/20/21/22/23/24 17 18 19 20 21 22 23 23/26 27 28 29 O BU25 26 27 28 29 30 1311............ 1 2 3 4 5 6 >9101112131415 7 1 8 9 10 11 12 13 16 17 18 19 20 21 22 214151617181920 5:324 25 26 (...)12345 6 7 8 9 10 11 12 21:314115116117118119101213/14/15/16/17/18 520121 22 23 24 25 26 27 28 29 30 28 27 28 29 30 31 .. 26 27 28 29 30.1.. : 109 : .... II JUN. | MAY | APR. | MAR. | FEB. | JAN. U 23 24 25 30131-. 1: : : : J: : 1 27 28 29 17:::.1.1 : ::: 1 2 3 4 6 7 8 9 10 11 12 1 5 6 7 8 9 10 11 21 22 23 :: : 1: ||: : :// AQ 28 29 Qaid in 898 FOWLER'S PUBLICITY - alcool collow TT 1011 17 18 19 20 23 16 17 18 19 21 2 2 pasal I" 273 30 -- -- |2926 27 28 2 : : TT 1 weekly, or daily, is 1897. COUNTING ROOM CALENDAR. 1897. not likely to be pre- served if not well JANUARY MAY SEPTEMBER S M T W T F S S M T W T F S S M T W T F S mounted, and arranged 1 | 244 245 246 247 | for hanging or stand- 249 250 251 252 253 254 ing. 9 10 11 The daily pad cal- 10 11 12 13 257 258 259 260 261 16 17 18 endar is expensive, but 266 267 268 23 perhaps as effective if not more so — as 24 25 26 27 28 29 30 23 24 25 26 27 any other, if the ad- 31 3 0 31 TTL vertiser can afford its cost. The daily pad PLATE No. 7.—The upper section of an excellent counting-room calendar. should be divided into three distinct parts, the calendar matter, the reading matter, and the blank for memo- randa. These calendars are seldom destroyed, and if the reading matter is interest- ing, the advertiser may be assured that what he says will reach the eye of the receiver every day in the year. The matter upon the daily pad calendar should be part business and part information, the information portion predominating, for the reader would rather have it that way; he will read everything if most of it is infor- mation, while he may not read anything if it is all advertising. The information can be general, or it can directly pertain to some one line of business. The daily pad should be mounted so as not to occupy much room, and it should present its face to the user at a convenient angle. The stand can be of pasteboard, wood, or metal, but if of other material than paste- board it is generally advisable OCTOBER -'97 to obtain a Post-Office ruling 1897 FEBRUARY 1897 SMTWTFSI in advance, in order to avoid | 3 4 5 6 7 8 g| the production of a calendar Su Mo Tu We Th Fr Sa 10 11 12 13 14 15 16 171819 20 21 22 23 which may be rated as mer- 24 25 26 27 28 29 30 1 2 3 4 5 6 chandise, and thereby cost PLATE NO. 8. double the postage on printed Small, but distinct. matter. Retail houses, and those who do not send out more than a limited number of calendars, can obtain a much better quality by purchas- ing from the great variety of stock calendars carried by calendar makers and lithographers, than by printing their own. Large concerns issuing calendars in great PLATE No. 9.-—The common and effective form of editions prefer their own special design. monthly calendar. 31----- 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 CALENDARS 899 January 20 Wednesday 1 W . . . The decorative part of a calendar may be in from one to twenty printings, and in letter-press work, half-tone work, steel or copper engraving, or lithography. Lithography offers the best means of produc- ing the decorative part of a calendar, and with it, it is possible to produce the most unique, original, and striking designs, which will not only be appreciated when seen, but will be re- Just two years ago today I membered. purchased a Blank bicycle, The steel or. copper engraved calendar, and and have ridden it just 725 the one presenting an etching, are extremely days since that time, having simple and artistic, and are recommended to missed but six days in two those who reach only the better class of women. years. I had the bearings The introduction of water color lithography apart today and they show no wear to speak of. opens a new field for calendar decoration. This John W. Smith, M.D. method presents an opportunity. to reproduce Battle Creek, Mich. in all its natural beauty, genuine water color hand painting. Generally the less lettering on a calendar, the better the calendar looks, and the more prominent the lettering. Many a beautiful colored view of sublime scenery, with clouds tipped with mellow light from the rising sun, has been ruined by filling the sunlight, and the deep blue sky, and the clouds, with long lines of irrelevant lettering. A little modesty on the part of the advertiser, Plate No. 10.—A good form of daily pad calendar. one third of it should always be left for memoranda. The and some judgment on the part of the artist, would have let the sky and the sunshine alone, This calendar is much improved by printing the date num- and found other room for the advertising. ber in red or blue. The better the calendar looks, the more chance of its being preserved, and it is certainly better to have twenty-five calendars with the name in small letters hung up than to have one calendar in place with the name in bill-poster type. It is obvious that the illustrations in this department must be limited to the standard calendar designs, and that they cannot include the marvels of color and engraved work. Type founders --- and many printers — issue annual specimen sheets of calendar designs, and many lithographers carry stock pictures and other designs which are adapted to calendar work. Almost any printer can print the calendar part of a calendar, but if the edition is to be large, it is best to communicate with some house which makes a specialty of calendar making. The space should not be much larger nor smaller. At least reading matter should not be set in type smaller than 8 Point. The date line can appear at top, bottom, or center. 1ΟΥΘ С ser inar K commu som Se Package Inserts “ They don't take up any room” TT PrY GOODLY proportion of the dry goods and department stores seem to consider it advisable to insert in each package advertising matter, either concerning the store generally, or some particular part of it. This custom, which is thoroughly businesslike, and has been proven Sa t to be profitable, is being followed by many other establishments, and even the confectionery stores are sending with their packages circulars and other ad- vertising matter. The circular costs very little, and the expense of inserting it in the package is too small to be considered. Probably it would be profitable to employ package inserts even if there was a pos- sibility of not more than one in twenty-five being seen, and one in fifty being read. The package insert ought to be brief, and its contents should be specific and not general. As a matter of fact, the package insert is nothing more nor less than a regular newspaper, or periodical advertisement produced in circular form, and it should follow the lines of newspaper advertisement construction. One of the best methods of distributing booklets is through the package, for if the booklet is at all attractive on the outside, and valuable on the inside, the chances are it will be seen and read. Nearly every package is opened by the buyer of it, and the package, like the news- paper, enters the inner chamber; and the contents of the package, even to its adver- tising matter, are likely to be inspected and carefully considered. Probably the best use of circulars is in the package. For their distribution this certain, and their waste circulation as small as it is possible for it to be. The circular insert should have a very striking and attractive heading, something which will immediately gain the attention of the package opener. The insert should not be jammed, or badly folded; it should be inserted as carefully as a letter is put into an envelope. 1 news- W 900 Practical Opinion “The majority is oftener right than wrong" ON.CO DIXIE THE law of averages is safer to follow than the rule of exceptions. The minority is sometimes right— in uncivilized lands more often right than wrong — but in these days of universal intelligence, the majority rule by right of right as well as by right of power. Ties of opinion in court, and out of it, occur so seldom that folks have learned to expect a majority, for they almost always find it. If ninety per cent. of the advertisers doing a general class of business, and following the same general business method, believe that one class of advertising is better than any other class, that kind of advertising has a right to claim superi- ority, and would have such right if the percentage did not so closely approach the even line. The mob, even if in the majority, because of its lack of intelligence or its sensa- tional methods, is generally wrong, but the advertisers of every civilized country, representing business intelligence and progression, have a right to settle vexed ques- themselves, and when they have them once settled, to consider that majority opinion produces established conditions. The writer of this book has in the past attempted to settle the vexed questions of advertising, not on his own observation only, but with the aid of the experience of ve earned the money they spent in advertising, and therefore have every reason to regard their opinions as correct. In a former book, successfully out of print, the writer called for a popular vote, and received it. The great advertisers so cordially coöperated with him in the establishment of a code of advertising law, that he feels disposed to carry the subject further, that the collective evidence may reëstablish the recapitulation of opinion, and broaden it out by calling upon more to vote, and by making the questions more concise. A personal letter, accompanied by a printed slip of questions arranged with marked simplicity, was mailed to the great advertisers of the world. A few advertisers, for various reasons, did not see fit to answer, and a few more courteously replied stating that their experience did not warrant them in placing themselves upon record, in the attempt to settle momentous questions in publicity. . e ce 901 902 FOWLER'S PUBLICITY 1 TOT 1 . TYTTA Y LIL A very small number of advertisers did not answer, assuming that their answers might open business secrets, and give their competitors valuable points. It is obvious that some of the advertisers could not intelligently answer all the questions, but their answers to the remaining questions are given. A number of small general advertisers were communicated with, for the judgment of the small advertiser is often as valuable as that of one spending large sums of money annually; and in some cases his opinion is more valuable, because the small advertiser must be careful in handling his money, while the large advertiser can afford to experiment. Each advertiser answers from the standpoint of his own individual business, for he has no right to reply on any other basis. The burden of this department is to first give individual opinion, and from that opinion to create a table of general opinion. No collective or general information can exist unless made up of small and indi- vidual parts. The small showing made in favor of trade paper and some other methods of adver- tising cannot be construed as detrimental to these mediums, because a large propor- tion of great advertisers, although liberal trade paper advertisers, give the bulk of their appropriation to general mediums, simply because there are more general mediums, and because it is necessary to expend the largest sums of money in that direction, the most liberal advertiser in a trade paper not being obliged to spend more than a small sum because that class of advertising is limited. For the same reason agricultural and other class publications do not appear to be as valuable as they really are. IS I The sheet of questions read as follows:- First Question. Second Question. Sixth Question. Exclusive of the country dailies and weeklies, How often do you change your advertisements in To your business what is the relative how many publications can you use to advan- Magazines? advertising value of tage? Weeklies? Highest-class magazines . .... per cent. Third Question. 'Family magazines and papers of me- If you were to double your advertising appro- Seventh Question. dium grade . . . . . . . . . per cent. priation, Illustrated papers . . . . . . . per cent. What proportion of your advertisements contain What per cent. of additional publications would Religious papers . . . . . . . per cent. cuts ? you take? Agricultural papers. .....per cent. What per cent. would you increase your space ? (Give it in per cent.) Large city dailies .. . .... per cent. Country dailies ... Eighth Question. . . . . per cent. Fourth Question. Country weeklies.. · · · · per cent. Does an advertisement of given size, every issue, ! If you decrease your advertising during the year, Trade papers . . . . . . . . per cent. pay you better than twice as large an advertise- 1 during what months do you cut it? Posters . . . . . . . . . . . per cent. ment, every other issue, in a Ninth Question. Catalogues ..... per cent. Monthly? · Circulars . . . . . . . . . . per cent. Weekly? How many words, generally speaking, ought to Lithographic cards and hangers .. per cent, Daily? be in an ordinary four-inch single column ad- Calendars .......... per cent. (Answer yes or no.) vertisement? (The total of all the figures given above should Fifth Question. Tenth Question. be one hundred, that is, all of the figures you write How much more is it worth, approximately, to How long did you advertise before you got your after each classification, whether you write a per have your advertisement next to reading mat- | money back? centage under all or a part of them, must make a ter, or facing reading matter? (Below please write your firm name, your busi- total of one hundred.) (Give per cent.) ness, and your address.) . PRACTICAL OPINION 903 DERBY DESK COMPANY, Office Furni- | DANIEL GREEN & CO., Makers of the the country dailies and weeklies, how many publi- ture, Boston, Mass. To your business what is the Alfred Dolge Felt Shoe, New York City. Tocations can you use to advantage? 12. If you relative advertising value of highest-class maga your business what is the relative advertising value were to double your advertising appropriation, zines? 20%. Family magazines and papers of of highest-class magazines ? 15%. Family maga- | what per cent. of additional publications would medium grade? 272% Illustrated papers?' 272%. zines and papers of medium grade? 40%• Illus- you take? 50%. What per cent. would you in- Religious papers ? 12%. Agricultural papers? 4%. trated papers? Religious papers ? 15%. Tradecrease your space? 50%. Does an advertisement Large city dailies? 20%. Country dailies? 272% papers ? 10%. Catalogues? 20%. Exclusive of of given size, every issue, pay you better than Country weeklies? 22%. Trade papers ? 4%. the country dailies and weeklies, how many publi twice as large an advertisement, every other issue, Posters? Seldom used. Catalogues? 25%. Cir- cations can you use to advantage? 20. "If you in a monthly? Yes. Weekly? Yes. How much culars ? 5%. If you were to double your adver- were to double your advertising appropriation, more is it worth, approximately, to have your ad- tising appropriation, what per cent. of additional what per cent. of additional publications would | vertisement next to reading matter, or facing read- publications would you take? 25 to 50%. What you take? 25%. What per cent. would you in ing matter? 100%. How often do you change per cent, would you increase your space ? Double | crease your space? Not any. Does an advertis in the best mediums. Does an advertisement of ment of given size, every issue, pay you better week. Weeklies? Every week. What propor- given size, every issue, pay you better than twice than twice as large an advertisement, every other tion of your advertisements contain cuts? 90%. as large an advertisement, every other issue, in a issue, in a monthly? Yes. Weekly? Yes. Daily? If you decrease your advertising during the year, monthly? No.Weekly? No. Daily? Yes. Yes. How much more is it worth, approximately, during what months do you cut it? Never de- How much more is it worth, approximately, to to have your advertisement next to reading matter, crease constantly at it brings success.” How have your advertisement next to reading matter, or facing reading matter? How often do you many words, generally speaking, ought to be in or facing reading matter? 100%. How often do change your advertisements in magazines ? Each an ordinary four-inch single column advertise- you change your advertisements? Frequently issue. Weeklies? Each issue. Dailies ? Each ment? 20, including everything. (no rule). According to advertisements and paper | issue. What proportion of your advertisements used. What proportion of your advertisements contain cuts? 100%. If you decrease your ad-1 JULIUS SAUL, CLOTHIER, Albany, N. Y. coniain cuts ? 50%. If you decrease your ad- | vertising during the year, during what months do | Tő vour business what is the relative advertising vertising during the year, during what months do you cut it? Summer months. How many words, value of large city dailies? 75%. Country dailies? you cut it? July, August, and September. How generally speaking, ought to be in an ordinary %. Country weeklies? 10%. Catalogues and many words, generally speaking, ought to be in an four-inch single column advertisement? 20 to 25. circulars ? %. Exclusive of the country dailies ordinary four-inch single column advertisement ? How long did you advertise before you got your and weeklies, how many publications can you use Fewer the betterHow long did you advertise money back? Three years. to advantage? None. If you were to double your before you got your money back? Six months to advertising appropriation, what per cent. of addi- a year. SWIFT & CO., Chicago, Ill. To your busi- ' tional publications would you take? None. What ness what is the relative advertising value of large per cent. would you increase your space? 75%. W.W. WHITNEY & CO., Department Store, city dailies? 60%. Country dailies? 20%. Litho- Does an advertisement of given size, every issue, Albany, N. Y. To your business what is the graphic cards and hangers ? 20%. Exclusive of pay you better than twice as large an advertise- relative advertising value of highest-class maga the country dailies and weeklies, how many publi- ment, every other issue, in a monthly? No. zines, family magazines and papers of medium cations can you use to advantage? We use dailies Weekly? Yes. Daily? Yes. How much more grade, illustrated papers, religious papers, agricul- | only until our goods become thoroughly distributed. is it worth, approximately, to have your advertise- tural papers? Had no experience. Large city If you were to double your advertising appropria- ment next to reading matter, or facing reading dailies, country dailies, country weeklies? The tion, what per cent. of additional publications matter? 25%. How often do you change your best. Posters, catalogues, circulars, lithographic | would you take ? 100%. What per cent. would advertisements in weeklies? Each issue. Dailies? cards and hangers, calendars? My experience | you increase your space ? 100%. Does an adver- | Daily. What proportion of your advertisements says worthless for this business. Exclusive of tisement of given size, every issue, pay you better contain cuts ? *100% If you decrease your adver- the country dailies and weeklies, how many than twice as large an advertisement, every other tising during the year, during what months do you publications can you use to advantage ? None; issue, in a daily? No. How much more is it cut it? August and February. How many words, for they are enough. If you were to double worth, approximately, to have your advertisement generally speaking, ought to be in an ordinary your advertising appropriation, what per cent, of next to reading matter, or facing reading matter? four-inch single column advertisement ? About additional publications would you take? Daily 10%. How often do you change your advertise- 75. How long did you advertise before you got papers far as money would reach. What per cent. | ments in dailies ? Every insertion. What pro- 1 vour money back? My business paid me the first would you increase your space? · None. Does an portion of your advertisements contain cuts? 10%. year. advertisement of given size, every issue, pay you | If you decrease your advertising during the year, better than twice as large an advertisement, every during what months do you cut it? June, July, other issue, in a daily? Yes. How much more is and August. How many words, generally speak- | CARSON, PIRIE, SCOTT & CO., Dry it worth, approximately, to have your advertise ing, ought to be in an ordinary four-inch single Goods and Department Store, Chicago, Ill. To ment next to reading matter, or facing reading column advertisement ? 25. How long did you your business what is the relative advertising value matter? How often do you change your advertise- advertise before you got your money back? Some of highest-class magazines, family magazines and ments in dailies ? Every day. What proportion | sections 3 months; some sections 6 months; some papers of medium grade, large city dailies, posters, of your advertisements contain cuts ? All the catalogues, circulars ? Used but can't give per sections never got it back. Albany papers. If you decrease your advertising cent. Does an advertisement of given size, every during the year, during what months do you cut it? GORMULLY & JEFFERY MANUFAC- issue, pay you better than twice as large an adver- All around the holidays. Don't advertise a line TURING COMPANY, O. G, Formhals, Ad- tisement, every other issue, in a monthly? Yes. only a page advertisement to start it and it runs vertising Manager. Rambler Bicycles, Chicago, Weekly? No. Daily? No. How much more is ore full: can't wait on them. Cut off a Ill. To your business what is the relative adver- it worth, approximately, to have your advertise- 11: to your nichest class magazines? 30%. Ila meitat Not over con though it is mainly a guess little in February and August. How many words, tising value of highest-class magazines ? 30%. 11. | ment next to reading matter, or facing reading generally speaking, ought to be in an ordinary | lustrated papers ? 20%. Large city dailies? 20%. I matter! Not over 5%, though it is mainly a guess. four-inch single column advertisement? That's I Country dailies ? %. Trade papers ? 15%. Cata_ | How often do you change your advertisements in too broad for me to answer. Depends on what I llogues? 10%. Exclusive of the country dailies / magazines! Monthly. Weeklies? Weekly. were to write, but don't crowd. How long did and weeklies, how many publications can you use Dailies? Daily. What proportion of your adver- you advertise before you got your money back? to advantage? Depends entirely upon appropria- tisements contain cuts? 100%. If you decrease Instantly, every time. tion. If you were to double your advertising ap- your advertising during the year, during what propriation, what per cent. of additional publica- months do you cut it? January and July (but very THE CHARLES A. VOGELER COM- tion's would you take? 10%. What per cent. would slight decrease). How many words, generally PANY, “St. Jacobs Oil,” Baltimore, Md. To you increase your space ? None in magazines; one speaking, ought to be in an ordinary four-inch your business what is the relative advertising value third in illustrated papers (regular). Does an adver- single column advertisement? 50 if necessary, of religious papers, agricultural papers, large tisement of given size, every issue, pay you better better if less. city dailies, country dailies, country weeklies? | than twice as large an advertisement, every other 74%. Posters ? 2%. Catalogues, almanacs, and issue, in a monthly? Yes. Weekly? Yes. Daily? GIMBEL BROTHERS, Dry Goods and De- pamphlets? 20%. Circulars ? 2%. Lithographic Not necessarily. How much more is it worth, ap- partment Store, Philadelphia. To your busi- cards and hangers ? 2%. Exclusive of the coun- | proximately, to have your advertisement next to ness what is the relative advertising value of iry dailies and weeklies, how many publications reading matter, or facing reading matter? Depends large city dailies? 100%. Exclusive of the country can you use to advantage? Cannot answer. If entirely upon medium and makeup; also size of dailies and weeklies, how many publications can you were to double your advertising appropriation, space used. How often do you change your adver you use to advantage? All the principal morning what per cent. of additional publications would tisements in magazines? Every month. Weeklies? dailies of the city, possibly some of the evening you take? In proportion to that given above. Every week. Dailies ? Every day. What pro dailies. If you were to double your advertising What per cent. would you increase your space? portion of your advertisements contain cuts? appropriation, what per cent. of additional publi- About 3373%. Does an advertisement of given 90% total. In national mediums 98%. If you de cations would you take? Probably none. What size, every issue, pay you better than twice as large crease your advertising during the year, during per cent. would you increase your space ? Prob- an advertisement, every other issue, in a weekly ? what months do you cut it? Not in national me ably 100%. Does an advertisement of given size, Yes. Daily? No. How much more is it worth, | diums. Sometimes in trade papers — September every issue, pay you better than twice as large an approximately, to have your advertisement next to to January. How many words, generally speak advertisement, every other issue, in a monthly, reading matter, or facing reading matter? Cannot ing, ought to be in an ordinary four-inch single weekly, daily? Don't know; never tried it. say; but we are particular to reserve the position column advertisement? From 10 to 60. Depends Should expect it to if changed every time. How stated. How often do you change your advertise- | upon nature of advertisement — whether catch much more is it worth, approximately, to have inents? We run a series of 13 advertisements, in lines or illustrations will compel further reading or your advertisement next to reading matter, or fac- our season of six winter months, in weeklies and not. How long did you advertise before you got ing reading matter? 25% at a guess. How often dailies. What proportion of your advertisements your money back? Can't say. Our real sys- do you change your advertisements in dailies ? contain cuts? About 50%. If you decrease your tematic campaign was begun after business was Every day. What proportion of your advertise- advertising during the year, during what months fairly established. ments contain cuts? None; but they ought to. If do you cut it? July, August, and September. you decrease your advertising during the year, How many words, generally speaking, ought to be THE BROWN SHOE COMPANY, St. Louis, during what months do you cut it? Do least ad- in an ordinary four-inch single column advertise Mo. To your business what is the relative adver-vertising in the months when we do least business. ment? About 40, to allow good display in setting. tising value of trade papers ? 10%. Catalogues? How many words, generally speaking, ought to be How long did you advertise before you got your 40%. Circulars ? 20%. Lithographic cards and in an ordinary four-inch single column advertise- money back? Cannot say. | hangers ? 10%. Calendars? 20%. Exclusive of | ment? Enough to tell your story; not too many dailies Dailies?, Contain cuting the rend' July (binerally 904 FOWLER'S PUBLICITY to be read through. How long did you advertise | tisement of given size, every issue, pay you better | ments in magazines ? Every issue. Weeklies? before you got your money back ? Probably 24 than twice as large an advertisement, every other Every issue. Dailies ? Every issue. What pro- hours. issue, in a monthly? Yes. Weekly? Yes. Daily ? portion of your advertisements contain cuts? Yes. How much more is it worth, approximately, 100%. If you decrease your advertising during 1. P. FRINK. Reflectors. 551 Pearl Street, to have your advertisement next to reading matter, the year, during what months do you cut it? June New York City. To your business what is the or facing reading matter? 25%. How often do to November. How many words, generally relative advertising value of highest class maga- you change your advertisements in magazines ? speaking, ought to be in an ordinary four-inch zines? 10%. Family magazines and papers of Monthly. Weeklies? Generally alternate. Dailies? | single column advertisement? 50. medium grade? 10%. Religious papers? 30%. Daily. What proportion of your advertisements Trade papers? 20%. Catalogues? -20%. Cir contain cuts? 50%. If you decrease your adver GAS ENGINE AND POWER COMPANY, culars?' 10%. Exclusive of the country dailies tising during the year, during what months do you | Naphtha Launches, Morris Heights, New York and weeklies, how many publicatious can you use cut it? We advertise only in winter and spring. City. To your business what is the relative adver- to advantage? 400. If you were to double your | How many words, generally speaking, ought to be tising value of highest-class magazines ? 75%. advertising appropriation, what per cent. of addi- | in an ordinary four-inch single column advertise- | Trade papers? 10%. Catalogues? 15%. Exclu- tional publications would you take? 25%. What ment? Varies with purport of the advertise- sive of the country dailies and weeklies, how per cent. would you increase your space? 75%. ment. How long did you advertise before you many publications can you use to advantage? Does an advertisement of given size, every issue, I got your money back? Never expect to be able | About a dozen. If you were to double your ad- pay you better than twice as large an advertise to trace direct returns to get" money back." vertising appropriation, what percent. of addi- ment, every other issue, in a monthly? No. tional publications would you take? None. What Weekly? No. Daily? No. How much more J. F. PEASE FURNACE COMPANY, | per centwould you increase your space? Double. is it worth, approximately, to have your advertise- Syracuse, N.Y. Does an advertisement of given Does an advertisement of given size, every issue, ment next to reading matter, or facing reading size, every issue, pay you better than twice as large pay you better than twice as large an advertise- matter? 50%. How often do you change your an advertisement, every other issue, in a monthly ? | ment, every other issue, in a monthly? No. advertisements in magazines and weeklies? Every | Yes. Weekly? Yes. Daily? Do not use them. Weekly? No. Daily? No. How much more third week. What proportion of your advertise- How much more is it worth, approximately, to is it worth, approximately, to have your advertise- ments contain cuts?" 75%. If you decrease your have your advertisement next to reading matter, or ment next to reading matter, or facing reading advertising during the year, during what months facing reading matter? 500% more, we think. How | matter? 5%. How often do you change your do you cut it? June, July, and August. How often do you change your advertisements in maga- | advertisements in magazines ? About once a year. many words, generally speaking, ought to be in an zines? Once in 6 months; some once in 3 months. | Weeklies? About once a year. Dailies? Don't ordinary four-inch single column advertisement? Weeklies? Every 2 or 3 weeks. Dailies? Do not use them. What proportion of your advertise- 100. How long did you advertise before you got use them. What proportion of your advertise- ments contain cuts? 100%. If you decrease your your money back? Give it up. ments contain cuts? 100% nearly. If you de- advertising during the year, during what months crease your advertising during the year, during do you cut it? July, August, September, October. THE E. B. EDDY COMPANY, Matches. I what months do you cut it? We cut down in Hull, Canada. To your business what is the winter months, if any, after apparatus are all or ! CATESBY & SONS, Hire System Fur- relative advertising value of highest-class maga- | nearly all bought. It pays better to run all the nishers, 64 to 66, and 192 Tottenham Court Road. zines? 5%. Family magazines and papers of year around, however, in good times. How many | To your business what is the relative advertising medium grade? 10%. Illustrated papers? 5% words, generally speaking, ought to be in an ordi- | value of family magazines and papers of medium Agricultural papers? 5%. Large city dailies? | nary four-inch single column advertisement ? 100, grade ? 20%. Large city dailies ? 60%. Cata- 25%. Country dailies ? °10%. Country weeklies? | perhaps, with small cut. 50, perhaps, with large logues ? 20%. Exclusive of the country dailies. 25%. Trade papers? 10%. Calendars? 5%. Exclu- cut. How long did you advertise before you got and weeklies, how many publications can you use sive of the country dailies and weeklies, how many your money back? Perhaps 2 years. to advantage ? About 30. What per cent. would publications can you use to advantage? 50. If you increase your space? No increased space in you were to double your advertising appropriation, C. DORFLINGER & SONS, Cut Glass Manu- present mediums. Does an advertisement of given what per cent. of additional publications would facturers, 36 Murray Street, New York City. To size, every issue, pay you better than twice as you take? 70%. What per cent. would you | your business what is the relative advertising value large an advertisement, every other issue, in a increase your space? 30% Does an advertise- of highest-class magazines? About 80%. Illus- monthly? Not used. Weekly? Yes. Daily? ment of given size, every issue, pay you better than trated papers? 10%. Large city dailies ? 10%. Yes. How much more is it worth, approximately, twice as large an advertisement, every other issue, | How often do you change your advertisements in to have your advertisement next to reading matter, in a monthly? Yes. Weekly? Yes. Daily | magazines ? Monthly. What proportion of your or facing reading matter? About 25%. How Yes. How much more is it worth, approximately, I advertisements contain cuts ? 80%. If you de- often do you change your advertisements in to have your advertisement next to reading matter, crease your advertising during the year, during weeklies ? Every issue. Dailies ? Every issue. or facing reading matter? 10%. How often do what months do you cut it? July, August, and What proportion of your advertisements contain you change your advertisements in magazines? | September. cuts ? 70%. If you decrease your advertising Every isssue. Weeklies ? Every other issue. during the year, during what months do you cut it? Dailies? Each week. What proportion of your MURPHY VARNISH COMPANY, Newark, Do not believe in decreasing at all. How many advertisements contain cuts? 20%. If you de- N. J. To your business what is the relative words, generally speaking, ought to be in an ordi- crease your advertising during the year, during advertising value of highest-class magazines ? 50% nary four-inch single column advertisement? 'About de papers? 50%. Exclusive of the country 75. How long did you advertise before you got many words, generally speaking, ought to be in dailies and weeklies, how many publications can your money back? In the dailies within 4 weeks. an ordinary four-inch single column advertise- you use to advantage? High class magazines and In the weeklies 2 months. ment? 40. trade papers exclusively. If you were to double your advertising appropriation, what per cent. of PACH BROTHERS, Photographers, New THE WHITELY EXERCISER COM- additional publications would you take ? Only | York City. How often do you change your ad. PANY, 153 Lake Street, Chicago, Ill. To your high class magazines and trade papers. What pervertisements ? Always the same except news business what is the relative advertising value of cent. would you increase your space ? None. items. What proportion of your advertisements ighest-class magazines ? 60%. Family magazines Does an advertisement of given size, every issue, contain cuts ? All. If you decrease your adver- and papers of medium grade? 5%. Illustrated pay you better than twice as large an advertise- tising during the year, during what months do you papers? 5%. Religious papers ? 5%. · Posters? | ment, every other issue, in a monthly? Yes. cut it? July, August, and September. 5%. Catalogues? 5%. Circulars ? 10%. Litho- Weekly? Yes. How much more is it worth, graphic cards and hangers ? 5%. If you were to approximately, to have your advertisement next! STANDARD MANUFACTURING COM- double your advertising appropriation, what per to reading matter, or facing reading matter? Can't | PANY, Porcelain Lined Bath Tubs, Pittsburg, cent. of additional publications would you take? say. How often do you change your advertise- Penn. To your business what is the relative 50%. What per cent. would you increase your ments? We never use copy twice. What propor- | advertising value of highest-class magazines ? 40%. space? Some cases 25%. Does an advertisement tion of your advertisements contain cuts ? None. | Religious papers? 15%. Trade papers ? 15%. of given size, every issue, pay you better than If you decrease your advertising during the year, Catalogues ? 25%. Circulars? 5%. Exclusive twice as large an advertisement, every other issue, during what months do you cut it? Don't de- of the country dailies and weeklies, how many in a monthly? Yes. How much more is it worth, crease. How many words, generally speaking, publications can you use to advantage? About 20. approximately, to have your advertisement next to ought to be in an ordinary four-inch single column If you were to double your advertising appropria. reading matter, or facing reading matter? 25%. advertisement? Don't know. How long did you tion, what percent. of additional publications How often do you change your advertisements in advertise before you got your money back? It would you take? 100%. Does an advertisement magazines ? Each month slightly. What propor-| hasn't come back. of given size, every issue, pay you better than tion of your advertisements contain cuts ? All. twice as large an advertisement, every other issue, If you decrease your advertising during the year, THE MCINTOSH-HUNTINGTON COM- in a monthly? Yes. Weekly?' No. How during what months do you cut it? Summer. .PANY, Hardware and Bicycles, Cleveland, O. often do you change your advertisements in mag- How many words, generally speaking, ought to be To your business what is the relative advertising azines ? Every issue. Weeklies? Every issue. in an ordinary four-inch single column advertise- value of family magazines and papers of medium | What proportion of your advertisements contain ment? 200. 'How long did you advertise before grade? 10%. Large city dailies ? 10%. Trade cuts ? 100%. If you decrease your advertising you got your money back? I year, papers? 5%. Posters? 10%. Catalogues? 50%. during the year, during what months do you cut Circulars? 15%. Exclusive of the country dailies it? November, December, and January. How W. ATLEE BURPEE, Seeds, Philadelphia, and weeklies, how many publications can you use many words, generally speaking, ought to be in an Pa. To your business what is the relative ad- to advantage? 4 local dailies, 3 magazines, 3 trade ordinary four-inch single column advertisement? vertising value of highest-class magazines? 3%. papers. If you were to double your advertising 50 to 75. How long did you advertise before you Family magazines and papers of medium grade? appropriation, what per cent. of additional publi- got your money back? 6 months. 8%. Religious papers ? 6%. Agricultural papers ? cations would you take? 50%. What percent. 6%. Country weeklies? 1% Trade papers ? | would you 'increase your space? No. Does an THE WARNER BROTHERS COMPANY, 1%. Catalogues? 70%. Circulars? 5%. Ex advertisement of given size, every issue, pay you“ Dr. Warner's Corsets," Security Hose Sup- clusive of the country dailies and weeklies, how better than twice as large an advertisement, every | porter, New York City. To your business what many publications can you use to advantage? 175. other issue, in a monthly? Yes. Weekly? Yes. is the relative advertising value of highest-class If you were to double your advertising appropria- Daily? Yes. How much more is it worth, ap- magazines? 15%. Family magazines and papers tion, what per cent. of additional publications proximately, to have your advertisement next io of medium grade? 15%. Illustrated papers? 5%. would you take? 50%. What per cent. would reading matter, or facing reading matter? 15 to Religious papers ? 25%. Large city dailies ? 3%. you increase your space? 50%. Does an adver- / 20%. How often do you change your advertise- 1 Country dailies ? 3%. Country weeklies? 2%. PRACTICAL OPINION 905 ssue, pay you better than Trade papers? 2%. Posters? 10%. Catalogues ? | better than twice as large an advertisement, every | GEORGE FROST COMPANY, “Equipoise 5%. Circulars ? 10%. Lithographic cards and other issue, in a monthly? Yes. Weekly? Yes. W hangers ? 5%. Exclusive of the country dailies Daily? Yes. How often do you change your ad-Garter," Boston, Mass. To your business what is and weeklies, how many publications can you use vertisements in magazines, weeklies, dailies? Try the relative advertising value of highest-class maga- to advantage? 75. If you were to double your to every insertion. What proportion of your 'ad-zines ? 50%. Family magazines and papers of advertising appropriation, what per cent. of addi- vertisements contain cuts ? Most all. If you medium grade? 10%. Illustrated papers ? 10%. tional publications would you take? 50%. What decrease your advertising during the year, during Religious papers ? 10%. Trade papers ? 10%. per cent. would you increase your space? 50%. what months do you cut it? September to March. Catalogues? 5%. Lithographic cards and hangers ? Does an advertisement of given size, every issue, How many words, generally speaking, ought to be 5%. Exclusive of the country dailies and weeklies, pay you better than twice as large an advertisement in an ordinary four-inch single column advertise- how many publications can 'you use to advantage? every other issue, in a monthly? No. Weekly? ment? Not over 50 or 60. How long did you ad- About 25%. If you were to double your advertis- No. Daily? No. How much more is it worth, vertise before you got your money back? 8 years. I ing appropriation, what per cent. of additional approximately, to have your advertisement next to publications would you take? About 25%. What reading matter, or facing reading matter ? 25%. THE MORRIS-FEILD-ROGERS COM- per cent. would you increase your space ? About How often do you change your advertisements in PANY, Ltd., Piano Manufacturers, Listowel, 25%. Does an advertisement of given size, every ies? Every Ont., Canada. To your business what is the rela- lissue. dav vou bette month. Dailies?' Every week. What proportion tive advertising value of highest-class magazines ? tisement, every other issue, in a monthly? No. of your advertisements contain cuts ?' 50%. If | About 15%. Family magazines and papers of Weekly? No. Daily? No. How much more is you decrease your advertising during the year, medium grade? 10%. Religious papers? 5%. it worth, approximately, to have your advertise- during what months do you cut it? November, Large city dailies ? 20%. Country dailies? 5% ment next to reading matter, or facing reading December, January, July. How many words, Country weeklies? 10%. Trade papers? 10%. | matter? 25%. How often do you change your generally speaking, ought to be in an ordinary Posters? 5%. Catalogues? 5%. Circulars ? advertisements in magazines?' Usually every four-inch single column advertisement? 60. How 5%. Lithographic cards and hangers ? 5% month. Weeklies? Usually every month. Dailies ? long did you advertise before you got your money | Calendars? 5%. Exclusive of the country dailies Don't use. What proportion of your advertise- back? At first in 1 year; later in 2 or 3 years. and weeklies, how many publications can you use ments contain cuts ? 100%. If you decrease your to advantage? (Canada only) about 100. If you advertising during the year, during what months MORSE BROTHERS, “Rising Sun Stove were to double your advertising appropriation, do you cut it? July, August, November, Decem- Polish," Canton, Mass. To your business what is what per cent. of additional publications would ber, January, February. How many words, gener- the relative advertising value of highest-class you take? About 50%. What per cent. would ally speaking, ought to be in an ordinary four-inch magazines ? Never used them much. Religious you increase your space? None. Does an adver- single column advertisement ? 75 to 100. How papers ? Best medium for the cost. Agri- tisement of given size, every issue, pay you better long did you advertise before you got your money cultural papers? Next best. Large city dailies ? than twice as large an advertisement, every other back? About 2 years. Poorest for the cost. Country Dailies? Good issue, in a monthly? Yes; if not too small in first medium for the cost. Country weeklies? Third instance. Weekly? Yes; if not too small in A. A. VANTINE & CO., Importers Chinese, best medium. Catalogues? Ordinary. Circulars? first instance. Daily? Yes; if not too small in first Japanese, and Indian goods, 877-879 Broadway, No good. Lithographic cards and hangers? Use instance. How much more is it worth, approxi New York City. To your business what is the them extensively. Exclusive of the country dailies mately, to have your advertisement next to reading relative advertising value of highest-class maga- and weeklies, how many publications can you use matter, or facin zines? 10%. Family magazines and papers to advantage? 4,000. If you were to double your 50%. Depends on style of publications. How medium grade? 10%. Large city dailies: 50%. advertising appropriation, what per cent. of often do you change your advertisements in maga- Trade papers ? 15%. Catalogues ? 15%. If you additional publications would you take? Addi-zines? Every issue. Weeklies? Every issue. were to double your advertisi appropriation, tional rel as and country weeklies. What per Dailies? Two or three times a week. What pro what per cent. of additional p ublications would cent. wou I you increase your space? Double it. portion of your advertisements contain cuts ? About you take ? None. What per cent. would you in- Does an advertisement of given size, every issue, 75%. If you decrease your advertising during the crease your space ? 100%. Does an advertise- pay you better than twice as large an advertise- year, during what months do you cut it? Very ment of given size, every issue, pay you better ment, every other issue, in a monthly? Yes. little in July and August. How many words, than twice as large an advertisement, every other Weekly? Yes. Daily? Yes. How much more generally speaking, ought to be in an ordinary issue, in a monthly? Yes. Weekly? Yes. Daily? is it worth, approximately, to have your advertise- four-inch single column advertisement? 50 to 100. Yes. How much more is it worth, approximately, ment next to reading matter, or facing Ireading-Depends on matter. How long did you advertise to have your advertisement next to reading matter, matter ? 50%. How often do you change your before you got your money back? No means of or facing reading matter? Nothing more. How advertisements in magazines ? Not at all. Weeklies? | knowing accurately. often do you change your advertisements in maga- Not at all. Dailies? Not at all. What propor- zines ? Every issue. Weeklies? Every issue. tion of your advertisements contain cuts? All. | QUEEN & CO., Scientific Instruments, Phila. Dailies? Every issue. What proportion of your If you decrease your advertising during the year, delphia, Penn. To your business what is the rela- advertisements contain cuts ? 75 to 90%. If you during what months do you cut it? Hot months. tive advertising value of highest-class magazines ? | decrease your advertising during the year, during How long did you advertise before you got your 10%. Family magazines and papers of medium what months do you cut it? July, August, and money back ? Returns were immediate. grade? 5%. Religious papers ? 5%. Large city September. How many words, generally speak- dailies? 20%. Trade papers? 20%. Catalogues? (ing, ought to be in an ordinary four-inch single ATCHISON, TOPEKA & SANTA FE 30%. Circulars ? 10%. Does an advertisement column advertisement? 60 to 70. RAILROAD, Chicago, Ill. To your business of given size, every issue, pay you better than what is the relative advertising value of highest twice as large an advertisement, every other issue, NEW YORK MILITARY ACADEMY, Corn- class magazines ? 7. Family magazines of in a monthly? No. Weekly? No. Daily? No. wall-on-Hudson, N. Y. To your business what is medium grade ? : Illustrated papers ? 16%. pproximately, to the relative advertising value of highest-class Large city dailies? 8%. Circulars? 10%. Does have your advertisement next to reading matter, or magazines? 70%. Illustrated papers? 5%. Re- an advertisement of given size, every issue, pay facing reading matter? 25%. How often do you ligious papers ? 20%. Large city dailies? 5%. you better than twice as large an advertisement, change your advertisements in magazines? Very Exclusive of the country dailies and weeklies, how every other issue, in a monthly? Yes. Weekly? often. Weeklies? Very often. Dailies ? Very many publications can you use to advantage? 50. do you change often. What proportion of your advertisements If you were to double your advertising appr your advertisements? A good advertisement need contain cuts? 50%. If you decrease your adver- tion, what percent. of additional publications not be changed. What proportion of your adver- tising during the year, during what months do you would you take? 10%. What per cent. would you tisements contain cuts ? All. cut it? Midsummer. How long did you advertise increase your space? In most cases 100%. Does before you got your money back! Three to six an advertisement of given size, every issue, pay ALLIANCE CARRIAGE COMPANY, Cin. | months. you better than twice as large an advertisement, cinnati, O. To your business what is the rela- every other issue, in a monthly? Yes, Weekly? tive advertising value of highest-class maga. BARNARD, SUMNER & PUTNAM, Dry | Yes. Daily? Yes. How much more is it worth, zines? 8%. Family magazines of medium grade ? | Goods and Department Store, Worcester, Mass. approximately, to have your advertisement next to 10%. Illustrated papers? 14%. Trade papers ? To your business what is the relative advertising reading matter, or facing reading matter? Our 18%. Catalogues ? 25%. Circulars ? 25%. Does value of large city dailies? 70%. Country dailies ? ads. are always classified and we so prefer them. an advertisement of given size, every issue, pay 15%. Catalogues? 5%. Circulars? 5%. Litho- | How often do you change your advertisements in you better than twice as large an advertisement, graphic cards and hangers ? 5%. Exclusive of magazines ? Monthly. Weeklies? No regular every other issue, in a monthly? Yes. Weekly? the country dailies and weeklies, how many pub intervals, but often changed. Dailies ? No regular Yes. Daily? Yes. How much more is it worth, lications can you use to advantage? 25 miscel- intervals, but often changed. What proportion of approximately, to have your advertisement next to laneous. If you were to double your advertising your advertisements contain cuts ? 25%. If you reading matter, or facing reading matter? Double. appropriation, what per cent. of additional publica decrease your advertising during the year, during tions would you take? About 10%. What per what months do you cut it? October to May. THE CHARLES E. HIRES MPANY, cent. would you increase your space ? Average How many words, generally speaking, ought to be " Hires Rootbeer,” Philadelphia, Penn. To about usual space. Does an advertisement of in an ordinary four-inch single column advertise- your business what is the relative advertising given size, every issue, pay you better than twice ment? 50. How long did you advertise before value of highest-class magazines? 10%. Family mily as large an advertisement, every other issue, in a you got your money back? Has always paid. magazines and papers of medium grade? 10%. daily? Yes. How much more is it worth, approxi- Illustrated papers ? 5%. Religious papers ? mately, to have your advertisement next to reading THE CUDAHY PHARMACEUTICAL 10%. Agricultural papers? 5%. Large city dailies ? COMPANY, Rex Brand Extract of Beef, South 13%. Country dailies? 10%. Country weeklies? often do you change your advertisements in Omaha, Neb. To your business what is the rela- 5%. Trade papers ? 1%. Posters? 10%. Cata- weeklies? Every issue. Dailies ? Every day. tive advertising value of highest-class magazines ? logues? 1%. ' Circulars ? 50%. Lithographic What proportion of your advertisements contain 25%. Religious papers ? 22%. Catalogues ? 50%: cards and hangers? 10%. Exclusive of the country cuts ? 50%. If you decrease your advertising dur- Circulars ? 1%. Lithographic cards and hangers ? dailies and weeklies, how many publications can ing the year, during what months do you cut it : 2%. Exclusive of the country dailies and weeklies, you use to advantage? Most all reputable papers. February and August, 25%. How many words, how many publications can you use to advantage ? If you were to double your advertising appropria generally speaking, ought to be in an ordinary four 50. If you were to double your advertising ap- tion, what per cent. of additional publications inch single column advertisement? From 50 to propriation, what per cent of additional publica- would you take? 75% dailies. What per cent. 70. How long did you advertise before you got | tions would you take? Same ratio. What per would you increase your space? 25%. Does an your money back ? Our ads. pay themselves ten cent. would you increase your space? None. advertisement of given size, every issue, pay you l times over. Does an advertisement of given size, every issue, BLES EL , COMPANY. 906 FOWLER'S PUBLICITY pay you better than twice as large an advertise- | ious papers ? 5%. Agricultural papers ? 5%. Large / and agricultural. 10% trade papers. 10% cir- ment, every other issue, in a monthly? No. city dailies? 40%. Country dailies? 15%. Coun- culars. What per cent. would you increase your Weekly? No How often do you change your ad-try weeklies? 3%. Trade papers ? 2%. Posters ? | space ? Should not increase much, if any. Does vertisements in magazines ? Monthly. Weeklies? / 2%. Catalogues? 2%. Circulars ? 2%. Litho- an advertisement of given size, every issue, pay Weekly. What proportion of your advertisements graphic cards and hangers? 2%. Calendars ? 2%. you better than twice as large an advertisement, contain cuts ? All. If you decrease vour advertis- | weeklies, howevery other issue, in a monthly? We think it ing during the year, during what months do you many publications can you use to advantage ? Very does. How much more is it worth, approxi- cut it? May, June, July, and August. few. If you were to double your advertising ap- mately, to have your advertisement next to reading propriation, what per cent. of additional publica matter, or facing reading matter? 40%. How often BERKELEY SCHOOL, New York City. To tions would you take? Double the publications in do you change your advertisements? We have your business what is the relative advertising value daily papers, and double the size of reading notices. no arbitrary rule; it depends on the way the ad. of highest-class magazines ? 25%. Large city What per cent. would you increase your space ? takes and our impression of its value. What pro- dailies? 65%. Catalogues? 10%. Circulars ? 10%. 50%. Does an advertisement of given size, every portion of your advertisements contain cuts? 95%. Never use the country dailies and weeklies. If issue, pay you better than twice as large an adver- you were to double your advertising appropriation, tisement, every other issue, in a monthly? Yes.' THE GLOBE COMPANY, Business Furni- what per cent. of additional publications would Weekly? Yes. Daily? Yes. How much more is it ture, Cincinnati, Ohio. To your business what is you take? All in city dailies and large magazines. worth, approximately, to have your advertisement the relative advertising value of highest-class maga- What per cent.,would you increase your space ? next to reading matter, or facing reading matter? | zines? 20%. Trade papers? 10%. Catalogues ? 100%. Does an advertisement of given size, every 75%. How often do you change your advertise- 40%. Circulars? 30%. Exclusive of the coun- issue, pay you better than twice as large an adver- | ments in magazines ? Standing ad. for 6 months. try dailies and weeklies, how many publications tisement, every other issue, in a monthly? Yes. Weeklies ? Frequently. Dailies ? Frequently. can you use to advantage? 30. If you were to Weekly? Yes. Daily? Yes. How inuch more What proportion of your advertisements contain double your advertising appropriation, what per is it worth, approximately, to have your advertise-cuts? In addition to trade-inark, 10%. If you cent. of additional publications would you take? ment next to reading matter, or facing reading | decrease your advertising during the year, during 100%. What per cent. would you increase your matter? Nothing (for schools.). How often do what months do you cut it? During winter months. space? 25%. I space? 25%. Does an advertisement of given size, you change your advertisements in magazines, every issue, pay you better than twice as large an weeklies, dailies ? Each month during season of HOLMES & EDWARDS SILVER COM- advertisement, every other issue, in a monthly? four months — July to October. What proportion | PANY, Bridgeport, Conn. To your business what Yes. How often do you change your adver- of your advertisements contain cuts ? 20%. If | is the relative advertising value of highest-class tisements in magazines ? Each issue. What you decrease your advertising during the year, magazines ? 20%. Family magazines and papers proportion of your advertisements contain cuts? during what months do you cut it? June (out of of medium grade ? 25%. Illustrated papers ?" 10%. 95%. If you decrease your advertising during June, July, August, September). How long | Religious papers ? 25%. Trade papers ? 5%. the year, during what months do you cut it ? June, did you advertise before you got your money | Catalogues? 5%. Circulars ? 10%. Exclusive | July, August. How many words, generally speak- back? One to four months, of the country dailies and weeklies, how many ing, ought to be in an ordinary four-inch single publications can you use to advantage? Ordinarily column advertisement? 40 to 50. MESINGER SADDLE, New York City. To from 30 to 50. If you were to double your adver- | your business what is the relative advertising value | tising appropriation, what per cent. of additional | JOSEPH DIXON CRUCIBLE CO., Jer- of highest-class magazines? 6%. Family maga- publications would you take? 75%. What per sey City, N. J. A few family magazines and zines and papers of medium grade? 6%. Illus- | cent. would you increase your space ? 25%. Does papers of medium grade. A few religious trated papers? 18%. Religious papers ? 6%. an advertisement of given size, every issue, pay papers. All trade papers. Catalogues exten- Large city dailies? 30%. Trade papers ? 12%. you better than twice as large an advertisement, sively. Does an advertisement of given size, every Catalogues? 18%. Lithographic cards and hangers ? | every other issue, in a monthly? Yes. Weekly? | issue, pay you better than twice as large an adver- 4%. Exclusive of the country dailies and weeklies, Yes. Daily? Yes. How much more is it worth, tisement, every other issue, in a monthly? Yes. how many publications can you use to advantage ? | approximately, to have your advertisement next to | Weekly? Yes. Daily? Yes. How much more is it 78. If you were to double your advertising appro- reading matter, or facing reading matter? 75%. | worth, approximately, to have your advertisement priation, what per cent. of additional publications How often do you change your advertisements in next to reading matter, or facing reading matter? Io would you take? 50%. What per cent. would magazines ? Monthly. Weeklies? Monthly. What to 25%. How often do you change your advertise- you increase your space? 50%. Does an adver- | proportion of your advertisements contain cuts? | ments in magazines ? Each month. Weekly? Trade tisement of given size, every issue, pay you better 90%. If you decrease your advertising during the papers, frequently. What proportion of your ad- than twice as large an advertisement, every other year, during what months do you cut it? January vertisements contain cuts ? 50%. issue, in a monthly? Yes. Weekly? Yes. Daily ? | ist, May 2d, June 3rd, February 4th. How many No. How much more is it worth, approximately, words, generally speaking, ought to be in an ordi- | MONARCH CYCLE MANUFACTURING to have your advertisement next to reading matter, nary four-inch single column advertisement? With COMPANY, Chicago, Ill. To your business what or facing reading matter? In dailies only 50% cut, 50 to 75. is the relative advertising value of highest-class How often do you change your advertisements in magazines ? 15%. Family magazines and papers magazines ? Every issue. Weeklies ? Every issue. SIEGEL-COOPER COMPANY, Department of medium grade? of medium grade? 15%. Illustrated papers ? 10%. Dailies ? Every issue. What proportion of your Store, New York City. To your business what is Religious papers ? 5%. Large city dailies ? 15%. advertisements contain cuts ? 100%. If you de- the relative advertising value of large city dailies ? Country dailies? 5%. Country weeklies? 5%. crease your advertising during the year, during 90%. Posters ? 10% Does an advertisement of Trade papers ? 15%. Catalogues ? 12%. Cir- what months do you cut it? September to March. given size, every issue, pay you better than twice culars ? 1%. Lithographic cards and hangers ? 2%. How many words, generally speaking, ought to be as large an advertisement, every other issuie, in a Exclusive of the country dailies and weeklies, how in an ordinary four-inch single column advertise- daily? Don't know; we take whatever space is many publications can you use to advantaga? We ment? With cut, excluding name and address, 40 necessary. How often do you change your adver used 300 this year. If you were to double your to 50. How long did you advertise before you got | tisements in dailies? Every day, and don't ever ation, what per cent. of addi- your money back? Six months. mention same article two days in succession. What tional publications would you take? 25%. What proportion of your advertisements contain cuts ? per cent. would you increase your space? 75%. CHICAGO GREAT WESTERN RAIL-1 100%. Does an advertisement of given size, every issue, WAY, Chicago, Ill. To your business what is pay you better than twice as large an advertise- the relative advertising value of highest-class maga- ' ESTEY ORGAN COMPANY, Brattleboro, ment, every other issue, in a monthly? Yes, zines ? 3%. Family magazines and papers of Vt. To your business what is the relative adver-usually. Weekly? Yes, usually. Daily? Yes, medium grade? 2%: Illustrated papers ? 5%. tising value of religious papers? 35%. Agricul- usually. How much more is it worth, approxi- Religious papers ? 2%. Agricultural papers? 8% tural papers? 25%. Novelties? 10%. Catalogues? | mately, to have your advertisement next to read- Large city dailies ? 25%. Country dailies ? 7%. 10%. Lithographic cards and hangers ? 10%. ing matter, or facing reading matter? Not more Country weeklies? 15%. Trade papers ? 1%. Calendars? 10%. Exclusive of the country dailies than 25%; but we wouldn't pay that. In women's Posters? 2%. Circulars ? 10%. Lithograf and weeklies, how many publications can you use publications, nothing. How often do you change cards and hangers ? 10%. Calendars ? 10 to advantage? Can't say. Does an advertisement your advertisements in magazines ? Monthly. Exclusive of the country dailies and weeklies, how of given size, every issue, pay you better than Weeklies? Every other week. Dailies ? Every many publications can you use to advantage? 200. | twice as large an advertisement, every other issue, day. What proportion of your advertisements If you were to double your advertising appropria- in a monthly? No. Weekly? No. Daily? No. contain cuts? 100%. If you decrease your adver- tion, what per cent., of additional publications would How much more is it worth, approximately, to tising during the year, during what months do you you take? 100%. What per cent. would you in- have your advertisement next to reading matter, or cut it? July and August. How many words, crease your space ? Nil. Does an advertisement facing reading matter? In newspapers next read generally speaking, ought to be in an ordinary of given size, every issue, pay you better than twice ing matter is most valuable. How often do you four-inch single column advertisement? Without as large an advertisement, every other issue, in a change your advertisements in magazines? Once cut, 30 to 50 words. With cut, less, in proportion monthly? Yes. Weekly? No Daily? No. a quarter. Weeklies? Once a month. What to size of cut. How long did you advertise before How much more is it worth, approximately, to proportion of your advertisements contain cuts? you got your money back? First year. have your advertisement next to reading matter, 75%. If you decrese your advertising during the or facing reading matter? 25%. How often do year, during what months do you cut it? May, NEW HAVEN STEAMBOAT COMPANY, you change your advertisements in magazines ? June, July, August. New York City. To your business what is the Monthly. Weeklies ? Monthly. Dailies? Weekly. relative advertising value of large city dailies? What proportion of your advertisements contain DAVIDSON RUBBER COMPANY, Drug-17%. Country dailies? 17%. Country weeklies? cuts ? 90%. If you decrease your advertising gists' Sundries, Boston, Mass. To your business 16%. Books? 13%. Circulars? 12%. Litho- during the year, during what months do you cut it? what is the relative advertising value of highest graphic cards and hangers ? 13%. Calendars? November, December, January, and February. class magazines? 15%. Family magazines and il- | 12%. Exclusive of the country dailies and weeklies, How many words, generally speaking, ought to be lustrated papers of medium grade? 40%. Trade how many publications can you use to advantage? in an ordinary four-inch single column advertise- papers? 10%. Catalogues? 10%. Circulars? | Few outside of regular country papers? If you ment? 100. 10%. Calendars? 15%. Exclusive of the country were to double your advertising appropriation, dailies and weeklies, how many publications can what per cent. of additional publications would UNION PACIFIC RAILWAY SYSTEM, you use to advantage? About a dozen or fifteen. you take? Double county papers. Does an Omaha, Neb. To vour business what is the rela- If you were to double your advertising appro- advertisement of given size, every issue, pay you tive advertising value of highest-class magazines ? priation, what per cent. of additional publications better than twice as large an advertisement, every 5%. Family magazines and papers of medium would you take? 20% high-class magazines. other issue, in a monthly? Yes. Weekly? Yes. grade? 10%. Illustrated papers? 5%. Relig- | 20% illustrated family magazines. 40% religious | Daily? Yes. How much more is it worth, approxi- PRACTICAL OPINION 907 mately, to have your advertisement next to reading | 40%. Country dailies? 10%. Country weeklies? , tising during the year, during what months do you matter, or facing reading matter? 100%. How | 5%. Trade papers? 5%. Posters? 7%. Cir- cut it? July, August, September. often do you change your advertisements in culars? 3%. Lithographic cards and hangers? magazines ? Frequenıly. Weeklies? Frequently. | 15%. Calendars? 0%. Exclusive of the country! STERLING CYCLE WORKS, Chicago, Ill. Dailies? Frequently. Wiat proportion of your dailies and weeklies, how many publications can To your business what is the relative advertising advertisements contain cuts ? 75%. If you de- you use to advantage? Don't know. What per value of highest-class magazines? 10%. Family crease your advertising during the year, during cent. would you increase your space? Increase magazines and papers of medium grade? 5%. what months do you cut it? November, Decem-space 25%. Does an advertisement of given size, Illustrated papers ? 5%. Religious papers ? 5%. ber, January, February, and March. How long every issue, pay you better than twice as large an Agricultural papers?' 5%. Large city dailies ? did you advertise before you got your money advertisement, every other issue, in a monthly? | 15%. Trade papers?" 10%. Posters ? 20%. back? Sometimes immediately. Yes. Weekly? Yes. Daily? Ves. How much Catalogues ? 20%. Lithographic cards and more is it worth, approximately, to have your ad- | hangers ? 5%. Exclusive of the country dailies THOMAS J. LIPTON, “Lipton's Ceylon vertisement next to reading matter, or facing read- and weeklies, how many publications can you use Teas," London, England. To your business what ing matter? 60%. How often do you change to advantage? "Advantage” a question, do use is the relative advertising value of highest-class your advertisements in magazines ? Monthly. close to 40. If you were to double your advertis- magazines ? 5%. Papers ? 15%. Large city dailies? Weeklies? Weekly. Dailies? Daily. What pro- ing appropriation, what per cent. of additional 30%. Country dailies ? 15%. Country weeklies? | portion of your advertisements contain cuts? 50%. publications would you take? None — would use 10%. Trade papers? 5%. Posters ? 15%. Cir- If you decrease your advertising during the year, special features. What per cent. would you in- culars? 5%. Exclusive of the country dailies and during w crease your space? None. Does an advertise- weeklies, how many publications can you use to April, but possibly not from ist to 25th December. ment of given size, every issue, pay you better than advantage? About 300. If you were to double How many words, generally speaking, ought to twice as large an advertisement, every other issue, your advertising appropriation, what per cent. of be in an ordinary four-inch single column adver- in a monthly? Yes. Weekly? Yes. Daily? Yes. additional publications would you take? 10%. tisement? 10 words display, 30 words small. How much more is it worth, approximately, to Does an advertisement of given size, every issue, pay How long did you advertise before you got your have your advertisement next to reading matter, or you better than twice as large an advertisement, money back? 6 to 8 years. facing reading matter? Can't give per cent. but every other issue, in a monthly? No. Weekly? No. | use preferred spaces always. How often do you Daily? No. How much more is it worth, approxi- THE WALTER M. LOWNEY COMPANY, change your advertisements in magazines ? Each mately, to have your advertisement next to reading Chocolate Bonbon Manufacturers, Boston, Mass.. issue. Weeklies? Each issue. Dailies? Weekly. matter, or facing reading matter? 75%. How | To your business what is the relative advertising What proportion of your advertisements contain often do you change your advertisements in maga- value of highest-class magazines ? 60%. Ladies' cuts? 50%. If you decrease your advertising zines? Bi-monthly. Weeklies? Monthly. Dailies? Home Journal and Youth's Companion ? 20%. during the year, during what months do you cut Monthly. What proportion of your advertise- Illustrated papers? 4%. Large city dailies ? 5%. it? August, September, October. How long ments contain cuts? 55%. How many words, Country dailies ? 1%. Country weeklies? 1% did you advertise before you got your money generally speaking, ought to be in an ordinary Trade papers ? 1%. Catalogues? 3%. Circulars ? | back? Got it back second year. four-inch single column advertisement? 40 words. 2%. Lithographic cards and hangers ? 3%. Ex- How long did you advertise before you got your clusive of the country dailies and weeklies, how ROGERS, PEET & CO., Furnishers for money back? Promptly, many publications can you use to advantage? | Men and Boys, New York City. To your busi- 25. If you were to double your advertising ap: ness what is the relative advertising value of large GEORGE P. BENT, Crown Pianos, Chicago, propriation, what per cent. of additional publica- city dailies? 100%. Exclusive of the country Ill. To your business what is the relative adver tions would you take? 75%. What per cent. dailies and weeklies, how many publications can tising value of highest-class magazines ? 25% would you increase your space? 25%. Does an you use to advantage? All the city dailies. If Family magazines and papers of medium grade? | advertisement of given size, ey you were to double your advertising appropriation, 10%. Illustrated papers? 5%. Religious papers? | better than twice as large an advertisement, every what per cent. of additional publications would 5%. Trade papers? 15%. Posters? 5%. Catalogues? | other issue, in a monthly? Yes. Weekly? No. you take? All the dailies we do not now use. 25%. Circulars ? 59. Lithographic cards and Daily? Yes. How much more is it worth, ap | What per cent. Would you increase your space? hangers ? 5%. Exclusive of the country dailies proximately, to have your advertisement next to | None. Does an advertisement of given size, every and weeklies, how many publications can you use reading matter, or facing reading matter? 50%. issue, pay you better than twice as large an adver- to advantage? Less than 50. If you were to How often do you change your advertisements in tisement, every other issue, in a daily? Yes. How double your advertising appropriation, what per magazines ? Every month. Weeklies? Usually much. more is it worth, approximately, to have cent. of additional publications would you take? | every week. Dailies ? Every day. What pro- your advertisement next to reading matter, or fac- 60%. What per cent. would you increase your portion of your advertisements contain cuts ? 95%. ing reading matter? Perhaps io or 15%. How space? None. Does an advertisement of given If you decrease your advertising during the year, often do you change your advertisements in dailies? size, every issue, pay you better than twice as during what months do you cut it? July and Every day. What proportion of your advertise- large an advertisement, every other issue, in a August. How many words, generally speaking, ments contain cuts? 100%. If you decrease your monthly? No. Weekly? No. Daily? No. ought to be in an ordinary four-inch single column advertising during the year, during what months How much more is it worth, approximately, to advertisement? 15 or less. How long did you do you cut it? Keep it up all the year. have your advertisement next to reading matter, advertise before you got your money back? Four or facing reading matter? 100%. How often do W. L. DOUGLAS SHOE COMPANY, you change your advertisements in magazines? Brockton, Mass. To your business what is the Every issue. Weeklies? Every issue if can. DEERING HARVESTER COMPANY, Chi relative advertising value of highest-class niaga- Dailies? Don't use. What proportion of your cago, Ill. To your business what is the relative | zines ? 25%. Family magazines and papers of advertisements contain cuts? 100%. If you de- advertising value of religious papers ? 2%. Agri- medium grade? 25%. Illustrated papers ? 25%. crease your advertising during the year, during cultural papers? 13%. Trade papers ? 10%. | Large city dailies? 25%. Does an advertisement nths do you cut it? January and Febru- Posters? 5%. Catalogues? 50%. Circulars and of given size, e ary, July and August. How long did you advertise Deering Farm Journal (monthly) ? 20%. Exclu- twice as large an advertisement, every other issue, before you got your money back? From the first, sive of the country dailies and weeklies, how many in a monthly? Yes. Weekly? Depends on cir- but it gains constantly. publications can you use to advantage? Usually cumstances. Daily? Rather have it every other use 60. If you were to double your advertising | day. How much more is it worth, approximately, CYCLE COMPONENTS MANUFACTUR- | appropriation, what per cent. of additional publi- / to have your advertisement next to reading matter, ING COMPANY, London, England. To your cations would you take? 3313%. What per cent. or facing reading matter? Not much. How often business what is the relative advertising value of would you increase your space? 50%. Does do you change your advertisements in magazines? highest-class magazines? 5%. Family inagazines an advertisement of given size, every and papers of medium grade? 3%. Illustrated pay you better than twice as large an advertise- Dailies? Every day. What proportion of your papers? 5%. Religious papers? 2%. Large ment, every other issue, in a monthly? Yese advertisements contain cuts? 100%. city dailies? 5%. Country daiſies? 1%. Country | Weekly? Yes. Daily? Yes. How much more weeklies? 4% Trade papers? 50%. Catalogues? is it worth, approximately, to have your advertise GEORGE M. CLARK & CO., Jewel Gas 10%. Circulars? 10%. Lithographic cards and ment next to reading matter, or facing reading | and Gasolene Stoves, Chicago, Ill. To your busi- hangers? 5%. Exclusive of the country dailies inatter? 20%. How often do you change your ness what is the relative advertising value of trade and weeklies, how many publications can you use advertisements in magazines? Don't use. Weeklies? papers? 50%. Catalogues ? 25%. Circulars ? to advantage? 25. If you were to double your Every issue. Dailies? Don't use. What propor 25%. Does an advertisement of given size, every advertising appropriation, what per cent. of addi tion of your advertisements contain cuts ? 90%. issue, pay you better than twice as large an adver- tional publications would you take? 100%. What If you decrease your advertising during the year, tisement, every other issue, in a monthly? Yes. per cent. Would you increase your space? Nil. during what months do you cutit? July to January. | Weekly? Yes. Daily? Yes. How much more Does an advertisement of given size, every issue, How many words, generally speaking, ought to be is it worth, approximately, to have your advertise- pay you better than twice as large an advertise in an ordinary four-inch single column advertise ment next to reading matter, or facing reading ment, every other issue, in a monthly? Yes. | ment? 50. matter? 100%. How often do you change your Weekly? Yes. Daily? No. How much more advertisements in magazines ? Monthly or yearly. is it worth, approximately, to have your advertise LADD & COFFIN, “Lundborg's Perfumes,” | Weeklies? Weekly or yearly, Dailies? Dailv or inent next to reading matter, or facing reading New York City. Exclusive of the country dailies yearly. What proportion of your advertisements matter? 20%. How often do you change your and weeklies, how many publications can you use contain cuts? 25%. How many words, generally advertisements in magazines ? Every issue. to advantage? Haven't time to figure. If you speaking, ought to be in an ordinary four-inch Weeklies? Every issue. Dailies? Once a week. were to double your advertising appropriation, single column advertisement? 40 words. What proportion of your advertisements contain what per cent. of additional publications would cuts? 25%. If you decrease your advertising you take? Can't say. Does an advertisement of AMES & FROST COMPANY, Bicycles, during the year, during what months do you cut given size, every issue, pay you better than twice Chicago, Ill. · To your business what is the rela- it? Autumn. How long did you advertise before as large an advertisement, every other isuse, in a tive advertising value of highest-class magazines ? you got your money back? A week or hours. monthly? No. Weekly? No. Daily? No. How 16%. Family magazines and papers of medium much more is it worth, approximately, to have | grade? 11%. Illustrated papers? 16%. Large CANADA ATLANTIC RAILWAY COM- your advertisement next to reading matter, or facing city dailies? 11%. Trade papers? 7%. Cata- PANY, Ottawa, Canada. To your business what is reading matter? Always try to get it without extra logues ? 22%. Ĉirculars? 52%. Lithographic the relative advertising value of highest-class mag charge. How often do you change your advertise- cards and hangers ? 512%. Calendars? 37 6. Novel- azines? 1% Family magazines and papers of ments? Depends upon how good the ad. is. ties? 3%. Does an advertisement of given size, medium grade? 3%. Illustrated papers? 1%. What proportion of your advertisements contain every issue, pay you better than twice as large an Agricultural papers? 1%. Large city dailies ? | cuts ? About 50%. If you decrease your adver- | advertisement, every other issue, in a monthly? 908 FOWLER'S PUBLICITY Kolo. Yes. Weekly? Yes. Daily? Yes. How much , daily? Yes. How much more is it worth, approxi- | Family magazines and papers of medium grade? more is it worth, approximately, to have your ad- | mately, to have your advertisement next to reading 30%. Religious papers? 25%. Agricultural vertisement next to reading matter, or facing read- matter, or facing reading matter? We insist on a papers? 10%. Catalogues ? Used for “the trade” ing matter? 25%. How often do you change particular space, but as heavy advertisers do not only. Circulars? 5%. Lithographic cards and your advertisements in magazines? Every issue. calculate on paying increase rate, though pre- hangers ? 5%. If you were to double your adver- Weeklies? Every issue. Dailies ? Every issue. ferred position is worth more. How often do tising appropriation, what per cent. of additional How many words, generally speaking, ought to be you change your advertisements in magazines? publications would you take? 3373%. What per ch single column advertise- Monthly. Weeklies? Weekly. Dailies ? Daily: cent. would you increase your s ment? 75 to 100. How long did you advertise Never allow same advertisement to appear second Does an advertisement of given size, every issue, before you got your money back? Immediate. | time in same paper. What proportion of your pay you better than twice as large an advertise- advertisements contain cuts ? Say 10%. If you ment, every other issue, in a monthly? Yes. CORNISH & CO., Manufacturers Pianos and decrease your advertising during the year, during | Weekly? No. How much more is it worth, ap- Organs, Washington, N. J. To your business what months do you cut it? Perhaps a slight proximately, to have your advertisement next to what is the relative advertising value of highest- decrease in July and August, but believe in keep- reading matter, or facing reading matter? Per- class magazines? 13%. Family magazines and ing vigorously at it all the year round. How haps 10%: depends on publication. How often papers of medium grade? 26%. Illustrated papers? | long did you advertise before you got your money do you change your advertisements in magazines ? 10%. Large city dailies?' 26%. Catalogues? | back? 25 years in business. Writer can only | Every issue. Weeklies? Every issue. What pro- 16%. Circulars? 8%. Does an advertisement | speak of past five years when advertising has been portion of your advertisements contain cuts? of given size, every issue, pay you better than at its heaviest, and results now come back quickly. Nearly 100%. If you decrease your advertising twice as large an advertisement, every other issue, during the year, during what months do you cut in a monthly? Yes. Weekly? Yes. How much MICHIGAN CENTRAL RAILROAD, Chi- it? Summer. more is it worth, approximately, to have your ad- cago, Ill. To your business what is the relative vertisement next to reading matter, or facing read- advertising value of highest-class magazines ? EASTMAN KODAK COMPANY, Rochester, ing matter? 40% in some cases. 20%. Family magazines and papers of medium N. Y. To your business what is the relative grade? 5%. Illustrated papers?" 5%. Religious advertising value of highest-class magazines? SAMUEL CABOT, Creosote Stains, Boston, papers? 15%. Agricultural papers ? 2%. Large 35%. Family magazines and papers of medium Mass. To your business what is the relative ad- city dailies? 25%. Country dailies? 8%. Coun- grade? 5%. Illustrated papers ? 5%. Religious vertising value of highest-class magazines? 40%. try weeklies? 5%. Trade papers? 3%. Cir- | papers? 5%. Trade papers? 5%. Catalogues ? Family magazines and papers of medium grade? culars? 2%. Calendars? 10%. Exclusive of 30%. Circulars? 10%. Lithographic cards and 20%. Illustrated papers ? 12%. Trade papers ? the country dailies and weeklies, how many publi- hangers ? 5%. Exclusive of the country dailies 8%. Circulars? 16%. Novelties? 4%. Does cations can you use to advantage? Depends on and weeklies, how many publications can you use an advertisement of given size, every issue, pay you | varying contingencies. cies. If you were to double to advantage? 30. If you were to double your better than twice as large an advertisement, every your advertising appropriation, what per cent. of advertising appropriation, what per cent of addi- other issue, in a monthly? No. Weekly? No. additional publications would you take? 20%. tional publications would you take? 25%. What What per cent.' would you increase your space? | per cent. would you increase your space? 25%. CUTTER-TOWER: COMPANY, Franklin | 25 to 50%. Does an advertisement of given size, | Balance of increase in catalogues and pamphlets. Typewriters, Boston, Mass. Does an advertise- every issue, pay you better than twice as large an Does an advertisement of given size, every issue, ment of given size, every issue, pay you better than advertisement, every other issue, in a monthly? | pay you better than twice as large an advertise- twice as large an advertisement, every other issue, Yes. Weekly? Yes. Daily? Yes. How much more ment, every other issue, in a monthly? Yes. in a monthly? Yes. Weekly? Yes. How much is it worth, approximately, to have your advertise- Weekly? No. Daily? Don't use. How much more is it worth, approximately, to have your ment next to reading matter, or facing reading advertisement next to reading matter, or facing matter? 10%. How often do you change your vertisement next to reading matter, or facing read- reading matter? 50%. How often do you change advertisements in magazines? Frequently. Week- ing matter? 25 to 50%. How often do you change your advertisements in magazines? Every two lies? Frequently. Dailies ? Frequently. What your advertisements in magazines ? Monthly. months. Weeklies? Every four weeks. Dailies ? proportion of your advertisements contain cuts? | Weeklies? Monthly. What proportion of your Every ten days. What proportion of your adver- 175%. If you decrease your advertising during the advertisements contain cuts? 75%. If you de- tisements contain cuts ? 100%. How many words, 1 year, during what months do you cut it? Novem-crease your advertising during the year, during generally speaking, ought to be in an ordinary four- ber to March. How many words, generally speak- what months do you cut it? January, February, inch single column advertisement? 100. . ing, ought to be in an ordinary four-inch single | August, September, October. column advertisement? 100. CRANDALL MACHINE COMPANY, MARLIN FIRE ARMS COMPANY, Marlin Crandall Typewriters, New York City. To your THEODORE METCALF COMPANY, Repeating Rifles and Revolvers, New Haven, business what is the relative advertising value of Wholesale and Retail Drugs, Boston, Mass. Tó Conn. To your business what is the relative ad- highest-class magazines? 40%. Family magazines your business what is the relative advertising value | vertising value of highest-class magazines ? 20%. and papers of medium grade? 15%. Trade papers? of highest-class magazines ? 10%. Large city Family magazines a y magazines and papers of medium grade? 772%. Catalogues? 20%. Circulars? 20%. Litho- dailies? 90%.' Medical journals? 10%. If you 20%. Agricultural papers? 30%. Country graphic cards and hangers? 772%. Does an ad- were to double your advertising appropriation, weeklies? 5%. Trade papers? 5%. Catalogues? vertisement of given size, every issue, pay you what per cent. of additional publications would 10%. Circulars? 5%. Lithographic cards and better than twice as large an advertisement, every you take? Large city dailies. What per cent. hangers? 5%. Exclusive of the country dailies other issue, in a monthly? Yes. How often do would you increase your space? No increase in and weeklies, how many publications can you use you change your advertisements in magazines? | space; more frequent insertions and better posi- to advantage? Counting agricultural papers, 50. Twice yearly. What proportion of your advertise tions. Does an advertisement of given size, every Not counting agricultural papers, 25. If you were ments contain cuts? 100%. issue, pay you better than twice as large an adver to double your advertising appropriation, what tisement, every other issue, in a daily? Yes. How per cent. of additional publications would you SAMUEL WARD COMPANY, Stationers, much more is it worth, approximately, to have take? 40%. What per cent. Would you increase Boston, Mass. To your business what is the rela- your advertisement next to reading matter, or fac your space? 60%. Does an advertisement of tive advertising value of highest-class magazines, ing matter? 100%. How often do you change given size, every issue, pay you better than twice family magazines and papers of medium grade, your advertisements in dailies ? Almost every as large an advertisement, every other issue, in a illustrated papers, religious papers, agricultural issue. What porportion of your advertisements monthly? Yes. Weekly? Yes. How much papers, large city dailies, country dailies, country contain cuts ? 50%. more is it worth, approximately, to have your ad- weeklies, trade papers, posters, catalogues, cir- vertisement next to reading matter, or facing read- culars, lithographic cards and hangers, calendars? THE ASBURY-PAINE MANUFACTUR-ing matter? 5 to 10% in sporting papers. 20 to Cannot say. Exclusive of the country dailies and ING COMPANY, “Witch-Kloth” and “ Quaker 25% in magazines. How often do you change weeklies, how many publications can you use to ad- | Crimped Crust Bread Pan,” Philadelphia, Penn. your advertisements in magazines ? Every other vantage? Cannot say. If you were to double your | To your business what is the relative advertising time or every time. Weeklies? Every other week advertising appropriation, what per cent of addi- value of highest-class magazines ? 60%. Family or oftener. What proportion of your advertise- tional publications would you take? Can't say. magazines and papers of medium grade? 772% ments contain cuts ? 95%. If you decrease your Does an advertisement of given size, every issue, Illustrated papers? 212%. Religious papers ? advertising during the year, during what months pay you better than twice as large an advertisement, 5%. Agricultural papers? 1272%. Large city do you cut it? January to April. How many every other issue, in a monthly, weekly, daily? dailies? Too expensive. Trade papers? 5%. words, generally speaking, ought to be in an Cannot say. How much more is it worth, approxi Posters? 212%. Circulars? 5%. Exclusive of ordinary four-inch single column advertisement? mately, to have your advertisement next to read- the country dailies and weeklies, how many publi 50 to 75. How long did you advertise before you ing matter, or facing reading matter? Cannot say. cations can you use to advantage? About 35. If began to get your money back? Half to one How oíten do you change your advertisements in you were to double your advertising appropriation, year at home, two to four years export. magazines ? Every time, generally. Weeklies? what percent. of additional publications would Often. Dailies? Often. What proportion of you take? Increase space in high class magazines. THE J. B. WILLIAMS COMPANY, Soap your advertisements contain cuts? 50 to 75%. Does an advertisement of given size, every issue, Manufacturers, Glastonbury, Conn. To your busi- If you decrease your advertising during the year, pay you better than twice as large an advertise- ness what is the relative advertising value of during what months do you cut it? Summer ment, every other issue, in a monthly? Yes. | highest-class magazines? 50 To. Illustrated papers ? months. Weekly? Yes. How much more is it worth, ap- 50%. Exclusive of the country dailies and week- proximately, to have your advertisement next to lies, how many publications can you use to advan- THE ROBERT SIMPSON COMPANY, reading matter, or facing reading matter? But tage? Can't answer. If you were to double your Ltd., Department Store, Toronto, Ont. To your little in the class we go in. How often do you advertising appropriation, what per cent. of addi- business what is the relative advertising value of change your advertisements in magazines ? Every tional publications would you take? 25%. What family magazines and papers of medium grade ? | per cent. would you increase your space? 100%. 5%. Large city dailies? 61%. Country weeklies ? of your advertisements contain cuts ? 50%. If Does an advertisement of giyen size, every issue, 5%. Trade papers? 2%. Posters? 5%. Cata- you decrease your advertising during the year, pay you better than twice as large an advertisement, logues? 20%.* Circulars? 2%. If you were to during what months do you cut it? January, every other issue, in a monthly? No. Weekly? double your advertising appropriation, what per February, and March. No.' How much more is it worth, approximately, cent. of additional publications would you take? to have your advertisement next to reading matter, In any increase this would go almost entirely to THE AMERICAN WRINGER COMPANY, or facing reading matter? 25%. How often do the Toronto dailies. Does an advertisement of Clothes Wringers and Wringer Rolls, New York you change your advertisements in magazines ? given size, every issue, pay you better than twice | City. To your business what is the relative adver- Each issue. Weeklies? Each issue. What pro- as large an advertisement, every other issue, in a tising value of highest-class magazines ? 25%. portion of your advertisements contain cuts ? PRACTICAL OPINION 909 Circu ICUS 100%. If you decrease your advertising during | ment next to reading matter, or facing reading ing matter? 50%. How often do you change the year, during what months do you cut it? We matter? About 25%. How often do you change your advertisements in magazines ? Quarterly. run our ads, uniformly through the year. your advertisements in magazines ? Every time. Weeklies? Monthly. What proportion of your Weeklies? Every time. Dailies ? Every time. ( advertisements contain cuts? 100%. JONES OF BINGHAMTON, United States What proportion of your advertisements contain ard Scales, Binghamton, N. Y. To your cuts? 75%. If you decrease your advertising dur | AIR BRUSH MANUFACTURING COM- business what is the relative advertising value ing the year, during what months do you cut it? | PANY, Rockford, Ill. To your business what is of highest-class magazines? Never used them. January, July, and August. How many words, the relative advertising value of highest-class maga- Family magazines and papers of medium grade? | generally speaking, ought to be in an ordinary | zines ? 23%. Family magazines and papers of Never used them. Illustrated papers? Never four-inch single column advertisement? 75 to 100. medium grade? 17%. Trade papers ? 32%. Cata- used them. Religious papers? Have found them logues? 28%. How much more is it worth, good mediums. Agricultural papers? First class BRYSON, GRAHAM & CO., Department approximately, to have your advertisement next to for Jones Scales. Large city dailies? No expe- Store, Ottawa, Canada. To your business what reading matter, or facing reading matter? 5%. rience. Country dailies? No experience. Coun- is the relative advertising value of highest-class How often do you change your advertisements in try weeklies? Good for our business. Trade magazines? 2%. Family nily magazines and papers magazines ? Depends on ad. If small, three times papers? Do not esteem them highly. Posters? of medium grade? 4%. Illustrated papers ? 2% a year; if large, every issue. Weeklies ? Every Never used them. Catalogues? Do not pay Religious papers? 3%. Agricultural papers? 4%. two weeks. Dailies? Every other day. What cost except when asked for. Circulars? Have Large city dailies? 30%. Country dailies? 15%. proportion of your advertisements contain cuts ? paid us well. Lithographic cards and hangers ? Country weeklies? 20%. Posters? 5%. Cata- 100%. How many words, generally speaking, Uncertain value. Calendars? Too common to logues? ] 1%. Lithog ic cards pay. Am not able to give percentages. If you and hangers ? 2%. Calendars? 2%. Exclusive advertisement? 120 words. How long did you were to double your advertising appropriation, of the country dailies and weeklies, how many advertise before you got your money back? We what per cent, of additional publications would publications can you use to advantage? All city consider advertising an investment. you take? Should make increased expenditure on dailies. If you were to double your advertising above lines. What per cent. would you increase appropriation, what per cent. of additional publi- | C. C. BRIGGS & CO., Pianos, Boston, Mass. your space? Would extend number of mediums cations would you take? None. (We use every To your business what is the relative advertising rather than use extra space beyond a fair-sized ad. one anywhere near us now.) What per cent. would value of highest-class magazines ? 19%. Family Does an advertisement of given size, every issue, you increase your space ? 100%. Does an adver- magazines and papers of medium grade? 14%. pay you better than twice as large an advertise- tisement of given size, every issue, pay you better Trade papers ? 47%. Catalogues? 4%. Calendars ? ment, every other issue, in a monthly? Yes. than twice as large an advertisement, every other 8%. Novelties? 8%. Does an advertisement Weekly? Yes. Daily? Yes. How much more issue, in a monthly? Yes. Weekly? Yes. Daily? of given size, every issue, pay you better than is it worth, approximately, to have your advertise- | Yes. How much more is it worth, approximately, twice as large an advertisement, every other issue, inent next to reading matter, or facing reading to have your advertisement next to reading matter, matter? 25%. How often do you change your or facing reading matter? 25%. How often do Weekly? No. Daily? No. How much more advertisements in magazines? Quarterly, Week you change your advertisements in magazines ? is it worth, approximately, to have your advertise- lies? Quarterly. Dailies? Quarterly. What Each issue. Weeklies? Second issue. Dailies ? ment next to reading matter, or facing reading proportion of your advertisements contain cuts? | Daily. What proportion of your advertisements matter? 10%. How often do you change your All cuts or display. If you decrease your advertis- contain cuts? 25%. If you decrease your adver- advertisements in magazines ? About the time it ing during the year, during what months do you tising during the year, during what months do you ceases to pull. Weeklies? About the time it cut it? The busy months. cut it? The months that had the least notes ma- ceases to pull. What proportion of your adver- turing. How many words, generally speaking, tisements contain cuts ? 100%. EARL & WILSON, Collars and Cuffs, New ought to be in an ordinary four-inch single column York City. To your business what is the relative advertisement? 100 to 125. How long did you / BRADLEY & CO., Carriages, Syracuse, N. Y. advertising value of highest-class magazines? 5%. advertise before you got your money back? Not To your business what is the relative advertising Illustrated papers ? 5%. Large city dailies? 70%. | over 30 days. value of highest-class magazines ? 25%. Ilius- Trade papers? 5%. Posters? 5%. Catalogues ? trated papers ? 25%. Trade papers ? 25%. Cata- 5%. Lithographic cards and hangers? 5%. Ex- P. LORILLARD COMPANY, Tobacco and logues? 25%. Does an advertisement of given clusive of the country dailies and weeklies, how Snuff Manufacturers, Jersey City, N. J. To your size, every issue, pay you better than twice as large many publications can you use to advantage? business what is the relative advertising value of an advertisement, every other issue, in a monthly? Difficult to say; probably 150. If you were to large city dailies? 10%. Posters? 10%. Litho- Yes. Weekly? Yes. How much more is it double your advertising appropriation, what per graphic cards and hangers? 30%. Signs: viz. worth, approximately, to have your advertisement cent. of additional publications would you take? | bulletin and wall signs and other signs suitable for next to reading matter, or facing reading matter? Very few, say 4 or 5%. What per cent. would out-of-door display? 50%. Exclusive of the 25 to 50%. How often do you change your adver- you increase your space? Very little, say 5% country dailies and weeklies, how many publica tisements in magazines ? Each issue. Weeklies? Does an advertisement of given size, every issue, tions can you use to advantage? As above stated, Each issue. What proportion of your advertise- pay you better than twice as large an advertise- we now use about 10% large city dailies, or rather ments contain cuts ?" 50%. ment, every other issue, in a monthly? No. about 10% of all our appropriation goes to large Weekly? No. Daily? No. How much more | THE BOYNTON FURNACE COMPANY, is it worth, approximately, to have your advertise every issue, pay you better than twice as large an New York City. To your business what is the ment next to reading matter, or facing reading advertisement, every other issue? We generally relative advertising value of highest-class maga- matter? Depends on which ad. it is. If our large run two sizes, using first one and then the other, zines? 20%. Family magazines and papers of me- cut, we consider that the back page of a daily is one size being about double the size of the others. dium“grade? 5%. Illustrated papers? 5%. Large better position than next reading matter. How | How much more is it worth, approximately, to city dailies? 10%. Trade papers? 10%. Catalogues ? often do you change your advertisements in week- have your advertisement next to reading matter, or 20%. Circulars? 20%. Lithographic cards and lies? Never. Dailies? About monthly. What facing reading matter? 10%. How often do you hangers? 5%. Novelties? 5%. Does an advertise- proportion of your advertisements contain cuts ? | change your advertisements in weeklies? Change ment of given size, every issue, pay you better than 90%. If you decrease your advertising during the every week. Dailies? Change every day for a twice as large an advertisement, every other issue, year, during what months do you cut it? January, period, and then possibly commence over again in a monthly? Yes. Weekly? Yes. "Daily? Yes. February, July, August, September. How many with the series. What proportion of your adver How much more is it worth, approximately, to words, generally speaking, ought to be in an ordi- tisements contain cuts?" 100%. have your advertisement next to reading matter, or nary four-inch single column advertisement? 7 or 8. facing reading matter? 15%. How often do you GREAT NORTHERN RAILWAY, St. Paul, change your advertisements in magazines? Fre- HALL & RUCKEL, Wholesale Druggists, Minn. To your business what is the relative ad- quent change. Weeklies? Frequent change. "Sozodont," New York City. Does an advertise- | vertising value of highest-class magazines? 10%. Dailies ? Frequent change. What proportion of ment of given size, every issue, pay you better | Family magazines and papers of medium grade? your advertisements contain cuts? 100%. How than twice as large an advertisement, every other 20%. Religious papers? 10%. Agricultural many words, generally speaking, ought to be in an issue, in a monthly? No. Weekly? No. Daily? papers? 20%. Country weeklies? 20%. Posters ? ordinary four-inch single column advertisement? No. How often do you change your advertise 10%. Circulars? 10%. If you were to double 75. ments in magazines ? Every issue used. Weeklies? your advertising appropriation, what per cent. of Every issue used. Dailies ? Every issue used. additional publications would you take? Increase | THE BEEMIAN CHEMICAL COMPANY. What proportion of your advertisements contain it as above. Does an advertisement of given size, To your business what is the relative advertising cuts? Including script cuts, 90%. If you decrease value of highest-class magazines ? 30%. Family your advertising during the year, during what advertisement, every other issue, in a monthly? magazines and papers of medium grade? 20%. months do you cut it? July, August, and Septem- No. Weekly? No Daily? No. How much | Lithographic cards and hangers ? 50%. Does an ber, in certain dailies and weeklies. more is it worth, approximately, to have your ad- advertisement of given size, every issue, pay you vertisement next to reading matter, or facing read- better than twice as large an advertisement, every BEST & CO., Furnishers for Children, New ing matter? 50%. How often do you change your other issue, in a monthly Yes. Weekly? No. York City. To your business what is the relative advertisements in magazines, weeklies, dailies? To How much more is it worth, approximately, to advertising value of highest-class magazines ? 25% suit the season and the demand of business. What have your advertisement next to reading matter, or Family magazines and papers of medium grade? proportion of your advertisements contain cuts? facing reading matter? Twice as much. How 5%. Religious papers? 2%. Large city dailies ? 50%. If you decrease your advertising during the often do you change your advertisements in maga- 2. Country weeklies? 1%. Catalogues? 10%. year, during what months do you cut it? Do not zines? Seldom change. Weeklies? Every issue. Circulars? 2%. Lithographic cards and hangers ? | cut in any season. Tourists and excursions in What proportion of your advertisements contain 5%. Exclusive of the country dailies and weeklies, spring and summer. Homeseekers in fall and cuts? 100%. how many publications can you use to advanta winter. About 25. If you were to double your advertising | JOHN LEWIS CHILDS, Seeds, Floral Park, appropriation, what per cent. of additional publi AMERICAN WRITING MACHINE COM-N. Y. To your business what is the relative adver- cations would you take? About 10%. What per PANY,“ Caligraph Typewriters," Hartford, Conn. | tising value of highest-class magazines ? 23%. cent. would you increase your space? Very little, Does an advertisement of given size, every issue, Family magazines and papers of medium grade? if any. Does an advertisement of given size, every pay you better than twice as large an advertise- 23%. Illustrated papers ? 46%. Large city dailies? issue, pay you better than twice as large an adver ment, every other issue, in a monthly? Yes. 8%. Does an advertisement of given size, every tisement, every other issue, in a monthly? Yes. Weekly? No. Daily? Don't use. How much issue, pay you better than twice as large an adver- Weekly? Yes. Daily? Yes. How much more is more is it worth, approximately, to have your ad- tisement, every other issue, in a monthly? No. it worth, approximately, to have your advertise- 'vertisement next to reading matter, or facing read | Weekly? No. Daily? No. How much more 1 . 910 FOWLER'S PUBLICITY 1111TV! VU LAO * is it worth, approximately, to have your adver- | ments contain cuts? 100%. How many words, vertisement next to reading matter, or facing read- tisement next to reading matter, or facing reading generally speaking, ought to be in an ordinary ing matter? 25%. How often do you change matter? 30%. How often do you change your nge your four-inch single column advertisement? Copy your advertisements in magazines ? Every three advertisements in magazines? It all depends on should change, running from 50 to 400. issues. Weeklies ? Once a month. Dailies ? article advertised. What proportion of your ad- Once a month. What proportion of your adver- vertisements contain cuts? 75%. THE D. F. MORGAN BOILER COMPANY, tisements contain cuts ? 50%. Heating Boilers, Akron, Ohio. To your business T. & B. HATCH, Tupper Lake House, Tup- what is the relative advertising value of highest-| | SAGER MANUFACTURING COMPANY, per's Lake, N. Y. To your business what is the class magazines ? 12%. Family magazines and Sager Bicycle Saddles, Rochester, N. Y. Does relative advertising value of highest-class maga- i papers of medium grade? 412%. Illustrated an advertisement of given size, every issue, zines? 12%. Family magazines and papers of papers? 412%. Large city dailies? 8%. Per- | pay you better than twice as large an advertise- medium grade? Illustrated papers? 10%. sonal solicitation? Yo Trade pa rs? 3%. ment, every other issue, in a monthly? Every Large city dailies ? 30%. Circulars? 33%. Does Catalogues? 12%. Circulars ? 15%. Lithographic other time seems to bring almost as many replies an advertisement of given size, every issue, pay you cards and hangers ? 3%. Novelties? 8%. Does as every time, space uniform each issue, showing a better than twice as large an advertisement, every an advertisement of given size, every issue, pay great saving on e.o.t. work. 14 page in magazines other issue, in a monthly? Yes. Weekly? Yes. you better than twice as large an advertisement, will bring nearly as many replies as 12 or a whole No. How much more is it worth, approx every other issue, in a monthly? Yes. Weekly? page, but does not tell as long a story, or carry imately, to have your advertisement next to read- | Yes. Daily? Yes. How much more is it worth, the same prestige. How much more is it worth, ing matter, or facing reading matter? 75%. How approximately, to have your advertisement next to approximately, to have your advertisement next to often do you change your advertisements in maga- reading matter, or facing reading matter? Class reading matter, or facing reading matter? Never zines? Once a month. Weeklies ? Not often. advertising the best. How often do you change paid extra for position, and have never used first Dailies? Frequently. What proportion of your your advertisements in magazines? Never. run of paper, and afterwards position in any one advertisements contain cuts ? 50%. How many | Weeklies? Never. Dailies ? Never. What pro- | publication, so cannot judge." How often do you words, generally speaking, ought to be in an ordi- portion of your advertisements contain cuts? change your advertisements in agazines ? Every nary four-inch single column advertisement? 32. 100%- trade-mark. time. Weeklies? According to articles advertised. Dailies? Daily, but rarely use them, and only for EISNER & MENDELSON COMPANY, I LARKIN SOAP MANUFACTURING COM- reading notices What proportion of your adver- Johann Hoff's Malt Extract, New York City. TÓPANY, Soap and Toilet Articles, Buffalo, N. Y. tisements contain cuts? Depends on which one your business what is the relative advertising value | To your business what is the relative advertising of our 60 styles we are pushing in the advertise- of highest-class magazines ? 36%. Family maga- | value of highest-class magazines ? 23%. Family | ment. If you decrease your advertising during the zines and papers of medium grade? 10%. Illus- magazines and papers of medium grade? 16%. year, during what months do you cut it? Being a trated papers? 16%. Large city dailies? 40%. Illustrated papers ? 12%. Large city dailies ? product which has a season, we begin just before it Trade papers? 2%. Circulars? 4%. Litho- 10%. Trade papers? 6%. Catalogues? 72%. opens, about February numbers, and run to July graphic cards and hangers ? 2%. Does an adver- Circulars? 14% Novelties? 872%. Does an or August and sometimes later, the bulk in April tisement of given size, every issue, pay you better advertisement of given size, every issue, pay you and May. than twice as large an advertisement, every other better than twice as large an advertisement, every issue, in a monthly? Yes. Weekly? Yes. "Daily? other issue, in a monthly? No. Weekly? No. GRAND RAPIDS REFRIGERATOR COM- Yes. How much more is it worth, approximately, Daily? No. How much more is it worth, approxi- PANY, Grand Rapids, Mich. To your business to have your advertisement next to reading maiter, mately, to have your advertisement next to reading what is the relative advertising value of highest- or facing reading matter? 25%. How often do matter, or facing reading matter? 20%. How class magazines ? 50%. Family magazines and you change your advertisements in magazines ? often do you change your advertisements in maga- papers of medium grade? 5%. Illustrated papers ? Monthly. Weeklies? Every four weeks. Dailies ? zines? A good ad. should not be changed — it | es? | zines? A good ad. should not be changed -it 5%. Trade papers ? 5%. Catalogues ? 25%. Daily, if possible. What proportion of your ad- gathers force as it flies. Circulars ? 5%. Lithographic cards and hangers ? vertisements contain cuts? 50%. 5%. Does an advertisement of given size, every ROCHESTER LAMP COMPANY, New issue, pay you better than twice as large an adver- FRAZER LUBRICATOR COMPANY, York City. To your business what is the relative tisement, every other issue, in a monthly? Yes. Frazer Axle Grease, New York City. Does an advertising value of highest-class magazines ? 32%. | Weekly? Yes. Daily? Yes. How much more advertisement of given size, every issue, pay you | Illustrated papers ? 12%. Large city dailies ? 32%. is it worth, approximately, to have your advertise- better than twice as large an advertisement, every Trade papers ? 18%. Catalogues, calendars, circu- ment next to reading matter, or facing reading other issue, in a weekly? Yes. Daily? No. lars ? 6%. Does an advertisement of given size, matter? 50%. How often do you change your How much more is it worth, approximately, to every issue, pay you better than twice as large an ad- advertisements in magazines ? Once a month. have your advertisement next to reading matter, vertisement, every other issue, in a monthly? Yes. Weeklies? Once a week. Dailies ? Every three or facing reading matter? 3313%. How often do Weekly? No. Daily? No. How much more days. What proportion of your advertisements you change your advertisements in magazines ? is it worth, approximately, to have your advertise-contain cuts ? 100%. How many words, generally Seldom. Weeklies? Seldom. Dailies? Semi- ment next to reading matter, or facing reading speaking, ought to be in an ordinary four-inch monthly. What proportion of your advertise- matter? Perhaps 50%. How often do you change single column advertisement? 80. ments contain cuts? 50%. your advertisements in magazines ? Every issue. Weeklies? Every week. Dailies ? Alternate JOHN C. HUTCHINSON, Gloves, Johns- FELT & TARRANT MANUFACTURING with three or four. What proportion of your ad-town, N. Y. To your business what is the relative COMPANY, Calculating Instruments, Chicago, vertisements contain cuts ? 75%. advertising value of highest-class magazines ? 70%. Ill. To your business what is the relative adver- Illustrated papers ? 30%. Does an advertisement tising value of highest-class magazines ? 24%. THE SPENCERIAN PEN COMPANY, | of given size, every issue, pay you better than Illustrated papers ? 12%. Trade papers? 40%. Steel Pens, New York City. To your business twice as large an advertisement, every other issue, Circulars ? 24%. Does an advertisement of given what is the relative advertising value of highest- in a monthly? Yes. Weekly? Yes. Daily? Yes. size, every issue, pay you better than twice as large class magazines ? 32%. Family magazines and How much more is it worth, approximately, to an advertisement, every other issue, in a monthly? papers of medium grade? 32%. Illustrated papers ? have your advertisement next to reading matter, or Yes. Weekly? No. How much more is it worth, 19%. Large city dailies ? 3%. Circulars ? 7%. facing reading matter? Would prefer it next approximately, to have your advertisement next Calendars? 7%. Does an advertisement of given reading matter. How often do you change your to reading matter, or facing reading matter? 80%. size, every issue, pay you better than twice as large advertisements in magazines ? Every month. How often do you change your advertisements in an advertisement, every other issue, in a monthly? Weeklies? Every second week. Dailies ? Every magazines ? Every insertion. Weeklies? Every Yes. Weekly? No. Daily? No. How much other day. What proportion of your advertise- insertion. Wliat proportion of your advertise- | more is it worth, approximately, to have your ad- ments contain cuts ? None. It was the original intention of the writer to make up a recapitulated table from the replies received, and from it to establish a law of advertising. Further consider- ation of the matter, however, made it seem best not to present tables of totality, be- cause the concerns answering the questions represent too many interests to make it fair to establish any presumed-to-be composite opinion. Each advertiser must make up such a table for himself, selecting only the replies from those doing a similar business to his. A collective table made from all the replies would be discrimi- nating, and unfair to certain methods of advertising, which are extremely profitable to some and not as profitable to others. SU Type “ The click, click, click of the type in the stick" Ale COM " P E , HE first type was reading type, and all the type of to-day, except that of an ornamental character, is either an improvement on, or a corruption of, the original Roman face. Type, technically speaking, is a raised letter or character cast in KR S metal or cut or pressed out in wood, but the term “ type ” by itself refers exclusively to metallic type, other forms of type being known by a descriptive name like “ wood type,” “rubber type,” etc. Common type is made by casting a combination metal, largely composed of lead, in a type mould. II Roman Type . 1 ROMAN type, or reading type, comprises every face commonly used in books, news- papers, and periodicals, for the printing of literary and news matter. R may be commercially divided into two classes, technically known as the “Lean” and the “Fat.” “Fat” Roman of the same body size as “ Lean” Roman takes up from ten to thirty per cent. more printed room. A “Lean” 6 Point may look as small as a “Fat” 5 Point, and where type is leaded, it is frequently impossible to tell from the printed page whether the type is the “Fat” of one size or the “Lean” of another size. Roman type may be further divided into what are known as “ Old Style Roman” and 5 Modern Roman." A peculiar condition of things names nearly all of the modern id Style," and places the old styles under the name of “ Modern.” The reason of that is that the “Old Style” closely resembles the real old style, and the present “ Modern” resembles the style of cutting a letter subsequent to the introduc- tion of the original “Old Style.” The apparent difference between “ Old Style” and 66 Modern” Roman is that the “ Old Style” is of less shading, while the “ Modern" Roman has a part of its lines darker and stronger. The body type of this book is “Old Style." The names of type are almost as much in a jumble as were the languages at the fall of Babel, and the advertiser is advised to select type by appearance, and not from the description of it, and unless he has the technical name, to send to his printer a clipping from the printed page containing the face he desires. 911 912 . FOWLER'S PUBLICITY . . . In size, metal type is divided as follows: . .ii . 31 Point (Brilliant). 41 Point (Diamond). 5 Point (Pearl). 51 Point (Agate). 14 lines to the inch when set solid. 6 Point (Nonpareil). 12 lines to the inch when set solid. 7 Point (Minion). Twice the size of 31 Point. 8 Point (Brevier). Twice the size of 4 Point. 9 Point (Bourgeois). Twice the size of 4.} Point. 10 Point (Long Primer). Twice the depth of 5 Point. 11 Point (Small Pica). Twice the depth of 51 Point. 12 Point (Pica). Twice the depth of 6 Point. Six lines to the inch when set solid. 14 Point (English). Twice the depth of 7 Point. 16 Point (2-Line Brevier). Twice the depth of 8 Point. 18 Point (Great Primer or 3-Line Nonpareil). Twice the depth of 9 Point. 20 Point (Paragon or 2-Line Long Primer). Twice the depth of 10 Point. 22 Point (Double Small Pica). Twice the depth of 11 Point. 24 Point (Double Pica). Twice the depth of 12 Point. 28 Point (2-Line English). Twice the depth of 14 Point. 30 Point (5-Line Nonpareil). Five times the depth of 6 Point. 32 Point (3-Line Small Pica). Three times the depth of 11 Point. 36 Point (Double Great Primer or 6-Line Nonpareil). Twice the depth of 18 Point, two lines to the inch set solid. 40 Point (Double Paragon or 4-Line Long Primer). Twice the depth of 20 Point, and four times the depth of Long Primer. 42 Point (7-Line Nonpareil). Seven times the depth of 6 Point. 44 Point (Canon or 4-Line Small Pica). Four times the depth of 11 Point. 48 Point (4-Line Pica). Four times the depth of 12 Point. One line makes two thirds of an inch. 54 Point 5-Line Small Pica or 9-Line Nonpareil). Five times the depth of 12 Point and nine times the depth of 6 Point. 60 Point (5-Line Pica). Five times the depth of 12 Point. 72 Point (6-Line Pica). Six times the depth of 12 Point. One line makes an inch. Comparatively little metal type is made larger than 72 Point, and all type above this size is generally cut in wood and is designated as 2-Line, 27/2-Line, 3-Line, 4-Line, 5-Line, 6-Line, 8-Line, 10-Line, 12-Line, 15-Line, 20-Line, 24-Line, 30-Line, 40-Line, 50-Line, 72-Line, and the largest sizes are made to order. The following paragraphs present the common sizes of regular Roman are calculated to give an eye-picture of the relative proportion of type sizes: Set in 31-2 Point (Brilliant). This size of typo is neser found in ordinary printed matter, but sometimes is used upon maps and charts, and very infrequently appears in foot nioles or in marginal references. Set in 4 1-2 Point (Diamond). This sizo of letter is the smallest ever used for book work, and seldom, if ever, appears except in the smallest-sized Bibles, in marginal notes, or for names in maps and charts. In commercial printing it is sometimes used for foot notes. Set in 7 Point (Minion). This size of type is generally used for the reading matter in high-class weeklies, in many small dailies, and often in country weeklies. A very few publications measure their advertising space on the basis of Minion. This size often appears in books, and is very readable, providing the column measure is not more than three inches wide. It is an excellent size for foot notes and for quotations, and has a prominent place in job work. Set in 5 Point (Pearl) Roman. This size of letter is occasionally seen in small Bibles and Dictionaries, and for foot and marginal notes. It seldom appears in job printing except for references. Set in 5 1-2 Point (Agate). This size of letter is almost universally used for the setting of "Want" and other classified advertisements in great daily papers, and in such publications all advertising space is reckoned upon a basis of Agate measurement-that is, the number of lines 'of solid Agate which can be put into any single-column space, irrespective of the size of display type contained in the advertise- ment. Fourteen Agate lines, set solid, make an inch. When the advertiser orders an inch of advertising space he is entitled to as many words, if set in Agate, as can appear in fourteen single-column lines of Agate, set solid, or he may use this space, if it is not in the classified departments, for display matter, the size of the space re- maining the same. Agate type is used for foot notes, for quotations, and occasionally appears in closely-printed books. Set in 8 Point (Brevier). The majority of country newspapers set their reading matter in this size of type, and it appears in a good proportion of novels and other books. It is a very readable size, and is adapted to every class of reading matter, but it should not be set more than three or four inches in width. It often occurs in magazines, and a large proportion of circulars are set in it. Set in 6 Point (Nonpareil) Roman. This size of letter is that usually used for the setting of "Want” advertisements in weekly papers and in country dailies, and in such publications the ad- vertising space is reckoned on á basis of Nonpareil, or twelve lines, set solid, to the inch. The reading matter in all of the leading daily papers is set in this size of type, and the majority of closely- printed books are also set in it. It frequently is used for foot and marginal notes and for quotations, and often appears in job printing. Set in 9 Point (Bourgeois). This size is occa- sionally used for the reading matter of country newspapers, and for magazines and class publica- tions. It is an excellent size for circulars and cata- logues, and is readable under all conditions where the width is not much greater than four inches. It very frequently appears in job work. TYPE 913 Set in 10 Point (Long Primer). This size is very “filling,” and is frequently used for the reading matter in country newspapers, and almost universally appears in magazines and class publications. It is seen in a good grade of books, and is a very readable type for cata- logues and circulars. It is the smallest size that should appear in the flyer or handbill, and in that case only for secondary descriptive matter. It is a good size for the descriptive part of ad- vertisements. Set in 11 Point (Small Pica). An ex- cellent size for high-grade books, for art maga- zines, and for college and society papers. It is adapted to circular and artistic catalogues, and for descriptive matter in medium-sized advertisements. This size is used for the set- ting of the articles in the department en- titled “Great Successes.” It is hardly adapted to a width as great as the page width of this book. books, and for night and for all work which need where the width is muci. Set in 12 Point (Pica). Decidedly the best size to use for the upper grade of books, and for high-art publications. It is an excellent face for descriptive matter in large advertisements, and for all work which need not be condensed. The body of this book is set in this size, but it should not be used where the width is much greater than that of this page. Set in 14 Point (English). A very appropriate size for descriptive matter in flyers and handbills, and an excellent size for similar matter in large adver- tisements. Few books are set in type larger than this, and even this size very seldom appears, as 12 Point is considered the largest appropriate book size, except in books for children. . Set in 18 Point (Great Primer). The smallest size that should appear upon a poster, and in that case should be used only for lengthy descriptive matter, and it is doubt- ful if it had better appear even for that. A splendid size for handbills, and a much used size in ornamental type. T Set in 22 Point (Double Small Pica). This size, and all the sizes following, are adaptable to every class of job and news advertisement work, and do not have any place in reading matter except for headings. It is unnecessary to designate the use of any of the following sizes: 28 Point Roman 914 FOWLER'S PUBLICITY 36 Point Roman 44 Point Roman 60 Point Roman : The Variations of Roman Faces THERE are a large number of variations of Roman faces, some more or less ex- tended, some somewhat contracted or condensed and representing the “ Modern” or somewhat shaded face, and the “Old Style” or somewhat light face. The appended paragraphs are set in 12 Point, as this size is perhaps the best adapted to the display of their relative appearance. Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk effective. If you say a good thing let it be printed in type that will attract readers. Study Type-style. It is profitable. This is Bradford Old Style. Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk effective. If you say a good thing let it be printed in type that will make people read it. Profit by studying Type-style. This is Caslon Old Style. Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk effective. If you say a good thing let it be printed in type that will make people read it. Study Type-style. This is Ronaldson Old Style. Advertising is Talk and Type. Good talk in poor type is bad advertising.' Good type makes good talk effective. If you say a good thing let it be printed in type that will make people read it. Study the Type-style. It is a profitable study. This is Cushing. Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk effective. If you say a good thing let it be printed in type that will induce the public to read it. This is Old Style Antique. O Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk effective. If you say a good thing let it be printed in type that will make people read it. Make a study of Type-style. This is Jenson Old Style. TYPE 915 Advertising is Talk and Type. Good talk in poor type is bad advertise ing. Good type makes good talk effective. If you say a good thing let it be printed in such type as will make people read it. This is De Vinne. Advertising is Talk and Type. Good talk in poor type is bad adver- tising. If you say a good thing let it be printed in type that will make people read it. Study the Type-styles. This is Ronaldson Clarendon. Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk effective. If you say a good thing let it be printed in type that will make people read it. Study the Type-style. It is a profitable study. This is Ronaldson Condensed. Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk effective. If you say a good thing let it be printed in type that will make people read it. Study the Type-style. It is a valuable study. This is De Vinne Condensed. Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk effective. If you say a good thing let it be printed in type that will make people read it. Study the present Type-styles. This is Howland. Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk effective. If you say a good thing let it be printed in type that will make people read it. Study the Type-styles. This is Lippincott. Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk effective. Study Type-style. This is French Old Style Extended. Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk effective and attractive. This is Ronaldson Extended. Advertising is Talk and Type. Good talk in poor type is bad adver- tising. Good type makes good talk effective. If you say a good thing let it be printed in type that will make people read it. This is Lightface. Advertising is Talk and Type. Good talk in poor type is bad advertising. If you say a good thing let it be printed in attractive type that will make people read it. This is Title. Advertising is Talk and Type. Good talk in poor type is bad advertising. If you say a good thing let it be printed in type that will make people read it. This is Old Style Title. 916 FOWLER'S PUBLİCITY Advertising is Talk and Type. Good talk in poor type is bad advertising. If you say a good thing let it be printed in type that will make people read it. This is Boldface Roman. Advertising is Talk and Type. Good talk in poor type is bad advertising. If you say a good thing let it be set in such type as will make people read it. This is Doric. Advertising is Talk and Type. Good talk in poor type is bad advertis- ing. Good type makes good talk effective. If you say a good thing let it be printed in type that will make people read it. This is Condensed Title. Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk very effective. This is Title Extended. Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk effective. This is Lightface Extended. Italic and Slope being usually preceded by an arbitrary title designating the style of face. The follow- ing examples present many of the regular faces of “Italic” or “Slope” type, except the regular italic which accompanies Roman. These examples are set in 14 Point. The man who appeals to the public should have his advertisements printed from neat and popular types. This is Ronaldson Title Slope. ID VU The man appealing to the public to-day should have his advertisement printed from neat types. This is Doric Italic. The merchant who appeals to the public to-day should have his advertisements handsomely.displayed and printed from neat and popular types. This is Elzevir Italic. The merchants who appeal to the public to-day should have their advertisements neatly displayed and printed from tasteful and popular types. This is Law Italic. The merchants who appeal to the public to-day should have their advertisements handsomely displayed and printed from neat and popular types. This is Cushing Italic. 1 Wul NYI LUU y TYPE 917 The business man who appeals to the public should have his advertisements astistically displayed and printed from neat and popular types. This is Jenson Italic. The man who appeals to the public to-day should have his advertisements printed from tasteful and popular types. This is Italic Gothic Condensed. The man who appeals to the public should have his advertisements artistically printed from neat and popular types. This is De Vinne Italic. Old English and Title THE “Old English” faces still remain of standard style, and their use seems to be necessary to the legal appearance of documents like bills of sale, powers of attorney, etc. These faces are also used as ornamental type, and are to be recommended for short lines and for high class titles. The examples presented are set in 18 Point. AV Twenty-two Point Title Text 1a Point Title Black 18 Point Tudor Black 18 Point Carton Black Eighteen Point Condensed Black 18 Point Satanick up Gothic THE standard and always acceptable display style of letter is what is known as “ Gothic,” usually sub-divided as “ Gothic,” with some arbitrary title, and as “ Gothic Condensed,” « Gothic Extended,” and “ Lining Gothic.” The following lines are set in the principal Gothic styles, in the size of 18 Point, as that best presents their rela- tive appearance. Advertising is Talk and Type. Good talk in poor type is bad advertising. If you say a good thing let it be printed in type that will induce people to read it. This is Light Lining Gothic. Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk effective. Study the present Type-styles. This is Medium Heavy Lining Gothic. 918 FOWLER'S PUBLICITY IIIII Advertising is Talk and Type. Good talk in poor type is bad advertising Study the Type-style. This is Lining Gothic Extended. Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk effective. If you say a good thing let it be printed in type that will make people read it. Study Type-style. This is Medium Condensed Philadelphia Lining Gothic. Advertising is Talk and Type. Good talk in poor type is bad advertising. If you say a good thing let it be set in type that is attractive. This is Heavy Lining Gothic. Advertising is Talk and Type. Good talk in poor type is bad advertising. Good type makes good talk effective. Study present Type-styles. This is Heavy Condensed Philadelphia Lining Gothic. Advertising is Talk and Type. Good talk in poor type is bad advertising. If you say a good thing let it be printed in neat and attractive type that will make people read it. This is Heavy Gothic. . Wood Type Woop type may and may not follow the Roman face, and it differs only from ordi- nary type in its size and method of manufacture. It is seldom made smaller than 48 Point, and may run to any size. Wood type is not cast, but is cut out of maple or other close-fibered wood, by a pantograph routing machine. Rubber Type RUBBER type is simply type made entirely of rubber or of rubber face, and consists of rubber vulcanized sufficiently to stand by itself and yet preserve its elasticity. Rubber type is used almost exclusively for rubber stamps, and has no place in com- mercial printing. Practically all rubber type is made by using regular lead type for the pattern. Ornamental Type THE typographical specimen book is as massive as the unabridged dictionary of words. Ornamental type is both fearfully and wonderfully, and artistically designed. Ornamental type includes display type, but that which is commonly known as display TYPE 919 S type need not be and generally is not ornamental. Irrespective of size, type other than Roman face can be divided and sub-divided into as many classifications as the divider may elect. The names or titles of all fancy or ornamental types are purely arbitrary, a good proportion of the faces being named after some popular printer or other distinguished personage. Type designs, like those of architecture and art, appear to have times and epochs, and quite naturally the head of the artist and the judgment of the type founder occa- sionally and mutually run away and become responsible for the typographical mon- strosities whose foolishness is almost entirely confined to the specimen book and to the few printers who think the odder a thing is the better it is, and that the face of type is not intended for reading purposes. The modern tendency is toward the use of strong, bold, and easily read faces. The advent of such faces as “De Vinne,” “ Howland,” “ De Vinne Condensed," with their outlined accompaniment, and in sizes from 8 to 72 point, and even larger, marks the opening of an era of typographical common sense, and speaks volumes for the beginning of artistic simplicity. The face which looks well for one job may make a bad job of another. Long lines should never be set in very ornamental type, and the ornamental faces should be sepa- rated from each other by considerable space, or by lines of plainer type. ying specimens of ornamental or fancy faces were selected from the best styles in the leading American foundries, and while they do not present com- pleteness, they give a sufficient number of designs to cover a majority of the effective and most-ought-to-be-used faces. It was not considered necessary to show all of the several sizes of the same type, nor to present fancy styles closely resembling one an- other. The large type foundries issue exhaustive specimen books which the printer may obtain for nothing, and the business man can have at nominal cost price. 1 11 ev 1 nan 00 920 FOWLER'S PUBLICITY BRING customer HONOR 48 Point Ronaldson Condensed. 36 Point Mural. DIME museums WAGON BUILDER 18 Point Virile Open. 18 Point Oblique. - .. .. Dress Making GUN shot CARMINE FINE result 48 Point Bradley. 48 Point Howland. 36 Point Quaint. 36 Point Old Style Antique. FAST trains BIG sea 40 Point Doric. 36 Point Taylor Gothic. - 48 Point Howland Open. 44 Point Extra Condensed, No. 46. SIX hats TYPOGRAPHY demonstrated LEASED NERO IL ... 48 Point Gothic, No. 49. 48 Point Quaint Open. TYPE 921 REGIMES RICH men 24 Point Foster Gothic. Philadelphia Lining Gothic, No. 1330. BRUSH making Revolutions 40 Point Caslon Old Style Italic, No. 71. 42 Point Rubens. 42 Point Medieval. Philadelphia Lining Gothic, No. 1136. Business FIRST sale Commission HOUSES FRENCH wines Cities SIGN painting 30 Point Giraffe. 30 Point Virile, 48 Point Satanick. 48 Point Lippincott. SHOW case 36 Point Doric Italic. 32 Point Contour, No. 7. Do not Boy . 48 Point Contour, No. 4. 48 Point Antique Extended, No. 40. 922 FOWLER'S PUBLICITY 36 Point Ronaldson. 36 Point Polo. . . 60 Point Caslon Old Style, No. 71. 60 Point Modern Text, No. 40. RED mark ELEGANT homes GO cart Auction GOOD DESK HAT BANDS RACCEDEDRES, Old Maid GEM sale GOLD COINS 36 Point Eccentric. 36 Point Old Style Condensed, No. 40. El UNIVED MAXX tin 2 KOM Min 36 Point Stipple. 42 Point Longfellow. 2. mult All v IN WI 36 Point Florentine Old Style, No. 2. 36 Point Arboret. HOUSEHOLD TURNISHINGS Arabia 36 Point Newfangle. 48 Point Johnson. NO tea BARGAIN counter 48 Point Contour, No. I. Philadelphia Lining Gothic, No. 648. TYPE 923 MUSIC lesson MILD day Philadelphia Lining Gothic, No. 1030. 28 Point French Clarendon. Beautiful MODERN masters L ! 30 Point Washington. Philadelphia Lining Gothic, No. 830. 36 Point Ronaldson Gothic. 36 Point Boston Black, PRIZE winner Sun Beam NOBLE SOLID comfort 24 Point Inclined Gothic, 24 Point Lining Gothic, No. 45. INIAI TIILIT MONEY exchange FASTIDIOUS: merchant 24 Point Lining Gothic, No. 43. 24 Point Facade Condensed. Da ee Si t21 IRA TAME borse REAL ESTATE Ag 24 Point Dynamo. 24 Point Luray, HUMANE societies MILK pails 18 Point Koster. 24 Point De Vinne Extended. REMARKS ROE shad 36 Point Black Cap. 36 Point Old Style Title. 924 FOWLER'S PUBLICITY RIPE SPECIAL SALES 28 Point Celtic. 28 Point Cloister. HARD times Fountain 36 Point Latin Antique, No. 40. 36 Point Webster. 28 Point Italic Gothic, No. 2. 30 Point Ronaldson Title Slope. 24 Point Cabalistic. 24 Point Baskerville, SOUND sense BRIGHT smiles INSURANCE POLICIES STORMY weather LIVERY STABLE Fine Elrt Exhibits TEA towels FINE horses 24 Point Facade. 24 Point Tudor Black. 36 Point Columbus Outline, 36 Point Monkish. SPRING style PARIS haberdashers 24 Point Duerer. 24 Point Spiral. STOCK brokers stand 24 Point Stencil. 24 Point Cadmus. TYPE 925 FINE cloth New Car 42 Point De Vinne Italic, 36 Point Houghton. HOME hunter ADVERTISING department 30 Point Unique Celtic Cond. 24 Point Roundhead. Insurance Policies BICYCLE frames 24 Point Title Black, 24 Point Typo. FINE MUSIC WEDDING DRESSERO WN 4 RUNTIT YA In 18 Point Elandkay, No. 29. 18 Point Arboret, No. 2. SCENIC artists ROW boats Philadelphia Lining Gothic, No. 736. 36 Point Archaic. DIME novels BEST trade 36 Point'Obelisk. 36 Point Ronaldson Extended. STOCK MARKET ONE cent 24 Point Mortised. 30 Point Rimpled. QUICK lunch Successful Advertising 30 Point Ronaldson Clarendon. 24 Point Bradley. 926 FOWLER'S PUBLICITY IRON bars Cigar Stores 36 Columbus, No. 2. 36 Point Telegraph. FUR coats MONEY RECEIVED TIR 28 Point Fantail. 24 Point Tinted. CORRECT lettering GRAND parade 24 Point Ronaldson Clarendon. 24 Point Jenson Old Style. - Car Rope Shrewd Merchant 36 Point Signet Shade. 36 Point Livermore, 77.WIN ANNOUNCEMENT MINE shaft 24 Point Steelplate Gothic. 24 Point Unique Celtic. FINE shoe GOLD medals INGRAIN carpets MILE TRACK 36 Point Jenson Italic. 36 Point Childs. 24 Point Lining Gothic, No. 44. 24 Point Cruikshank. RYE whisky SƏSLACE GOODSsar 24 Point Quentell. 24 Point Fillet. TYPE 927 HORSE SHOW FELT hats 36 Point Chamfer Cond. 48 Point De Vinne, Special Importation READERS 36 Point Livermore Outline, 36 Point Esthetic, . i In Pisa | DRESS making 36 Point Quaint Roman, No. 2. 36 Point De Vinne Condensed. STRAW goods NEW mat 7 . 36 Point Keystone, 36 Point Campanile. JIIRE Monumental Inscriptions Moroco Finishers RUINS KITE string RUBIES 36 Point Glyptic Shaded. 40 Point Title Text. 42 Point Caxton Black. 44 Point Cond, Runic. 30 Point Iroquois Condensed. 28 Point Broadgauge. 928 FOWLER'S PUBLICITY Borders For a cent Even the writer of a book like this need not have lost the last spark of modesty, and he may be excused for feeling a great deal of pride and self-respect because of the almost universal adoption of borders, either in line or in the ornamental, for the better class Sense sent of advertisements. Many years ago the use of the border was confined to the label and ticket and to over-fancy printed matter. Drop us a postal card and we'll send you Years ago the writer insisted upon the use our Book of Comfort-John Smith & Co., 303 of borders, and contributed examples and printed Blank Street, Blankville, 0. arguments illustrating the advantages of framed PLATE NO.I. advertisements. Old-fashioned meanness, and popularly called “economy,” rebelled at the filling of any part of the advertising space with what appeared to be irrelevant to the advertisement, and the type matter ran close to the margin only occasionally 1018 only occasionally 93333333333333333333333333333333... separated from the other announcements by scant blank space. Sense sent The writer well remembers the oppo- sition and the many hours of tedious argu For a cent ment required to prove that the serving or Drop us a postal card and we'll send you setting of a good thing constituted a part of our Book of Comfort-John Smith & Co., 303 it. These arguments would seem foolish Blank Street, Blankville, 0, now, and they seemed foolish then; now, eeeeeeeeeeeeeeeeeeeeeeeeeeeeeee PLATE NO. 2. because they have become axiomatic; then, because they were not acceptable. A few years ago, the result of years of missionary work on the part of the writer and of a few others came almost spontaneously, — and borders came. Although there may be no sure rule to follow, the safest and best plan is to place a dark border around a light adver- tisement, and a light border around a dark advertisement. A border should be used if for no other reason Drop us a postal card and we'll send you our Book of Comfort-John Smith & Co., than that it separates the advertise- 303 Blank Street, Blankville, O. ment from the other advertisements, and is far preferable to white space. The principal type foundries carry Plate No. 3. innumerable faces of borders show- ing bold, unique, original, and artistic designs of every width and shade. Specimens of borders appear throughout the book. XOX Sense sent For a cent TIN HaaGXOKX TYPE 929 24 Point No. 202 10 Feet $500 24 Point No. 2403 Per Font $350 Per Foot 60 Cts. 18 Point No. 1801 Per Font $300 Per Foot 50 Cts. 18 Point No. 19 24 Inches $1 00 0:00:0:0:0:0 :0:0:0: 'OR O 12 Point No. 225 10 Feet $3.00 12 Point No. 1233 Per Font $2 50 Per Foot 40 Cts. 9 Povo 12 Point No. 67 24 Inches 75 Cts. 12 Point No. 70 24 Inches 75 Cts. o......................... 12 Point No. 83 24 Inches 75 Cts. ... Tnexpensive Borders EMELUEUE WAT EM WEINEM EMEEN MEME MEME 11 Asti in An . Some Popular Borders Adapted TO Advertising VK Sll 172 Valittitudes H Combination Border Series 98 First Section $600 Combination Border Series 98 Third Section $500 BENI lll MEMENTEMEIEMEN EWBIEIEI HSM 12 Point No. 81 24 Inches 75 Cts. et1!! T01010101010101010- Striking and Attractive mлмоооооооо A 12 Point No.73 24 Inches 75 Cts. 12 Point No.71 24 Inches 75 Cts. 000 12 Point No. 1232 Per Font $250 Per Foot 40 Cts. 12 Point No. 1229 Per Font $250 Per Foot 40 Cts. 00000000000 12 Point No.74 24 Inches 75 Cts. 12 Point No.79 48 Inches $1 50 ELIIIIIIIIIIIIIII0 CECCCCCCCCCCC 18 Point No. 4 10 Feet $4 95 18 Point No.5 10 Feet $4 95 11 11 011110 UM 24 Point No. 2401 Per Font $350 Per Foot 60 Cts. 24 Point No.2406 Per Font $350 Per Foot 60 Cts. 一 ​. FOWLER'S PUBLICITY 8.。 (((( ((( ((( ((( (((( ((( ((( ((((( ((((((( ((((( (( ( ((( ((( ((( ((( (((( flame Borders 7。 6 Point Flame Border 42 Inches $1 75 ( 1111. . … 1 1 . 1 ( . . .… . . . DDDDDDDDDDDDDDDDDDDDDD) 12 Point Flame Border 36 Inches $1 75 ( ... (((((( 18 Point Flame Border 36 Inches $200 D | 9 ))))) ))) )) ))) ) )))) ) )))) ))) ))) ))))) 24 Point Flame Border 36 Inches $2 65 36 Point Empire Border No. 1 $2 50 36 Point Empire Border No. 3 $2 50 20 Empire Borders 20 k m 24 Point Empire Border No. 2 $200 你 ​心 ​0.0000000 HAN - WWWWWWWW2 长长长长长长长 ​9 ON 24 Point Empire Border No. I $200 24 Point Empire Border No. 3 $2 00 一一一 ​? 二二二二二二二二二二二二二 ​事上 ​* Laurel Borders , 冷冷冷冷冷冷冷冷冷冷冷冷冷冷冷冷冷冷冷冷 ​冷 ​冷淡 ​6 Point Laurel Border 42 Inches $1 75 oint Laurel Border No.2 42 Inches $1 75 12 Point Laurel Border 36 Inches $1 75 12 Point Laurel Border No.2 36 Inches $1 75 18 Point Laurel Border 36 Inches $200 18 Point Laurel Border No.2 36 Inches $200 Advertising Country Papers “Practice what you preach” KON OK PE NE, HIS department considers the advertising of the country newspaper, the discussion of advertising general weekly publications appearing in the department entitled “ Periodical Building.” The local newspaper is for local readers. Others do not, and will not read it. The local PAULINE newspaper should contain general miscellany, and sometimes a résumé of current events. The local paper of success depends for profit on the volume of its local news and by the adaptation of its miscellany to the taste of the local palate. It costs no more in money to fill the paper with local doings, and to locally flavor the miscellany, than it does to print dry, general matter and the news of the world. The local editor who journalistically tackles any great foreign question is simply giving to a part of his readers what they do not want, and to the balance what they obtain in other publications. An editorial on local fence whitewashing, or on local tree planting, or on the build- ing of a local library, will sell more papers and bring more advertising than the cast- ing of a leaden mind into leaden editorials. Let the reading columns be filled with local news and local happenings, and never allow more than ten per cent. of the editorials to treat of subjects not directly inter- esting to the paper's constituents. Print names, names, names, spell them correctly. Buy a couple of quarts of " Mr.” and “Mrs.” sorts, and put a handle to every name iven. The profit of a local paper is in proportion to its value to its readers. Coun- try newspaper money is made by cultivating home land and not by going beyond the reach of the local harvester. The local publisher has no business to be in the great cities hobnobbing with the advertising agent, and forcing his business card into the private office of the general advertiser. Perhaps he gets an advertisement. So much the worse for him. In his exuberant state he rides home on air, or on a pass, and congratulates himself that he can fill up space at starvation rates and has been permitted to print an advertisement antagonistic to local business. Stay at home. Everybody in town and about town buys what he eats, drinks, and wears of the local dealer, and if they do not, it is partly the fault of the stores and partly the fault of the local publisher. If the adver- tising space is not filled with local advertising at decent rates, it may be because the publisher has been soliciting away from home at the sacrifice of his own business OU V2V Own SS 931 932 FOWLER'S PUBLICITY . in the town of his business. If the local publisher would try half as hard to get the local advertising he can get as he tries to get the general advertising he cannot get, he would live more comfortably and have more money. Why should the local publisher everlastingly tell the merchants that they must work their fields if they would harvest, and then refuse to work the field which is as much his as theirs. It may pay the general advertiser to advertise in the general local newspaper, but it will not pay the local publisher to go aſter the general advertiser. Make the paper the people want, and no matter how much they may criticise the printing of social news and giving prominence to small local matters, they will buy the paper because it chronicles local happenings, and the more of this matter it has, the more they will buy it. People do not criticise the paper unless it has something in it worth criticising, and the fact that they criticise it is proof that it is worth reading and is read. The local paper that the family of the local advertiser cannot get along with- out, and the one that the advertiser always finds being read in his own household does not need a great deal of argument or proof that it pays to advertise in it. The paper that the advertiser sees in action is the paper that he gives his advertising to. Often the way to the advertiser's pocket is through the heart of the advertiser's family. Sell advertising space as merchandise. The merchant wants to sell his goods more than the buyer wants to buy them. The merchant goes after the buyer. The publisher wants to sell his advertising space more than the advertiser wants to buy it. The local publisher must go after the advertiser. The local field belongs to the local publisher. What the local publisher gets out of the local field depends upon what he tries to get out of it. Keep away from the general advertiser. Stimulate home advertising. Do as advertisers do— push for business. There is hardly a town anywhere where the merchant would not do more adver- tising if the seller of advertising tried as hard to sell his advertising as the seller of cies to sell those things. Why should the local merchant feel that local advertising is indispensable when the local publisher takes no pains to sell it to him? In his local office half asleep rests the local publisher, with his dingy windows open away from trade, and there in the dust and gloom of conventional inactivity the little enthusiasm he used to have snores a growl against the local advertiser because he does not come into an uninviting office uninvited. If advertising is merchandise, and subscriptions stock in trade, is there any reason why the publishing office should not have the appearance of a store? If merchandise must be sold over clean counters, what excuse is there for the selling of advertising and newspapers under layers of dust? The local publisher is a business man, and there is no reason why he should not do business as other business men. The editorial room has no right to be in so dirty a condition that the spilling of ink will make a white spot upon the floor of it. The editor and the publisher will not patronize the tailor who cuts and sews in a stable, and yet he seems to expect the merchant to enter an office so gloomy, so dirty, so tumbled up, that there should be outside somewhere overalls for those that care to enter. There is no need of covering the office floor with velvet carpets, or of frescoing me Ort * CD ADVERTISING COUNTRY PAPERS 933 the editorial ceilings, but there is a vast difference between magnificent luxury and unwholesome barrenness. The local publisher, if he would do business, ought to find it as necessary for him to keep his office as bright and clean as it is for the local merchant to have things in a respectable condition. If the local publisher and the local editor would sometimes give their heads a rest, and look out for their feet, there would be money enough in the cash drawer to pay for polishing the lower end of journalism. Local papers are for sale, and local advertising is for sale, and both are commodities of trade. Both must be advertised, and the local publisher must take a little of the food he preaches about if he would grow fat. If there is any one thing that impresses the advertiser with the advertising value of a paper, it is the policy of liberally advertising the paper. The paper that builds itself up by advertising itself is the paper the advertiser wants, because he knows the constituents of that paper have taken a dose of advertising and can be made to take another dose. If there are other papers in town, advertise in them and advertise by posters, by signboards, by announcements, by every legitimate method. Business is done by solicitation and advertising, and advertising must be sold by solicitation and by advertising. The local publisher may be a crank, and God bless the cranks, for if it were not for the cranks there would be nothing to turn the world with; but only the fool says that only cranks have ability, and that all men who are not cranks are fools. There is no reason why the local publisher, whether he be local editor or not, should stand out upon an erratic pedestal, when he has every right in the world to be a business man and to be respected for his business ability. The local publisher should be the leading business man of the town, and he should lead the business men. He should be reckoned as a composite man,- a man of brain and a man of business. Do not sell advertising space and subscriptions for cabbages, potatoes, or any other truck. Space and papers are merchandise, and the only thing that ought to be the purchasing of them is cash. Make an effort to sell advertising space for cash and use the cash to buy potatoes with, and give the farmer to understand that he had better sell his potatoes for cash and use cash to buy his paper with. Do not trade advertising space for groceries or for anything else. Sell for cash and buy for cash. The economy and progress of business say that the only medium of exchange is money; no business man respects what he buys unless he pays money for it, nor does he think well of the fellow who does not respect his goods enough to demand cash payments. In these days of progression, when journalism is honored, and when the country editor must be a man of ability, it is high time that the coun- try editor should not defeat his own usefulness by using methods of barter below the order of the commonest of tradesmen. The writer makes no apology for speaking what he believes to be the truth, no matter how unpleasantly it may jar on the unpro- en TT no rea SON a II Smo an 1 lay now S would have been a very good thing if he had said to himself what he is now saying to others. . . . . - - Advertising Dailies “Do for yourself as you have done for others " S BIKI BUXOXO PAEADY HE daily newspaper is a great progressive institution, and its manage- ment often rises to the ability of generalship. There is no sentiment in the handling of a great daily. Its employés constitute a town by themselves. It is the very concentration of business energy and in- tellectual effort for the furtherance of business and for the enlighten- ment of the world. The daily newspaper which succeeds is the one giving the reader what the reader wants, and yet always a little above the reader and never descending to vulgar sen- sationalism. The building of circulation is dependent upon the following conditions, and the unfulfilment of any one condition depreciates the value of all the others by more than one half. First: The paper must give the news. Second: It must well serve the news. Third: It must contain an abundance of miscellany adapted to the woman and to the family. Fourth: Its tone must not be frivolously light nor conventionally dull. Fifth: Its news must be reliable, and reliability does not interfere with a mild form of honest sensation. Sixth: It must have a policy, not necessarily a political one, that it may gain and hold permanent readers. Seventh: It must be well printed. Eighth: It inust have some editorial character. Ninth: It must advertise itself. The daily newspaper is a commodity, and like all other commodities it must be · advertised. A large proportion of the circulation of the leading daily papers has been made by adopting the same methods of selling a newspaper as are used in the selling of dry goods and furniture. The advertisers in a great daily are men of experience, and understand and appreciate the value of advertising. These men cannot be fooled, and they cannot be made to believe that if it is necessary for them to advertise to in- crease the volume of their sales, that any newspaper can increase the number of its readers without advertising. These advertisers have accepted principles of business conduct, and they do not believe that the newspaper is an exception and can create business for itself without advertising itself. They know that the paper which does. not advertise itself is too poor an advertising medium to advertise in. Practically every method for the successful advertising of commodities can be beneficially used for the advertising of great daily papers. Great city advertisers are intelligent, far-seeing, and discriminating business men, TT 11 11 Y 934 ADVERTISING DAILIES · 935 C . - 7 ESSU S are CU and they will not employ the doctor who is afraid to take his own medicine, or the newspaper that will not do by itself what it tells others to do by it. By extensively advertising the newspaper, the publisher proves to the advertiser the value of advertising. Agitate reforms and when once in stay in, and stand by the principle until it is no longer a principle, or has become so established as not to need support. Do not over- advocate any one side until the constituents are disgusted at their champion. There are sky-rocket successes in daily journalism, papers run by money and not by brains, which live by the stimulation of high pressure and fall whe no longer fed with cash. The advertising value of a daily newspaper is subservient to the permanent stand- ing of that paper. Circulation counts, but a regular circulation of a thousand may be worth more than an intermittent circulation of two thousand. The kind of circula- tion that pays the advertiser and the publisher is that gained by progressive methods and held by legitimate attractions. As a sort of transient introducer, chromos and other knickknacks have their value, but however much they may temporarily build circulation, experience has proven that the paper which sells because the people want it more than they do the chromo is the paper that pays advertiser and publisher better than the paper which people buy for the sake of the chromo. This gift busi- ness has been carried to such an extent that the public is learning to consider the newspaper as a premium to the chromo, and not the chromo as a premium to the newspaper. A really good newspaper can profitably use chromos, but a poor news- paper injures itself and wastes its money in chromo distributing. A certain amount of giving is profitable, but the paper should not be sold for the gift alone. The coupon idea often disposes of a very large number of newspapers, but the ad- vertiser understands that this inflated circulation is worth to him no more than junked editions. There is no objection to a voting contest, provided it is an educational one or for some charitable object, but the best publishers are unanimously of the opinion that schemes of voting for the best bicycle, the best salesgirl, the most popular gen- eral, and others of like nature, weaken rather than add to the value of the paper. Given a good location, good goods, good salesmen, and good advertising, trade is consummated. It is the same with selling a newspaper — given a good location, a good newspaper, good workers, and good advertising, circulation is sure. The contents of a newspaper is nothing more or less than merchandise, and it must be sold the same as is sold regular trade commodities. Every line of goods has its advantage in price or quality over some other line of goods, and it is so with the newspaper. In some respects it is better than any other. It has its advantages. It has its specialties. It has a distinct policy. All these points must be presented about the same as are the points concerning a bedstead, desk, or a railroad train. The advertising of the newspaper brings both readers and advertisers. The advertising department should send out bulletins, personally written letters, well-printed circulars, circulation statements, all in the extreme of brevity, to adver- с 11 936 FOWLER'S PUBLICITY tisers and those likely to become advertisers. The advertiser does not advertise in the paper he likes. He advertises in the paper his customers like. It is better to have the wife of the advertiser on the side of the newspaper than to have a dozen of the advertiser's business friends in favor of advertising in it, unless the advertising is of articles used by men only. It is not necessary to introduce the woman's department. It is better to make the whole paper not unadapted to woman's wants. Print plenty of miscellany. Always run a social or family editorial. An occasional story, and perhaps a story every day will make and hold readers. Ridicule the idea, and talk against it, but the squib of story and information, and the printing of one chapter novels and of other matters belonging to the family paper will make the newspaper read, and it must be a good advertising medium. The great and successful daily papers of the world, with the exception of the purely business dailies, are preeminently family newspapers. There is altogether too much of this special article business, these stories about nothing, faked and illustrated into apparent somethings. The public is heartily tired of them and eagerly seeks the newspaper printing all of the best news, supplemented with articles adapted to the evening cigar and to the evening lamp. What the family wants in the dailies is not always what the short-haired woman editor thinks it wants, or what the long-haired literary manager knows it wants. The platform of successful daily newspaper policy cannot be built on the opinion of any one man or of any one woman, and should be erected as dictated by a com- posite desire of the public. No matter how small the daily there should be a daily or weekly conference of the heads of departments, and the policy should be made and kept alive by the con- siderate judgment of this board, assisted by the opinions of outsiders, who can the better feel the public pulse. Over-advertising a daily by the employment of sensational methods, and by reck- less expenditure of money, indicates weakness on the part of the publisher, and is documentary proof that the paper has been in bad shape and is of a quality only capable of selling by forced sale. Have what the people want, but never give them what they ought not to have, for the paper that caters to licentiousness has a constituency not worth ten cents on the dollar. It may have millions in the bank, it may own the finest building in the city, and it may have the greatest circulation, but the whole institution is resting upon unstable earth, the unsafe mire of dirty journalism, and all its joints are so lubricated with slime that a single push may slide the whole affair into its sewer home. Respectability in newspaper quality as well as value in goods is the only thing that ever has paid, and the only thing that ever will pay. SI TY ! VET Periodical Building “At home everywhere" D K H E suggestions in this department are intended for the editors and publishers of magazines, story papers, religious publications, and all periodicals of general circulation, exclusive of newspapers. The general periodical is supposed to reach the class of people K suited to its character, and as almost all classes of people live in nearly every district and State, the general periodical can be said to cover the entire coun- try, and especially some particular class of humanity. In the first place, the publication must not be of a grade lower than that of its con- stituency; nor should it tend in that direction. Its character had better be a little higher than that of the people it reaches. A paper reaching a story-reading class should contain more stories than any other kind of matter, but it can advantageously accompany those stories with interesting information and miscellany. A children's publication must necessarily contain matter of family interest. A religious publication, if it would have circulation, must confine its columns largely to the discussion of the religious side of everything, but the religious tone of the paper is aided by the introduction of high-grade general matter. The scientific paper had best be mostly scientific, but dry technicalities can be lightened by anecdote and short paragraph. The agricultural paper must devote the most of its space to agricultural matters, but no such paper ever succeeded which did not recognize the family as a family, off as well as on the farm. To succeed, every general publication must have a definite policy, and be run on the lines of that policy, branching out sufficiently to avoid getting into ruts. The adaptability of the matter to the reader is of fundamental importance, and no amount of advertising, capital, or business energy can ever make a permanent success of any publication containing that which the readers do not want. The household or ladies' publication should treat of matters of special interest to the woman, but success demands that the policy should not be so radical as to exclude the mention of man. General advertisers gauge circulation and advertising value by the character of the paper more than by the statements of the advertising solicitor. If the paper appears to deserve a large circulation, the advertiser believes it has it; 937 938 FOWLER'S PUBLICITY TYY TT TT OL but if the paper does not appear to be worthy of an enormous circulation, the adver- tiser knows that if it has it, it is a false or a forced one, and forced circulation is of little value to the advertiser. The paper that the advertiser wants to advertise in is the paper that the advertiser has in his own home and sees in the homes of others, of which he hears the members of the family talk, and from which articles are printed in other papers. If the advertiser never sees the paper, and does not know of any one who does, a yard of affidavits will not convince him that the paper is not a good medium. The general advertiser is too busy to investigate circulation claims or quality of constituency; he naturally depends upon what he sees and hears, and as there are few indispensable mediums he quietly drops the doubtful papers. It has been said that once the circulation is secured, the advertising will take care of itself. This statement is not true, any more true than it would be true to say that if you get the goods they will sell themselves. If you have the circulation, prove it by advertising, and make every effort to make it easy for every advertiser to know it. As you preach advertising, so practice it. The general advertiser is a careful advertiser and he does not respect the word of any advertising solicitor, or the letter from any publisher, with the evidence staring him in the face that the publisher proposes to do business differently from the way he asks the advertiser to do business. The general advertiser looks upon advertising as merchandise, and he sensibly refuses to advertise in a publication so unprogressive as not to advertise. vertiser says that if it is necessary for him to advertise, it is just as essential for the advertising medium to advertise. The fact that the greatest advertising mediums in the world, and those that are accepted as almost essential to the advertiser are those which advertise for subscribers and for advertising, goes a long way to prove that only in exceptional exceptions can a paper be a good advertising medium without advertising. As you value your advertising space, advertise that it is valuable. As you believe that your paper is worth reading, advertise for readers. your paper for money, and your advertising for money. Nothing destroys the advertiser's respect more quickly than an offer to trade advertising space for goods. No matter if you and the editor and all your children want bicycles or pianos, never accept one of these articles in payment for advertising space. Buy what you want for money and sell what you have for money. It is hard to convince the advertiser that the publication is of standard character when there is no standard for payment. The paying of commission to agents in the form of money or presents is perfectly te, but the permanent value of giving away premiums to subscribers, however profitable it may have been in some instances, is questionable. The advertiser desires to advertise in a publication that is so good people buy it because they want it. Or MC 1 | ever CUTII PERIODICAL BUILDING 939 m O S SO If the advertiser is made to believe that the public would rather have the premium than the paper, good judgment would suggest that he advertise on the premium. The advertiser wants a solid, permanent constituency, and heavily discounts cir- culation taken by force. The best method of obtaining subscribers is by advertising for them, supplemented with the employment of agents and the establishment of agencies. The great publisher considers his paper a piece of merchandise and is selling it by advertising it either to obtain direct results, or as an aid to his canvassing agent. This advertising brings readers, and impresses the advertiser with the value of the publication as an advertising medium.. Great publishers are adopting the methods of common business development in the increasing of circulation and in the obtaining of advertising. They do not sell their advertising space as advertising, they sell it as so much definite merchandise, weighing it in the scale of quality, and measuring it by the rule of count. They present their paper by the advertisement and by the agent, as a salesman presents his goods, and their advertising space is sold the same as any necessary commodity is sold. The one reason why it is so difficult to increase the circulation of some publications is because the publisher is trying to sell unmarketable goods. The policy of the periodical, and the kind of stuff it prints, are dictated by editors who are only editors and who give the public what it may not want. The editor usually begins right, but as he succeeds he cuts away from the world and allows the literary friend, the club member, and the people who live out of the world to advise him as to what to give the world. There is altogether too much of warmed-over art and long-drawn-out essays, tire- some descriptions of the studio of Mr. So and So, and of the homes of almost forgot- ten celebrities. Page after page is devoted to the discussion of some question which nobody cares about, and to æsthetic harangues on some unrecognized style of art or the uncomfortable architecture of previous ages. The enormous circulations of some of the great general publications is due to the discrimination and ability of their managers who have learned that simplicity is art, and that it requires genius to picture nature, while any fool with some training and a dictionary can string words together. The successful paper is the one which pictures the best side of nature, and tells of the doings of a natural people; by story and anecdote it recreates and instructs at On · The best mediums for the advertising of merchandise are the periodicals and the newspapers, and the best method of advertising for readers is an advertisement in the publications that are read. The general forms of advertising merchandise apply to the advertising of publica- tions, and practically all that has been said to advertisers about advertising may be repeated as suggestions for the advertising of periodicals. Business Paper Making “Advertise advertising" TF IAAN der CAAN نزه G CU AUBLICATIONS of this class must be of limited circulation. Their subscribers cannot number more than the number of houses in the business they represent. Legitimately, the trade paper must draw the greater part of its in- wa s come from its advertising, and therefore it naturally makes greater efforts to obtain advertising than it does to obtain subscribers. The success of any trade paper depends upon having as many subscribers as the business it represents will permit, and every effort should be made to get them. The trade paper with a large subscription list, reaching practically all of the houses in its trade, has to make very little effort to get advertising, and less effort to keep it. The matter in a trade paper must necessarily be largely confined to a discussion of trade topics, and to illustrated articles pertaining to the manufacture and sale of a particular class of goods. It is impossible to avoid the appearance of advertisers' names in the reading columns, and there is no reason why the good trade paper should not print descrip- tions of the advertiser's factory, and announcements of everything new he manufac- tures. Everything pertaining to the making and selling of goods, and to the makers and sellers of them, is news and should be so considered, whether or not it advertises any one particular house. The first-class trade paper, while naturally more liberal with the houses that ad- vertise in it, never refuses to describe the goods made by other houses, or to give space to anything in the way of news beneficial to a non-advertiser. The trade paper should have an editorial page, and that page should not be purchasable. Editorially, the trade paper should have a policy, and it should stand by that policy through thick and thin. Do not make all the matter heavy; intersperse the technical articles with personal paragraphs and business anecdotes. Print articles on proper store management, window dressing, advertising, clerks, salesmen, vacations, interior arrangement, and upon any other subject interesting to wholesaler and retailer. DUUUU IDC TO 940 BUSINESS PAPER MAKING 941 No matter how dignified the paper may be, print a good deal that is humorous. The business man appreciates wit, and it is a pleasant relief to turn from a deep trade article to a bright, spicy anecdote. The trade paper lives by its advertising, and it should use advertising for adver- tising. As comparatively few general advertisers care anything about trade papers, the trade paper cannot profitably advertise generally, but must confine its advertising to matter sent through the mail. Send out weekly or monthly bulletins to those whose advertisements you want, each bulletin to contain one brief, strong statement of the value of your paper. Do not advertise competitors by speaking ill of them. Rest on your own bottom and win by your own merit. Do not send out too many sample copies, as they aid in reducing the respect the advertiser may have for you, and impress the reader with a suspicion that your paper is not worth buying Never send out a sample copy unless somebody asks for it. By personal letter and printed matter, and by enclosing addressed postal card, give people to understand that you are willing to give them one sample copy and only one, if they will send for it. When you mention anybody who is not a reader or an advertiser, send the person a letter or a postal card stating that on such a page in such a number appears some- thing to his interest. If he wants a paper let him send the money for it. He will think more of himself, more of the notice, and more of your paper, than he will if you send him a sample copy unasked. You must have an advertising solicitor, and obtain part of your circulation by can- vassing; both of these agents can work more successfully if you have kept a continu- ous stream of effective printed matter running between your office and the offices of the possible customers. Your paper, by the sending of matter through the mail, and by requesting people to send for sample copies, should be known to every advertiser and to every possible reader. Keep a record book of the reasons given you for not advertising in your paper and for not taking your paper, and adapt your advertising matter to meet those arguments. Systematically mail advertisements of your paper, and keep a record of the parties. you mailed to. Introduce the same methods of advertising your paper that the merchant uses in circularizing and writing to and canvassing the retailer. Your paper and the advertising space in it are simply commodities necessary to the economy and progress of the business you represent. Every possible advertiser should be made to appreciate the value of continuous trade paper advertising, and every possible reader should be impressed with the fact that your paper will contain least one idea a year worth more than the cost of the subscription. DW rec 1 TO Specimens “ Printed forms of profit" YANG PYSYY DEPARTMENT of suggestion. Pages of spontaneous and studied A forms of publicity. Samples of a hundred styles of typographical dis- play and constructive composition. All presented for what they may be worth to the advertiser, in the making up of advertisements. The subject is inexhaustible, and but a preliminary attempt can be made, incomplete in itself, but possibly sufficient to suggest all of the acceptable and original forms of advertisement making. The presented specimens are given without genuine name and address, although a large proportion of them are taken bodily from advertisements prepared by the writer for his several clients. Good judgment suggested that the most acceptable specimens would be the forms of advertisements that had passed the muster of practical business criticism, written for use, and proven to be effective business-building announcements. The idea conveyed in one advertisement can be easily adapted to another. All of the advertisements are original with the writer of this book, and if any of them appear to be copies of adver- tisements now in use, there can be but two reasons for the siniilarity:- either the advertisements in use are by the writer, or are copies of his style, or other writers usly with the writer produced the same general advertising appear- ance. All of the specimens present an easily obtainable typographical appearance, and are made up from type and borders which any advertiser can obtain. The object of this department, as well as of all other departments in the book, is to present suggestion to the advertiser. Nearly all of these specimens would be improved if given larger space, and the smaller ones will adapt themselves to almost any space not smaller than the size shown, and the larger ones can be reduced to one half or one quarter their size, except where the description appears in small type. Any well-equipped newspaper office can reproduce these specimens by substitution, with the material at its command, and present nearly the same effectiveness. A freer use of ornamental type would have produced a greater general artistic effect, but the effectiveness of the specimens would have been injured, for it is now generally admitted that art in advertising is only profitable when simplicity is not sacrificed. ed Same Ow 942 HULPU0NB0DL20200 XL BOERENBROKEEMIDLERDELMEGYEN ANBEBA KOOL, I EEKHUBUALA EKO - The Daily Wear Vol. 1. Boston, January 1, 1897. No. 1 1962 DABAR12172182 D01XBMEDZENEILALOKALZENLEDENE22EAPADI Good Business Maxims. CAREFULLY examine every detail of your business. Be prompt in every- thing. Take time to consider and then decide positively. Try to go for- ward. Bear troubles patiently. Be brave in the struggle of life. Main- tain your integrity as a sacred thing. Never tell business lies. Make no useless acquaintances. Never appear something more than you are. Pay your debts promptly. Shun strong liquor. Employ your time well. Dol not reckon upon chance. Be polite to everybody. Never be discouraged, then work hard, and you will succeed. Tongue Twisters. READ the following aloud, repeating the shorter ones quickly half a dozen times in succession: - Six thick thistle sticks. Flesh of freshly fried flying fish. The sea ceaseth, but it sufficeth us. Give Grimes Jim's great gilt gig whip. Two toads, totally tired, tried to trot to Tedbury. Strict, strong Stephen Stringer snared six sickly silky snakes. She stood at the door of Mrs. Smith's fish-sauce shop welcoming him in. Swan swam over the sea; swim, Swan, swim; Swan swam back again, well swum, Swan. A haddock, a haddock, a black- spotted haddock, a black spot on the black back of a black-spotted had- dock. Susan shineth shoes and socks; socks and shoes shines Susan. She ceaseth shining shoes and socks for shoes and socks shock Susan. Long Life Under- Near PELENKOLL HI.ILHFOLLOWEERTUILDREMENDO MILLENIBHLIECLUB.IO E NBEBEBABEBBEN Food Adulteration. It is astonishing to learn that the American people are paying $135,000,- 000 a year for adulteration of food, drink, and drugs. The whole amount of adulteration reaches the immense sum of one billion dollars annually, says the special agent of the Agricul- tural Department, Mr. Alexander Wedderburn, who writes these em- phatic words: “The attention of for- eigners has been drawn to the fact that greater or less adulteration exists among us. As a result, foreign com- petitors of our manufacturers of food | products have used the fact to their own advantage. America to-day oc- cupies the unenviable position of being one of the very few countries that ſail| to require by law the proper branding| of their manufactured food and drugs. Whether such requirements would ac- complish the desired result is unknown, but the evil would be mitigated by wholesome legislation." Was He Cured? “MARY," asked the old man, “whose picture is that on the front of the paper you have ?”. That is a picture of President . M’Kinley,” said she. “Great Cæsar's ghost !” exclaimed the old man, “has he been cured of something, too?". Health travels with long life— Proper un- A very simple and efficient method of coorderdressing goes with chief of the French Academy of Med- About Water. A VERY simple and efficient method of sterilization of water is highly recom- mended by M. Meillére, chemist-in- MENORBANDARA . *Poetical Profits. .. CUSTOMER.--Will these shoes wear? DEALER.—Well, mum, the man who writes poetry about 'em gets $10,000 a year. CUSTOMER.—My sakes! Gimme a dozen pairs. icine. Four drops of the tincture of iodine sterilizes in a few minutes one quart of spring water, all pathogenic micro-organism. M. Fremont has suc- ceeded in proving experimentally that water maintained for twenty minutes at a temperature of 80° C. loses all the pathogenic. micro-organisms it may have contained without being deprived of its gases and without involving any precipitation of the contained salts. It is stated that the flavor of the water is in nowise modified by the process- | a most important consideration. a derwear accompanies ce First Class in Geography. health and comfort, and 006)– is the necessary acces-pfe Shoushotele nu sory to happy longevity... TEACHER. — What are “trade winds," Johnnie? JOHNNIE (standing on one foot).- Popper says they are the wind that pushes the carriers through the nu- matic tube at Smith's shoe store. 21 理惡因為這類選园還想要這戏园國园西宫恶國國因國题恩恩爱国卫国要要要要要要要要 ​MIMIMALLHOLANDIBUNURIEDELREDEDORNI ODREDILAKHDAHAL1109 MEIN A general and effective layout for the first page of a firm paper, or an idea for an original and effective advertisement for trade paper, magazine, or local paper. If an advertisement like this appears in the same place continuously, with the reading and advertising matter changed with each issue, it is sure to attract attention, particularly if the reading is bright and interesting. The space occupied by the reading matter need not be considered wasted, as it materially assists in drawing attention to the advertising. The reading matter can be original, but it had better be copied unless good original matter can be obtained. The firm name can appear in the heading like, “Blank's Daily,” or “Blank's Weekly," or “Blank's News," or the heading can be general The date below the heading must be the same as that of the publication containing the advertisement. A little care will make this advertisement fully as interesting and attractive as any other part of the publication. The advertising matter in the center column is set in Howland, and the headline is in Johnson Old Style. Pica Border No. 209. 943 944 FOWLER'S PUBLICITY Test of 18 Years A Re treat the agent just as well as we would have the agent treat us Excelsiors have been tested in the crucible of experience, with the fire of public opinion, and have not been found want- ing -- $100 worth of secured: quality. Same price to every- body. 大多多多多多多多多多多多多多多多多多多多多多多多多多多多多多多多多多多多多多多多多多接头条 ​An artistic form of trade paper advertising. Set in Jenson, with initial letter, top and side piece, and Single Rule Border. An excellent form. Set in Lippincott. 6 Point Caxton Border No. 236. All About Sofas "Some Mighty Interestin Readin" A Dozen Reasons why it's Best to Buy the An effective general form. Set in Gothic No. 6. Single Rule Border. FOXXXXXX For Winter HU 11th ITAL MITTIILNI1YTT AD1 YUI IIIOON LIIIIIIII Un A lott IV TOTO 12 NA TITI III 1 ITU HUIUINI 27 WHL llllllllllllll DIY IT 1111 WA MA III ITA DIY .. 1lllll UNII Unit .00 12 X .. . .. . ZIVO S ru Win Red Roses 1.III HEXGXXO I 1. Pretty warm just now—but Win- ter's coming, and Christmas, too there will be snow, and rain, and slush--the wind will blow it up and blow it down-Folks of sense will spend dollars for - SA DO YOR int all Inn 10 1 VU MenuM TIVA MADINI D itt ! 11. det . A 2 1 . . . 11 30.. . 1 AMILOItilny IV.ru tu. 1110 .$. I I INI CN Vit INT . MU VITAMIN ll 11 . 10 TITUTION Not100 HUN OXY 20m2 WIEDLItt IV TKIVULIII11111 1" Vt AUTO TWITTwin mnou 0 10 . WIL +17617 MAXXXXXX Set in Johnson Old Style. Brass Face Tint. A good form for hot weather advance advertising. Set in French Elzevir. 18 Point Barta Border No. 241. SPECIMENS 945 A Breakfast | Necessity Bath Book Free. A strong form of advertisement beginning. Set in French Elzevir. Single Rule Border. An effective and business-like catch-line. Adaptable to any line. Set in Egyptian Condensed Shaded. Barta Origi- nal Border No. 47. GAMA UG 작 ​DOM OTHER HATS MAY COME, ms B WA y W OTHER HATS MAY GO. 00000000 THE SMITH HAT * SELLS ON FOREVER. 2009 SMITH & SMITH, BOSTON. ! wwwwwwwwwwwwwwww DAN IM TAM 15 4 CITY Y / WW Win *** * ht . A very strong typographical appearance. Adapted to any business. Set in Gothic No. 6. Florentine Border Tint. 11 Graceful beauties of sur- passing comfortableness. Profit Promoters Rather flowery, but not bad. Set in Antique Con- densed. Barta Newspaper Border No. 208. A good trade paper catch-line. Set in Syrian. Single Rule Border. 946 FOWLER'S PUBLICITY hongergangengeningen gennemsignage 11 IM TY < A corset must Outdoor Weather - Esandatangan dan anda at .. . Better keep outdoors - you'll en feel better, look better, work en better - ELENJERIENSTENS EASIERIEMOLUMEMEMBEREN An excellent introduction for sellers of out- door articles. Set in Jenson Old Style. 6 Point Border No. 625. . " ... .. There are others, many others, but : . .". Wear Christi . ..,i. Only One Lakewood . . Fitted for almost any line. Set in How- land and Cushing. Single Rule Border. A striking form of brevity. Top line set in Johnson Old Style, balance in Howland. Combination Dragon Border No. 27. Don't be Out of My Spring Hose A general form, adaptable to both wholesale and retail trades. Set in De Vinne. 10 Point Caxton Border No. 238. SPECIMENS 947 VVVVVVVV Book About Furniture Always A Seller Made by Warren We've written a book - All about our fur- niture - 52 pages-41 illustrations - Inter- esting reading of definite truth, Words of experience A general expression for trade paper advertise- ment. Set in Title Extra Condensed No. 8. Single Rule Border. An excellent form adaptable to about everything. Set in Ronaldson Title Slope. 36 Point Elzevir Border No. III. Nature's Natural Food TUTUL A good catch-line. Set in De Vinne. Rules at top and bottom. The Early Slipper INY STATUS V was worn by him who first enjoyed “A sense of peace and rest, like slippers after shoes” and his descendants are your customers, if you keep Serviceable Recessities What they want An excellent headline. Set in Bradley nation Border Series No. 97. Combi- An excellent form of trade paper advertisement, to be used only occasionally. Set in Howland. Barta Original Border No. 2 and Single Rule. 948 FOWLER'S PUBLICITY In the Open The glorious days of open doors-all outside is smiling welcome- here's health and joy all unconfined w IN ::: - V A dignified form of sporting goods advertis- ing. Set in Johnson Old Style Italic. Single Rule Border. When you sell a Boston Organ you have the gratitude of the purchaser — you have made it an object for him to be your friend - it does not come in competition with other organs—there is but one best—sometime when you want to make a change, drop a postal to Foot Handsomers II ' : A good form of advertising for agents, and an example of unique composition. Set in Ronaldson Condensed. Barta Original Border No. 83. Tint Ground. A good shoe headline. Set in Reubens. “Bound to Fit” A strong catch-line. Set in Howland. Barta Original Border No. 23 and rules. SPECIMENS yoº Ficul nless To Folks Who Love Outdoors. hent Goooooooooo 0000000000 .. . Look out for the man who talks only reputation - look out for his goods — a man can make poor things for 25 years — the age of the maker has nothing to do with the made — The Stearns Churn stands on its present merits. 'Nough said. Health, strength, activity, clear headedness are fash- ionable -- The busy brain needs renovation—The- is the vehicle of health, strength, and pleasure — An excellent form for recreative goods. Set in Title Condensed No. 3. Combination of 6 Point Florentine Border No. 169 and Combination Dragon Border No. 27. A very strong form. Set in Howland. 24 Point Collins Border No. 189. Puritian Pins Pay :.:. .. $ 1 . An illustration of a striking and easy-to-remember catch-line. Set in Howland Wood Type, with 12 Point Laurel Border No. 2, 950 FOWLER’S PUBLICITY Lightest of the Strong I Outruns everything—finish that lasts- design of beauty - steers to a line — all the good of all good bicycles The Blank Bicycle Book of Facts Free — A. B. Blank Co., Boston An original form of display. Set in Howland Open. Barta Original Border No. 37. Only High- Grade Goods K A Carriage ☆ Of doubt k Gives trouble K Forever Weigh it-run it-road- ride it-pull it-test it part by part-then you'll doubt not the doubtless 1 K quality of the ✓ Star Vehicle K * * * * * * * XXXXX # t We don't know how to make a poor thing. A good general form. Set in Bradley and De Vinne. Nonpareil Border No. 241. An original and effective form of high-class advertising. Set in Gothic No. 4. 12 Point Bird Border No. 267. nh Never order more than you want, and never have less than you need. Have just enough, and draw on us for what you want when you want it. The Freshest of the Fresh foreseeseenesest000000000000tseseosed Rather a good general line. Set in Jenson Italic. Barta Newspaper Bor- der No. 205. A strong, brief introduction. Set in University. Barta Newspaper Border No. 201. SPECIMENS 0000000000000000000000000000 000000000000000000000 ooooo000000000000000 ooooooo000000000000 0000000000000000000000 : . . / ! 1 . .' 0000000000000000000000000000000000 0000000000000000000000000000000000 00000000000000000 eo0000000000000 0000000000000000000oooooooooo 00000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000000000000000000000000000000 000000 Present Cycle Quality The working story of the Warren Mower is told on the hay- fields of progress. 00000000000000000 00000000000000000000 0000000000000000000000oooooo 0000000000000000000000000000 0000000000000000000000000007 An original form of advertising. Set in Howland Open and Cushing. 6 Point Border No. 71. Good | Fire Poor Coal The Franco-American High-Grade Cycle fac- tory is modern— is new— no old models —no prejudice of the past-only the perfec- tion of the present- its workmen are un- handicapped by styles gone by—its product is not founded upon the mistakes of years ago. A good coal form. Set in Johnson Old Style. 6 Point Lovell Border combined with Single Rule. A progressive bicycle advertisement. Heading set in Poster Roman No. 42. Reading matter in Poster Roman No. 1. 12 Point Ipsen Border No. 137. Stamped on the Genuine A good line to accompany a trade-mark advertisement. Set in Howland. Barta Original Border No. 1. 952 FOWLER'S PUBLICITY 172272222222222222 i The ' ' BONES Affected by nothing — last So ing forever. You can sew 'em on— do anything with 'em. A Sold everywhere. Star Sells Sample bone free for a postal card - a dozen for 25 cents any size, any length, cut just as you want 'em, O 朵朵 ​ 1990 A strong, but not over-refined form. Set in Gothic Condensed No. I and Roman. 18 Point Collins Border No. 199. Because it is made like a watch, each part adjusted to its use, every part inter- changeable, every part as a strong and as light as it is ought to be-built to give satisfaction, and it does. **eeeeeeeeeeeeeeeeee Are you a Business Man's Wife Tell that husband of yours to take an hour from business that he may do more busi- ness-Send him to A good form of machinery advertisement. Set in Johnson Old Style. 12 Point Laurel Border. For any line of business or diversion. Set in Latin Antique. Nonpareil Border No. 216. First in Everything A splendid trade-mark line. Set in Boldface Condensed No. 7. 6 Point Laurel Border No. 2. SPECIMENS 953 The average weekly edition of entre THE JOURNAL for the first Something three months of 1897 has been so se НЕ. Sveing rate of THE JOURNAL, to be which was established when its 120 Socirculation was less than one- Berehalf its present figure, and which has not been changed for six years, will to the be advanced to meet the new conditions on the first of May, 1897. THE JOURNAL COMPANY. 1005 Astor Place, New York, అల పేరిక పేపరు పేరు పశు పేడ పేరుకు పండు పేరును Drop a postal to Euro- pean Pin Co., Boston, Conn., for free paper of Blank Pins. April 1, 1897. A striking advertisement. Set in Howland Open and Roman. 18 Point Caxton Border No. 240. The JOURNAL is the only periodical in the world which is a Weekly Newspaper and an Illustrated Monthly Magazine in one. Set in Old Style Roman. 18 Point Collins Border No. 199. Summer Sellers XOXOXOXO To outdoor folks Recreative Information XXXXXX VOXES Folks buy'emin hot weather, because most folks wear 'em all the year around—We sell Summer Sellers—Fall stock is ready, too-Everything is waiting for you- WE WANT YOUR BUSINESS Adapted to sellers of recreative goods. Set in Johnson Old Style. 18 Point Barta Border No. 241. A well-set advertisement for trade papers. Set in Gothic Condensed No. II and Ronaldson. 10 Point Caxton Border No. 238 and Single Rule. 954 FOWLER'S PUBLICITY V . . . V . WO ZV . .. 11101 IN MW Is WW ON mu Illlll mu TY www Vllllll W111111 lllll WIN WW! . Mmmm 1111111 Will . WIMWI WNW . 1 VS 11111111111111 . . All 2 WWW1111111 Allliliit S . . . .. .. .. SAN WWIM WWWWWWWMM .. III III WWWDUNIANI WWWWW MWMVINI WWW WWWWMWMNE WINDWA SIUNTII ! TULUI III III . Till Illlllllllllll W NUM III VIIIIIII . WMV 101 WWE M MU II .! 0 WM IN ill . . II 111 . . . . . . . 1111111 . Vis WS 11. III ULIA 11 2 . . . TIJI . BUT UM UNITY .. . CHILI VW LII . V S . . uc , WWWWWWWWWW lllllllllllllllllllllllllllllllllllll WIMMINIMUMMMMMTITIIllllllllllll MMMMMMMMMMMwimmill .. .. 2 .1 . . til 10101101 WWMWM WWWWWWW HUVIRINT01011111 UTITTA1111111111 Wil l 10111111 BlllllllI1111101111111111111 1 1111111111111111111111111111111111 11111 1 111 . pollo w weldinho ................. tl uN1001110011011111111110111111 110111111111111111111111111111111111 u WWWWWWW11111111111111 tttllllllllllllWWWWW tllllll IL Style Store . . IVECO DINIHINTU INTINDINI WWm MMMMMMMMMMMMMMMMIINIUM INIMIIIMIIIIMIIMITI WWWWUNNIOITMIINI 11111111111111 il WIMMINIMINUM JUMUIMINIMA INI M 11 : M ...e Spring Goods K . 1 NOI 12 .. . TU WT. A .. WII 2 . .. % .. . 10 . TIL 2 . VIS . W MWIMM WWWWWWWWWWWW.IN www . .. . . VIS S .. . VID . . . .. . VO WW* . . L 1 W 11111 . . . . . . ZI .. T . USUL ESS . IL . - 1 . .. VVV . . . . I N W WWWWWMWMNMMWNNN WWWWWWWWWWWWWWWWW N WWWWWMWWII IININ I111 Roo WWW . . M .. . UMTI1111111110WW.LU WW110111111 III V2. 21 10. UWIE W 1 . 2 .. WINS Millilii01111111111111111111 TRAINI11111 WWW . WIN WWW .. WWW. ihmon... 11111 010 TIIUI . . ITO . IND ! . 11 IUDI DOWN . UU 2. - DI1 MM 2 2 20 I MTWT WWII . H INWEIT 1111111 . 2.V VW . TIL WWWWW . . . IN Siis . TIR UNI O : 1 IN .. . wwwwwwwalil 1111111101 11111111 111111111 W 111110MM 11101011 R 111111111111111110111 11111111111 WIMMUTI JWWNWIN MMMMMMMUNIT Wimmt 1111111111101111111111 WWWWWWW WWWWWWWWMWILI Hinttu MILIHTIMIN IMMINILIN! MMMMMMMme WWW Wwwwwwwwwww . III WWWMWWWW .. il1I . VIII 1 .. 11. 11 . MWI . :: . WWWww . .. . Wwwwwww . .. . . ill WWWWWW WI WU VIDI .. . . illius VVV V .. IS WWW 11111111111 . 2. W AVEN .. 11 IIIIII I V2.. . .. . . 1IC . . Sii: . .. W VEK WWW. . Ii1 M it 11 VE . W I . ID mm .. UNT nut . in. W . 119 Set in Gothic Condensed No. 11. Brass Face Tint. An example of the relief effect of tint and type. Set in Gothic No. 6. Brass Face Tint. Vacation Vacation without com- fort is like a dining table without viands. Eeeeeeeeeeeeeeeeeee A beginning for a summer advertisement. Set in Howland Open. 6 Point Laurel Border. The Otby Y Baron ring- match it if you can Satisfying Satisfaction A strong way of putting it. Set in Novelty Script. 28 Point Elzevir Border No. 119. An effective general expression. Set in Jenson Old Style Single Rule Border. W WWW 2 - - - !! - mun W WWW MU WWWWW WINWIN WINDUNUN WIU Wnmmmmmm - WwwWw WWWWWWWWWW YA SC E - - Will Orth - NE LOR MINI Come Welcome SS IV LA 9 Set in Bradley. Brass Face Tint. Set in De Vinne. Brass Face Tint. SPECIMENS 222222222 209999999999 Full @ Value Surpassing Columbia Coffee The good of a thing is told by the price it brings. The buyer pays $100 for things of cer- tainty, and less for things of doubt. © O ☺ SSSSSSS eeeeeeeeeeeeeee Set in Old Style Condensed Title. 12 Point Laurel Border No. 320. Adaptable to almost any line. Set in Gothic No. 6 and Cushing. 18 Point Collins Border No. 178. Not a Poke Twenty ladies crowded in a car—when they got out three poked their sleeves into shape—seventeen didn't, for their's were interlined with Mamie's Fibre SA A rather striking form. With slight changes will be adapted to other lines of goods. Set in Poster Roman No. 1. 12 Point Ipsen Border No. 135. L Comprehensive complete- ness covering every style in Long Living Linings A good general introduction. Set in Cushing. Barta Newspaper Border No. 203. An euphonious line. Set in Howland. Single Rule Border. 956 FOWLER'S PUBLICITY 5. Sex E SEE OUT SHOPPING : In the store, on the street, on the rail, on horseback, at tennis, in the boudoir, in the parlor, on the lounge-the Blank Corset is comfortable-stylish—fits like custom-made. SADE EX Set in Gothic Condensed No. II and Roman. Pica Border Longevity Ranges - A A A A A A A A A A A A A 22222222 A. T 7 7 7 No. 205. Of use occasionally. Set in Gothic Condensed No. 5. 18 Point Contour Border No. 270. Home-Warming WAVAVAVARVAVAVAVAVAVAVAVAVAS A better expression than that of “House-Heating." Nobody wants to be heated"; everybody wants to be "warmed." Condensed. 18 Point Collins Border No. 223, Set in Clarendon of For home-seekers to live in." ** For builders to build in.ke Fresh vs. Tired HOMES Out half a day-hard work—walking, waiting, pushed and crowded-very fatiguing-One as fresh as when she started-beautitul picture of feminine physique and grace—the other she is tired–They were together-both have been through the same-One wears the corset, the other the Excelsior Waist. . The Morse Property at Pattison Heights. OS A good form of anti-corset advertising. Heading set in Howland. Reading matter in Roman. Single Rule Border. Set in Gothic No. 6 and Erratick Outline. Pica Border No. 222. SPECIMENS 957 .. Columbus Surety Spokes To Hilltop By Regular 3 Train at Excursion 3 Rates All spokes may break—the spokes that break the least are the spokes you want—the Co- lumbus bicycle direct spokes can't easily break—they are almost spokes of certainty-over 100,000 mileage without a broken spoke. .. Catalogue of pictures and de- scription, free from Columbus dealers, by mail for one 2-cent stamp. Jones Mfg. Co., Boston, Conn. eeeeeeeeeeeeeeeeeeeeee For a railroad headline. Set in Johnson Old Style. Barta Original Border No. 85. Heading in Taylor Gothic. Reading matter in Ronaldson Condensed. 6 Point Laurel Border. SA L19 AN WAG You . VVS 33 SX4 AD xdu Bao NOV XXX A . LID . es Y NA VA Tax Xe e co SEMBLAVA Yo VA COM XD D NO Ons EU . YO Soft Sofas G m Q 18 AY Speed Luxury Business Recreation 118 . AVA AN ANA 11 a SED u wa RE ya net px can XXX Y . No ADXD KA at . COD DY Fairly good. Set in Johnson Old Style Italic. No. 1236. 12 Point Border Blankport is open; the - Bos= ton” and the - New York” steam there in 17 hours; iron ships Sunt built for business, comfort, speed. eeeeeeeeeeeeeeeeeeeeeeeeeeee Set in De Vinne. 6 Point Laurel Border No. 2. Sleepy Beds TERRIEARRIERENDES ୧୯୧୧୧୧୧୧୧୧୧୧୧) Pretty good for occasional use. Set in Old Style Extended. 12 Point Flor- entine Border No. 228. 958 FOWLER'S PUBLICITY ************ They Wear Columbus Bicycle Out Slowly ********** A good general headline. Set in Ronaldson Title Slope. 6 Point Border No. 606. For '97 $100 Good The price is right—let others cut in price and quality—the W Columbus price remains the same to all alike, and with more qual- anity-would others cut if they didn't have to—pay less and get less. We The catalogue of bicycle honesty, free from Columbus dealers, W by mail for one 2-cent stamp. Shoes Jones Mfg. Co., Boston, Conn. Eeeeeeeeeeeeee A good form. Set in Old Style Condensed. 6 Point Laurel Border. A good form of bicycle advertising, and one which can be used in almost any publication. 000000000 900000000000000000000000000000000000000000000g The Play of All Outdoors All the Comforts of Home 0000000000000000000000000000000000000000000000 . A good headline. Set in Quentell. 6 Point Newspaper Border No. 78. 30*30*30*30*30*30*30*30*30*3*3*3*3*34*3*3*CACAC436 Which CH C C C C C C C C C C C C C C C C C cho More too - you live in whole- some luxury. Tuesdays and Fri= days, from Boston, sail the greyhounds of the coast. * ACHATA ccc Hard-to-wear-outs for Boys Who CH CH * Set in Taylor Gothic. Single Rule Border. BOXXO XXXX X X X X X X * ACACACACACACACACACACACACACACACACACACACA Rather a good line. Set in Gothic Condensed No. II. 18 Point Border No. 1805. SPECIMENS Tailors to You LH -- HH-2 H- Can be used occasionally. Set in Old Style Condensed Title. 6 Point Florentine Border No. 169. Want Some Paper The Play of Power Another pretty good headline. Set in Ronaldson Con- densed. 6 Point Lovell Border. An excellent catch-line. Set in De Vinne. 18 Point Border No. 6. CONGOZA Hat IN min Hinta Qul 16 yoxca xxx Reliable Resisting Remarkable Rigidity Fits UUT utih UD ULTIDO Quite effective. Set in Old Style Bold. 12 Point Border No. 1212. HEXXXXXXXXXX EX XeX Save The 5% nickel steel tubing in the Columbus bicycle for '97 gives a strengthful rigidity, with graceful lightness, that can't be in any other bicycle, because this steel tubing is exclusively controlled by the Jones Mfg. Co. Your Beautiful book of Columbus, free from Columbus dealers, by mail for one 2-cent stamp. nine Jones Mfg. Co., Boston, Conn. Wear patent leathers- FOXXXXXXXXX Heading in Johnson Old Style. Reading matter in Roman. 18 Point Barta Border No. 241. Quite effective. Set in Howland Barta Original Border. 960 FOWLER'S PUBLICITY 20 Years of Excelsiors SHAYATAAVAID A , Q The Wagon of experience. A hundred dollars worth of certainty. The "wagon of doubt” price saves you little and costs you much. Free CONVIVIUS A good heading. Set in Howland Open. 18 Point Collins Border No. 223. Set in Taylor Gothic and Ronaldson Condensed. 6 Point Lovell Border combined with Single Rule. Victor Carriage Experience , శివ పేరుకు పేరు పేరు పేరు పేరు పేరు: 2 Simply a question of knowing what you get, or guessing at it. Price of Blanker's cer- tainty, $150. Twenty years of it-have made more carriages, better carriages, and car- riages longer, than any- body else. Victor riders ride in the certainty of experience. Two hun- dred dollars is right for quality, safety, surety- the trinity of Victor ex- cellence. When you pay less, you get less. KA POS . WONOMY Mossos SOKSZORE A convincing way of putting it. Set in Howland. 18 Point Collins Border No. 199. Set in Gothic Condensed No. II and Roman. 6 Point Laurel Border No. 2. SPECIMENS 961 onggonggonggongong Real, Solid, Honest, Sensible, Exhilarating, 8 Rollicking Things to Laugh At. Ehahahahahahahahahahahahahahaha Eazanananananananananananananana wahana sahajahanvandaavanaand Dav og neznanzenganggangan Eutanahanatsangan and End Rather a good "special" head- ing. Set in Howland. 6 Point Border No. 625, doubled. A good sub-line. Set in Jenson Old Style. 18 Point Barta Border No. 249. Through Scenic Land For a railroad excursion headline. Set in Cushing Old Style. 12 Point Newspaper Border No. 61. Do you CARRY MATCHES Loose in your pocket? Don't perspiration make them sticky- spoil many of them-ruffie your temper. too? We have a beauti. rul line of solid silver match boxes. some of them as low 6S $1. Come in and look at them. YAXXXXXXXX Better have Good Work ANCANGAN YANG XXXX WEISS, THE JEWELER. Reproduction of an excel- lent advertisement. Heading type could be improved upon. Set in Johnson Old Style. 18 Point Barta Border No. 241. 962 FOWLER'S PUBLICITY ** 2292302388 Sure Shoe Purity in 9 Prescriptions MOXAXXXXC - A good heading. Set in Gothic No. 6. 12 Point Florentine Border No. 149. An excellent heading. Set in Howland Open. 18 Point Barta Border No. 241. 2222222222222222222222222222222222222 Careful Compositors Rather a good line. Set in Howland Open. 6 Point Laurel Border. . ...- - Dressers in Harmony Comebate Nice For Ice 13 Not adapted to all tailors. Border No. 246. Set in Bradley. 18 Point Barta Ladies' Box Calf soles of thickness — : Fitters of Men A rather catchy headline. Set in De Vinne Open. 18 Point Laurel Border. A good headline. Set in De Vinne Open. 18 Point Collins Border No. 200. SPECIMENS W ashion LOGO Bring in Cheerful Carpets Words like these tend to stimulate carpet buy- ing. Set in Jenson Old Style. Pica Border No. 206. ** ***** * ******** MUDAMOSTAR We've something they want to see, and something you want to buy 'em. We can't tell you here, and then we want to surprise you. BUY LAND NOW WA ISABOLOLOL! SLOBO A blind form of advertising which does not have the disadvantages of the mysterious, and is adapted to the advertising of almost any class of goods. Set in Poster Roman No. I. 18 Point Collins Border No. 221. Set in Dazzle. 6 Point Border No. 606. 7. .. :: Everything Just right I U.. Can be used frequently. Set in Gothic Condensed No. 11. 9 Point Contour Border No. 280. National Bank Draws Drafts On Everywhere n Rugs EWEZEICCCC38383630 30303030 This form of advertising cannot fail to hit the mark. The matter above need not be followed with reading matter, although it may be well to enumerate a few of the leading countries. Set in Condensed Aldine No. 30. Combination Dragon Border No. 18. Nothing new about it, but effective. Set in De Vinne. 18 Point Contour Border No. 270. 964 . FOWLER'S PUBLICITY Gonone Letobobobobobobobokbobobobslik: Fireside Melodies tortor tortor tortortor tortor tortor too torto totototoetus A fairly good headline for sheet music advertising. Set in De Vinne Open. 24 Point Collins Border No. 196. More Comfortable Than Home Appetites Made Here An effective general heading. Set in Dazzle. Nonpareil Border No. 216. Excellent. Set in French Clarendon Shaded. Nonpareil Border No. 203. IK NOWI 888888888888888888888888888888888 Comfortable Coats at Cost $8892eeeeeeeeeeeeeeeeeeeeeeeeeeee (HK ) f A fairly good headline. Set in Satanick, 12 Point Border No. 1209. 120010101010101010 TI OSOITOTT Right in The middle Of the city 400101010-OSL10_ Satisfaction Served Here : ANTOLINI010003 RUTIINIIIIIIIIIIIIIIII A striking heading. Set in Howland. 18 Point Border A good line for occasional use. Set in Clarendon Con- densed. Pica Border No. 223. No. 4. SPECIMENS 965 11 17 . V 2 I V N INWESVAL 2 CV2 . WC U i NES WW 2 2 :.* Samsonian Overcoats Ht It It Sting 52 Š L Vz . sti V SS w Good for occasional use. Set in Gothic Condensed No. 1. 12 Point Border No. 1235. the Van NA 12 mis SI SU O . . 21 Vi til 2 PIN WA . AV .10 Suitable Suits AJW. 7 All AN VI A general catch-line. No. 614. Set in Gothic No. 6. 6 Point Border Style IJU V 9999999999999999999999999999999999999, VUN The Complexion Keeper V su mu V An excellent word to use. Set in Howland. 18 Point Border No. 1802. Set in Howland. 6 Point Laurel Border. DECODO All the Style You Need N @@@00C A good secondary heading. Set in Howland Open. 24 Point Border No. 2401. 93 Sexe XS . The House Beautiful-For Sale . SEX SEX SEX 35x565xxx CS3 SSS An excellent top-line. Set in Boldface Condensed No. 7. Pica Border No. 205. 966 FOWLER'S PUBLICITY JL JL JL JL. @XXU - . Delightful Happiness Healthful Recreation HXXXXX HO XXX The Columbia Skating Rink is open all day and evening. WOXY Rather a good headline. Set in French Clarendon Extra Condensed. 18 Point Barta Border No. 241. An excellent recreative form. Set in Taylor Gothic. 18 Point Contour Border No. 270. The Newest of the New * The Complexion Maker ECCCCCCCCCCCCCCCCCCCCCeeeeeee Set in Ronaldson Title Slope. 6 Point Laurel Bor- der No. 2. Worth using, but must not be over-used. Set in Jenson. Single Rule Bor- der. . 1'. In the Strength Of Beauty They Are Everywhere A strong general heading. Set in Boldface Italic. Nonpareil Border No.219. 1572M 4 MM Mid11621 An expression suitable for nearly all lines. Set in Rimpled. der and Border No. 253. Single Rule Bor- SPECIMENS 967 A Red Hot Trip On Roasting Rail POSTERITY The strength of children is in the health of the mother-The health of womanhood de- scends to generations-Fifty thousand physi- cians say that health, comfort, and freedom are not encased in corsets. The Blank Waist is not a corset. It gives all the grace of the corset. may please Equator perspirers-Yankee folks recreate upon the cool waters-to Blankport-spacious cabins- roomy state rooms--table rolling with milk and honey, and other things~17 hours' sail—the fastest steamers on the coast. An anti-corset form. Heading in Gothic Con- densed No. 1. Reading matter in Roman. Barta Original Border No. 19. An excellent form of excursion advertising. Set in Howland. Single Rule Border. VO I SOAP 1 SENSE wa mira . ........ mu ole Set in Gothic No. 6. Combination Border No. 97. N70mm:qn00:0:0::0:0::0:0:0:0:0:0:0:meqiqenininininnenin | 2ലലില്ലി ലില്ലി ലിറ്റലിലല്ലല ലലല ലലല 1 11 LLLL LUUL 1/11/U LULUI! All the Warmth You Want Dn IZILIZUIZIIMIIIIIIIIIIIITZ IZITI 111 Mootor 191pIoana qiq:qiqiqimimqiqiminimin 780mqiqa ലില ലലലലല ലലലല ലലലല ലലലല ലലലല ലലലല A good sub-heading. Set in Condensed Clarendon. Ipsen Border No. 132. 1 968 FOWLER'S PUBLICITY my senses Furnace Of Health . .. - . - - An effective catch-line. Set in Latin Condensed. Mal- tese Cross Border. He who makes one thing must make it well... He who makes many things may make them well... With- out chance on one side, with many chances on the other- For All Stockings A strong argument. Set in Tudor Black, a face which must not be often used for reading matter. 18 Point Newspaper Border No. 23. . A good heading, to be followed with description of the article. Set in Taylor Gothic. Single Rule Border. . OV oooooo oooooa . Z MON AV AN DAN VW CV IN "The Fit of Custom Made" no OLA WI POSLA Beeee Reis . . An excellent general headline. Set in Gothic Condensed No. 11. 6 Point Laurel Border No. 2. • 2. HitHHHHHH Summer Sellers You'll want 'em during the hot days of summer, and we have 'em, all you want of 'em. L4-HHM411-4144hod An euphonious line. Set in Lippincott. 6 Point Florentine Border No. 169. Intended for trade paper advertisement introduction. Set in Condensed Full Face No.7. Nonpareil Border No. 216. SPECIMENS 969 (If you have to Go to Asia Go to Africa (If you want to) Go to China (If you like to) Go to Anywhere (if you care to) YOU CAN'T GET AWAY FROM WEARERS OF SMITH & SMITH HATS An original and effective form which can be profitably used occasionally. Adapted to many lines of business. Set in Round Gothic No. 40. - 7 7 7 7 7 7 7 7 7 7 7 Why Health Insuring Underwear Do I | Buy a Columbus o federate efortementet tuttavat Would you wear underwear of com- e fort, and with it have all the health- giving and keeping qualities of hy- gienic under dressing-then Blanker's Hygienic Underwear is your under dressing. Because I want to-1 know what the Colum- bus is.!! este o protocolofoto fotografogotovo ofbott? Set in Howland and Roman. 14 Point Barta Bor- der No. 245. Adaptable to nearly all lines. Set in Erratick Outline. 12 Point Collins Border No. 175. Dictionary Department "What you want when you want it” will PAM E HE directory must be an alphabetical list of things, and of owners of hings. If it be a real directory, it must be complete, omitting nothing. The directory has no business to discriminate. It must place, side by side, the wheat and chaff of trade, without comment and without prejudice. The directory is nothing but a comprehensive mailing list of names and addresses. To be less, it falls short of its mission. To be more, it oversteps its right. The dictionary can be at once a dictionary, a directory, and an encyclopedia, and can add to itself the value of honest discrimination. The pages immediately following contain data concerning many of the general and local publications believed to be of acknowledged advertising value. Periodicals of doubtful efficiency have not been intentionally admitted. This department is calculated to aid the advertiser in the selection of general, sectional, and local mediums, and to give him information of paramount value to 1 hin. It enables him to obtain, with the ease of dictionary word-finding, the definite measurements, and other conditions, not to be found outside of the most extensive file-room. This information is not a bundle of advertisements, and must not be so considered. The pages following the periodical data present to the business man information concerning printing, engraving, lithography, paper, ink, furniture, typewriters, and practically everything of use in the office and store. This “ Dictionary of Trade” department is calculated to be of the greatest value to the merchant, and is offered as presumably reliable in every respect, data concern- ing any doubtful house not having been intentionally admitted. The writer believes that these “ Dictionary” departments add materially to the general value of the book, and will be so considered by the reader of it. Both the purchaser and writer of this book do not believe in something for nothing, and therefore have made a merely nominal charge to those whose information appears in the “ Dictionary” departments. In no other part of the book appears any paid-for matter, and really this “ Dictionary” matter should hardly be so considered. TT se 970 Dictionary of Agents “Their own story” . LIST Ti VY PYTAX T HE writer asked the leading advertising agents of America to answer. the pertinent and broad question of, “Why Does It Pay To Place Advertising In Your Agency?” Some of the agents replied, and some thought best not to reply. The replies given are presented below, without comment, as each agent stands on his own platform of efficiency. Dauchy & Co., 27 Park Place and third requirement, while with our own every representation, and who have, printing office, which is a part of our sufficient capital to pay all obligations 24-26 Murray Street, New York. / establishment, and a force of writers when they mature. Before answering your question. I and artists at our command, we can! He that would convince the public "Why does it pay me to place my answer requirement four. In more of the value of his goods must not advertising in your agency," we would space we might specify other advan- | whisper. Throngs of customers never make it more genera] and state some tages; one is a large capital which come uninvited. of the reasons why it pays an adver-enables us to carry large lines on terms tiser to place his business through a to meet our customer's needs. Special Agents We solicit correspondence. responsible, well-equipped agency. First - A good agency assists in A. Frank Richardson Co., Tribune selecting the papers, knowing from Building, New York City, Chamber of experience in advertising similar lines J. Walter Thompson Company, Commerce Building, Chicago, 12 Red what mediums are best adapted for Lion Court, Fleet Street, London. the particular product and most effec-144 41 Park Row, New York. Omaha Bee. Louisville Courier-Journal. Louis- tive. ville Times. Denver Times. Memphis Commer- cial Appeal. Little Rock Gazette. Los Angeles Second - A large agency knows ever will be to bring new and profit- | Herald. Rochester Democrat-Chronicle. Albany from experience the lowest prices at|able business to our customers. Times-Union. Albany Argus. Syracuse Post. which advertising space can be bought Over seven hundred regular advertis- Seattle Post-Intelligencer. San Francisco Report. because they always know what the ers show their "faith" in our "workS“ Sturdan Globe Pueblo Chieftain. Texas Baptist Standard. Utica Elmira Teleorm Williams leading advertisers with whom they by continued and extended patronage. port Grit. do business are paying. The adver- | A thing which is so presented as to ol All of these papers have a definité all of tiser without the agency works in the please, is already half sold. Then why | my and Known Circulation, and they afford dark both in placing his orders and not tell the masses in such a way, way, advertisers every opportunity to inves- renewing them, as having only his own where and how to get what you have tigate for themselves. Advertisers in work to place he cannot keep informed to sell? of the constant changes going on in We get up “ads” in new courses, them buy space as they buy merchan- advertising rates. new styles, with new methods and dise, by measure and by count, and not by statement and claim. Each Third – A well-equipped agency without fossilized ideas, to reach live, one of these papers is the leading earns its commissions and more by earnest people who have eyes, ears, assuming the cost and enormous detail and taste, as well as money to buy paper of its city, and each one of the uy cities is a business center. Years ago of placing the advertising and the con- | good things. | I established the principle of “ Known stant checking of it, the writing papers| The advertisers who trust us to use Circulation," and I have done business about wrong insertions, and the at- care and to give intelligent attention along this line, and will always con- tending to a thousand details necessary to all the details, will secure many tinue to. to successful advertising. advantages over those who are inex- Fourth - A progressive agency saves perienced or those who try to do it the advertiser in setting up and print- themselves. Skilled work when pub- Railway Advertising Co., 261 ing his copy, in a knowledge of what|lished costs no more than the work will be effective in the newspapers, in without skill; so that the best work, Broadway, New York writing advertisements, and the prepa. such as we give, is the cheapest be- Street-car advertising exclusively. ration of drawings, electrotypes, etc. cause it brings better results. The best and cheapest way to reach Now, to narrow the question down. “It is only the first step that is diffi- buyers and consumers. Largest cir- to ourselves, we think it pays an adver-cult.” We have a multitude of adver-culation. Immediate results. Special tiser to place his advertising with our tisers whom we have aided to take the attention given to car advertising in agency because we meet the first and first step, and who now walk boldly. New York City and vicinity; in New- second requirements, having been in We are advertising agents of experi-ark, Jersey City, Elizabeth, The Or- this business for thirty years, acquiring ence, and deem nothing that relates anges, etc., in New Jersey; and in the necessary experience, and working to any advertiser's business of indif- Providence and Pawtucket, R. I. for a large number of representative ference to us. Our aiın is to bring These cities operate about 2,500 cars, houses in various lines and thus keep-results. carrying 40.,000,000 passengers per ing posted. We only seek legitimate advertisers month. The New York lines include Our equipment in our placing and of the better class - only those in the Broadway system equipped with checking departments is complete and whom the publishers and readers can 425 of the finest cars in the United upon a large scale, so we fulfill the have confidence that they will fulfill States. Prices quoted on application. 971 Periodical Dictionary “Successful spreaders of publicity" This department gives information concerning many of the most successful and recog- nized advertising mediums of profit. It is believed that each one of them occupies a posi- tion peculiarly its own and is worthy of the consideration and patronage of advertisers. Advertising Papers Iowa or for cuts. No type restrictions. Combined circula- tion, 165,000 copies weekly. Published Saturdays - Des Moines Ads. needed ten days in advance. Illinois FARMERS TRIBUNE — weekly — agricultural | Ohio Chicago - established 1878 — circulation 18,000 covers Iowa thoroughly - goes into every township in the state - ADVERTISING EXPERIENCE -- monthly Springfield for a general advertiser there is no better field than appears on first of month -- copy must be in hand by Iowa. Type size of page 87 x 131 in. - columns | FARM AND FIRESIDE-semi-monthly — illus- 15th — rates on application, strictly cash and inflexi- 21/8 x 13%2 in. — can use any metal base cuts - Pub- trated -- for farmers and their families — started 1877 ble, subject to increase at any time-space limited - lished Wednesdays - ads. must be in Monday. The - circulation 310,000 guaranteed — circulates all States no trade ads.- no reading matter of any kind paid for field we cover makes the Tribune especially valuable east of Rocky Mountains. Type size of page 972 x by anyone but the publisher — no free advertising of as a medium. Glad to quote rates. 14 inches, column 274 x 141 inches (200 agate lines). any kind. Type size of page 578 X 8/8 inches -- ads. Published on the first and 15th of each month -- copy will aim to be models of good typography — illustra- Massachusetts must be in 15 days before date of issue. tions must be of the best quality - perfection in printing guaranteed. Boston Ontario Massachusetts FARM-POULTRY — semi-monthly - illustrated Toronto for everyone desiring information about profitable Boston poultry production started 1889 – circulation 29,722 FARM AND FIRESIDE - Weekly - agricultu- - about 75% east of the Mississippi, balance West ral and home paper — the only agricultural weekly PROFITABLE ADVERTISING-" The Adver- and general. Type size of page 974 x 13 in. — published in Canada - circulation 8,593 columns 25% tisers' Trade Journal” – monthly - illustrated- column 2% x 13 in. — no extra charge for cutting x 2112 inches -- number of pages 8. advertising started 1891 — circulation 6,000 -- reaches column rules or for cuts — heavy type admitted publishers, general advertisers, ag ts, ad.-writers, changes made as often as desired. Published ist Pennsylvania printers, and kindred trades everywhere. Type size of and 15th of each month -- ads must be in so days in page 774 x 472 inches - column 214 x 774, inches - advance of publication. Only reliable, clean advertis Philadelphia use any cuts — Published 15th of each month - adver- ing admitted. Read by well to do people who have tising copy must be in by oth — PROFITABLE money to spend. FARM JOURNAL – monthly -“unlike any ADVERTISING is a high-grade advertising journal, other paper" - reaches regularly nearly 300,000 rural independent in policy, and the only publication of its Springfield homes in New England, Middle, and Western States kind in New England. - started 1877. Page 772 X II inches, column 214 FARM AND HOME - semi-monthly - started inches wide - Measurement agate — no restrictions as New York 1880 -- divided into an Eastern and Western Edition to display or electrotypes or broken column rules — - Eastern Edition covering territory east of the Alle no extravagantly worded or humbug advertisements - New York City ghany Mt. and Western Edition west of the Alleghany no patent medicines or political advertisements – no | Mt. --- no better agricultural paper exists for reaching reading notices — no special positions — has but one ART IN ADVERTISING-monthly - Profusely country trade - standard of measurement, agate type | rate and sticks to it -- forms close 15th of preceding illustrated — started 1889 - The whole field of public- - width of columns 2 7 in. — 13 ems pica - columns | month. ity covered — Preeminently the advertisers' and busi- 14 inches or 196 lines long -- one page contains 56 ins. ness man's Journal - devoted to the interest of better or 784 lines —- no charge for cutting column rules or PRACTICAL FARMER - Weekly - agricultural advertising - examples of good and bad advertising - for cuts — no type restrictions - circulation 250,000 - circulation 38,346, covering the U. S. and Canada - essays and advice on advertising – portraits and copies; on the Western Edition 130,000 and Eastern established 1855. Type size of page 948 X 1374 inches, sketches of advertising men — Stories of advertising 120,000. Published ist and 15th of month forms column 214 x 1374 inches - no extra for cuts -- no successes — newsy and pithy items about men and close 2oth and 5th preceding date of issue. extra for cutting column rules -- can use any wood things. Type size of page 578 x 7 inches - column cuts -- Published Saturday — ads must be in ten days 272 x 7 inches — published on the 5th-forms close on Minnesota in advance — reaches the best class of wide-awake 20th. agricultural readers —- in fact stands at the head of the PRINTERS' INK -- weekly - a Journal for Ad Minneapolis weekly agricultural press. Four special departments vertisers -- established 1888 --- circulation, as shown unique in agricultural journalism -- in short, covers by the last edition of the American Newspaper Direc- FARMERS'. TWICE A WEEK TRIBUNE - every department of work on the farm. tory, 21,913. Type size of page, 334 x 678 inches, Republican — weekly with two editions. Size of page column, 178 x 678 inches South Dakota 1614 X 22 inches-type size column 214 x 22 inches, no extra charge for cuts. Published Wednesday -- Copy must be handed in one Published Mondays and Fridays -- forms close 12 noon week in advance.-- Ten cents per copy.-- Five dollars Mondays -a high-class farmers weekly newspaper, Aberdeen per year in advance. For Ten dollars, paid in ad- circulating among the more intelligent country folk of vance, a receipt will be given covering a paid sub- DAKOTA FARMER — semi-monthly - agricul- the northwest. Circulation 20,000. tural -- the old Dakota farmer's journal — established ofcription from date to (January 1st, 1901) the end of 1879 - nearly 15 years under present management - the century. Gen. P. Rowell & Co. publishers, 10 New Brunswick circulation now exceeds 16,000 -- about two thirds in Spruce Street, New York City. Printers' Ink, was South Dakota - one third North Dakota. Page 9 x the first of the now numerous class of journals devoted sex 13 inches, columns 13 ems - official organ of every to advertising. It likes to call itself The Little School- stock, agricultural, horticultural, and dairy association master in the Art of Advertising. Since its establish CO-OPERATIVE FARMER -semi-monthly -- in the two Dakotas a model, progressive farmer's ment in 1888 it has had nearly two hundred imitators. 16 pages — started 1895 — circulation at present 2,500 paper — clean and energetic - W. F. T. Bushnell, These are generally spoken of as Printers' Ink's babies. copies per issue — only farm and dairy-paper in Mari- Editor and Manager. time Canada,(New Brunswick, Nova Scotia, and Prince Edward's Island) with a farming population of over Agricultural Papers 120,000 - use cuts - no type restrictions — type size of page 9 x 12 inches - issues 7th and 14th of each Connecticut month. Illinois Clintonville New York Chicago WAYSIDE GLEANINGS - a wide-awake little New York City INLAND ARCHITECT AND NEWS REC- monthly - started 1890 — circulation 50,000 to 75,000 - ORD, devoted to design, construction, decoration, — prepared specially for young farmers and poultry AMERICAN AGRICULTURIST — weekly — and furnishings, is published at Chicago, and has a keepers. Type size of page 7 x II inches -- column Established 1842. Reaches highest class fariners- general circulation throughout the United States and 1042 x 27/8 inches -- 16 pages — 3 columns to page also their families. Divided into five editions, which Canada, among all classes interested in building. no type restrictions - no extra for cuts -- can use any may be used separately if desired, to cover special | The Inland Architect was established in 1883, and has cuts - no charge for cutting column rules — Pub sections as follows: Middle, Western, Southern, New been published continuously ever since by its original lished first of month -- ads. must be in by 20th - one | England Homestead (Eastern), Orange Judd Farmer publisliers which makes it the oldest architectural of the papers that pays subscribers, advertisers, and its I (Central). Type size of page 758 78 inches, column journal in the country, published under its original publishers. | 248 X 10%8 inches. No extra for cutting column rules management. This ineans that for 14 yea Architectural Papers 972 FOWLER’S PUBLICITY 973 51% Book and News Trade Business Papers Art Publications Architect has gone forward without interruption, gain- cycling containing full tables of American and foreign , nary Magazine – devoted to the interest of up to date ing in circulation and influence - it easily ranks among records, rules of cycling associations of all countries, housewives - treats of the luxuries, economies and the leading architectural journals of America, as may photogravures of the American and foreign champions, necessities of the table -- it is progressive and the be verified by inquiry of any by inquiry of any prominent architect. ) articles on training, etc., etc. Price 25 cents a copy, American authority in its line — type size of Any advertiser who desires to reach the architects will For sale on all news stands. x 8 -- no extra charge for cutting column rules or for be much handicapped in the race for business without | cuts - can use any cuts — published first of month- an advertisement in The Inland Architect of Chicago. / WHEEL AND CYCLING TRADE REVIEW, advertisements must be in by roth. Its special field is that vast, populous, and rich territory --weekly —-illustrated -- Complete review of the cy- west of the Alleghany Mountains - in that field it has cling trade and all current events relating to cycling no rival — type size page 7 XII - column 274 XII - Circulation, 9,000, well scattered over the United States Dailies can use all cuts - no extra charge for cutting column in proportion to population - is also read in practically rules. every country where cycles are ridden-established California Massachusetts since the commencement of the cycle trade - Type size of page 7%2x II inches, columns 2/2 X 11 inches San Francisco Boston No type restrictions — Published Wednesdays - Copy for advertisements must be received on Monday. CHRONICLE-morning, Sunday and weekly- AMERICAN ARCHITECT AND BUILDING started 1865 – independent - pages 12 to 16 daily; 36 NEWS - weekly — illustrated — architecture, art, Sunday - weekly 1874, 16 pages - size 17 x 23 — and science - started 1876 - circulation, New Eng- daily circulation over 68,000 — Sunday over 75,000 - land 22%, Middle States 32%, Western States, 35%, weekly over 27,000. Harper's Magazine says: “The California San Francisco Chronicle is the most important news- balance of the world 11% – type size of page 7 x 12 — paper on the Pacific Coast - one of the few in the column 214 X J2 — no extra charge for cutting rules or San Francisco United States that may be said to stand in the front for cuts -- can use any cuts — only building and rank of American journalism." Chas. Keilus & Co. artistic ads admitted — ads must be in on Wednes BOOK AND NEWS-DEALER - Monthly - (Inc.), Clothiers, say: “We are advertising in several day – published Saturday. Trade - Started 1889-- Circulation 6,000 – Reaches papers, but consider the Chronicle far superior to the nearly every retail bookseller and newsdealer in North others for our line." Buckingham & Hecht, mfrs. New York America of any moment-Said by Munsey's Magazine and dealers in shoes, say: “ We believe that the quality (editorially) to be “ One of the cleverest trade journals and quantity of the circulation of the San Francisco New York City in the country and by far the ablest in the book and Chronicle are such as to make it rank first on the news trade" - Fearless and unconventional — Fights Coast as an advertising medium." CARPENTRY AND BUILDING — monthly - for the retailer first, last and the rest of the time - illustrated — established 1879— a practical magazine 70% of circulation East of Rocky Mountains - No for architects and builders. more local to Pacific Coast than Century is to New Colorado Treats on carpentry and York - Invaluable to any person interested in current joining, framing and construction, masonry, plaster- literature — Samples for the asking — Stamps taken if Del Nonte ing, roofs, and cornices, heating and ventilation, cabinet work, architectural design and drafting. Type any are sent along - You should see it. DAILY ENQUIRER was established in 1892 -- it size of page 634 X 11 - columns 21/8 x II — no extra for is the only daily paper published in Southwestern cutting column rules or for cuts — advertising forms Colorado, excepting one at Durango, 300 miles distant close on the 20th of each month. -- it has a larger circulation than all other papers in New York this section combined. It is four pages, 13 X 17. $6 per year. 13 ems column width-no extra charge for New York City cutting rules and running cuts — no wood bases ac- New York cepted. John H. Bloom, Manager. BRAINS-weekly -- advertising and mercantile - started 1892 — sworn circulation by trades – dry goods New York City 3910 - clothing 3427 — books, siationery, printing, etc., Connecticut 2760; shoes, etc., 2323; jewelry, 2070; fancy goods, MUNSEY'S MAGAZINE - monthly - illustrated 1978; hardware, 1794; groceries, 1886; crockery, 1449; Hartford - art, fiction, general literature. Started 1891. Cir- wall paper, paints, etc., 1403 ; tobacco, 1268; furni- | culation 700,000, throughout the United States and ture, 1242; liquors, 1012; drugs, 851; music, 828 ; | TIMES — daily — started 1841 - page 23 x 1772 Canada. Type size. of advertising pages 574 in. x8; miscellaneous, 1840 -- type page 1472 X 1172, column, inches, 1764 lines to page, nonpareil measure. Col- columns 278 X 8 - quarter page 278 X 4, or in d. c. 1158X145 no type, cut or rule restrictions. Pub- umn 21 inches long, 21/8 inches wide. Subscription, form, 2 deep x 574. No extra charge for cutting | lished Saturdays ads must be in one week in ad. $8. Largest circulation of any daily paper published column rules or for cuts. No adv accepted for less I vance in Connecticut, and larger paid circulation than all the than one inch, and d. c. advs must measure one inch daily papers published in Hartford. Also Semi-Weekly deep, an aggregate of 28 agate lines. All ads, must be NEWSPAPER MAKER-Weekly. A news Times, changed Jan. I, 1896 from Weekly Times, set attractively. Line or wood cuts or half-tone illus- paper for newspaper editors, publishers and advertis- which was started 1817. Advertising rates on applica- trations may be used. Published the first of each ers — Started 1895 - Circulation 10,000 – Reaches all tion. month. Adys must be received five weeks in advance the leading newspaper men and advertisers of the of date of issue. world. Type size of page, 8 X 1134 in., column 2 x District of Columbia 11% in. — Type display restricted to one series, French THE PURITAN — profusely illustrated-monthly Old Style - Can use cuts acceptable to publisher - Washington - woman's interests, art, and fiction. Started Janu Published Thursdays - Ads must be in Tuesdays. ary 1897. Circulation 150,000 copies throughout the DAILY TIMES — morning, evening, Sunday - United States and Canada — type size of page 83/8 x 122. Adv columns 2 wide. Printed throughout on political (Democratic) and business newspaper-has a fine grade coated paper. One inch smallest ady ac- daily circulation of between 30,000 and 35,000 -- Sun- Michigan days 24,000 — admittedly largest in the city — type size cepted. Only highest grade of advertising taken. Forms close four weeks in advance of date of issue, of page 2112 x 15%-column 2%2 x 2112. No extra Ann Arbor which is the first of each month. charge for cutting rules or for outline cuts. Weekly edition, 8 pages, issued Saturday. Stilson Hutchins, STUDENTS REGISTER - college news — Editor and Publisher. weekly — 4 pages -- 24 20-inch columns - reaches 3,000 students, 250 professors, instructors, and tutors at University of Michigan -- has thrice the circulation Connecticut of any other college publication in America. Paris Hartford Commercial Papers BEACON - daily except Sunday, evening edition, AMÈRICAN CYCLIST, — weekly -- Fridays – semi-weekly, Tuesday and Friday - started 1848 - oldest paper in Eastern Illinois - gives general and the cycle trade — 52 pages, 9 x 12 inches - subscrip Ontario political news — Republican in politics — circulation tion price $1 — established 1890 - Joseph Goodman, editor and publisher — circulation 8,000 copies daily, 700; semi-weekly, 2500 — about 85% of the Toronto reaches all of the manufacturers, dealers, and cycle readers in Edgar and adjoining counties - size of clubs in the New England, Middle and Southern MONETARY TIMES -- Weekly started 1866 - daily except Saturday, 4 page, 1778 X 2134 - Saturday States — the only exclusive publication in Connecticut 5,000 subscribers - has the best advertisers, the best 18 page, 1574 X 2194 — semi-weekly, 8 page, 1498 X 1974 | readers - grocers, dry goods, boot and shoe, hides - colunins 13 Pica ems. Can use zinc etching or out- - sample copy and advertising rates on application - advertising type Nonpareil - reading matter Minion - | line cuts — advertising cuts must be metal base — no and leather, hardware, lumbermen, manufacturers, general merchants, lawyers, bankers, brokers, and in- three columns to the page, 15 ems pica in width - no extra charge for use - extra for cutting column rules extra charge for cuts and all classes of cuts used. surance men throughout Canada are especially inter- — rates on application. ested — well printed on good paper -ads placed New York alongside reading matter - oldest and most influential lowa Canadian trade journal-three other trade papers have New York City been incorporated with it -- published Fridays - ads Burlington required Wednesdays. AMERICAN WHEELMAN, weekly, illustrated. HAWK-EYE — daily and weekly -- morning ex- Culinary and Household Type page 772 X 11 inches — Established 1892 – De- cept Monday-political (Republican), family and busi- voted to the trade and sport of cycling -- Care- ness newspaper — read at home and office - covers fully edited, handsomely illustrated, bright, newsy, Pennsylvania the territory within 75 to 100 miles of Burlington - independent - Contains a mechanical department established 1839 --- circulation daily 5,500 — weekly, edited by an acknowledged expert, a department for Philadelphia 9,000 -- type size of page 2172 X 1534 -column 13 ems Women and a department devoted to Auto-Motors wide — claim for daily “best morning newspaper and Subscription $2.00 per annum. Also publish AMERI- TABLE TALK - monthly culinary and house largest circulation of any newspaper published in any CAN WHEELMAN ANNUAL, a compendium of hold - started 1886-circulation largest of any culi- city of the same inhabitants west of Cleveland, Ohio." College Publications Bicycling Papers Illinois - 974 FOWLER'S PUBLICITY Dailies, Evening Fort Madison St. Paul any metal cuts or matrices - no charge for cutting rules, NEWS - daily and weekly — successor to The PIONEER PRESS — daily, Sunday, and weekly Plaindealer - only morning and Sunday daily — popu- — business, family and political — read everywhere in lation in excess of 10,000 — weekly, established 1840 — its field, comprising Minnesota, Northern Iowa, West- daily 1882 - only Republican, sound-money paper - ern Wisconsin, North and South Dakota — Started claily circulation 1763, weekly 2319-sworn statements 1854 — Oldest daily in the Northwest — reaches the Connecticut prove daily circulation more than equals combined list largest number of people of purchasing power - Type of contemporaries — pages 21%2 x 34 columns 276 size of page 16 x 213/4 — of column 214 x 2134 — can New Britain ches wide — 110 type or cut restrictions – paper | use shaded cuts, but prefer outline cuts —its office is in circulates principally among protestant, English its own modern, fire-proof building, 13 stories high. RECORD - daily and weekly -- business and speaking class — C. B. Montgomery, Publisher. family newspaper -- popular one cent paper --- read New Jersey by everybody -- large sales on street and thorough Kansas route delivery service to homes -- established weekly, Plainfield 1858 - daily, 1892 -- circulation daily, 3,000; weekly, Topeka 1500 -- largely local on daily and throughout country DAILY PRESS -- afternoon -- independent in on weekly -- type size of page, 16 x 21 --- column 274 x CAPITAL - daily, 8 pages, Sunday 16 pages — politics -- circulates in the most progressive and rich-21 - no extra charge for cuts and cutting column semi-weekly 8 pages -- every Tuesday and Friday – est suburban territory. adjoining New York -- Doubled | rules - 4 page paper -- 10 ads hida 7 columns, 2114 inches long, 13 ems pica wide - no in size and thribled in circulation and advertising in / reliable news and ads — no junk matter — the peo- extra charge for cuts or cutting column rules — pub- e ten years that it has been published - Circulation ple's home newspaper. lished at Topeka, the capital and chief city of Kansas 2,500, bona fide - Thoroughly covers 12 neighboring with a population of 45,000 — average circulation for towns with correspondence and sale of papers -- Type New Haven each issue of 1896, daily 10,249, Sunday 11,279, semi- size of page 1338 x 20 – column 2% x 20 — No extra charge for cuts, but must be of solid metal - Weekly weekly, 15,570. By using all issues of the Capital an REGISTER. Evening, Sunday and Weekly. advertiser can thoroughly cover the state of Kansas at New Haven's strongest paper. Established 1812. A edition known as “The Constitutionalist” – demo- cratic in politics, and circulates among the substantial | high-class political, family and business newspaper. a moderate cost. Others claim, the Capital proves the Circulation, high water mark, 14,348. Average daily agriculturalists of Union County-size of weekly same largest circulation in the state. as daily. exceeding 10,000, or double that of any other daily 2 cent paper or Sunday paper published in the city. Maine Ontario 90% of the circulation within 10 miles of office, and in residential districts three houses out of four take the Rockland Hamilton Register. Daily, 10, 12, and 16 pages; Sunday 20 and 24 pages. The largest and most complete mechanical STAR — morning, except Sunday - straight Re-| DAILY AND WEEKLY TIMES. Population equipment in the State of Connecticut. ion exceeding 3,250 | 50,000 — principal manufacturing city of Canada. The copies — type size of page 18 x 24 — no extra charge l'imes is one of the oldest and most influential news- California for cuts. Only daily in Knox, Lincoln and Waldo papers published in the Dominion. It has a large Counties which contains a population of 81,000. circulation, both daily and weekly, and is the favorite Sacramento family paper in Hamilton. It also circulates largely SACRAMENTO EVENING BEE has credit for throughout Canada and the United States. Specimen Massachusetts copies or estimates for space promptly furnished. the largest circulation accorded to any daily published Type size of page 1372 x 20 — column 238 x 20 -- can in the second Congressional district of California, Boston use any cuts. No extra charge for cutting column | which has a population of 155,998, and the publishers rules or for cuts. Address Times Printing Co., Ham- of the American Newspaper Directory (1896) guaran- GLOBE - morning, evening, Sunday — political, ilton, Canada. tee the accuracy of the circulation rating accorded to family, and business newspaper — read at home and office — started 1872 — circulation daily 188,091, Sun- successfully assails it. — The Evening Bee -- 13 ems- day 251,485, high water mark 640,250-about' 65% of London 8 page and 12 page - 2112 inch column — 6 and 7 readers in or within 20 miles of Boston, balance in New England and entire country - Type size of page ADVERTISER — daily and weekly. Says the columns to page -- The Weekly Bee -- Wednesdays -- 12 page -- 8 columns. Fourth Estate: “The London Advertiser is consid- 17 x 22, column 2 X 22 - extra for cutting column rules and for cuts — can use only outline cuts — ads, must ered by those competent to judge the best paper in be in 8 P. M. for morning, 10 A. M. for evening. Ontario outside of Toronto," Delaware London is center of the most fertile and smiling farming territory in the THE HERALD is the most influential and power- world. It lies between Niagara and Detroit, and Wilmington ful newspaper in New England. It reaches the middle Great Lakes north and south. Agricultural garden of EVERY EVENING AND COMMERCIAL- and upper classes and has never catered to cheap sen- the continent — 33d year - two editions daily — 96 sationalism, consequently it is of the highest value as evening except Sunday- A family newspaper without column weekly. Combined, they cover Canada's most objectionable advertisements — Type size of page 18 x an advertising medium — the amount and kind of ad- progressive section. John Cameron, founder and 22 — columns 28 x 22 — No extra charge for cuts or vertising it prints is its best recommendation — a small | manager. cutting column rules — Metal outline cuts only — Its extra charge is made for cuts, and one price extra for clean advertising columns, and its circulation, which is each column rule cut. Lines 13 ems wide, 320 to South Dakota more than double that of any other daily newspaper column, 8 columns to page. in Delaware; make it the most valuable advertising Aberdeen medium in the State to advertisers of reputable goods. Michigan STAR - daily and weekly -- the oldest paper in District of Columbia the city and largest circulation - The Ruralist — our Bay City weekly edition for general circulation has the largest paid subscription list of any publication printed Washington TRIBUNE, 8 pages — Sunday 12 to 16 pages, 7 in the Dakotas — The Star is six columns to page — STAR-evening -- no Sunday — big Saturday issue columns to page - length of column 20 inches – No width of column 13 ems — Ruralist - 6 columns – instead - established December, 1852—sworn daily extra charge for cuts - Break column rules 10% extra 14 pages -- 13 ems — No extra charge for cutting ting average circulation during week ending April 19, 1897, - The Tribune is the leading daily of Northern Michi- column rules or cuts — Can use any class of metal base 31,505 -a family newspaper -- 12 to 24 pages ---size 17 gan — has a larger circulation, and is a better paper cuts. X 22 — covers Washington completely, claiming larger throughout than any publication in this section of the circulation in the city than all of the other dailies com- state. Sioux Falls bined — goes into 82%2% of all occupied houses in Washington-cuts and guaranteed positions extra — Minnesota ARGUS-LEADER — morning, evening, weekly - sells 10,000 lines to be used within one year at 772 cents Republican, business and news organ of South a line — S. H. Kauffman, Prest., C. S. Noyes, Vice- Minneapolis Dakota — weekly started 1881, evening edition started Prest. & Editor; T. W. Noyes, Asso. Ed., Frank B. 1885, morning edition started 1892 — circulation for | Noyes, Treas. & Bus. Mgr. JOURNAL – morning, evening, Sunday - started 1896 average evening 2453, morning 3227 – weekly 1878 — 10 pages regularly and 12 to 24 as demanded | 2748 — about 75% in South Dakota, 15% in Iowa, Illinois by advertising — size of type page 16 x 22 - 7 col. to 10% in Minnesota — combined daily circulation in page --- no extra charge for cuts or cutting rules any 1892, 2,364, April 1, 1897, 5870 - type size of page, Alton cuts used provided they are mounted on metal — ad- 15 x 22 — columns 22 X 21 — no charge for cuts -- al vertising rates based on circulation of 35,000 but daily kinds used. SENTINEL-DEMOCRAT — J. J. McInerney, average for 1895 was 41,274 — Journal has always President-leading newspaper of Southern Illinois — published its daily circulation and filed guaranteed Wisconsin one of the best advertising mediums of the Mississippi statements and affidavits as to correctness of same — Valley. All objectionable advertisements excluded - is home paper of the Northwest and exceeds all others Milwaukee daily covers city of Alton and adjacent villages - in circulation - is leading want adv. medium. Weekly, Madison, Macoupin, Jersey and Calhoun SENTINEL – every morning – Sunday, Weekly, counties. TRIBUNE – morning, evening, Sunday — started (Wednesdays) — Republican -- daily, 8-10" pages = 1867 — average daily circulation 1895, 38,906 — terri- Sunday, 16-24 pages — weekly, 8 pages. Pages 18 Decatur tory: Minnesota, Western Wisconsin, Northern Iowa, hern Iowa, 1 x 24 = columns 215 inches — circulation, daily, and Nebraska, North and South Dakota and Eastern | 18,000, Sunday, 22,000, weekly, 24,000 -- onl BULLETIN— daily and weekly established 1885 Montana - type size page 1614 x 22, column 214 x 22 morning paper in city -- population 260,000 -- three -independent — circulation over 1,400 daily — 2,200 – no extra charge for cuts — no position advertising English evening papers - sends out editions every weekly -- advertising rate: display, first insertion 10 less than 42 lines high. Carries more local advertising hour after midnight, reaches remote parts of state cents per inch; each succeeding insertion 3 cents in than any St. Paul or Minneapolis newspaper -- never ahead of Chicago or St. Paul papers -- only Milwau- daily; 10 cents first insertion and 6 cents for each suc- cuts rates and is considered the Twin Cities Greatest kee paper refusing questionable ads, medical or other- ceeding insertion in weekly. Reading notices 5 cents Daily. wise -- never used coupon or other fake schemes -- I per line. Size of page, daily, 24 x 19–4 page - FOWLER'S PUBLICITY 975 weekly 15 x 22, 8 page — publishes the news up to 12 pages-weekly 12 to 16 pages — type size of page , — type size of page 1558 X 21 — column 13 picas or date just as it occurs, so far as the sunlight of justice 16 x 2012, column 27/8 x 2042. Use any kind of cuts or 27/8 x21 — no extra for cutting column rules or for cuts penetrates, and the receptivity of the public mind will cut column rules without extra charge. - no type restrictions. admit. Maryland Newark Chicago Baltimore NEWS — every evening except Sunday — inde- DAILY NEWS — Every evening except Sunday. pendent - started 1883 – type size of page 1578 x Independent political, high-grade evening newspaper. / NEWS-evening except Sunday-published by 2334 — width of column 21/8 inches - use any kind of Ayerage daily circulation for the month of March, the Evening News Pub. Co. 201-205 East Baltimore cuts except solid back — no extra charge for cutting 1897, 226,392 copies, exclusive of exchanges and all St. pp. 8 to 20— size of page 17 X 24 — no extra charge column rules — a high-class general newspaper with unsold papers. Circulation mainly in Chicago and for cutting column rules or for cuts - circulation over double the circulation of any Sunday and treble that immediately surrounding territory. From 8 to 16 20,000 — The News occupies a position in Baltimore of any daily in the state, and only exceeded by one or pages, 7 columns to the page. Advertising rate for similar to that of the Evening Post, New York - two in the United States in the class of two cent after- display 45 cts. per line, subject to liberal discounts for character of circulation especially attractive to best noon newspapers - very large advertising business at contracts. Victor F. Lawson, Editor and Publisher. advertisers because The News is read by best people good rates, and prints from 10 to 16 pp. every day- and reaches the homes — progress of The News during ngress of The News during net circulation for February, 1897, 38,053. Ottawa past four years has been almost remarkable — paper sprung from a sheet of little influence to a newspaper | Paterson REPUBLICAN-TIMES consists of the Ottawa of power in one of the most intelligent communities in Republican established 1843 — the leading Republican U.S. PRESS — daily and weekly- daily evenings except paper in the country for 50 years, and the Ottawa Sundays - Republican in politics — family and busi- Daily Times, the first daily paper established in the Massachusetts ness newspaper - circulates in home and office - county (1877), also Republican, and also a weekly. established 1863 — reaches the best class of people in These papers were consolidated in 1890. The consoli South Framingham the city of purchasing power, and all the small towns dation gave the weekly the largest circulation in the and villages in the vicinity -no extra charge for cut- county. The daily circulation now is, we believe, the NEWS- evening - family and business newspaper ting columns nor for inserting cuts with metal bases largest in the city, which is the county seat of | - strong in the homes — type size page 1572 x 20 no wood bases used --- type size of page 2074 X 1534 — the second county in Illinois. Our circulation of the column 2/8 x 20 — no extra charge for cuts or cutting width of column 238 — weekly published Thursdays. weekly is the largest. This fact is undisputed. Sapp column rules — use any cuts or type consistent with & Nattinger, Publishers, 723 and 725 La Salle St. handsome typography - great advertising medium - New York low rates — our field has 40,000 population - South Indiana Framingham, great railway junction, manufacturing Albany and trade centers, over 10,000, and rapidly growing — Crawfordsville court, state arsenal, state normal school, New England TIMES-UNION is published every week day even- Chautauqua, etc., here. ing - four editions every afternoon— first one at noon JOURNAL-daily, evening-founded 1887, aver- to catch early P. M. trains to carry the papers to every age circulation for entire year 1896, 1446 — type size Michigan villag- and town along railroads running out from of page 21 x 18, column 2 14 x 21 -- four pages — weekly Albany -- prints 4, 6, 8, or 16 pages as demand for ad- printed on Friday-founded 1848 - average circulation Detroit vertising space may require; tries to keep down to 4 for entire year 1896, 3415 — type size of page 20 X 1312 pages daily - size of page 18 x 24; eight columns to a -column 24 x 20, 12 pages, extra charge for position JOURNAL-evening-four editions - Republican | page - Minion for news, Brevier for editorial, Non- but not for cutting column rules or cuts - only metal -established 1883 -- averaged daily circulation ex- pareiland Agate for advertisements — advertising rates base cuts used — Rowell guarantees circulation to be ceeding 28,000 (second largest in Michigan); 75% of $50 a year e. o.d. per inch run of paper; 50% extra for largest in Ninth Congressional District for 1895 and its readers within 60 miles of Detroit-8 pages, 8 special position and still 50% more for any width of 1896. columns to page - columns 2 wide and 22 long-no advertisement other than single column measure — a extra charge for cuts or broken columns - the only certain class of advertisements refused admission to Terre Haute Republican daily of general circulation in a great Re- our columns. The Times-Union is a home newspaper. publican city and strong Republican State — the The Times-Union makes advertising contracts on this GAZETTE daily and weekly — daily enlarged Journal is a clean, bright, home paper,-- best market basis: that its paid circulation is greater than the com- with special features on Saturdays - Printed for every reports — only woman's page - only clean front page. bined circulation of all the other Albany dailies. body. Special attention given to the tastes of women. James C. Farrell, Business Manager: Started 1869- Circulation daily through the week Missouri over 4000 — Saturdays over 5000 — Rated largest cir- Brooklyn culation by Rowell on detailed statement-Type size Kansas City page 1578 X 2134 — column 218. No extra charge for EAGLE — published every day, including Sunday cutting column rules or for cuts -- Outline cuts — Fast STAR-every evening except Sunday and Sunday — daily, afternoon, two editions - Sunday, morning. perfecting press — Leased wire Associated Press | mornings — independentbusiness and liome news- | 12 to 16 pages daily — 24 to 32 pages, Sunday. Size report. paper; circulation - daily and Sunday over 65,000- of page 1874 X 247/8 -- pages 7 columns wide; columns larger than double the combined output of all other 32 agate ems wide; 310 agate lines in length. Cuts all Louisiana Kansas City daily papers; weekly — Wednesdays — kinds, no extra charge, except for those which contain exceeding 115,000. Daily 8 to 12 pages -- Sunday 16 | letters or type, when double price is charged for these Shreveport and 20.- weekly 8 and 10. 7 columns, 22 inches deep, letters, only, where the letters are in excess of two 214 wide - No extra charge for cuts or cutting column lines. No extra charge for cutting column rules.- CAUCASIAN-daily, Sunday, weekly—the peoples' rules. Very black cuts prohibited. paper — always newsy and reliable -- the latest news 150 lines deep, four or more full coluunns.- Display by Associated Press. The best features of the Ameri- type is now used subject to advance price as above for can Press Association. Width of columns 2%, length anything in excess of a two-line letter. 1934 --The Caucasian is thoroughly progressive and its Nashua success indicates that it is appreciated by the people. Jamestown It leads on all public questions, in material develop- | TELEGRAPH -- daily and weekly - political, ment and the upbuilding of the city and country - It family, and business newspaper — daily goes into four JOURNAL-evening, a clean, reliable, and pros- nservative consistent, ani out of five homes in the city — weekly, state, and perous home newspaper - established as a weekly county - Official county paper — daily started in 1869 1826 - daily since 1870-read in nearly every home in doubtful character, or unpleasantly suggestive can | -- weekly in 1832 — daily circulation 3,000 -- Weekly Jamestown, a live, manufacturing city of 25,000 in- secure space in its columns. 1,80o-daily and weekly cover Southern New Hamp- habitants- owns its building, is set upon linotypes, shire -type size of page 1534 X 2012 — column 2 x and printed on perfecting press - No extra for cuts or Maine 2016 — metal cuts used only -- no extra for cutting breaking column rules — No objectionable advertising column rule- no extra for cuts — no type restrictions accepted ~Type size page 1578 x 20- column 2 x Portland — no liquor ads accepted - daily published every day 1934 – Also a semi-weekly edition with 4,300 advance except Sunday -- weekly on Fridays. paying country subscribers. EXPRESS-evening-Republican -- a family paper - enterprising and up to date but not sensational — New Jersey Long Island City established 1882— largest daily circulation in Portland or State of Maine - daily average for 1896, 6171. STAR-daily and weekly, Long Island City, N. Y., | Asbury Park Weekly express 1205, detailed information furnished and daily and weekly Greenpoint, 17th Ward, Brooklyn on application-90% of circulation goes to regular - established 1865 - combined circulation 12,000 a EVENING NEWS-except Sundays and holidays subscribers by carriers or mail-type size of page week — the territory covered by the four editions of - oldest daily on northern New Jersey coast-estab- 17 x 22-column 13 ems pica wide 20 inches long- the Star comprises six miles of Long Island River lished 1890 – circulation 1896, averaged 2,500 daily- can give more publicity for the money than any other front, situated opposite the heart of New York City. purely local newspaper — type size of page 1574 X 22, Long Island City is the county seat of Queens County, daily in Portland — used by all the leading local adver- column 2 16 X 22 — no extra charge for cutting column and terminus of all the Island railways - everybody tisers. rules or for metal base cuts - can use most any cuts, reads the Star. except “toned" by noon; small, classified ads taken Manitoba until 2 o'clock. Rates reasonable ; estimates cheer- fully furnished. Newburgh : Winnipeg 1 THE REGISTER has passed the rooth year of its Camden continuous publication, being established as a weekly TRIBUNE- daily and weekly (Thursdays) in 1796 – During all that time it has been held in the established 1890- leading paper of the Canadian REVIEW - every evening (except Sundays and highest esteem by advertisers and readers — The oldest Northwest-combined circulation of daily and weekly holidays) — political, family, and business newspaper inhabitant and the latest comer each swear by it and Tribune is larger than combined circulation of any — the only Democratic daily published in a city of consider it an indispensable adjunct to their daily lives other daily and weekly or semi-weekly papers pub 65,000 and circulation extending to every seaside resort - It is the only six-page paper published in this city, lished in Canada, west of Lake Superior-daily 8 to land town in Southern New Jersey. Established 1889 and sells for one cent- It is likewise the largest paper Seaside resort consider it an dinthe latest comard readers held in the 976 FOWLER'S PUBLICITY + Dailies, Morning in this vicinity and contains more news, more adver- | Painesville Saturday — Type size of page 217 x 15 --- column tising, both local and foreign, than any of its con- 2 i wide- no extra for cutting column rule— no extra temporaries --The daily covers the City of Newburgh EVENING TELEGRAPH -- daily except Sun for cuts - no advertisements on first or last page - and the outlying towns with a circulation of 3,500 and day -- started in 1890 only daily in Lake County advertisements must be in before 10 A. M. — rates on over, which is constantly on the increase — The semi- | Republican - circulation 1,100 — type size of page application. weekly circulates in Orange County and adjoining 1534 X 2134 — use cuts except half-tones - no extra for counties, and 1,800 each issue are sent to paid-in-ad-cutting column rules or for cuts. Vermont vance subscribers — No Sunday issue— Semi-weekly issued on Tuesdays and Fridays. Size of type page Burlington Piqua 18 x 2134 inches. Column length 21/2 inches — no extra charge for cuts or cutting column rules — Use all NEWS - evening — family, business and political CALL -- evening except Sunday - Republican newspaper - 4 and ŏ pages -- 7 and 8 columns to page class of cuts except half-tones — rates low for the family newspaper - clean in every particular -- quality, and sample copies and further information — size of printed page 18 x 22 columns 21% X 22 — cheerfully furnished upon application. established 1883–sworn circulation exceeds .1,700 | average circulation 1896, 4113 — goes to more than 34 daily - only paper in Senatorial District receiving a of the homes of Burlington - about 50 per cent. of wire report — type size of page 1348 X 1974 — column readers in Burlington and suburbs -95% in and within New York City 278 X 1934 - no charge for cutting column rules - no 50 miles of the city — printed on perfecting press - extra charge for metal cuts. only outline cuts used — no extra charge for cuts. COMMERCIAL ADVERTISER - established 1797 - oldest afternoon paper published in New York Zanesville Wisconsin - circulation 50,000 — size of page (type) 15%2 x 21— column 13 ems pica — 296 agate lines, 21 inches — can | SIGNAL - daily — evening — except Sunday - | Milwaukee use any cuts that can be stereotyped — has presses — political — all city and county news a specialty — all no.extra charge for display type or cuts, and none for general news, markets, and general business newspaper JOURNAL- evening and weekly - less than 1,000 broken column rules except when the ad is less than circulation 2,300---90% of circula- | copies of 15,000 daily circulation sold on the street-one 50 agate lines deep, in which case 25% extra will be tion in this city and county – type size 1372 x 20 ins. third more carriers than any other daily paper in the charged -- four editions each day - political, news, cols. 214 ins. wide x 20 ins. long, 6 cols. to page — 8 city — post office receipts for three years past show family, and business paper. pages -- metal base electrotyped cuts used — Weekly circulation of weekly over 14,000 - size of page 7 Signal in two editions, Monday and Thursday morning. columns - length of columns 22 inches — width of EVENING JOURNAL- popular, political, and Weekly started 1862. general newspaper Weekly started 1864, general newspaper - adv. con- coiumns 238 inches or 13 ems pica - no extra adv coni home paper — circulation 180,000, mostly in New York tracts made for but one edition --- circulation 4,800. charge for breaking column rules or for using cuts and vicinity — started Sept. 28, 1896 — type page 1572 xl information on applications except those known as medical. 20 – column 2 x 20 — no extra charge for cuts, double column or display, Pennsylvania : EVENING POST- daily except Sunday--family Philadelphia and business newspaper of highest class — politics California independent-circulation 3 months ending January 15, CALL — afternoon daily except Sundays - a family 1897, 25,491 copies per day-80% in New York and | newspaper - a paper for the office and the home - a Los Angeles suburbs — contains more advertising than any other paper for men and women - no objectionable or sug- evening newspaper in New York. Doubtful or dis- gestive advertising inserted — a paper as clean in its | TIMES- every morning in the year — sworn circu. advertisements as in its news — a safe paper for family lation 1896, 18,091 daily average -- no newspaper in its line run of paper - 50% extra for breaking rules, or reading - All the leading advertisers in Philadelphia field approaches itin character, circulation or influence, illustrations — columns 2 inches wide — 290 agate patronize it - All the newsdealers, newsboys and news size from 10 to 16 pages daily -30 to 36 pages Sunday lines deep-book display types, etc., on application. companies sell it - All the carriers carry it - A home - independent Republican in politics — size of page - Type size of page 16 x 205. 17 x 25 — width of column 2 inches, length of column newspaper, that is all. 21 inches — no extra charge for cuts and cutting MAIL AND EXPRESS – “The Leading Even- ITEM is one of the four dailies in the United column rules — no excessively black faced cuts ad- ing Newspaper," A conservative, high-class home States regularly exceeding 190,000 daily and 215,000 | missible -- a splendid specimen of the advanced, pro- and business men's newspaper -- No Sunday issue — Sunday. It owns and operates, every day, five of gressive, high-class American newspaper. Harrison circulates largely among the best class of families and business men in New York City and vicinity. Type I capacity of 200.000 copies per hour. uadruple Presses, with a combined ray Vtis, editor and general manager. To E Mosher, The Item has | business manager. size of page 2072 x 162, column, 2072 x 238 — no extra admittedly more circulation than all the other after- charge for cuts, display, or breaking column rule-- noon papers in Philadelphia put together. Rates Sacramento for broken column, space must equal: 50 lines, two reasonable. “The Most For The Money" of any columns; 100 lines, three columns; 150 lines, four | Pbiladelphia paper. RECORD-UNION -- every day, Sundays included columns. Ads. to go in all editions must be received independent in politics -- the paper of all others before II A. M. which reaches the homes in the great Sacramento Pittsburg Valley - circulation, daily 7,500 — weekly, 8,000 — Ohio LEADER-evening and Sunday — independent in the cleanest and best edited paper in California – everything — great home journal -- started in 1864 — type size of page 1572 x 2172 - column 2%8x 2172 only 2-cent evening paper in Pittsburg — circulation has been published continuously since 1851-- first as Cleveland daily 25,872 - Sunday, 34,967–60% within 25 miles the Union and consolidated with the Record in 1875— radius of Pittsburg — almost all in western Penna., only morning paper published at the capital of the WORLD - evening, Sunday - started 1888- cir- State of California. Eastern Ohio, and West Virginia -- daily 8 to 16 pages culation - daily 40,936 -- Sunday 43,728-high water The S. C. Beckwith Special - Sunday 24 to 32 pages-size of page 17 x 22 — Agency, Tribune Building, New York, The Rookery, mark 61,286 -- leading Republican evening journal of Ohio - Sunday World best one-day medium in Cleve- column 2/8 x 21 — no extras, except guaranteed posi- Chicago. land - the World reaches the best and buying classes tion. San Francisco — type size of page 1478 x 202, column 214 x 20%2 PRESS - also Sunday morning — Pittsburg's pro- can use any cuts - no extra charge for cutting column CALL — published every morning - daily 16 pages rules or cuts -- no type restrictions. gressive paper established 12 years — now at head of - Sunday 26 to 32 pages -- started 1856 - Republican. Western Penna. dailies — its news and telegraphic | -- editorial, general and local departments unexcelled columns filled with fresh and reliable news -- advertis- Columbus --- circulates over 50,000 copies daily-a great home ing columns contain the names of leading business journal, eliminating from its columns sensational slush firms of Pittsburg and vicinity and the cream of foreign DISPATCH - evening - independent, —- started grading topics — type size of page 1534 X 2034 advertisements - Sunday Press best featured paper 1871 – read by all classes, business men, professional — column 214 X 2034 — no reasonable type or cut west of the mountains -- type size of page 2138 X 1558 men, artisans and farmers all through the central and restrictions in ads — cutting of column rules 25% column 27/8 x 2138--no extra charge for cutting western portior of State. -Recognized home paper in additional -- lottery ads prohibited. column rules or for cuts - objectionable ads not this section - circulation exceeding any other daily accepted for rates apply to Pittsburg Press or S. C. published in Ohio, outside of Cleveland and Cincinnati Colorado Beckwith Special Agy., Tribune Building, New York, --type size of page, 18 X 212, column width 2 -10 to 24 pages, 8 columns to page -- no extra charge for Colorado Springs cutting column rules or for cuts — can use any cuts. Scranton GAZETTE - daily and Sunday -- political, family TRUTH -independent afternoon daily-published and business newspaper - started 1872 --- circulation, Mansfield in a city of 103,000 population, as ascertained by the daily 3,100 - Sunday 3,600, in Colorado Springs and Board of Trade — Truth was started in 1884, circula- | vicinity, and in Cripple Creek mining district — type SHIELD -- evening and Sunday morning – semi- tion over 14,000, mostly delivered by carriers at the size of page 21 x 1572 --- column 274 — no extra charge weekly Tuesday and Friday -- established 1818 — homes of subscribers for 10 cents a week - largest for cutting rules or for cuts — ads must be in for political, family, news-Circulation of daily 2,500, semi- daily circulation in Pennsylvania, outside of Philadel- daily by 10 P. M. and special ads for Sunday by pre- weekly 2,900 each issue 7 column quarto — column phia and Pittsburg —Read by all classes -- type size of ceding Thursday --- can use any cuts. The Colorado 238 x 21 inches — no extra for cuts or cutting rules -- page 16 x 211 -- column 214 or 13 ems — no extra Springs Gazette Pub. Co. W. McK. Barbour, Secy. can use only outline cuts, metal bases, as' we stereo- charge for cutting column. rules or for cuts -- Barrett type all forms. Best medium in Richland County. & Jordan, Proprietors. Denver Marion Quebec REPUBLICAN-morning — 7 days a week-type size of page 18 x 2112 column 21/8 x 2112 -- no extra STAR — daily 8 pages, weekly 12 pages —7| Montreal charge for cuts or cutting column rules -outline cuts columns to page — 13 ens to column — will use metal preferred - 12 pages daily— 24 pages Sunday— 1895 base cuts without extra charge don't object to cutting LA PRESSE - daily evening — family and busi- circulation 23,382 daily, 32,329 Sunday — The Denver one column rule - daily, every evening except Sunday ness newspaper-read by men and women - Sworn Republican carries more advertising than any other - weekly every Saturday -- daily exceeds 2,300 circulation over 53,000 daily — The largest circulation Denver daily - The newspaper that gets the advertis- honest — weekly exceeds 1,850 — that's honest — no in Canada. Largest circulation of any French news- ing must have the circulation of most value to the ad- others to compare - information on application. paper published in America —8 pages daily -- 16 pages vertiser. FOWLER'S PUBLICITY 977 ROCKY MOUNTAIN NEWS-morning-7-day Evansville Michigan daily and weekly-political, family, and business | newspaper - oldest paper in Colorado - established COURIER- morning, daily and Sunday -- also Grand Rapids 1859 — average daily circulation for 1896, 25,718 - | weekly - The only English daily and Sunday Demo- Sunday, 32,858 — 8-page, 9-column with 24 pages on | cratic paper in Indiana south of Indianapolis - largest | DEMOCRAT-morning and Sunday and weekly - Sundays — column 2158 inches and 13 ems wide - no | 10 circulation of any.Indiana paper outside Indianapolis a newspaper circulated in the homes of people who charge for cutting rules or for cuts - but position - established 1845 — incorporated 1895 reaches a can afford to pay 50 cents a month, and there are charged for circulation covers the entire Rocky large section of country in Indiana. Illinois. Kentucky. I always more than 10,000 of them-95% of readers in or Mountain region —is the only independent daily in and Tennessee --7 column quarto - 8 pages daily and d within 50 miles of Grand Rapids — weekly circulation Denver and the popular and recognized organ of weekly — 16 to 24 pages Sunday — columns 13 ems 3: ems 3,000 ~ 8 pages daily and weekly— 16 to 20 pages Sun- Western people — progressive. wide 1934 inches long — no extra charge for cuts — day — type size of page 1534 x 2012. Column 27/8 (13 send for complete card of advertising rates. ems pica) x 20172 - no restrictions as to type, cuts, or Connecticut cutting of column rules advertisements taken for all JOURNAL- morning -- Sunday — weekly — Re-pages. Bridgeport publican -organ of Southern Indiana - started 1854 — exclusive Associated Press — Linotype machines. Minnesota UNION -- morning except Sunday — independent Also publishes the NEWS, evening and Sunday morn- family and business newspaper - read at home and ing - independent — labor tendency - sworn circula- Minneapolis office - started 1891 — circulation 8,000 --three-fourths tion 6,500 daily — more subscribers than all the papers circulation delivered in the city by carrier - one-fourth published in Evansville combined — rates based on TIMES-morning, daily and Sunday — political in surrounding towns — type size of page 17 X 20– circulation. family and business paper - read at home and office - column 21/8 X 20 — no extra charge for cutting columns started 1889-circulation daily 23,117 — Sunday 44,419 or for cuts -- 110 type restrictions except on first page, Kansas -on Sunday The Times sells to the Evening Journal where no ads. are allowed — metal base cuts or (which has no Sunday edition) sufficient papers to matrices used — ads must be in by 8. P. M. Wichita supply their subscribers. Circulates in Minnesota, North and South Dakota, Wisconsin, Iowa, Nebraska Georgia EAGLE - has its own peculiar field — has entire and Montana Type size of paper, 15% X 2178 --col- control of Southern Kansas and Oklahoma -Munyon's umns 210 x 2178-no extra charge for cutting column rules-use all ordinary cuts, and make a specialty of half- agent declared that he received more actual and im- Griffin tone cuts which The Times prepares in its own office. mediate benefits from their advertisement in the Eagle NEWS AND SUN- morning and weekly — lead- than from any other publication used by him west of Missouri ing paper, both in politics and news of middle Georgia the Alleghany Mountains — Dun & Co.'s agent said it and one of leading papers in state - started 1871 – was a great revelation to him traveling through the actual steady circulation daily 800, weekly 2,100 - Southwest and Oklahoma, the wonderful circulation Joplin about 80% of readers in Spalding and eight adjoining and the limitless power the Wichita Eagle had through- HERALD-morning paper-special attention to tiie out that entire county. counties -- nearly all balance inside state - type size mining interests —a jamily and business newspaper - of page, daily, 1534 x 20-22, weekly 1372 x 20, column read at home and at office-20 years old-a circulation 21/8 X 20 — 22 -- no extra charges --can use any cuts Louisiana of 3,250 daily - Sunday, 4,500 — Good circulation at - voluntary endorsements of great general advertisers Webb. City, Carthage, Carterville, Mo., Galena, Kas., :sent with sample copies, free. New Orleans all within 17 miles --- covers the entire south west field, Kansas, Arkansas and Indian Territory. Illinois PICAYUNE- morning — Sunday weekly (on Tuesday) - a high-class paper for the home and the Montana Bloomington office -- featured to please its patrons -- the best ad- vertising medium in the Southwest — circulation, Butte principally in Louisiana, Mississippi and the adjoining PANTAGRAPH — morning, except Sunday, and States - daily, 20,000 — Sunday, 30,000 — weekly, MINER — morning Sunday, weekly - political, weekly — family newspaper -- Republican started 19,000 - type size of page 15 X'21 inches - column 276 | | family, business and mining newspaper-only morning 1846 — average proved circulation, daily 5,850-weekly x 21 inches — no extra charge for cuts or for cutting | 6,231 — covers thoroughly ten counties of central paper published in Butte, a city of over 45,000 popula- column rules — all cuts must be outline. tion and the largest and wealthiest mining camp on Illinois - only morning paper in this territory — type earth — covers Butte and the great state of Montana, size of page 1312 X 21 — column 214 wide - no extra for cutting column rules or for cuts - has been under Massachusetts closely -- established 1876 - 8 pages daily -- 16 pages Sunday — type size of page 1572 X 20-column 22 x 20 one ownership 27 years — has never used “plates" or readymade news matter of any kind. — no extra charge for cuts or cutting column rules — Boston can use only all metal cuts — no type restrictions. Chicago POST, -daily morning - Sunday - general family | New Jersey newspaper — established 1831 - circulation, daily RECORD — Every morning except Sunday. In- average for January 1897, 103,556; Sunday average Trenton dependent political, family newspaper, Special prom- 102,60 102,640 - largest morning circulation ever attained i inence given to matter for women and the home. | New England - type size of page 1572 x 21% TRUE AMERICAN-morning, with special Satur- Circulation - daily average for the month of March, column 28 x 2172 - no discounts for time or space - day edition - political, family, business paper-served 1897, - 203,648 copies, after deducting all exchanges agent's commission 15%-no extra charge for cuts or | by carriers, wholly — 80% of circulation at homes of and unsold papers. Circulation in Chicago and the broken rules or display. subscribers in Trenton and vicinity -- daily issue 5,000 territory tributary to it. Started in 1881. From 12 to - 8 pages, 8 columns — type size of page 20 X 1778 — 16 pages, 7 columns to the page. Advertising rate for Worcester column 29/8 X 1934 — use any cuts, cut column rules display 30 cts. per line, subject to liberal discounts for without extra charge — no type restrictions. contracts. Victor F. Lawson, Editor and Publisher. SPY — morning — Sunday — weekly — oldest in TIMES-HERALD-morning, daily and Sunday | Mass., Friday morning -- the standard newspaper of New York - political, independent, family and business news- central Massachusetts — the acknowledged representa- paper -- read at home and at office by all classes — tive of the business and political life of this part of the Albany Consolidation of Times (established 1844) and Herald state — circulation daily and Sunday over 8,000 — type (establislied 1881) - Circulation, 70,000 daily - Sun- size of page 1572 x 2112 - column 28 x 2172-no extra ARGUS - morning,-daily-Democratic Sunday day, 110,000~ Type size of page 1672 X 2134 column for cuts or for breaking column rules. and semi-weekly- largest morning circulation and the 214 X 2114 - No extra charge for cuts or breaking best newspaper published at the capital city — columns columnn rules — Outline cuts used exclusively. TELEGRAM-morning, daily and Sunday-started 13 pica ems wide--size of page 2134 X|1634“no extra for Sunday 1884, Daily 1886-politics, Republican--circu- metal cuts - oldest daily in the United States. TRIBUNE — morning, daily and Sunday, family lation, daily 13,000—Sunday, 15,000 subscription newspaper - maintaining a high standard in all depart- price daily $6-Sunday $2-advertising rates moderate EXPRESS — morning, not Sunday — independent ments of newspaper making the most liberally pa- -type size of page 19/4 X 23 - column 23 inches long Republican family paper started I say circulation tronized advertising medium west of New York City and 1272 ems wide--no extra charge for cutting column 11,900-type size of page 1838 x 2112-no extra charge daily J2 to 16 pages, Sunday 40 to 52 pages - charges rules or for using outline cuts — thoroughly covers for cuts or double column - position ads 25 to 100% extra for cutting column rules and for cuts -- can use Worcester and Worcester County - ahead of all other extra — everybody in Albany and vicinity reads the any kind of cuts except fine half-tones - page under papers both in news and service ---- largest general Express - Journal, evening, semi-weekly — weekly — rules 21576 x 1638- column width inside rules a little advertisers use it and find it pays—if you haven't used political — family and business newspaper -- started less than 27 ems Nonpareil makes 2. it give it a trial. 1830 by Thurlow Weed - representative newspaper in central New York — circulation daily II,600, semi- Indiana Maryland weekly 4,700 — weekly 43,720 —-type size of page 16 x 2112 and 1878 x 2112 — no extra chiarge for cuts or Baltimore double cols. Position ads 25 to 100% extra. Bedford HERALD-daily, Sunday and weekly-independent Buffalo DEMOCRAT — morning, weekly — political, family family and business newspaper-read in the homes of and business newspaper - started 1872 — circulation, Baltimore, the States of Maryland, West Virginia, EXPRESS — morning, Sunday, weekly - Morning 1,000 -- weekly 2,000, read by all operators, superin Virginia, portions of Pennsylvania and Delaware - Express 12 pages, type size of page 1578 by 2034 — tendents, foremen of the great stone quarries and started in 1975 —- circulation of daily edition 34,000 — independent Republican and family newspaper - business men of near this city and farmers of the Sunday 42,000 and weekly 17,000~the only daily paper established 1846 -110 extra charge for cuts with wood county - the only home-print daily in the city -- type in Baltimore which permits an examination of books | base or plates without base, nor for breaking column size of page, daily 13 wide, 20 long - type size of pertaining to circulation and guarantees its circulation. | rules. Illustrated - family and literary newspaper weekly, 20 wide, 26 long-no extra charge for cuts or Type size f page 1578 X 21384 column 215 x 213-no started 1883–20 pages — can print half-tones, wood cutting column rules. | extra for cutting column rules - cuts printed. engravings or fine cuts — no restrictions as to cuts or Journal, even pany and winds 25 to ton political 978 FOWLER'S PUBLICITY column rules. Sworn circulation, daily 15,758-Sun- , pletely than any daily in central New York. It was Meadville county seat of Crawford county - popula- day 70,787 -- more than any other it is the home paper established in 1882. The semi-weekly was established tion of Crawford county is over 70,000 — the people of Buffalo - only sworn statements of circulation fur- in 1885 and has a circulation of over 6,500 to each are a reading people. The Gazette-weekly, Friday nished. An advertisement in all of the editions of the issue. As an advertising medium the Press is a result circulates in Crawford county chiefly ---started 1887– Express covers the whole field and thoroughly. producer. Its rates are reasonable and the strongest 12 pp., 6 columns to page — standard width column - recommendation it has is the fact that there is not a 20 inches long — can use metal base cuts. Type size New York City local advertiser of any size who is not represented in its of page of Star, 1523 x 20Gazette, 13 1 X 20 — good columns. It takes particular pains with its typograph- wood base cuts accepted for short time advertisements HERALD- daily, morning, and Sunday- type ical appearance and the class of matter with which its in either paper. size of column 214 inches wide by 2012 inches deep - columns are filled. 7-column page — foreign news a specialty. York Nova Scotia JOURNAL — morning and Sunday — political, GAZETTE-morning-daily.-Sunday, semi-weekly home and business paper – especial attention to news Halifax - political — family and business newspaper - weekly --complete service - started 1880— circulation 300,000 started in German in 1796/-in English in 1816-actual -about 50% of circulation in New York, remainder in | HERALD-morning-political, family and business average issue of daily for year 1895, 3139–of semi- surrounding towns — type size of page 1538 x 1978 – newspaper-average daily circulation, 5,000. Frequent weekly 3946 – daily circulates mainly in city -- semi- column 2.143 x 1978 — no extra for cutting column special 12 page issues 10,000 to 15,000 — covers fully weekly, mainly in country-type size of page 155/8 x 20 rules, unless for less than 50 lines cuts and space the 18 counties of the province. Cuts must be solid; ]-column 244 x 20-no extra charge for cuts or cutting positions. Rates for ordinary advertising 35 cents per no other restrictions. Column 28 wide, 212 long - column rules — no type restrictions — fixed rates – no agate line — extra for position. Display restricted. 8 pages, 6 columns to a page - sometimes 7 columns, discounts. weekly edition published Wednesdays. Evening Mail, JOURNAL OF COMMERCE AND COMMER published from Herald office — same size as Herald- Quebec CIAL BULLETIN — every morning except Sundays circulation 6,000—these two papers are acknowledged and legal holidays — non-political, commercial, circu- | the best advertising mediums in the Maritime Prov- Quebec lates among all branches of trade in ail sections of the inces. world—a high-class paper with high-class readers-an MORNING CHRONICLE, established 1847 — is acknowledged good medium for financial and general Ohio well known as an all around business and family news- business advertising-rates 20c. per line agate measure- paper, with an extensive circulation among the better ment-- broken column rules 25% extra — type size of Cincinnati class of people. The Quebec Gazette (established 1764) — weekly - is the shipping gazette of the Do- page 2112 X 1678—300 lines to a column. DAILY AND WEEKLY ENQUIRER has been minion of Canada - size of papers 4 pages, eight SUN, — morning, - type size of page 173/8 wide by established and known as the Enquirer since 1842. columns, 2712 X 41. John J. Foote, Proprietor. Ref- 21% deep - type width of column 252. The Enquirer has a circulation as widely distributed as erence, The Banks of Montreal, Quebec, and Union. any paper in the country--the only great daily that has TIMES—daily 3 cents—Sunday 5 cents—established | been able to maintain its price at 5 cents and add to its South Carolina 1851 — News features include politics, finance, cable circulation-columns 24 inches by 1372 ems pica wide correspondence, book reviews, real estate, society, --all cuts used – 50% additional for broken colunin Columbia woman's page, musical and dramatic, yachting, art, matter. railroads, bicycling ; Advertising Specialties, financial, THE STATE. Morning-daily, Sunday and semi- bicycle, books, summer resorts, domestic servants, in- weekly. 8 pages, columns 20 inches long, 13 ems wide. Columbus struction and real estate-pages seven columns wide- Can use any cuts. No extra charge for cutting column type size of und length column 300 agalemes, type! OHIO STATE JOURNAL-morning, Sunday and daily and Sunday exceeding 2200 semiwveekly ex. rules or for cuts. Guaranteed average circulation: size first page column 28o agate lines - other title page | semi-weekly-political, family and business newspaper | ceeding 3,000. Having unsurpassed railway facilities, 287 agate lines - 14 agate lines to inch - extra for established 1811 — circulation 12,700 daily — 17,950 The State is the “morning newspaper" in a hundred broken rules, cuts and display over two lines, except Sunday—23,600 semi-weekly-about 60% daily readers South Carolina towns, and being coinplete newspaper in certain classifications. in Columbus and Franklin Co., 50% of semi-weekly | with the news of the capital city, the state and the readers in Franklin Co.-balance in territory bounded world printed fully and aitractively, it is the favorite TRIBUNNE mornmg dailyleader of the, nel by Findlay, Wooster, Zanesville, Athens, Washington | newspaper of the well-to-do, people who have money publican party -- market reports the standard and fa- C, H., and Lima, 0. - type size of page 2136 x 1814 - I to buy inous for accuracy and completeness-clean, entertain- 8 columns, 13 ems wide - no extra charge for cuts or ing, and best family paper in New York - Clipping I cutting rules. Best known Columbus newspaper only Texas agencies say it contains the most original matter - morning paper in Columbus — ads for daily received Best comic pictures of America and Europe, and first the to 8 P. M. - for semi-weekly to 8 P. M., Monday and Galveston and Dallas in changes of fashion – Merchants admit their best Thursday. returns from advertising in The Tribune - Weekly, 160,000 a week, bona fide, largest in America from the GALVESTON NEWS AND DALLAS NEWS Sandusky office of a daily. are acknowledged leaders of Texas journalism, both in standing and circulation. Daily, Sunday, and semi- REGISTER- established 1822 — 6th oldest Ohio oth oldest Ohio weekly editions are printed at each place. Publica- Rochester newspaper. Daily Register published since 1844. tion offices 315 miles apart, connected by special wires ; Only morning daily in Sandusky. 25,000 population four fast perfecting presses are used. News runs at its DEMOCRAT AND CHRONICLE, - seven col and between Cleveland and Toledo, 113 miles. Only own expense every day in the year three special news- umns to the page — width of column 274, length 21 paper in its territory taking dispatches direct by wire- paper trains. · Type size of page 1672 x 2012, column inches. Reading matter Minion on Brevier body - in its 4 separate editions, daily, weekly, Sunday (only 12 x 2016. No extra charge for cutting column rules advertisements Nonpareil - 10 extra charge for cuts | Sunday paper in the city), tri-weekly, and weekly — or for cuts. Can use any cuts. or cutting column rules. A three-cent morning paper | making JI issues each we with a circulation among the purchasing class. Is a circulated in 1895 almost one million copies. Owns its home paper and its result-producing power is being building. 7 columns to page — 20 inches columns — constantly demonstrated to the satisfaction of adver 13 ems pica width of columns - daily, Sunday, or tri- Seattle tisers. Publishes conspicuously a sworn statement of weekly 8 pages, weekly 12 pages. We use solid metal its circulation from day to day. cuts only, no extra charge. POST-INTELLIGENCER – Columns 13 ems wide, 211/2 inches deep-no extra charge for cuts-Black Syracuse Ontario cuts are “routed” to conform with style of paper — no extra charge for breaking column rules — The Post- COURIER — Essentially a family newspaper Ottawa Intelligencer occupies an unique and valuable position Reaches a good class of readers-circulation 6235 as an advertising medium -- it circulates more than type size of page 17 x 20 — column 216 X 20 — No extra CITIZEN — Morning, except Sunday, and semi- double the number of papers than any paper ; charge for cutting column rules or cuts — right reserved weekly — The only morning newspaper in Ontario east state -- it reaches every important town in the state- to discard any cut. Also semi-weekly Courier and of Toronto-a live newspaper-established 1844 — cir-during 1806 the Post. Intelligencer carried more columns Onondaga Gazette-published Tuesdays and Fridays- culation 3000 --Type size of page 1323 x 20- column of paid advertising, local and foreign, than any paper same size and character — large circulation among 2 x 20-No extra charge for cutting column rules, or west of the Rocky Mountains and north of San Fran- farmers. for cuts --- can use any line cuts. cisco. POST — morning, except Sunday.- leading morning Toronto Spokane paper of central New York — circulates in the most prosperous territory in the Empire State and is vigor- ! MAIL AND EMPIRE — morning and evening SPOKESMAN-REVIEW – morning, Sunday, ous, clean and enterprising. Present circulation 14,000 except Sundays — organ of the conservative party of Twice-a-Week - only morning paper in territory sup- daily-type size of page 162 x 22 inches-columns 23/8 Canada - delivered at the homes of the people - read porting 200,000 population – started 1883 -- circula- x 2112 inches --no charge for cutting column rules or by the whole family — circulation daily 23,109 — type tion average for 1896, daily and Sunday, 6,170. for cuts-Weekly Post Express-circulation 8,950. size of page, 15172 X 2134 inches — column 28 x 2112 — Twice-a-Week 10w 4,500 — circulates 200 miles in number of pages from 8 to 40 - Saturday's edition of every direction from Spokane, which has 40,000 popu- STANDARD - daily morning, semi-weekly, and the Mail and Æmpire contains from 28 to 40 pages and lation — Type size of page 21 X 16 — no charge for Sunday— the home newspaper of Syracuse -- type is full of reading for the whole family and is a great cutting column rules, but ads. must be as deep as size of column 13 ems pica wide, 2172 inches deep- favorite with the ladies. wide — accept only outline cuts. 7-column page- circulation, daily, 12,800, Sunday, 12,000. Pennsylvania Tacoma Utica Meadville TACOMA MORNING UNION (also weekly) - | independent - started 1893 – read chiefly by working PRESS—Daily-Morning-Tuesdays and Fridays. STAR - morning except Sunday — home daily of classes — type size of paper 1372 x 20 — columns 274 The DAILY has the largest PROVED circulation of Meadville and vicinity -- started 1891 — 4 pages, 7 x 20 - no extra charge for cuts or cutting rules can any Utica daily, varying from 7,800 to 8,300, and columns to page - standard width columns, 20 inches ( use any cuts except half-tones. Principal medium for covers the city and its surrounding territory more com- I long — can use metal base cuts - is well printed - Tlocal advertising in the city. FOWLER'S PUBLICITY 979 Drug Papers Engineering Dry Good Papers Wisconsin educational trade advertising they carry many gen., MUNSEY'S MAGAZINE-monthly--illustrated eral advertisers — Pears, Fairbanks, Sapolio, Dry | — art, fiction, general literature. Started 1891. Cir- Milwaukee Goods houses — teachers receive regular salaries and culation 700,000, throughout the United States and are good customers — 200 millions was expended in Canada. Type size of advertising pages 574 x 8; col- DER SEEBOTE (German) - every morning and education last year. umns 25/8 x 8 — quarter page 25/8 x 4, or in d. c. form, Sunday — advertisers must consider that two thirds 2 deep x 574. No extra charge for cutting column of Milwaukee's population is German. If you want TEACHER'S WORLD — monthly — illustrated rules or for cuts. No adv accepted for less than one the trade of the best of them advertise in Der See - high grade educational - started 1888 - circula inch, and d. c. ads. must measure one inch deep, an. bote, Milwaukee's leading German newspaper, estab- | tion exceeding 40,000 — among teachers exclusively — aggregate of 28 agate lines. All advs must be set: lished 1844 — guaranteed circulation daily 8400. Type reader receives salary -- type size of page 774 attractively. Line or wood cuts or half-tone illustra- size of page 23 X 1574 — columns 23 x 274 — extra for X 10 - length of column 10-no type restrictions — tions may be used. Published the first of each month.. cutting column rules, no extra for cuts — can use only published first of month - copy must be in by the Advs must be received five weeks in advance of date. outline cuts — also published weekly, Tuesdays - Ioth – regular issue 48 pages - and 8 page supple of issue. semi-weekly, Tuesdays and Fridays. ment. All advertising appealing to feminine good taste and judgment is suitable for its columns - fully NEW YORK LEDGER - weekly — illustrated- HEROLD — Anyone in Milwaukee will inform you $2,000,000 per month paid to its readers in salaries. . for every member of the family -- started 1844 -- cir- as to its standing. Size of page 227/2 x 1612, columns culationgeneral throughout the United States — 21/8 X 2272. The Weekly Herold is read throughout Ohio Reaches the homes of the great middle class — Homes Wisconsin and adjoining States. Size of Weekly of discrimination, taste and purchasing ability — type same as Daily. The Acker & Gartenbau Zeitung is Akron size of page 91/2 x 143/8, column 214 x 1438 — no extra the only strictly German farm Journal in the United charge for cuts, double column or heavy type adver- States and is read by thrifty German farmers through SELF CULTURE - A magazine of knowledge — tisements — Published Saturdays -'can use any kind out the Union. Size of page 13 x 8, width of column circulation 70,000 monthly. Self Culture appeals es- of cut-advertisements must be in 3 weeks in advance. 24%. No extra charge for cutting column rules and for pecially to those who are interested in the higher life, cuts. No type restrictions. to intellectual people. It aims also. to assist those ! OUTLOOK is a weekly newspaper and an illustrated who have not had the benefits of a collegiate training, monthly magazine in one. It is published every Satur- in gaining that education which they can give to them- day, 52 issues a year. The first issue in each month is selves. Self Culture is not dry, or it could not have an Illustrated Magazine Number, containing about won so quickly the place which it now holds in the twice as many pages as the regular weekly issue, and New York magazine world. from 50 to 100 pictures. Subscription price $3 a year. Size of type page 8 x 572 inches. Column 29/8 inches.. New York City No extra charge for cutting rules or printing cuts. Special attention to illustrated advertisements. 13 AMERICAN DRUGGIST AND PHARMA- Astor Place. CEUTICAL RECORD - 66 America's Leading Drug New York Journal” -semi-monthly -- illustrated – pharmacy PURITAN — profusely illustrated monthly - - the drug business – drug market reports – edito- woman's interests, art and fiction. Started Tanuary, rially, technically, and in its news and market depart- New York City 1897. Circulation 150,000 copies throughout the. ments thoroughly up to date and wide-awake — CASSIER'S MAGAZINE is an engineering and United States and Canada — type size of page 83/8 x Founded 1871, circulates in the wholesale and retail 1242. Adv. columns 2 wide. Printed throughout on electrical publication gotten up in the same general drug trades all over United States and Canada. Type fine grade coated paper. One inch smallest adv. pe size and style as the popular magazine such as Century size of page 7 X 10 -- cuts without extra charge — No and Harper's — The size of type page is 772 x 434, and accepted. Only highest grade of advertising taken. type restrictions. Published on 1oth and 25th of each Forms close four weeks in advance of date of issue, there is no extra charge for cuiting column rules - month. which is the first of each month. Any kind of cuts may be used, but general advertising is not accepted, the aim being to restrict the advertis- Ohio ing pages to engineering, electrical and scientific work - The most eminent engineers and electricians of the world are amongst its contributors — In artistic excel- Akron New York lence of both engraving and letter press as well as SELF CULTURE - A magazine of knowledge printing, it is peer of any publication of any nature. New York City circulation 70,000 copies monthly. The fathers and mothers read SELF CULTURE because it is a serious, DRY GOODS ECONOMIST — weekly - Satur- thoughtful publication. It enables them to keep days — most valuable information carrier and largest abreast of the times in all departments of human activ- dry goods paper in the world -- read at home, the ity. The magazine is helpful to the young people in Ohio store, and the mill — reaches retailers, wholesalers their studies and home reading. Each number lies on and manufacturers both in Europe and America - the library table a whole month and is referred to daily. Bellefontaine tells how, where, and what to buy and how — when SELF CULTURE brings returns to the advertiser. and what to sell — size of page 972 X 14 -- column 214 REPUBLICAN — first paper published as Repub- X 14 — no extra charge for cuts if furnished — half- Pennsylvania lican paper in United States — under present man- tone and line cuts can be used — no type restrictions. agement 31 years - oldest paper in county - best Pittsburg families say it is cleanest paper they get — no objec- tionable advertisements inserted – never missed an BULLETIN -"A weekly journal for the home," issue in 42 years - always on time but gets latest news | published every Saturday — started in 1876 - circula- Massachusetts - nobody's organ - twice a week — circulation 2,000 | tion entirely local, largely by mail - same people buy - 4 pages -- 18 x 22 type size — columns 13 ems — it that want the best of everything - others have no Boston copy ads. must be sent before contract — local news, use for it — carefully printed on good paper — 20 best feature. pages regularly, often 24 — type size of page 972 X 14, JOURNAL OF EDUCATION — weekly - same as Harper's Weekly -- advertising columns 214 started 1875 — circulation 17,000 — covers entire U. S. inches wide – half-tones and other good cuts inserted and Canada - type size of page 14 x 10 inches — same rate as plain type. No medical advertisements column 14 X 298 inches — no extra charge for display wanted. or cutting column rules — no restrictions on cuts - Massachusetts also publish American Primary Teacher — started 1883 – monthly, size of page 1072 x 672 inches — Boston column, 1072 x 2/8 inches — circulation 40,000 — no extra charge for cutting column rules or cuts. YOUTH'S COMPANION — weekly - illustrated New York – for the whole family – started 1827 — circulation New York 541,638 — about 85% east of Rockies, balance in ex- treme West and Canada - Type size of page 972 x New York City 143, column 214 X 1438 ~ no extra for cutting column DRY GOODS ECONOMIST - Weekly — Satur- rules — no extra for cuts - large heavy type not days — has the ear of the POPULAR SCIENCE — or Popular Science notion” centers of the admitted — can use any cuts if not too black - invest-world. Talked through by every " notion " manu- News — formerly Boston Journal of Chemistry ments ads. prohibited — Published Thursdays — ads facturer, wholesaler and retailer monthly - illustrated scientific - educational — popu- Searches every nook must be in 3 weeks in advance. and cranny for the latest " new thing. lar medical -- of special interest to chronic invalids Gives 6 pointers" and prints " notion " facts. Reaches the devoted to nature, botany, archæology, science, buyer and he purchases from its “lines.” New York invention, electricity, chemistry, medicine, and hygiene Size of page 972 X 14, column, 214 X 14. No extra charge for - established 31 years — average circulation during cuts if furnished. Half-tone and line cuts can be 1896, 23,083 copies of each issue – type size of page used. No type restrictions. 7 * 10 – column 214 X 10 — no extras except for posi- tion — readers on front cover page a specialty – pub- THE ARGOSY - monthly - fiction. Started De- lished middle of month - advertisements shouid be in cember, 1882 — circulation 75,000 throughout United Farm and Home a few days in advance — largest circulation of any States and Canada -- Type size of adv pages 574 x 8 scientific paper in the world. - columns 258 x 8 -- quarter page 278 X 4, or in d. c. form 2 deep x 514. No extra charge for cutting column Indiana SCHOOL JOURNAL — weekly $2.50 a year - rules or for cuts -- no adv less than one inch accepted, The Teachers Institute - monthly $1 a year — Pri and d. C. ads. must measure one inch deep, an mary School $1 a year, are the three leading educa- aggregate of 28 agate lines. All advs must be set tional journals in age, circulation, and influence. attractively. Line or wood cuts or half-tone illustra I AMERICAN TRIBUNE - started in 1880 — cir- They reach 75,000 subscribers, each issuu. Only tions may be used. Published first of each month. culation 46,000, covering Ohio, Indiana, Illinois, Michi- live teachers, principals, superintendents, and school | Advs must be received five weeks in advance of date gan, Minnesota, Iowa and Nebraska. Reaching farm officers take such papers - besides the largest line of of issue and villages. A departmental paper, Family Circle, Family Newspapers Educational Publications Family Publications Fancy Goods Papers 980 FOWLER’S PUBLICITY Gazetteers and Shipping Hardware Trade Papers Home and Farm. No extra for cuts. & pages, 56, Popular Weeklies tion, taste and purchasing ability-type size of page columns, size 32 x 48 — weekly, every Thursday — 972 x 1438 — 10 extra charge for cuts, double column or subscribers are farm and village people of the better heavy type advertisements — published Saturdays - class — sample copy free. New York can use any kind of cut - advertisements must be in 3 weeks in advance. New York City Fashion Publications PURITAN – profusely illustrated — monthly — NEW YORK LEDGER - weekly-illustrated -- woman's interests, art and fiction. Started January, for every member of the family - started 1844 --- cir- | 1807. Circulation 150.000 copies throughout the United New York culation general throughout the United States — States and Canada type size of page 838 x 1216. Adv New York City reaches the homes of the great middle class - homes columns 2 wide. Printed throughout on fine .grade coated paper. One inch smallest adv accepted. Only DELINEATOR — monthly - devoted to fashion size of page 912 x 1438 — no extra charge for cuts, highest grade of advertising taken. Forms close four and home interest started 1825 R00.000 circulation | double column or heavy type advertisements — pub- | weeks in advance of date of issue, which is the first of -type size of page 7 x 972 — no extra for cutting lished Saturdays — can use any kind of cut — ac each month. tisements must be in 3 weeks in advance. as regards type or cuts -- advertising forms close 14th Ohio of second month preceding date month of issue in which advertisement is to appear. Akron L'ART DE LA MODE — monthly - fashion | Guides SELF CULTURE – A magazine of knowledge — journal - started 1892 – circulation 35,000 — size of circulation 70,000 copies monthly -- The fathers and page 4 columns to the page, size of columns 1334 Quebec mothers read Self Culture, because it is a serious, inches long, 238 wide. 760 agate lines to the page. thoughtful publication - It enables them to keep All ads, measured by agate line. The Morse-Brough Montreal abreast of the times in all departments of human activ- ton Co. ity -- The magazine is helpful to the young people in INTERNATIONAL RAILWAY GUIDE AND their studies and home reading - Each number lies on DOMINION GAZETTEER — monthly — railways, the library table a whole month, and is referred to Floral Papers steamships, steamers, express, telegraph and hotel in- daily - Self Culture brings returns to the advertiser. formation -- corrected monthly — established 1866 — Pennsylvania circulation 6,800 — print 10,000 — circulation only claimed on subscription list — only officially recog- Libonia nized guide in Canada - size of type page 77/8 x 47 — can use any cuts — no type restrictions — published New York PARK'S FLORAL MAGAZINE — monthly - first of each month - ads must be in by 26th of pre- illustrated - entirely floral – started 1871 — circula- vious month — selling price 10 cents — subscription, New York City tion over 300,000 monthly, mostly among intelligent $per annum. women - about 75% of readers east of Rockies, bal- IRON AGE — weekly, with semi-monthly and ance in far West, Canada and foreign countries — type monthly editions — the leading journal of the Hard- size of page 472 x 772 - column 2/8 x 772 — no extra Household Publications ware, Iron, Machinery and Metal Trades. Circulates for cuts or cutting column rules --advertisements must extensively among merchants and manufacturers be in by 18th of preceding month. Maine throughout the United States; large and influential list of subscribers in the principal countries of the world. Type size of page 634 x II; column 29/8 X 11 Foreign Languages Augusta no extra charge for cutting column rules; no type re- COMFORT – the Key to a million and a quarter strictions. Can use cuts of any description. Pub- New York homes. It has the largest sworn circulation of any lished Thursday --advertising must be in Tuesday. publication of any kind, anywhere. The only monthly New York City in the world printed in five to eight bright colors on a perfecting press, which takes the paper from the rolls, Humorous Publications DAS MORGEN JOURNAL - morning and Sun prints and binds it complete. It is regularly read by day – German – political, family and literary news- more people North, South, East and West than any New York paper - largely home circulation — started 1890 ; — other paper or magazine in America. Matter is origi- circulation, daily 70,000 — claimed to be the largest nal, copyrighted and not found elsewhere. Forms New York City mostly in New York and vicinity — type size of page | x 978 ins. — width of columns 238 ins. JUDGE-the bright particular star in the humorous 1578 X 1978 — column 2.143 x 1976 — no extra charge newspaper firmament - goes to press Thursdays for for cutting column rules or display. Massachusetts issue published Saturday of following week and dated one week later--700 lines to page, 175 to column, 1372 Ohio Boston ems wide. Rate $1 per line, with discounts for time and space. Published by W. J. Arkell, in Judge Toledo YOUTH'S COMPANION – weekly — illustrated Building, 110 Fifth Ave., New York. --for the whole family -- started 1827-circulation AMERYKA – Polish weekly -- "good paper for 541,638 -- about 85% east of Rockies, balance in ex- good people" - circulation 10,000 — reaches intelli-treme West and Canada — Type size of page 972 x Illustrated Publications gent class of Polanders in all states and territories 1438, column 214 x 1438 — no extra for cutting column — published Saturdays — A. A. Taryski, Publisher. rules — no extra for cuts — large heavy type not ad Massachusetts Ameryka never fails to give ample returns to adver mitted — can use any cuts if not too black — invest- tisers for money expended. It is no novice in this ments ads. prohibited - Published Thursdays — ads. Boston direction. Ameryka is the only Polish paper con must be in 3 weeks in advance. ducted in true American fashion. YOUTH'S COMPANION — weekly —- illustrated Nebraska -- for the whole family - started 1827 — circulation 541,638 — about 85% east of Rockies, balance in ex- Great Weeklies Omaha treme West and Canada–Type size of page 972 x 1438, column 214 x 1438 -- no extra for cutting column rules New York AMERICAN HOMESTEAD - weekly -- started - no extra for cuts - large heavy type not admitted - 1883 --- circulation, 13,500 — circulates in Iowa, Ne can use any cuts if not too black - investments ads. New York City braska and Kansas --type size of page 1374 X 1934 - prohibited - Published Thursdays - ads. must be in width of column 13 ems - Rates $i per inch per week, 3 weeks in advance. NEW YORK LEDGER — weekly — illustrated yearly business 25% discount - published Saturdays - for every member of the family -- started 1844 -- circu reaches the homes; read by farmers — American New York lation general throughout the United States — reaches Homestead Co., Omaha, Neb. the homes of the great middle class — homes of dis- New York City crimination, taste and purchasing ability — type size of New York page 972 X 143/3 — no extra charge for cuts, double LESLIE'S WEEKLY —weekly--illustrated-cir- column or heavy type advertisements -- published culation 50,000 — type size of page 972 x 1472-column Saturdays — can use any kind of cut — advertisements New York City 214 x 1472 -- nothing extra for column rules -- nothing must be in 3 weeks in advance. extra for cuts — can use any cuts if not too black - ARGOSY — monthly — fiction. Started December, | published Saturdays—advertising forms close on Friday 1882 - circulation 75,000 throughout United States and one week in advance. Pennsylvania Canada -- Type size of adv pages 514 x 8 — columns 278 X 8 -- quarter page 278 X 4, or in d. C. form 2 deep | LIFE-weekly-illustrated-for men, women, and Williamsport x 574. No extra charge for cutting column rules or for children - founded January 1883 — type size of page 8 cuts — no adv less than one inch accepted, and d. c. x 13 inches - columns 2 or 214 inches wide, acco PENNSYLVANIA GRIT -- Weekly — illustrated ads must measure one inch deep, an aggregate of 28 to location of page — no extra charge for cuts — issued — family newspaper - established 1882 – circulation agate lines. All advs must be set attractively. Line on Tuesdays - copy must be in ten days in advance. over 75,000 — 65% in Pennsylvania, where it has the or wood cuts or half-tone illustrations may be used. largest circulation in the state outside of Philadelphia Published first of each month. Advs must be received MUNSEY'S MAGAZINE — monthly — illustrated - balance in other states east of the Rocky Mountains five weeks in advance of date of issue. - art, fiction, general literature. Started 1891. Cir- . -sold in 3,000 towns and hamlets by its special culation 700,000, throughout the United States and agents to purchasing class of people -- contains from NEW YORK LEDGER — weekly — illustrated — Canada. Type size of advertising pages 574 in x 8; 8 to 16 pages — advertising space limited to three for every member of the family — started 1844 -- circula- columns 258 x 8- quarter page 278 X 4, or in d. C. columns. Will produce as good results for advertisers tion general throughout the United States — reaches the form, 2 deep x 514. No extra charge for cutting col- as 100 average weekly newspapers. | homes of the great middle class - homes of discrimina. umn rules or for cuts. No adv accepted for less than 0 FOWLER'S PUBLICITY 981 Ladies' Journals New York one inch, and a. C. ads must measure one inch deep,, - no extra charge for cutting column rules; no type lowa an aggregate of 28 agate lines. All advs must be set restrictions. Can use cuts of any description. Pub- attractively. Line or wood cuts or half-tone illustra- lished Thursday- advertising must be in Tuesday Carroll tions may be used. Published the first of each month. Advs must be received five weeks in advance of date SENTINEL- twice a week, Mondays and Thurs- of issue. Juvenile Publications days - established 1876 — circulation, average 1894, 1565; 1895, 1513 ; 1896, 1612 -over 1200 in Carroll NEW YORK LEDGER - weekly —-illustrated Massachusetts County — rates 10 cents an inch per week either edition, for every member of the family -- started 1844 — circu- yearly contracts (52 insertions); 15 cents per inch per lation general throughout the United States ---reaches Boston week, both editions (104 insertions), yearly contracts; the homes of the great middle class-homes of discrimi- positions 10 to 50% extra - 6 columns to page, 1934 nation, taste and purchasing ability — type size of page | YOUTH'S COMPANION — weekly--illustrated | inches, 13 ems -- no extra charge for cuts or cutting 912 x 143/8—no extra charge for cuts, double column or — for the whole family — started 1827 — circulation column rules. heavy type advertisements - published Saturdays - 541,638-about 85% east of Rockies, balance in ex- can use any kind of cut - advertisements must be in 3 treme West and Canada - Type size of page 972 x 1438, Missouri weeks in advance. column 214 X 1498 — no extra for cutting column rules - no extra for cuts — large heavy type not admitted -- Platte City PURITAN - profusely illustrated -- monthly — can use any cuts if not too black — investments ads. woman's interests, art and 'fiction. Started January prohibited — Published Thursdays --ads. must be in PLATTE COUNTY ARGUS --weekly — Demo- 1897. Circulation 150,000 copies throughout the United 3 weeks in advance. cratic - local paper entering its 14th year - guarantees States and Canada—type size of page 83/3 x 122. Adv | | 1,500 circulation - every Platte County resident on columns 2 wide. Printed throughout on fine grade regular or sample subscription list; $1.50 a year ; 8 coated paper. One inch smallest adv accepted. Only pages; Platte is a wealthy county, 90% farmers and highest grade of advertising taken. Forms close four stock raisers — type size of page 67 picas wide by 1934 weeks in advance of date of issue, which is the first of inches long; column 13 picas wide; no extra charge each month. for metal base cuts, or cutting column rules — Thurs- New York City days – Emil E. Rettig, Editor and Proprietor. TRUTH has an individuality and brightness that is quite distinctive, and in the way of illustrations in NEW YORK LEDGER-weekly-illustrated- New Brunswick color, more nearly attains perfection than any other for every member of the family started 1844 – publication. Illustrated advertisements are preferred, circulation general throughout the United States - Sussex and a frequent change of copy desired by the publishers. reaches the homes of the coeat middle class. reaches the homes of the great middle class - homes of Size of type page 914 X112. Single columns contain discrimination, taste, and purchasing ability -- type RECORD — weekly, Fridays - independent in poli- 160 agate lines. Four columns to the page. Two of size of page 912 x 147/8 — no extra charge for cuts, tics -- four pages — 21x 27 — established 1987 — oldest the advertising pages are preferred, and face reading double column or heavy type advertisements - pub paper in county, and has circulation of 1,400 copies per matter. lished Saturdays — can use any kind of cut-- advertise- issue- guarantees to print more than three times as ments must be in 3 weeks in advance. many issues as any other paper in county —published in thickly populated and rich farming section. Independent Newspaper Law Publications New Jersey Massachusetts Minnesota Deckertown Springfield St. Paul SUSSEX INDEPENDENT - largest paper in SPRINGFIELD REPUBLICAN was established the Fourth Congressional District - leading local as a weekly in 1824 by Samuel Bowles; the daily was NATIONAL REPORTER SYSTEM - embrac- NATIONAL REPORT family newspaper — set in solid Brevier -- all local — started in 1844, and the Sunday in 1878 – the subscrip- ling ten weekly law magazines -- circulation 30,000 no general news - blue grass region of New Jersey - tion rates are daily $8 — Sunday $2 -weekly $1 — weekly —reaches prosperous lawyers in nearly every no extra charge for cuts — covers the entire county and the daily, with a morning edition only, has now a cir- city and county of every state-a necessity in their part of Orange County, N. Y.- established 1870- culation of 13,500; the Sunday 11,000, and the weekly y practice - high priced carefully preserved -- con- | largest circulation of any paper in Sussex County 3,500. Type size of the Republican's pages is 2072 x stantly used for weeks — they mean business to the Iblished Thursdays — handsomely divided into de- 164/2 inches; of its columns 2072 X 274 inches or 13/2 lawyer, therefore to the advertiser - beyond compari- partments - the late Brick Pomeroy said, “There is ems pica wide; cuts are not admitted in its advertising son the best means of reaching lawyers as a class, the no better local newspaper in this or any other country columns —one quarter extra is charged for cutting a lawyers who are buyers — Type page XS - Column than the Sussex Independent, of Deckertown, N. J." column rule. 278 x 8 — Net prices, no extras. West Publishing Company. New York Potsdam Michigan COURIER - FREEMAN -- Elliot Fay & Sons, Alabama Props.-started 1836 -- Republican—weekly — 6 Detroit - page 22 x 28 — columns 26 inches long, 13 ems wide ; Bessemer type Brevier and Nonpareil - cuts electrotypes and INSURANCE – Semi-monthly - A National Jour- coarse line half-tones - no extra charge for cuts or nal of Insurance — Started 1882— Circulation 10,000 — BESSEMER WEEKLY-8 pages — home print cutting column rules. Has large lists in surrounding About 50% of readers north of Ohio and east of Mis - Saturdays — ten years old — coeval with Bessemer towns and covers this section more thoroughly than sissippi River; 25% Eastern and Middle States; 15% -- the physical and transportation center of the great any newspaper in Northern New York – subscription south of Ohio and west of Mississippi River; 10% mineral district of Alabama — a city of 6,500 popula- list has been revised, and paper has sworn average cir- in Canada and foreign countries — Type size of page tion—the area of its circulation in which it doubles culation of 3,630 copies weekly, reaching most desir- 712 X 972 inches; column 212 X 92 inches; one quarter that of any other paper has an annual production of able classes in St. Lawrence Co. A special feature is of a page 334 X 434 - No extra charge for cutting over $6,000,000 from furnaces, pipe works, factories, illustrating by half-tones local industries and people. column rules, or for cuts - No type restrictions — Can and ore mines 13 em column-no extra charge for use any cuts — Published ist and 15th of each month cuts -- use any kind. North Dakota New advertisements and changes must be in by the 10th and 25th of each month. Illinois Figaro New York Mt. Carmel SUN-INDEPENDENT - Monday mornings - Democratic—the only sound-money paper in the largest New York City REGISTER-published by Frank W. Havill and most prosperous and populous county and city in started in 1839— circulation 2,200 copies weekly -- the state. Circulation, actual average in 1895, 2,713, INSURANCE MONITOR, 100 William St., is genuine subscribers - no deadheads - eight page - exclusive of exchanges per week. The only Monday the oldest insurance journal in America, and the best, six column quarto - home print - Democratic — has morning paper published in North Dakota - 6 column of course — agents cry for it — specials swear by it- not missed one issue in 25 years — neatest and newest quarto — length 1978 x 214 Brevier. All kinds of cuts. wild cats swear at it, and all good insurance men re- country paper in Illinois — columns 13 ems pica wide No extra charge for them or cutting column rules. No joice in it—it is printed by the N. Y. Economical – 1974 inches long —$120 a column — no extra charge restrictions on first-class advertising. Printing Co., 88-90 Gold St., New York, one of the for display or cuts — published Thursdays. best equipped printing houses. Full information on Ohio application, Indiana Painesville Greenfield TELEGRAPH -weekly — started in 1822 — official REPUBLICAN-Weekly -- political family and | Republican organ — circulation 1,650 — covers entire New York business newspaper — read by a majority of families in county — type size of page 2072 x 27 - entirely home Hancock County — only weekly Republican paper in print - can use cuts, except half-tones —no extra charge New York City the county - started 1880-average sworn circulation for cutting column rules or for cuts — published Wed- for the past five years over 2,550 weekly — 6 column nesdays. IRON AGE -- weekly, with semi-monthly and quarto — Also publishes Evening Republican— daily monthly editions — the leading journal of the Hard except Sunday — hustling local family and business Uhrichsville ware, Iron, Machinery, and Metal trades. Circu paper-covers its field — city is solidly Republican- lates extensively among merchants and manufacturers paper is official paper — started 1894 — circulation 525 TUSCARAWAS CHRONICLE, weekly, and throughout the United States; large and influential these papers thoroughly cover Greenfield and Han- EVENING CHRONICLE, daily. Go into the list of subscribers in the principal countries of the cock. In Indiana gas and oil belt — we have a pros- homes of thrifty farmers and workingmen who spend world. Type size of page 634 X II; column 27/8 X II | perous people — rates low - no type restrictions. their money liberally. Chronicle advertisers get good Insurance Leading County Weeklies ages Iron Trade Papers 982 FOWLER'S PUBLICITY | Machinery Trade Papers Magazines Chicago EL returns for amount invested. Rates not the lowest, i style of cuts and no extra charge for cuts or cutting but fair. Evening Chronicle only daily paper pub- column rules --- copy should be in six weeks in advance lished in Tuscarawas county. of publication. New York Pennsylvania CENTURY — monthly - iilustrated — high-grade New York City literature --started 1870-circulation 175,000 --- about Indiana 50% of readers west of Pittsburgh – Type size of ad- IRON AGE-- weekly, with semi-monthly and vertising page 573 x 734 --- column 2578 x 734 - 14 page INDIANA COUNTY GAZETTE — weekly -- up | monthly editions — the leading journal of the Hard- | 25/x 37 or 837 x 17 — no extra charge for any reason- to date — not yet seven years old and already the ware, Iron, Machinery and Metal trades. Circulates alle dier able display, cutting column rules, or for cuts — pub- leader in a field of five — last sworn circulation state- extensively among merchants and manufacturers lished first of month-ads. must be in 5 weeks in ment shows 3,719-eight pages -- all home print- throughout the United States; large and influential advance. six columns to the page -- each 20 inches long and 13 list of subscribers in the principal countries of the ems Pica wide — you can't get an ad on the front page, | world. Type size of page 634 XII; column 27/8 XII - FRANK LESLIE'S POPULAR MONTHLY -- never. No charge for cutting column rules, and out- no extra charge for cutting column rules; no type illustrated - great family magazine -- in its 43d volume line cuts, only, used -- send for rates and sample copy. | restrictions. Can use cuts of any description. Pub- -- 128 quarto pages — publishes more illustrations and lished Thursday — advertising must be in Tuesday. reading matter than any other magazine in America -- circulation 121,500 — type size of page 7 x 10 in. three columns to a page -- 214 inches to column-rates $200 per page-half and quarter pages pro rata ; $i per Massachusetts agate line — time discounts, 5, 10 and 20%-advertise- California ments must be received by the 22nd of each month. Boston San Francisco GODEY'S MAGAZINE — monthly - illustrated- literary and fashion - started 1830-circulation 83,333 YOUTH'S COMPANION — weekly — illustrated OVERLAND MONTHLY - illustrated — literary - about 60% of readers east of Mississippi, 30% west, --for the whole family — started 1827 — circulation Taiterary | 10% in Canada, Mexico, and foreign countries — Type 541,638 — about 85% east of Rockies, balance in ex- and educational -- established 1868 — circulation 35,000 size of page 572 x 8, column 278 x 8, quarter page 256 x treme West and Canada — Type size of page 972x about 60% of readers west of Rocky Mountains, 30% | | 4— no extra charge for cutting column rules or for 1438, column 214 x 1438 — no extra for cutting column | east, and 10% in Canada and foreign — type size of ... cuts — no type restrictions — can use any cuts — pub- rules -- no extra for cuts — large heavy type not ad- page 572 x 8; column 272 x 8 ; page 574 x 8-10 extra | lished 23rd of preceding month -- advertisements must mitted — can use any cuts if not too black — invest-| charge for cutting column rules or for cuts. Published be in first of preceding month. ments ads. prohibited— Published Thursdays-ads. 2oth of every month. Editor, Rounsevelle Wildman. must be in 3 weeks in advance. HARPER'S MAGAZINE - Monthly - Illustrated Illinois - Type size of page 574 x 8— Column 258 x 8– New York Quarter-page 258 x 4- No extra charge for cutting column rules or for cuts — No type restrictions - Can New York City use any cuts — Published 22nd of each month. CHAP-BOOK – founded May 15th, 1894 - circula- tion 15,000 — type page 572" x 814" - rough paper — ARGOSY — monthly -- fiction. Started December, | red and black printing cover pages - 10 extra charge trated MCCLURE'S MAGAZINE — monthly — illus- started 1802-circulation 200.000-type size. 1882 — circulation 75,000 throughout United States and for cuts — Price 10 cents — high-grade literature — Canada — Type size of adv pages 574 x 8 — columns semi-monthly — uncut — size, 812" X 12"- advertise- of page 572 x 8 inches - column 25/8 x 8 inches, 14 page 25/8 x 8 - quarter page 258 x 4, or in d. c. form 2 deepments must be in two (2) weeks preceding publication. 25% x 4 inches; no extra charge for cutting column X574. No extra charge for cutting column rules or rules or cuts —no type restrictions — can use any cuts Cuts with heavy lines preferred —Herbert S. Stone & for cuts -- no adv less than one inch accepted, and - liquor ads. prohibited— published 28th of preced- Company, Publishers. $2 a year. ing month-advertisements must be in by 25th of and d. c. ads must measure one inch deep, an aggregate of 28 agate lines. All advs must be set attractively. month preceding. Line or wood cuts or half-tone illustrations may be used. Published first of each month. Advs must be Boston MUNSEY'S MAGAZINE — Monthly-illustrated - art - fiction— general literature. Started 1891. Cir- received five weeks in advance of date of issue. OUR LITTLE ONES AND THE NURSERY culation 700,000, throughout the United States and COLLIER'S WEEKLY -- Weekly — illustrated- monthly — illustrated — the best magazine for little | Canada. Type size of advertising pages, 574 in. x 8 in. reaches the home and family - started 1887-circula-] people in the world; as Our Little Ones is intended | —columns, 278 in. x 8 in. — quarter page, 2%8 in. X 4 in., tion April ist, 1897, 66,000 --- confined to no special | mostly for children too young to read parents must or, in d. c. form, 2 in. deep x 574. No extra charge locality — size of page 12 X 17 — no extra for cuts - read it to them - circulation 20,000 — type size of tor cutting column rules or for cuts. No adv. accepted Published Thursdays — ads, must be in one week in page 51x8- column 258 x 8 quarter page 258 x 4 for less than one inch, and d. c. advs. must measure one advance. no extra charge for cutting column rules or for cuts - inch deep, an aggregate of 28 agate lines. All adv's no type restrictions — can use any cuts -- published must be set attractively. Line or wood cuts, or half- MUNSEY'S MAGAZINE -- monthly — illustrated first of month - advertisements must be in three weeks tone illustrations may be used. Published the first of — art, fiction, general literature. Started 1891. Cir- each month. Adv's must be received five weeks in ad- in advance. culation 700,000, throughout the United States and vance of date of issue. Canada. Type size of advertising pages 574 in. x 8; YOUTH'S COMPANION — weekly — illustrated columns 25/8 xs-quarter page 258 x 4, or in d. c. - for the whole family - started 1827 — circulation NEW YORK LEDGER - Weekly-illustrated form, 2 deep x 51%. No extra charge for cutting 541,638 — about 85% east of Rockies, balance in ex- for every member of the family -- started 1844 — circu- column rules or for cuts. No adv accepted for less treme West and Canada - Type size of page 972 x lation general throughout the United States — reaches than one inch, and d. c. ads must measure one inch 1438, column 274 X 1438-no extra for cutting column the homes of the great middle class — homes of dis- deep, an aggregate of 28 agate lines. All advs must rules — no extra for cuts - large heavy type not ad crimination, taste, and purchasing ability -- type size be set attractively. Line or wood cuts or half-tone mitted — can use any cuts if not too black-invest of page 972 X 1433 — no extra charge for cuts, double illustrations may be used. Published the first of each ments ads. prohibited - Published Thursdays - ads. coluinn, or heavy type advertisements — published month. Adys must be received five weeks in advance must be in 3 weeks in advance. Saturdays — can use any kind of cut-advertisements of date of issue. m.st be in 3 weeks in advance. Missouri NATION— weekly independent review of litera- OUTING--monthly- illustrated -- sport, travel, ture, science, art, and politics — established 1865 St. Louis and fiction - started 1882-circulation 79,000 -- about circulation 9,700 — type size of page zie X10, column 70% east of Mississippi, including Canada -30% west 214 x 10— no extra charge for cutting column rules -- CHAPERONE MAGAZINE -monthly - illus- -- type size of page, 5%2x8; column 2 1/2x8; 14 page, 20% extra for cuts — published Thursdays—ads must trated – essentially a woman's magazine - started 1879 212X4— no extra charge for cutting column rules or be in by 5 P. M. Tuesdays. - circulates in the West and Southwest States has for cuts -- advertisements appear also in English and an individual field — 90% of its readers west of the Australian editions if ordered -- published the 28th of NEW YORK LEDGER — weekly -illustrated — Mississippi-it's the only magazine published between the previous month --ads must be in 4 weeks in for every member of the family — started 1844 — circu- Philadelphia and San Francisco - Type size of page advance. lation general throughout the United States — reaches 538 x 8 — We cut column rules; accept cuts, to please the homes of the great middle class — homes of dis- our advertisers. Any advertisement that is clean and crimination, taste and purchasing ability — type size meritorious - Publish first of every month -- ads. must OUTLOOK is a Weekly Newspaper and an Illus- trated Monthly Magazine in one. It is published of page 912 X 1438 — no extra charge for cuts, double be in by 20th. every Saturday, 52 issues a year. The first issue in column or heavy type advertisements — published each month is an Illustrated Magazine Number, con- Saturdays -- can use any kind of cut — advertisements New York taining about twice as many pages as the regular must be in 3 weeks in advance. New York City weekly issue, and from 50 to 100 pictures. Subscrip- tion price $3 a year. Size of type-page 8 x 572 inches. Ohio ARGOSY — monthly - fiction. Started December, Column 28 inches. No extra charge for cutting rules 1882. Circulation 75,000 throughout United States and or printing cuts. Special attention to illustrated ad- Akron Canada. Type size of adv. pages, 574 x 8 in.--columns vertisements. 13 Astor Place, New York. 25/8 x 8 in.- quarter page, 238x4 in., or, in d. c. form, SELF CULTURE - A magazine of knowledge 2 in. deep x 514. No extra charge for cutting column | REVIEW OF REVIEWS - monthly, illustrated circulation, 70,000 copies monthly. The subscribers rules or for cuts. No adv. less than one inch accepted, --- Current topics and literature - started 1890-circu- are essentially a book-reading class — SELF CULTURE and d. c. adv's must measure one inch deep, an aggre- lation 90,000—about 55 per cent. of readers east of is published in the interest of owners of the Encyclo gate of 28 agate lines. All adv's must be set attrac Mississippi river, 40 west, and 5 per cent. in Canada pædia Britannica. Courses of reading, or subjects of tively. Line, or wood cuts, or half-tone illustrations and abroad -type size of page 578 x 8, column 278 xS, varied interest, are outlined in the magazine, giving may be used. Published first of each month. Adv's quarter page 278 x 4— no extra charge for cutting copious references to the Britannica, thus enabling must be received five weeks in advance of date of issue. column rules or for cuts -- no type restrictions — can the reader to extend his study indefinitely — SELF use any cuts —all advertising copy subject to editorial CULTURE is a sort of Guide to the best thought of all COSMOPOLITAN — monthly — type size of page acceptance-published first of the month-copy three times. It pays advertisers. 572 wide by 8 deep - column 25s wide — can print any' weeks in advance, FOWLER'S PUBLICITY 983 and the garder en Patriotic Papers Mining Papers ST. NICHOLAS ~ monthly - illustrated — best, Editors, Drs. Hobart A. Hare and Edward Martin literature for young folks - practically the only maga- | --started in 1876—subscription list numbers over 8,500 zine of its class -- circulation 70,000 -generally dis guaranteed circulation every issue 15,000 -- type size tributed over the entire country -- Type size of page of page 9 x 572 — can use any cuts — published on the Massachusetts inside of special border 538 x 734 column 25/8 x 734 | 15th of each month — ads must be in two weeks in ad- - half page 53/8 x 378 - quarter page 278 x 378 or 538 vance — advertisers get more than the space they pay X 178 — No extra charge for any reasonable display- for. More detailed information promptly furnished Boston type or cuts — published on the 25th of each month, upon request. AMERICAN CITIZEN - eight page weekly — advertising copy at least one month in advance. Missouri Saturdays — patriotic— circulation in every state and Ohio territory in the United States — special agents in all St. Louis large cities and counties — actual circulation 24,000– Akron 13,000 in the New England States —7,000 in Middle MEDICAL BRIEF – Monthly - Established 1873 Atlantic -- the balance west — type size of page 1372 X SELF CULTURE - A magazine of knowledge - — 25 years of unparalleled success - Circulation in 1972-column size 24 X 1972-can use line cuts or coarse half-tones monthly -- started 1895 - circulation 70,000 — pub- excess of 30,000 copies each issue – Cuts of any de- no extra for cuts — no type restric- lished in the interest of owners of the Encyclopædia, scription used — Size of page 8 x 474 inches - The tions - no liquor ads allowed --copy for ads must be the greatest of all reference works. The subscribers recognized bureau for the exchange of inquiry and ind in Tuesdays. are studious, thoughtful people. They read Self- opinion, and for the reports of cases in Practical, CULTURE from cover to cover each month, and the Scientific, Progressive Medicine and Surgery, for the Political, Famil Physicians of the United States and foreign countries advertisements, too! It is natural for these people to y, and buy from SELF CULTURE advertisers. They believe -- Our circulation is National and International that what SELF CULTURE says is so. The Rates are Forms close 5th to 16th of month preceding date — Business Newspapers $60 a page. Average circulation for a year 32,315 per issue. Ontario New Jersey Toronto Trenton MASSEY'S — monthly — illustrated - high-grade Colorado TRUE AMERICAN --circulation 5,500-delivered literature - circulation 20,000 guaranteed -- about 50% regularly by carriers —no street sales - 90% of circu- of readers in Ontario, 25% Manitoba, British Colum Denver lation in and about Trenton and among the best bia and North West Territories — 15% Quebec-10% buyers body of paper set in minion and nonpareil- New Brunswick, Nova Scotia, and Newfoundland.' MINING RECORD) – daily - except Sunday - ads set as desired – use cuts, metal bases required - Size of page 634 x 934 — no type restrictions, can use enlarged (double) edition every Saturday-all branches | 8 pages of 8 coumps, IS x 20; size of column, 1934 any cuts wine ads prohibited published first of of the mining industry relating to production of the long - 13 ems pica wide --- no extra charge for cuts or month. Ads must be in first of month preceding. precious metals — started 1889 — circulation 3,500 — cutting column rules — circulation the largest of any about 60% of readers east of Mississippi River, 30% daily paper in New Jersey, except one in Newark and METHODIST MAGAZINE AND REVIEW – west, 10% in Canada and foreign countries - Four one in Jersey City. monthly — illustrated -- literary and religious-estab-pages, 13%2 x 1772 type size - no type, column rule or lished 1875- circulation almost entirely in the Domin cut restrictions — ads must be in 9 A. M. -- afternoon Texas ion of Canada in the wealthy and cultured homes — paper. type size of page 4172 x 734 – column 2172 x 734 — no Galveston extra charge for cutting column rules — no type restric ORES AND METALS - Monthly - Illustrated- tions — can use any kind of cuts — publisher reserves for investers and operators in mills, mines, smelters the right to decline any advertisements he considers and mining stocks -established 1890--circulation 5,000 NEWS — morning, Sunday, semi-weekly (Tuesday unsuitable. Published about 2oth of previous month. — type size of page 7 xo-column 13 ems — no extra & Friday) — circulation bona fide, and paid in advance, Advertisements must be in ten days ahead. charge for cuts or cutting column rules - no patent hence of special value to advertisers —no gratuitous medicine or liquor ads-published 15th of the month- distribution – the leading state paper -- established Pennsylvania copy for ads must be in by the Ioth — reliable informa- 1842 — A. H. Belor & Co., publishers -- also of the tion furnished concerning mines, mills and smelters in Dallas Morning, Sunday and Semi-Weekly News, Philadelphia the Rocky Mountain region - Subscription one dollar publi published at Dallas, Texas — The four mediums (Daily a year. Ores and Metal Publishing Co., Room 23, & Semi-Weekly) effectively cover the state, and CHURCH MAGAZINES of the Church Press Pioneer Bldg. portions of Louisiana, Arkansas and Indian and Okla- Association are independent monthly publications homa Territories – Type size of page 1612 x 2072 - issued by leading churches in Philadelphia, New Moral Education Column 214 x 2072 -- No extra charge for cutting York, Boston, and other cities. Each is brimful of local column rules, or for cuts - Nonpareil smallest type church news and high-class advertising, endorsed by used, otherwise no type restrictions — can use any cuts. Pastor and congregation; not cooperative, but individ- J. D. Lorentz, Eastern Agent, 90 Tribune Building, ual church journals of uniform size, character, and 16 to New York. 20 pages, size of Century, Harper's, etc. Combined cir Ann Arbor culation 85,000 copies per month — same ads.in all — a medium which reaches the most refined class of families NEW CRUSADE -- monthly — moral education- in each city - used by the best advertisers in the established 1895 - circulation 5,000 guaranteed and United States. growing-type page 334 x 634-no extra charge for cuts Georgia -printed on S. S. & S. C.-forms closed roth previous LIPPINCOTT’S MAGAZINE - monthly — high- month. Patent medicine, liquors, and tobacco ads grade literature - started 1868 — circulation 50,000 not received. Atlanta is the only one of the prominent literary Magazines published outside of New York City, and necessarily PEOPLE'S PARTY PAPER - Weekly Thomas reaches a large class you cannot touch in any other way E. Watson, editor – leading populist publication in - our special feature of a complete Novel in each America — started 1891 --- (sworn) average circulation issue gives us a much longer life than any other 14,136 -60% readers Georgia and South - 20% Texas periodical. Type size of page 53/8 x 8 — no extra and Missouri — 20% scattering West—8 columns, 4 charge for cuts — can use any cuts --110 restrictions- pages — columns 294 X 2334 — no extra for cuts or Published 22d of month — ads must be in by the ist. Maine cutting rules -ads must be in 1 week in advance - Meats and Provisions no questionable business accepted — we expose bogus Phillips advertisers - only paper read by 50% of our readers - mailing open to advertisers. Missouri PHILLIPS PHONOGRAPH has done more for woods there than anything or anybody else but the St. Louis fish and deer - send for a sample copy – it's gamey - Brevier and nonpareil type — pages (4) 22 x 28 – no BUTCHERS AND PACKERS MAGAZINE - extra for cuts or cutting rules unless as wide as three monthly — meats, provisions, packers, cattlemen, and columns — can use half-tones. I make ads of fishing canners—The Butcher established in 1880 and changed tackle, guns and ammunition pay the advertiser. J. W. to Butchers and Packers Magazine in 1891 — sworn Brackett. New York circulation exceeding 42,000 — reaches butchers, packers, cattlemen and canners generally throughout United States, Canada and the Provinces. It is the Political Publications North Maine Woods and Country questionable gas must be in no extra for Popular Medical Publications cutting rules pages - can Notion Papers New York City “exclusive official organ of the National Butchers' Protective Association of the United States" - unsur New York POPULAR SCIENCE-or Popular Science News, passed medium for general advertising - illustrated -- formerly Boston Journal of Chemistry — monthly - 60 to 100 pages — type size ro X 8 - no extra charge New York City illustrated --scientific - educational — popular medi- for cuts - endorsed by leading packers and butchers. cal- of special interest to chronic invalids — devoted DRY GOODS ECONOMIST — has the ear of the to nature, botany, archæology, science, invention, Medical Papers notion centers of the world. Talked through by every electricity, chemistry, medicine and hygiene -- estab- “notion manufacturer, wholesaler, and retailer. lished 31 years -- average circulation during 1896, Michigan Searches every nook and cranny for the “latest” new 23,083 copies of each issue --type size of page 7 X10— thing. Gives pointers and prints notion facts. Reaches column 24 X 10— no extras except for position — Detroit the buyer and he purchases from its lines." Size of readers on front cover page a specialty — published paeg 972 x 14, column 214 x 14. No extra charge for middle of month - advertisements should be in a few THE THERAPEUTIC GAZETTE — monthly - 1 cults if furnished. Half-tone and line cuts can be used. days in advance. Largest circulation of any scientific general, special, and physiological therapeutics - No type restrictions. | paper in the world. e Assal Oren and the eneral advonited States., Butchers 984 FOWLER'S PUBLICITY Railway Guides Printers' Papers Recreation Religious Publications Popular Publications out extra charge - cut column rules - no type restric- | SUNDAY SCHOOL HELPER - monthly — de- tions--published first of month-ads must be received voted to interests of Universalist Sunday-school teach- ing - established in 1870. Circulation 5000 — a text by 20th. New York book for the teachers of three-quarters of all the Sun- RAILROAD GAZETTE -. weekly — published day Schools of the denomination. Type size of page New York City every Friday — illustrated — specialty, railroads and 772 x 472. No extra charge for cuts. Publishers re- NEW YORK LEDGER -- weekly -- illustrated - 1 ger general engineering “started 1856-size of page 9 X 14 serve right to decline advertisements deemed unsuitable -column 23/8—the subscription of the Railroad Gazette to character of magazine. for every member of the family — started 1844 - circu- stands first in quality among railroad officers who con- lation general throughout the United States — reaches trol railroad management and have authority to order the homes of the great middle class — homes of dis- supplies - it also stands first in the amount of reading crimination, taste and purchasing ability -- type size matter furnished subscribers and also in advertising of page 972 X 1438 - no extra charge for cuts, double Omaha column or heavy type - advertisements onts published | patronage -- sample copies free. published OMAHA CHRISTIAN ADVOCATE — started in Saturdays -- can use any kind of cut - advertisements 1888 - circulation 6,000; reaches middle and upper must be in 3 weeks in advance. families of Nebraska, South Dakota, and Western half of Iowa. A home paper. Type size of page 97/8 Quebec X 1374, column 274 x 1374 — no extra charge for cut- ting column rules or for cuts — no type restrictions — Montreal can use any cuts — published Thursdays — ads must Illinois be in by Monday. L INTERNATIONAL RAILWAY GUIDE AND Chicago DOMINION GAZETTEER-monthly-railways - New Brunswick INLAND PRINTER is the leader of all periodi- steamships, steamers, express, telegraph and hotel in- formation — corrected monthly -established 1866-cir- cals devoted to the art of printing - To keep in touch culation 6,800 — print 10,000 --- circulation only claimed St. John with newest type faces, modern methods of illustration, on subscription list - only officially recognized guide best styles of display, most advanced processes of in Canada - size of type page 77/8 x 478 - can use any MESSENGER AND VISITOR — weekly — Bap- photo-engraving – in fact, with all up-to-date knowl- cuts -- no type restrictions — published first of each tist — established 1884 — accepted and only organ of edge of the subjects of which it treats, the only safe month -- ads must be in by 26th of previous month - the 48,830 Baptist membership in Maritime Canada - course is to subscribe for The Inland Printer - It is selling price 10 cents — subscription, $r per annum. furnishes affidavit of 5947 actual average circulation issued on the first of every month, and contains from during 1896 — reaches choice circulation in New one hundred to one hundred and twenty pages - It is Brunswick, Nova Scotia, and Prince Edward's Island magnificently illustrated, its make-up, press work, and — Type size of page 97/8 x 1372 — advertising column general typographic beauty having made it world- 214 x 1372 - no extra charge for cutting column rules. famous — It is ably edited, and interests everybody- New York and for cuts — heavy type not desired — cuts also for editor, writer, advertising manager, artist, designer, should be light -- published Wednesdays. stationer, employing printer, book lover or newspaper New, Vork City man, it is the journal par excellence - $2.00 per year, New York $1.00 for six months, 20 cents a single copy -- None OUTING-monthly-illustrated-sport, trade, and free - Published by The Inland Printer Company, any. | fiction-started 1882 – circulation 79,000 — about 70% 212 Monroe Street, Chicago; 38 Park Row, New east of Mississippi including Canada -30% West - New York City York. type size of page 52 x 8-columns 22 x 874-quarter CHRISTIAN ALLIANCE - weekly — unde- page 272 x 4—no extra charge for cutting column rules or Indiana nominational - started 1885 — circulation 20,000 guar- for cuts - advertisements appear also in English and anteed — type size page 1072 x 774 - column size 238 Australian editions if ordered - published the 28th of Indianapolis inches - no extra charge for cutting column rules or the previous month - ads must be in 4 weeks in display --- no cut restrictions – medical advertise- advance. TYPOGRAPHICAL JOURNAL-bona fide sworn ments prohibited – published Monday — no copy re- circulation 22,000 per month -- reaches every reputable ceived after Saturday preceding issue. newspaper, job and publishing house in U. S. and Canada - has double the circulation of any other CHRISTIAN ADVOCATE-weekly - Methodist paper reaching the printing interests, and is the only Episcopal — started 1826 — now in seventieth year - California medium of the kind that gives a sworn statement of circulation over 40,000 ~ reaches well to do and circulation - it is set in long primer, brevier and non- wealthy church members -- largest portion of subscrip- Oakland pareil — page measures ilo lines or 220 lines for the tion list is in Eastern and Middle States — Uses ex- two columns, agate measurement publication semi- treme care in admitting advertisements -- those of a SIGNS OF THE TIMES — weekly — Seventh monthly size --of page 574 x 814 — no extra charge for medical nature largely excluded — type size of page Day Adventist - started 1874 — circulation cutting rules --half-tones used - the membership of 1134 X 1634, column 214 x 1612 — no extra charge for copies --- reaches every state in the Union — 80% east the organizations represented is 35,000. cuts — no advertiser's face admitted in advertisement. of Rockies — a family paper. Type size of page 858 Published Thursdays --- advertisements must be in by X 1238 — column 234 X 123/8 — no extra charge for cut- noon Mondays. ting column rules, or for cuts — 110 type restrictions — can use any cuts — patent medicine and wine ads pro CHRISTIAN HERALD, New York, has the hibited — all ads subject to approval of managers - New York largest circulation of any religious weekly paper in published Thursdays — ads must be in Fridays. America, and is one of the best paying advertising mediums known. Beautifully printed in colors. Aver- New York City Illinois age circulation during 1896 185,590 each week. Adver- FOURTH ESTATE - weekly - illustrated — tising rate (subject to change) $1.00 per agate line. Chicago journalism and advertising - started 1894 — circulation $14 per inch. 170 lines to column, 4 columns (680 lines) to page. Forms close ten days in advance of 7,500 among newspaper and magazine publishers, NORTHWESTERN CHRISTIAN ADVOCATE date. For further information address P. B. Brom- editors, advertising agents and general advertisers, in — weekly — Methodist Episcopal - established 1856 / field, 97 Bible House, New York City. all parts of the United States and Canada - no “ex- — circulation 25,000 regular subscribers reaches change" or free list - type size of page 1112 x 8, northwestern states type size of page 738 X 114. column 1172x17—cuts and display subject to approval | ST. ANDREW'S CROSS — monthly — illustrated - published Thursdays --ads must be in Tuesdays. Column 238 x 738 — published Wednesdays — ads - started 1886 ~ circulation 21,636 (average Vol. X) must be in Saturday previous — no extra charge for -- about 70% of readers east of Mississippi River -- NEWSPAPERDOM - Only journal in the world cuts or cutting column rules. 20% west — 10% in Canada and foreign countries — type size of page 714 x 10 — column 238 x 10 — no devoted expressly to the business end of the small city daily and the country weekly — practical and help- Massachusetts extra charge for cutting column rules or for cuts - no type restrictions — no objectionable advertising re- ful and newsy — illustrated - started 1892 – every ceived -- published 27th of each month — ads must be Thursday -- Substantial paid circulation-dollar a year - advertising $2 an inch — discount for time only — received by 24th — a religious paper for busy people - every ad attractively displayed and located on page | THE SACRED HEART REVIEW – weekly – a first-class medium for first-class advertising - mail- with reading matter — standard newspaper measure — owned and published by 100 leading Catholic Clergy- ing list always open for inspection — circulation in- no restrictions – Reaches owners and managers of men in New England -- has the endorsement and creasing. newspapers, the men who buy. active practical encouragement of Archbishops, Bishops, and clergy. This gives it a peculiar and ex- Ohio : clusive influence and makes it valuable to the advertiser. Circulation 40,000 -- rates 20 c. per line, 5% 250, 10% Cincinnati 500, 20% 1,000 lines discount. Length of column 196 lines agate -- width 30 agate lines — four columns to CHRISTIAN STANDARD, published weekly at page — no extra charge for cuts or cutting column Cincinnati, Ohio, reaches nearly 100,000 readers each rules - use any kind of cut. week. An article of merit advertised in that paper New York will bring profitable returns to the advertiser WATCHMAN — weekly — Baptist established New York City 1819 — circulation 17,000 -- oldest Baptist family | LOOKOUT - weekly – Christian Endeavor - journal in the country — circulation entirely to regular started 1888 — circulation 27,733 — distributed through AMERICAN ENGINEER CAR BUILDER & subscribers and among the better class of readers - Western, Southern, and Northern States — type size RAILROAD JOURNAL-established 1832-monthly the leading paper of the denomination — type size of of page 712 X 12 — column 212 X 12 — no extra charge -illustrated — circulation 4,500 — reaching every state page 7 X 1034, column 214 x 1078 — no extra charge for for cuts or special position — advertisingi policy most in the Union and Canada - also a large foreign circu- cutting column rules and for cuts — no type restrictions liberal to encourage results - 10 type restrictions - lation – M. N. Forney and W. H. Marshall, Editors - can use any cuts — published Thursdays-ads must | published Saturday — ads received up to noon on day of -type size of page 714 X 1072 — can use any cuts with- | be in Monday night. publication. Publishers' Papers Thursdayising $2 an, displayed ang Railroads and Engineering FOWLER'S PUBLICITY 985 Dayton Middle States — mostly cities - subscribers cultivated, monthly — illustrated — scientific - educational -- earnest rich people - received into households where popular medical — of special interest to chronic RELIGIOUS TELESCOPE weekly - United it is without a competitor and where its word is, as it invalids - devoted to nature, botany, archæoiogy, Brethren in Christ — established 1834-circulation were, the ecclesiastical la were, the ecclesiastical law and guide -- Circulation science, invention, electricity, chemistry, medicine, 18,000 — reaches the prosperous cultured constituency 4000 — 16 pages -- type size 974 x 1314 - column 27/8 x and hygiene -- established 31 years - average circula- of the denomination it represents in the Middle and 1374 — dated Thursday - to press Monday -- Adver- tion during 1896, 23,083 copies of each issue — type Western States — a strictly home and family pap tising details managed by us Press Association, size of page 7 X 10 column 2 14 X 10 — no extras ex. Type size of paper 772 x 1112, 32 Pages, column 14 ems | Phila., Pa. cept for position – readers on front cover page a pica wide - 160 agate lines long, 3 columns to page - specialty — published middle of month - advertise- no extra charge for cutting column rules nor for cuts - LUTHERAN OBSERVER - weekly - 1328 ments should be in a few days in advance. Largest no type restrictions -- can use any cuts but for long Chestnut St., Phila., Pa. — issued 71 years - leading circulation of any scientific paper in the world. time orders metal base electros desired - published evangelical Lutheran organ chronicles and discusses - -- Wednesdays - ads must be in Saturdays. all that is going on in Lutheran churches and communi- ties — oldest and exceeds circulation all other English SCIENTIFIC AMERICAN — weekly — illus- Ontario Lutheran papers -- represents the Americanized Luth- trated treats of science, mechanics and new inven- ėrans- subscribers substantial people - Middle States (tions - established 1845 - subscription $3 - national Toronto and near by western states — circulation 18,000 - 32 circulation of highest character and influence -- size pages -- type size of page 678 x 1034 - column 274 x printed page 1474 x 972, four columns 274 wide – no CHRISTIAN GUARDIAN weekly ~- the offi-| 1034 --- dated Friday -- to press Monday - Advertising | extra charge for cuts or double column. Published cial organ of the Methodist Church of Canada - es- details managed by Religious Press Association, Saturdays - Advertisements must be in ten days in tablished 1829 — its constituency, the Methodist homes Philadelphia. advance. Publish also Scientific American Building of Canada from Newfoundland to British Columbia - Edition – monthly - fully illustrated, including a PRESBYTERIAN JOURNAL - Weekly - 1328 I colored plate - established 1885 — 20 pages — goes to 16 pages - size of type page 1114 x 16 inches Chestnut St., Phila., Pa..issued 22 years -- live paper Architects. Builders, and those about to build. columns 272 x 1572. No extra charge for cutting itting - progressive Presbyterian and Evangelical-attracts column rules or for cuts. No type restrictions -- can attention and keeps things stirring -attractive to re- use only open line cuts and on solid metal bases — ligious readers generally because of its free discussions published every Wednesday -- ads must be in on Semi-Weeklies within its recognized standards - circulation 10,000 — Monday morning. chiefly Middle States and middle west--- Subscribers active minded and prosperous families able to buy Pennsylvania Colorado what they want-comforts and luxuries - 24 pages - type size 7XII - column 218XII_dated Thursday Salida Harrisburg to press Monday -- Advertising details managed ! Religious Press Association, Phila. SEMI-WEEKLY MAIL - oldest paper in EVANGELICAL - Weekly - United Evangelical county — started 1880 — circulation 1,200 — popula- Church — started 1888-circulation 7,000—all regular REFORMED CHURCH MESSENGER - tion 3,500 — railroad, agricultural, and mining – subscribers — largest subscription list in the city or weekly -- 1025 Arch St., Phila., Pa.- issued 65 years column 22 inches long, 13 ems wide -- size of paper county — reaches middle class of people in Middle and - Official organ Reformed Church - commonly known 24 X 36 — no extra charge for cuts or cutting column Western States - a family paper -- Rev. H, B. Hartz- | as the German Reformed - largest circulated English rules —- take any kind of ads — published Tuesdays ler, D. D., editor - 8 pages -- type size of page 1242 x paper-growing continuously in usefulness and de- and Fridays - J. F. Erdlen, Proprietor. 20- column 214 x 20- no extra charge for cutting nominational appreciation - Middle States principally column rules or for cuts - can use any standard cuts Pennsylvania - Circulation 12,000 — subscribers staid published Wednesdays - a strictly first class paper. responsible people - provident and thrifty — large lowa towns suburban and farming constituency-16 pages Philadelphia — type size 914 x 14 — Column 28 X 14 — Dated Thursday -- to press Monday -- Advertising details CHRISTIAN INSTRUCTOR - weekly - 1522 managed by Religious Press Association, Phila. TWICE-A-WEEK NEWS — semi-weekly Chestnut St., Phila., Pa.- issued 54 years - Organ started 1892 — independent — leading and official United Presbyterians — circulation 8,000-subscribers 1. THE RELIGIOUS PRESS ASSOCIATION, county paper — only publication completely covering prosperous and sound in loyalty to their Church and BUSINESS OFFICE, 104 South I2th Street, is Ringgold county. Circulation 1820 — average for paper - careful readers who regard with respect almost formed by the Association together of eight leading 1896, 1781type size of page 14 x 20 – column 274 amounting to reverence what they find in this paper weekly religious papers for purposes of economy in x 20 — use metal base cuts and half-tone engravings gradually increasing circulation each year - 16 pages | their advertising departments. Aggregate circulation — no extra charge for cuts or cutting column rules - type size 974 x 1334 — Column 214 x 1334 - dated exceeds 240,000 copies each issue. Issued from 22 to no type restrictions - no special positions — no Thursday — to press Monday - Advertising details 77 years they are, with one exception, the only papers | variation in rates — objectionable ads prohibited. manage eligious Press Association, published in Philadelphia representing their denomina- tions. Some are the only papers of their denomina- | New Jersey CHRISTIAN RECORDER — weekly --631 Pine tions; others the official organ of the denomination. St., Phila., Pa. -- issued 45 years — official church | These papers furnish the easiest, quickest, surest and Westfield organ African Methodists -- separate organization pe. | cheapest way to an endorsed introduction in over 240,- culiar to itself --- the fact that so good a paper can be ooo families weekly. No extra charge for electrotypes EL UNION COUNTY STANDARD - Westfield, maintained and edited by colored people shows that or double column display. Single column electros 21%8 N. J., is the heart of Union County - centre of $300,- the colored race has vastly improved in culture and|nches wide. Column length varies from 1034 to 1972 000 worth of Telford stone roads — the Union County ability to conduct their own affairs -- only paper - inches. Copy received Saturday morning is in time Standard, semi-weekly - Tuesday, Friday, 8 pages, subscribers good purchasers of ordinary things of life for all the papers. Copy received Monday morning 6 columns; length of column 20 inches – use ordinary - intelligent and thrifty class — faithful readers and to can get in some papers, but must take run of paper. cuts - best paper in the county. Reaches the homes the extent of their ability wise purchasers — paying for Advertisements changed every week if desired. Par- ticular information suited to each advertiser for any or what they buy —-shrewd advertisers seek their custom - that's where the money is for the advertiser — sub- scription $2 per year -- advertising information from and find it through this paper – proud of their paper all the papers given on application to The Religious C. È. Pearsall, Manager, Westfield, N. J. “If you - circulation 9000-8 pages-type size 132 x 1972 Press Association, Philadelphia, Pa. column 2/8 x 1972 — dated Thursday - to press Mon- The Sunday School Times, Evangelical - 1031 Wal- want your ad to reach the homes, try the Standard." day - Advertising details managed by Religious Press nut St. The Lutheran Observer, Lutheran —1328 Association, Phila. Chestnut St. The Christian Standard, Methodist -- 921 Arch St. The Ref'd Church Messenger, Ref'd CHRISTIAN STANDARD - weekly-OO Arch Church -- 1025 Arch St. The Presbyterian Journal, St., Phila., Pa. — issued 32 years — Non-sectarian Presbyterian - 1328 Chestnut St. The Christian In New York principally Methodists — general amongst all denomi- structor, United Presby'n —-1522 Chestnut St. The nations with the people whose aim is promotion of Episcopal Recorder. Ref'd Episcopal -718 Sansom New York City Christian Holiness — circulation 14,000 -- subscribers St. The Christian Recorder, Afr'n Methodist — 631 serious people -- thoughtful, forward looking -an ex- Pine St. NEW YORK LEDGER ~ weekly - illustrated clusive following not reached otherwise - subscribers THE SUNDAY SCHOOL TIMES — weekly – - for every member of the family - started 1844 — who get their religious information from this paper - interdenominational - started 1859 — circulation to circulation general throughout the United States trust it — follow its recommendations - 20 pages - regular subscribers 150,000 - 99% type size 714 X 112_dated Saturday - to press pre- reaches the homes of the great middle class - homes distributed pretty evenly throughout United States and Canada in pro- of discrimination, taste and purchasing ability — type vious Saturday -- Advertising details managed by Re- size of page 972 x 1438 — no extra charge for cuts, portion to population, among Sunday School teachers ligious Press Association, Phila. and superintendents, ministers and other Christian double column or heavy type advertisements -- pub- workers, 1% foreign circulation. Type size of page CHURCH MAGAZINES of the Church Press lished Saturdays — can use any kind of cut - adver- 978 X 1312 - column 274 x 1372 --- no extra charge for tisements must be in 3 weeks in advance. Association are not art publications, nor denomina- cutting column rules or for cuts -- heavy black cuts tional journals -- they are, in reality individual church and type not admitted - special guarantee of adver- newspapers issued by wide awake churches in Phila- tiser's reliability is published each week on last page. delphia, New York, Boston, and other cities, each one Published Saturdays. Ads must be in 10 A. M. Mon brimful of local church news items of interest to the church membership - all denominations - not co- day operative, but uniform in size, style, and advertising. Combined circulation 85,000 copies per month directly New York City into the homes of the most renfied families of each city. Edited by the pastors and welcomed by the NEW YORK HOME JOURNAL - Weekly - people. New York society and literary - fiftieth year - circulation 10,000 — unequalled for quality by any journal in the EPISCOPAL RECORDER — weekly—-718 San- New York City United States, going almost exclusively among fam- som St., Phila., Pa.-issued 77 years - only organ ilies of wealth and cultivation-reaches the fashionable Reformed Episcopal Church - Episcopal denomina- POPULAR SCIENCE — or Popular Science | world of the large American cities and their suburbs, tion Americanized - great influence — circulation | News, formerly Boston Journal of Chemistry – Talso London and Paris - type size of page 1472 x 20 Short Story Publications Society Papers New York Scientific Publications 986 FOWLER'S PUBLICITY Sunday School Teachers' Help Sporting Papers Story Publications inches - column 238 x 20 inches — no type restrictions, 17 x 22, column 2 x 22 - extra for cutting column rules, - type page 8 x 472, two columns, no extra charge for — no extra charge for cuts or double column – pub- and for cuts — can use only outline cuts --ads. must be cuts or cutting rules; no ads on reading pages — pub- lished Wednesday — advertisements should be in by in 8 P. M. for morning, 10 A. M. for evening. lished first of month; ads must be in by 20th. Monday. TEXTILE WORLD-monthly—illustrated-covers Ohio textile manufacturing industries-oldest in field-estab- lished 1868- claims largest circulation and offers to Cleveland compare-has largest number of advertisers--type size page 8 x 472, 2 columns — can use any cuts - no extra CLEVELAND TOWN TOPICS - published Ontario charges for cuts or cutting rules — no ads on reading every Saturday. Now in its ninth year. Circulation pages-published 15th of month-ads must be in by guaranteed to exceed 6300. Advertising pages contain Toronto 5th. On Jan. ist, 1897, absorbed Textile Mfrs. Review four columns, ten inches long, columns two inches and Industrial Record, which had previously combined wide. Can use the finest cuts. Accepts only high SUNDAY SCHUOL BANNER — monthly - for five other textile journals. Published complete direc- grade business. No medical ads. The only society Sunday School teachers – established 1866 -- circulat- tories of trade (free to advertisers). journal in Ohio. Contains also dramatic news and | ing in the Dominion of Canada and Newfoundland - Minnesota notes. size of type page 5 x 772 - column 272 x 772 — no extra charge for cutting column rules - n10 restrictions Ontario Minneapolis on cuts - the publisher reserves the right to accept only such advertisements as he considers suitable. NORTHWESTERN MILLER — weekly --- 24th Toronto Published about ist of previous month. Ads must be year-illustrated-from 40 to 50 pages per week-circu- in ten days ahead. TORONTO SATURDAY NIGHT - Weekly - ſation 5,000 — over of it paid at the rate of $3 per year-in advance-size of page (type 834 x 1274) size of started in 1887 - 12 pages, society, literary, art, and drama, size 2012 X 14 inches — wide columns – circu- Surgical Journals columns 214 x 1214 — standard journal of the trade - 400 annual regular advertisers - advertising and sub- lation 14,800 – circulates among the cream of the pop- ulation, principally in Ontario — regular subscribers New York scription receipts exceed those of all the other milling and large street sales — advertising rates and sample journals in the world combined - circulation in all the flour-producing states — in all the eastern, southern, New York City copies on application - postal will bring you the ex- periences of America's largest and most successful and foreign flour markets - advertising rates furnished advertisers with our columns. Sheppard Pub. Co. INTERNATIONAL JOURNAL OF SURGERY on application. - monthly - devoted to practical surgery and gynæ- cology -- a journal for the surgeon and general practi- Missouri tioner. This publication has the largest circulation of any monthly medical or surgical journal of recognized St. Louis Illinois standing published. The average circulation is over 28,000 copies each month and reaches a class of physi- / STOVES AND HARDWARE REPORTER- Chicago cians who have money to buy. Size of advertising published weekly at St. Louis, Mo. — the only weekly page 672 X 972 inches. Published by International hardware paper published west of the Mississippi - Journal of Surgery Co., J. MacDonald, Ji THE AMERICAN FIELD — for sportsmen, not has a circulation of over 7,000 each week among the best of the retail trade in every western state-contains sports - circulation 15,000, but the paper is borrowed | Gen. Mgr., 106 Fulton Street. information of value to the trade, and is considered by so much it is as good as 50,000 --established 1874 — them as indispensable-has among its advertisers some covers the whole country and is about evenly dis- of the best firms in the country who have been continu- tributed --- published weekly - type size of page 914 x ous customers for many years. 14 — column 274 x 19 – practically no restrictions on Illinois type or cuts. Chicago New York DOMESTIC ENGINEERING - published New York City monthly and weekly --- circulation, monthly 8,000 per Massachusetts month — circulation weekly, 7,500 per week — size BOOTS AND SHOES WEEKLY — illustrated- monthly type page 71 x 10 — Size weekly type page, boot and shoe trade started 1883 - reaches retailers- Boston 5x8 — weekly published Saturdays — monthly pub- the cream of the trade as well as manufacturers and lished the middle of each month. Devoted to plumb-jobbers in all parts of the United States and in many YOUTH'S COMPANION – weekly — illustrated ing, heating, lighting, and ventilation. foreign countries—type size of page 77/8-X 1074-column — for the whole family -- started 1827 — circulation 238 X 1014 -- no extra charge for cuts - display type or 541,638 — about 85% east of Rockies, balance in ex- PAINT, OIL, AND DRUG REVIEW - a for cutting rules — published every Wednesday - ads treme West and Canada — Type size of page 972 x journal devoted to paints, petroleum, and other oils. / must be in on Friday before date of publication. 1438, column 274 X 1438 — no extra for cutting column glass, drugs, chemicals, etc. $2 a year — published rules — no extra for cuts -- large heavy type not every Wednesday – type size of page 778 x 1134 CARPENTRY AND BUILDING — monthly — admitted — can use any cuts if not too black - invest- inches — size of column 3% x 1134 inches — no extra illustrated. Established 1879. A practical magazine · ments ads. prohibited - Published Thursdays — ads. charge for cuts — thoroughly circulates among manu- for Architects and Builders. Treats on carpentry and must be in 3 weeks in advance. facturers and dealers. joining, framing and construction, masonry, plastering, roofs and cornices, heating and ventilation, cabinet New York Indiana work, architectural design and drafting. Type size of page 634 X II. Column 21/8 X II. No extra for New York City Indianapolis cutting column rules or for cuts. Advertising forms close on the zoth of each month. ARGOSY — monthly — fiction. Started Decem INDIANAPOLIS TRADE JOURNAL — weekly ber, 1882 — circulation 75,000 throughout United - wholesalers, jobbers, and manufacturers — started DAILY METAL MARKET REPORT - daily - States and Canada -- Type size of adv pages 514 x 8 Feb. ist, 1890 – circulation 4500 --- reaches retailers the metal and iron trades-reaches the miners and - columns 25% x 8 - quarter page 258 x 4, or in d. c. throughout Indiana, Illinois, and Ohio — type size smelters of copper, tin, lead, antimony, spelter --- con- form 2 deep x 574. No extra charge for cutting of page 1872 x 2572 - column 214 x 2572 — can use sumers of all metals — purchasing agents of principal column rules or for cuts — no adv less than one inch any cuts except half-tones — no extra charge for cut-railway and steamship lines — the canning trade — and accepted, and d. c. ads must measure one inch deep, ting column rules --- published Saturdays – ads must dealers in metals, iron and steel in the United States, an aggregate of 28 agate lines. All advs must be set be in Wednesdays — only commercial trade paper Canada, and Mexico. Advertisements are so dissemi- attractively. Line or wood cuts or half-tone illustra- published in Indiana. nated among the reading matter as to assure the atten- tions may be used. Published first of each month. tion of readers. Size of page 10% X 14—the only Advs must be received five weeks in advance of date of daily metal paper in the world. issue. Boston DRY GOODS CHRONICLE-circulation 10,000 NEW YORK LEDGER -- weekly -- illustrated- copies weekly guaranteed and proven when desired - for every member of the family — started 1844 — circu- BOOT AND SHOE RECORDER-weekly-larg- published weekly -- every Saturday morning - started lation general throughout the United States — reaches est shoe and le est shoe and leather journal in the world - Circulation 1885-reaches the retail jobbing and manufacturing dry the homes of the great middle class - homes of dis- equal to that of any three similar pub equal to that of any three similar publications in the goods trade. Type size of page 13 x 9- columns 13 x crimination, taste and purchasing ability — type size of United States--read by the best class of manufacturers, 278-printed on calendared paper-print finest cuts. page 972 X 1438 — no extra charge for cuts, double jobbers, and retailers — Type size page 734 X 1038 — column or heavy type-advertisements - published / printed on good paper in good style “To intending DRY GOODS ECONOMIST–Weekly-Saturdays Saturdays — can use any kind of cut — advertise- advertisers, write us for specimen copy, rates, etc. -- most valuable information-carrier and largest Dry ments must be in 3 weeks in advance. The Boot and Shoe Recorder has a large and growing Goods paper in the world. Read at home, the store foreign circulation that brings returns — Try it and and the mill. Reaches retailers, wholesalers and man- ufacturers both in Europe and America. Tells how, Sunday Newspapers watch the result. where and what to buy and how, when and what to NEW ENGLAND GROCER-Weekly-grocery, sell. Size of page 972 X 14, column, 254 X 14. No Massachusetts provision and produce trades — started 1877-circula extra charge for cuts if furnished. Half-tone and line tion 5,000 — only paper of its kind in New England - cuts can be used. No type restrictions. Boston owned by retail grocers -- for all grocers all the time — type size of page 858 X 1272-column 278 x 1272-can ELECTRICAL WORLD -- weekly - electrical -- GLOBE- morning, evening, Sunday - political, use cuts—no extra charge for cuts—110 type restrictions started 1874 — circulation three times that of any other family, and business newspaper - read at home and published Friday --- ads need be in by Wednesday, electrical journal in the world—actual average for entire office-started 1872— circulation daily 188,091, Sunday year 1896, per issue, 10,061-sworn statement-reaches 251,485, high water mark 640,250 -- about 65% of | LORDS POWER & MACHINERY MAGA-| every electrical company that can be reached by a readers in or within 20 miles of Boston, balance in ZINE-- monthly — illustrated — for power users, sta- newspaper advertisement-type size of page 814 x 11- New England and entire country-Type size of page tionery, and marine engineers. Circulation 1896, 10,000' column 2 XII—can use any cuts — no extra charge for FOWLER'S PUBLICITY 987 cutting column rules. Published every Saturday - | Illinois started 1859 — type size of page 1372 x 20, column 21% ads received until Thursday morning. Office 253 x 20, can use any cuts - no extra for cutting column Broadway. Chicago rules - no type restrictions — published Sundays. HARDWARE DEALERS MAGAZINE - EQUITY — weekly — illustrated - Represents best | New York monthly -- hardware — stoves and house furnishing business, financial, railway, corporate, educational, goods-started 1893-circulation 10,000-reaches every political, economic and social interests -- A journal Mount Holly dealer in hardware in the United States and Canada, that seeks to elevate and upbuild, not only the masses, carrying a stock of goods in value exceeding $3,000 — but all business interests, and condemns demagogues 1 DISPATCH - political, family, and business paper type size of page 57/8 x 8 inches -- no extra charge for and wreckers - started 1888 — circulation 22,500 - -established in 1887 — circulation, 1,800 — reaches reducing cuts-money expended for advertising outside Reaches intelligent classes throughout the land — Type every post office in the county - sold by newsdealers of this magazine is a partial duplication of circulation size of page 972 x 1372 — column 278 x 1372 — no extra — the only paper in central Jersey with a strictly paid- and to that extent an unnecessary expenditure-D. T. I charge for cutting column rules, or for cuts - in-advance circulation-type size of page 1372 x 1972, Mallett, publisher, 271 Broadway. any cuts - published Saturdays. columns 21/8 x 1972 - no extra charge for cutting col- umn rules and for cuts -- can use every class of cuts if HEATING AND VENTILATION - monthly - Monmouth not too black - no type restrictions - objectionable illustrated-1 ade technical publication devoted ads prohibited - published Thursdays - ads must be exclusively to subjects indicated by title - guaranteed REPUBLICAN-ATLAS - weekly – established in Tuesdays. circulation 5,000 copies — first-class advertising me- 1846 – guaranteed circulation 1700 — a copy goes into dium, reaching largest buyers of all classes of heating every square mile in Warren County — "good words New | New York City and ventilating apparatus in United States and Europe from advertisers" on file in the office. Type size of type-size of advertising page 774 inches by 11 inches; page 1594 x 20 — column, 214 x 20. Any reasonable NEWS LETTER- weekly--illustrated-political, column 214 x II inches three columns to page --no cuts used. The Republican-Atlas guarantees adver- | family and business newspaper, devoted to the interests restrictions on use of cuts or style of type --- issued on tisers the largest circulation in the county. It pays to of the Staten Island portion of Greater New York – 15th of month-ads must be in by joth. include this paper in covering Illinois. circulation 5,000, confined principally to that borough Massachusetts – type size of page 1372 x ro, column 1372 x 278 --cuts IRON AGE - Weekly, with Semi-Monthly and and display subject to approval — published Saturdays Monthly Editions. The leading journal of the Hard- ware, Iron, Machinery and Metal' Trades. Circulates - ads must be in Fridays. Boston extensively among Merchants and Manufacturers GLOBE-morning, evening, Sunday - political, throughout the United States -- large and influential family, and business newspaper-read at home and list of subscribers in the principal countries of the office - started 1872-circulation daily 188,091, Sun Athens world. Type size of page 634 x 11; Column 27/8 X II. No extra charge for cutting column rules. No type day 251,485, high water mark 640,250 — about 65% of readers in or within 20 miles of Boston, balance in ATHENS MESSENGER & HERALD - weekly restrictions. Can use cuts of any description. Pub- New England and entire country-Type size of page - old family paper of Athens County — started 1825 lished Thursday–Advertising closes Tuesday. 17 x 22, column 2 x 22— extra for cutting column rules - circulation 3,615 --- type size of page 1372 X 1934 - and for cuts - can use only outline cuts -ads. must be no extra charge for cutting column rules and for cuts JEWELER'S CIRCULAR AND HOROLOGI- in 8 P. M. for morning, 10 A. M. for evening. - no type restrictions — published Thursday of each CAL REVIEW-712 X 10-type size of page, 3 col- week-- Advertising propositions promptly attended to umns 10 inches-no extra charge for cutting rules or Somerville -one price to all. display - no restrictions as regards cuts - or any kind of advertisements applicable to the jewelry, watch, CITIZEN - weekly newspaper - established 1888 Ontario silverware, optical and kindred trades. — circulation 3500 - chiefly local — high-grade matter only — read in families of well-to-do people uses METAL WORKER - Weekly - Saturdays — illus- Toronto extra care in editing, make-up and arrangement -- no trated — started 1874 — devoted to the stove, tin, sheet liquor ads -- can use any cuts; excellent results with MAIL AND EMPIRE — weekly — organ of the metal, roofing, cornice, plumbing and heating trades. half tones --Type size of page 1372 X 1972 — width of Circulates throughout the United States and Canada. conservative party of Canada — circulation principally column 2 (13 em) --no extra charge for cuts, cutting Type size of page 634 X II --- columns 2/8 x Ir - no in the Province of Ontario, the garden spot of Canada column rules or changes, unless demands are excessive extra charge for cutting column rules or for cuts. —circulation 24,256 - eight pages — column 2/8 x 2112 -rates invariable — Character of circulation counts. Advertising forms close Friday morning. - A great medium through which to reach the rural South Framingham population of Canada. SHOE AND LEATHER REPORTER - every Thursday-established 1857-circulation 5,000, Ameri- | TRIBUNE — every Friday — local news, stories, can and foreign-covers hide dealers, manufacturers of agricultural and other special features — leading shoes and leather, kindred industries, shoe jobbers, weekly in this vicinity--all Colorado findings dealers — type size of page 874 X 12 -- column towns - established 1883 - eight to ten pages — type 234 x 12 - no restrictions on cuts, type or cutting rules size page 1338 x 20 — column 278 X 20 — no extra Colorado Springs -ads received until Tuesday P. M. ~ publish annual charge for cutting column rules, or for cuts — any style directory of shoe and leather trade in United States, cut or type --South Framingham is most important THE MINING INVESTOR — weekly — for in- Canada, and leading foreign houses. Only book of railway center in Eastern Massachusetts — we also vestors generally and investors in mining properties kind published-contains advertising. print editions for Holliston, Ashland, Sherborn, and mining stocks in particular - circulation 1,500 Southboro, Sudbury, fine advertisers. small circulation in France, England, and Germany, TOBACCO - a weekly illustrated newspaper of 28 or more pages, published in the interest of the whole- Canada and Mexico - type size of page 874 XII — Michigan columns 234 x 9-any cuts can be used—no extra charge saler and retailer of cigars, cigarettes, manufactured tobacco, snuff and smokers' sundries — largest circula- Ann Arbor for cutting rules-published Saturdays—The Colorado Springs Gazette Pub. Co., W. 'McK. Barbour, tion in United States of any tobacco trade paper-size REGISTER — general county news - weekly -- 12 of page 9 X 13 -- column 21% X 13 — no extra charge for Secretary. cuts or cutting column rules — heavy display type ad- pages -- 72 20 inch columns - 10,000 prosperous Massachusetts mitted — published every Friday — ads must be in not readers -- covers entire county of 60,000 population. later than Thursday morning. Boston Saginaw YOUTH'S COMPANION — weekly-illustrated- Pennsylvania SAGINAW POST -- weekly — German – Inde-l for the whole familv_started 1820-circulation pendent -- started 1887 - circulation 5,000, all regular -abaut 85% east of Rockies, balance in extreme West Philadelphia subscribers --- reaches the large and prosperous Ger- and Canada - Type size of page 972 x 1438, column man population of the fertile Saginaw Valley, central 274 X 1438 - no extra for cutting column rules — no KEYSTONE — monthly - jewelry and optical - and northern Michigan —is read by the whole family extra for cuts - large heavy type not admitted can started 1880 - circulation 15,000 - reaches retailers, -8 pages -- type size of pages 1578 X 22 — columns 26 | use any cuts if not too black - investments ads. pro- manufacturers and wholesalers throughout America - X 22-no extra charge for cutting columns — can use hibited - Published Thursdays — ads. must be in 3 type size of page 834 X 13 -- column 234 X 1278no any cuts - weak men and all other objectionable ads all other objectionable ads | weeks in advance. extra charge for cutting column rules or for cuts — prohibited - published Thursdays - ads must be in published first of month - ads must be in by 25th - Mondays. New York B. Thorpe, Publisher, office 19th & Brown Sts. New Hampshire New York City Hillsboro Bridge HARPER'S BAZAR-Weekly Illustrated— Type size of page 974 X 14-Column 214 x 14-Four columns MESSENGER — weekly- local --started 1866- | to the page- No extra charge for cutting column rules Colorado 1 circulation 1300 — type size of page 24 X 38 — column or for cuts — No type restrictions—Can use any cuts- 278 X 24 - no extra for cuts or cutting column rules — Published Friday of each week.. Loveland publication Thursdays -- ads in Tuesdays-only local paper with guaranteed circulation for twenty miles. HARPER'S ROUND TABLE - Weekly — Illus- REPORTER — weekly — called "the only strictly Brehaut & McPhail, Publishers. trated-Size of page 7 x 912, Column 274 x 972- Three truthful paper in Colorado” – started 1880 – circula-n . columns to the page - No extra charge for cutting tion 110o and still growing - eight pages -- type size New Jersey column rules or for cuts -- No type restrictions - can of page 1372 X 20 — no restrictions regarding column use any cuts — Published Tuesday of each week. rules or type – obscene ads barred - published in an Atlantic City agricultural, mining and stock-raising country where HARPER'S WEEKLY – Weekly - Illustrated- there is a good supply of money and a large mail order Type size of page 974 X 14 — Column 214 X 14~ Four business is transacted — sample copy and advertising family and business newspaper - circulation 2400 to columns to the page – No extra charge for cutting rates free ipon application - a clean, original, home 2800 -- varies according to sales on the streets recog-column rules or for cuts — No type restrictions — Can weekly paper. | nized amusement paper of this resort in summer | use any cuts -- Published Wednesday of each week. Weekly Publications 500 Weekly Newspapers 988 FOWLER'S PUBLICITY NEW YORK LEDGER -- weekly - illustrated copies (90 per cent. going to subscribers, 10 per cent. I columns to the page, column 214 in. wide -- no extra. for every member of the family- started 1844 — circu- sold by news agents)—4 columns to the page -column charge for cutting column rules or for cuts. Can use lation general throughout the United States --reaches. 22 inches wide, 200 lines in depth — no extra charge any cuts-no type restrictions. Published 25th of pre- the homes of the great middle class--homes of discrim- for cuts or electrotypes — no charge for cutting rules — ceding month, forms close the 15th. ination, taste and purchasing ability--type size of page advertisements measured in agate, 14 lines to the inch- 972 X 1438—no extra charge for cuts, double column or only thoroughly reputable advertising accepted - ads Ohio heavy type advertisements - published Saturdays--can must be in five weeks in advance of date. use any kind of cut-advertisements must be in 3 weeks in advance. Springfield NEW YORK LEDGER-weekly-illustrated--for every member of the family--started 1844-circulation WOMAN'S HOME COMPANION - monthly Woman's Publications general throughout the United States — reaches the — illustrated — for women and their families - started. homes of the great middle class — homes of discrimi- 1873-circulation 220,000 — circulates all States — type Massachusetts nation, taste and purchasing ability — type size of size of page 91/2 X 141 (198 agate lines)-column 214 x page 972 x 1438 — no extra charge for cuts, double 1411 - heavy type and black cuts must be lined — pub- column or heavy type — advertisements - published | lished first day of each month-copy must be in on 5th Boston Saturdays — can use any kind of cut - advertisements of preceding month. must be in 3 weeks in advance. YOUTH'S COMPANION - weekly-illustrated- for the whole family-started 1827-circulation 541,638 THE PURITAN — Monthly, profusely illustrated Young People's Papers --about 85% east of Rockies, balance in extreme West and Canada -Type size of page 972 x 1438, column 2148 -woman's interests, art and fiction. Started January, mn 274 | 1897. Circulation 150,000 copies throughout the United Massachusetts X 1438 -- no extra for cutting column rules -- no extra States and Canada. Type size of page, 838 x 1272 in. for cuts — large heavy type not admitted— can use any Adv. columns 2 in. wide. Printed throughout on fine cuts if not too black - investments ads. prohibited -- Boston grade coated paper. One inch smallest ady, accepted. Published Thursdays -- ads. must be in 3 weeks in Only highest grade of adv'g taken. Forms close four YOUTH'S COMPANION -weekly--illustrated- advance. weeks in advance of date of issue, which is the first of for the whole family-started 1827---circulation 541,638. each month. New York -about 85% east of Rockies, balance in extreme West | and Canada - Type size of page 972 X 1437, column WOMAN'S WORLD AND JENNESS MILLER214 x 1438 — no extra for cutting column rules — no New York City MONTHLY-illustrated-a family journal devoted to extra for cuts — large heavy type not admitted - can everything that appeals to woman, home and society use any cuts if not too black - investments ads. pro- LADIES' WORLD-monthly-illustrated-house - guaranteed paid-in-advance-subscriptions 100,000 hibited - Published Thursdays — ads. must be in 3 hold - established 1879 - circulation nearly 400,000 monthly: size of page 16 XII; 1474 column, four weeks in advance. 318 ☆ elab A WEB . . . Red. INT ATS S ANA D 111tl DETEC 16 1 . ! VIA FOWLER'S PUBLICITY 989 COÖPERATIVE PAPERS Atlantic Coast Lists Muncy...". . . ...... . . IV Hazleton ...................... Journal | Brooklyn..................... Reporter Hyde Park (Scranton).......... Eagle Caledonia... ............... Advertiser Jermyn ....... ........ Press Carmel ...... ..... Republican Lansford ...... ....... Record Castile ..... ....... Castilian Laporte . ..... ...... Democrat Chester ...... ... News Laporte.... .....News Item Cohocton ........ ..... Times Mapleton Depot.... ......... Item Copenhagen.....................News Atlantic Coast Lists are made up of ten separate lists, any or all of which may be Miffintown. ....... Star Dobbs Ferry............. . Register used, thus enabling advertisers to cover individual sections of territory. The 1600 | Millersburg... ..... Sentinel | East Hampton.... ..... Star papers comprising these lists reach from the State of Maine to the Mississippi | Millville .... ...... Tablet East New York..... . Advertiser River Monongahela........ Daily Republican East Norwich.. Enterprise 63 per cent. have no local competition, being the only journals issued in their ........... Luminary | Edwards .......... Record respective localities, and 88 per cent. are the only papers of their towns or pub Normalville . .......Mountaineer Findley Lake ...... .. Breeze lished at county seats. They cover a third of the entire rural population of the Northumberland.......... Public Press Flushing ....... ...... News Atlantic slope and a sixth of the reading population of Orwigsburg ...... ..........News Flushing.... ... Times outside the large cities. Parkesburg ....... ...... Times Fulton... ... ....... Patriot They are local family papers, the home publications of the country people. Pen Argyl.......... ........ Index Fultonville, ..... .. Republican These lists are in a class by themselves. No other like lists approach them Pine Grove ..... ....... Herald Glen Cove..... .... Gazette either in circulation or general quality of the papers. Pottsville ....... ...... Review Harlem ......... own Visitor When the Atlantic Coast Lists are used the advertiser may rest assured he has Quakertown .... ..... Times Harrison ........... ....Herald the best'to be procured. Saint Clair..... linters Haverstraw....... ..... Times Headquarters, 134 Leonard Street, New York City. Selinsgrove.... . Times Islip ............ ....Herald Shamokin..... Jeffersonville... .... Record New York Newspaper Union Portville .... .............. Autograph Sharpsville .................Advertiser Katonah............. ..... Times Prattsville . ........ News Souderton .... ....... Independent Long Island City.......... .... Herald List Randolph ........ Register and Courant South Williamsport...............Star Long Island City ............... Mirror Riverhead...... ...... Courier Tioga .......... ........... Argus Marion ..................... Enterprise New York State Rose........... ..... Astonisher Tionesta.................. Republican Montgomery................. Standard Alden ........ ....... Industrial Union Rosendale...... .......... Star Towanda...... ..Local Item Mount Vernon (M.).......... Pioneer Almond .... ...... True Issue Round Lake...... ....... Enterprise Ulysses ......... ....... Sentinel New Berlin ....... ...... Gazette Angelica ........ .........Republican Rushville ...... ....... Review Wallingford (M.)........ Church Herald New York (M.)... Amer. Home Journal Ardsley..... ............Herald Saratoga Sprin .....Monitor | Windgap ....................Dispatch New York.................... Bulletin Auburn .. ....... Argus Savannah.... ..... Times New York...... IK................... Citizen Bay Side.......... North Shore Review Savona....... Connecticut Review New York........ Suburban New Yorker Bridgehampton............. ....News Schoharie ........ ...... Union ...........Opinion Ocean Hill (Brooklyn)....... Advertiser Brooklyn............. Uptown Weekly Sea Cliff..... ....News Clinton ....... Shore Recorder Oswego Falls................Observer Cairo....... ......... Herald Sidney ............... ..... Advocate Darien ..... ............. Review Parish ............ .....Mirror Carmel.. ...... Courier Sidney Center ..... .... Transcript Groton. ...... Review Pelham............ ..... Press Castleton......... .. Press Silver Springs.. .... Sun Guilford...... . Echo ..Gazette Center Moriches.... ..Messenger Sing Sing......... .... News New Britain... .. Independent Pleasant Valley ....... ..... Herald Central Square..... ........News Solvay ...... ....Mail New Canaan... ....... Messenger Pleasantville ........ ..... Journal Charlotte .......... ........News South New Berlin... ...Bee Niantic ........ ....News Port Chester..... Republican Chateaugay .... .......... Journal South Otselic. ... Gazette Noank.... ..... Pioneer Port Leyden....... . Courier Chateaugay.......... Record-Democrat Springwater ......... ...... Enterprise Old Lyme ......Breeze Randolph ... .... Enterprise Chester ...... ....... Dispatch Stapleton..... ...... Herald Ridgefield..... ....... Press Rockaway Beach...... .......... Wave Cleveland....... ....... Lakeside Press Stapleton ...... ..Spectator South Manchester. ....... News Roslyn ....... ......News Clyde ........... ...........Herald Stillwater ..... ... Journal | Unionville ...... ... Tunxis Press Rotterdam Junction.... ......News Cornwall-on-Hudson ............. Local Syracuse.......... .. Hebrew Globe | Wallingford .... .... ......... Times Rye ........ .. Recorder Croton-on-Hudson............ Journal Tompkinsville ..............Democrat Woodbury ................ ....... Reporter Sidney ..... .. Record Davenport ........ vennort ................ Standard Tuckahoe...... ....... Bulletin Smyrna ............. ...... Press De Ruyter.... ....... American Tuckahoe...... ..:.... Citizen Virginia South Hannibal...... American Herald East New York... ...Globe Vernon .. ......... Times Belle Haven ....Farmer and Fisherman Spencerport ...... ..... Star East New York..... ...Record Warwick ....... Dispatch Chase City................... Progress Spring Valley, ... ...... Press East Otto.......... ...News Waterford . .......Advertiser Culpeper ..................Enterprise Tottenville ..... ....... Times Echo............. Port Jefferson Echo Weedsport ... ....... Sentinel Franklin ...... ...... Democrat Walden ....... ..... Herald Ellicottville..... ... News Wells ... ........ Record Norfolk .......... Herald Watervleit.......... Journal-Democrat Fair Haven ...... Register | Westchester ...... Independent | Pratts.... ... Free Press | Westchester..... ..Globe Fishkill ....... ...... Times White Plains.. ........ Argus Richmond...... ........... Catholic Visitor Williams Bridge. North Side City Press Fort Ann...... Republic White Plains... ...... News Winchester ..................... Press Williamstown ................... Local Frankfort ...... ....... Register | Whitestone ...... ......... Herald Woodside .................... Tribune Franklinville .... .Chronicle Whitestone......... Long Island Sound North Carolina New Jersey Freeport ........ .. Review | Windham .. .......Gazette | Elizabeth City... ...... North Carolinian Asbury Park (Mc)....... Farmer's Voice Friendship .... . Register | Woodhull Kernersville .... ............ Advocate Genoa Bayonne ...... ....... Democrat ..... Tribune | Windsor ....... Youngstown.....................News .......... Ledger Butler ....... Gilboa ....... . Monitor Windsor........... ........... Argus ......... Orient Clifton ....... Glen Cove..... New Jersey .... Weekly .... Echo . Advertiser Closter .... Glendale...... ..... Chronicle Other States Florence ....... Sunshine .. News Cramer Hill. .... Stockton Independent Ashland, N. H..... Frenchtown ..... Goshen ...... ..... Independent Ashland, N. H................... Item Garfield......... Groton........ .......... News ....... News Enfield, N. H............... Advocate | Cranbury ....................... Press Hannibal........... News and Reveille Deckertown ................ Recorder | Rochester, N. H............... Record Glen Gardner.. ...... Avalanche Harlem.. ....................Recora Hamilton Square (M.).......... Journal Bristol, Vt.............. .... Herald Hackensack..... ...... Index Haverstraw ...... ........ Call ....News Hoboken (M.)..R.R. Employes' Gazette | Jericho, Vt....... Jersey City...... ....... Press Jersey City (M.)... Hermon ................... Observer Shelburne Falls, Mass............ Echo .........Scout Jersey City.................Democrat Hicksville... ....... Press Newport, R. I.............. Enterprise Kearny..... .... | Jersey City................ ... Herald ... Republican ....Democrat Highland Falls..News of the Highlands Harrington, Del..... ......... Record Keyport...... .... Weekly ... Christian Monitor Hillsdale .... ...... Harbinger Newark..... · Hebrew Leader Newark..... | Wilmington, Del. (s. M.)... Muster Roll Newton ...... Hume ...................... Enterprise Park Ridge... ....... Record ......Local Georgetown....... ........... Courant .People Hyde Park (s. M.)............... News Passaic . ... Item Cumberland, Md.... Paterson....... ... Courier Ithaca .......... ...... Chronicle Passaic ..... ..... Record Elkton, Md............. ........ Appeal South Amboy.................. Citizen Ithaca ................. Saturday Union Pemberton (M.).. . Times Moorefield, W. Va........... Examiner Town of Union... North Hudson World Lansingburg ... ....... Times Penn Grove....., ....... Record Abbeville, S. C....... Press and Banner West Hoboken............. Contractor Lestershire ...... . Independent Short Hills..... ........... Item Georgetown, S. C............... Times Pennsylvania Little Valley.... ......Spy Swedesboro ... ...News Key West, Fla. (4T.A.W). Daily Equator Catasauqua.... .............. Dispatch Long Island City... ....... Flag Tuckerton ..... ....... Beacon Democrat Corry (2 T. A.W.).............. Leader Lyons ............ Vineland (M.)..... .......Outlook Palm Beach, Fla. (M.). .......... Voice Danville (3 T. A.W.).. ... Daily Record Mamaroneck ..... ... Register Vineland.......... Recorder and Guest | Vidalia, La..... ............ Sentinel Danville...............Weekly Record Mohawk......... .... Eagle | West Hoboken................ Leader | Coleman, Tex...... ....... Voice Easton...........Am. Home Journal Monroe ..... .... Herald West Summit... ........ News Goldthwaite, Tex......... Mountaineer Factoryville .................. Tidings Monticello.... ublican Watchman | Westwood ........ .....Chronicle Forest City. ...... News Moravia ...... .. Republican Woodbridge...... Union Printing List of New Girardville.... ....... Item New Brighton................ Standard Woodbridge ................. Register Newtown.... Jersey Shore .................. Herald ........ Sun York New York..... Mercersberg .................. Journal .... Central Echo Pennsylvania New Tripoli (M.).... ... Youth's Blade New York .............Hebrew Leader | Bellefonte .... ........... Patron New York State Philadelphia (M.)... Am. Home Journal New York ........ .... ... Nationalist Brockwayville ... ....... Record | Albion......... · News Shaefferstown ...............Exchange New York..... National L. D. Gazette Carbondale ...... .The Reveille Amityville..... .. Chronicle Smethport ................ Democrat New York ...... ..... The Suburban Covington ...... ........... Sun Andover .... Towanda (2 T. A.W.)............. Item Northport...... ........... Journal Coopersburg.... ....... Sentinel Athens ... ..... News Tremont ....................... Press Oyster Bay..... ........ Pilot Corry............ ....... Leader Babylon (M.) ...... Beacon Troy .......................... Gazette Peekskill.......... ............ Blade. Dushore .. ...... ...... Review Blauvelt ..... ..News Philadelphia ..... ... Budget-Monitor | East Stroudsburg ...... ........ News Bliss. ....... ...... Tidings Massachusetts Philmont ................... Sentinel | Freeland... ....... Progress Brooklyn ..... ....... Herald Boston (M.). .. American Home Journal Pine Hili.... .....Optic Hawley ................ ..... Times Brooklyn ....... .......... Ledger | Lowell.................. Sunday Press ..'' 0 1 .News 990 FOWLER'S PUBLICITY . . . Oxford................... Mid-Weekly | Warner............... Kearsarge Times Rhode Island Greenpoint .............. Independent Randolph.......... Register and News Weare ..................... Free Press Central Falls...................... Journal Newtown.........Long Island Journal Rhode Island West Stewartstown......... ... Gazette East Providence................ Eagle Yonkers ................ Home Journal Windham ....... ............ Observer | Narragansett Pier.............Herald Yonkers ..................... Journal Pawtucket.................. Free Press Vermont Providence........ Independent Citizen Providence .......... Brewers' Gazette Delaware Barre ..... ........ Enterprise Providence...................Dispatch Providence (M.).. Secret Society Journal Harrington ..................... Argus ....... Courier Bethel........ Tiverton................. .. Tribune Providence .................... Herald New Eastle New Castle.................... News Warren ....... Burlington................ Sunday Sun Providence . .............. Republican ...Gazette | Wilmington .......... Delaware Pionier Chelsea....... ... Herald Woonsocket........... Textile Gazette Wilmington......... Saturday Republic Connecticut Chester........... ... Advertiser Wilmington .......... Sunday Republic Bethel ...... ....... Standard ............. News | Enosburg Falls........... Philadelphia Newspaper Union Darien.......... Virginia ..... Press Felchville ........ ....................Herald Glenbrook ...... Groton ......... ............Sunbeams ...... Times List Cape Charles ................ Pioneer Hamden...... ....... Times Island Pond. ... ...... Herald Eastville ..... ........... Herald Hartford. ........... Sunday Journal Lyndonville ... ... Journal Pennsylvania Norfolk... ......... Pionier Hawthorne. ... Tribune North Troy................. Palladium Avondale..................... Herald Richmond........ ......... Daily Gazette Mystic ...... ...... Press Richford ...................... Journal | Belleville..................... Times | Richmond..... Every Saturday Journal New Hartford.. .. ..... Tribune South Royalton.... White River Herald | Bristol...... ....... Observer Richmond.... ......... Journal Riverside........... Review Springfield. ................. Reporter Chestnut Hill...... .. Times Richmond........ ......... Suedon Southington......... ...Phoenix Woodstock.............. Spirit of Age Clifton Heights.................. News Stamford .................... Standard Other States Massachusetts Columbia. .... Volksblatt Thomaston ................... Express Denver... ... Press Bridgeport, Conn.......... Rundshau Arlington. .... ............ Advocate Dillsburg ..................... Bulleti ...... Bulletin Naugatuck, Conn.. ........ Enterprise Other States Avon.......................... Record | Doylestown....... Express and Reform | Waterbury, Conn........ Neue Zeitung Thomaston, Me..... .......Herald Barnstable.... e Cod Item Doylestown...................Mirror Providence, R. J... ......... Anze Randolph, Vt.......... Buck's Monthly Boston ..................... Advance Easton ................ Correspondent | Rochester, N. H............ Enterprise Richford, Vt.................... Gazette Boston ........... ............. Agitator Eden (m.)............I. O. O. F. Guest | Charleston, S. C..... Deutsche Zeitung Washington (M.).... Tourists' Magazine Boston.............. Commercial News | Eden lu..............K. of P. Record | Linden. Ala............ ..... Reporter Boston........... ........... Courant Elizabethtown....... ......... Chronicle New Orleans, La........... Neue Welt Brewster ............. .. News .... ... News Letter New England Newspaper Union Fox Chase........ .... Home News Cleveland, Ohio.......... Freie Presse: Bridgewater .............. Independent | Hamburg ................. Schnellpost | Cuero, Téx. ............... Rundshau List of Boston, Mass. Brighton........ ..........Item Harrisburg.............. State Journal Cambridge ......... ........News Harrisburg....... Maine .....: Sun | Pittsburgh Newspaper Union Chatham ... Harrisburg...... ... Zeitung Bar Harbor. ................ Cottager Chelmsford ..... ..... Tribune Hatfield. ........... ....... Mirror List Deer Isle ................... Gazette Cochituate....... ........ Review Hazleton................... Volksblatt Old Town ................. Enterprise Cohasset ...... ..... Cottager Jenkintown.............. ...... Home News Pennsylvania Sanford. . Tribune Dennis.......... .. Local Jersey Shore..... ......... Vidette Albion ........... ......... Blizzard Springvale........ Advocate Dracut.. ...... Tribune Johnstown...... .......Neue Zeit Bechtelsville ..... ........... Item Wilton....................... Sentinel Duxbury ........ ....... Pilgrim Kittanning..... Republican Bellefonte .... ...... Magnet York.... .......... Courant East Boston...... ...Free Press Lancaster ..... .... Journal | Belle Vernon. ............. Enterprise East Boston....... ....... News Landenburg ..... Express Bellevue ......... ........ News New Hampshire East Bridgewater...... ......... Star | Lansdowne..... .... Life Bennett ....... ........ Star Allenstown... ..... Courier East Pepperell...... ...... Advertiser Lebanon ..... .. Review | Braddock.. ..... Observer Alstead ....... ......... Journal Essex ............ .... Echo - Lebanon............Wahrer Demokrat Brownsville .... ........ Clipper Amherst...... ...... Citizen Fall River...... ...... Advertiser McVeytown..... ..... Journal | Cambridgeboro............ Enterprise Auburn .......... ........ Sentinel Fall River....................Monitor Mifflintown..... Republican Canonsburg (3 T. A W.). ...... Notes Barnstead ..... ......... Witness Falmouth....... Cape Cod Independent | Millersburg...................Herald | Carnegie ........ ..... Union Bedford ........... Journal Falmouth ................... Enterprise | Montoursville .... ........... Echo Carrolltown... ..... ......... News Bow ................ ......... Telephone Foxboro. ......... Times Mount Joy........... ..... Herald Chicora ............Millerstown Herald Canaan.............Mascoma Register | Framingham.. .......... Star Newton Hamilton..... ..... Watchman Claysville ... ............. Recorder Candia......................Transcript Hanover ................... Advance Newville.......... Star and Enterprise Confluence .. ........... Press Charlestown... ................. News Hanover ...... ............ Branch North Philadelphia .World Coraopolis.... ....... Suburban Chester ............. ....... Herald Harwich.....on . Independent Norristown ..... ...... Post Corry (3 T. A W.)............ Daily Eye Chichester...... ........ Courier Holbrook..... ......... Times Norristown..... ...... Sentinel Couclersport........... .....Democrat Chichester .. ..... Eagle Holyoke.. ......... Free Press ... Courier Cresson .......... ..... Record Claremont..... .... Advocate Hudson ......... ...... Independent Philadelphia............ ...... Courier Danville (3 T. A W.). ....... Daily Sun Concord . .....Tribune Ipswich........ ...... Chronicle Philadelphia...................Ledger Danville .................... Democrat Contoocook..... ..... Independent Kingston ......... ......... Press Philadelphia.......... Sunday Mercury Danville ................. Intelligencer Deerfield....... ............ Review Lexington ........ ....Minuteman | Philadelphia ...... Ver. Staaten Zeitung Dayton ...................... News Deerfield ... ...... Sentinel Manchester.... ........Cricket | Philadelphia......... Woman's Journal Derry Station. ............ Signal Deering ..... .......Spectator Mansfield ...... ........News | Pittsburgh ................... Journal Driftwood. .. ...... Gazette ...... Enterprise Marshfield ..... ..........Mail | Reading............ .... Banner Von Berks Ebensburg ... ...... Mountaineer Dunbarton .................... Record Mattapan. ..... .......... Advocate Reading ........ ........ Biene Edinboro..... .....Conneauttee Wave Epping ......... ..........Register Methuen ........ .... Transcript | Reading (2 T. A w.).......... Die Post | Eldred........ ....... Eagle Epsom................... News Letter Middleboro ... ................News Springtown. ... Times Elizabethville..... ....... Echo Epsom...................... Standard Milford.... ......... Times Steelton..... ..... Press Ellwood City... ... Citizen Francestown... ............ Age Millbury..... ...... Journal Swarthmore........... The Swathmore Emaus ........ ... Record Goffstown..... ... Chronicle Milton....... ......News | Watsontown.......... Record and Star Erie......... ..... Truth Greenfield ..... ........Beacon Needham ..... ...Chronicle / West Chester.....................Post Evans City..... ......Globe Haverhill... ....... Courier Needham.................... Recorder West Philadelphia............. Review | Freeport........ .. Journal Henniker. ...... ....Gazette Neponset ...... ......... Journal Wilkes Barre Demokratischer Wachter Germantown ..... • Astonisher Henniker ..News New Bedford. ........... Independent Wilkes Barre......... Samstag Abend | Glen Campbell.. ..... Comet Hillsboro.......... ....... Enterprise Newton Lower Falls........... Review Williamsport .............. Beobachter | Halifax............ .... Gazette Hooksett ..... ........ Leader North Abington..... ....... Press | Wissinoming..... N. E. Philadelphian Hastings ... ..... Tribune Lakeport .........Republican North Abington...... ...... Public Houtzdale ...... ...... Observer Lebanon ...... .......Free Press North Brookfield....... .... Journal New Jersey Hughesville...... ..Mail Londonderry.... ...... Times Norwell.... ......News Atco................ Herald and Times Jersey Shore (2 T. A w.).. Semi-Weekly Loudon ........ ........ Echo Norwood.......Advertiser and Review Atlantic City.............. Freie Presse Spirit Loudon ........ .. Luminary Orleans ...... .............. Record Bayonne........ .......... Teutonia Johnsonburg...... ........... Breeze Manchester....... ...... Advertiser Pembroke...... ....... Colonist Bound Brook................... Bote Johnsonburg ................. Press Manchester ...................Graphic Plymouth ........ ... Free Press Camden............. Saturday Express Johnstown... ...... Theocrat Meredith ....... ..News Provincetown.. ....... Advocate Camden ........ White Horse Gazette Kittanning... Democrat and Sentinel Merrimack ..... ...News Randolph ... ...... Review Carlstadt.................Freie Presse Knox ........ ....... National New Boston . ... .......... Argus Raynham ...... ....... Journal Egg Harbor............... Beobachter Lawrenceville ..... ........ Herald Newmarket...... ....... Advertiser Rockland ..... ............. Standard Egg Harbor....... ...... Pilot Leechburg ..... . Advance Newport........ Republican Champion Saugus ........ ...... Herald Egg Harbor...... .......... Zeitgeist Leechburg ... ..... Record Northwood. .... Citizen Saxonville.... ....... Review Frenchtown ....... ........ Star Ligonier .... .... Echo Northwood................. Messenger Scituate....... ........ Herald Gloucester City..... ...... Advertiser Lindsey .... .....Press Nottingham .... .......... Index Sharon ............ ....... Enterprise May's Landing ..... ......... Record Liverpool.... ..........Sun Pembroke ... .......... Banner Somerset ...................Enterprise Newark ............ ...... Beobachter Loganton ............. County Journal Penacook. Rays of Light South Boston..... .... News Newark........... ..Sonntagsblatt Mahaffey .... ...... Wave Pittsfield .... ....... Reporter South Weymouth.. ........... Sun New Brunswick..... i ... Journal Manor Station. ... Valley News Pittsfield..... ............. Valley Times Stoneham ......... pendent Newfield .......... ........ ... Item | McDonald. ........ Outlook Raymond...... ....... Tribune Stoughton ...... ....... Sentinel Orange ......... ..Sonntagsblatt McDonald... ..... Telephone Rochester...... ......... Leader Swansea. ......Gazette Paulsboro ....... ....... Press M yersdale ............... Commercial Rye .... ........ Banner Uxbridge ..... ... Compendium Town of Union..... .... Revue Middleburg .... ..... Post Salmon Falls............. Independent Wareham....... .... Times Wildwood..................... Journal | Mill Hall .. ........ Times South Newmarket... ...........News Warren .... ........ Herald New Bethlehem.... .... . Leader Suncook....................... Journal | Wellesley....... ..... Advertiser New York New Bethlehem... ... Vindicator Suncook. ....... Press Westport...... .Citizen Auburn .............. Deutsche Zeitung | Newburg .... Tribune 'rnini Troy (M.).... ...... Home Companion | Winthrop..... .... Sun Auburn ...... ........ Indicator New Oxford.... ......... Item Walpole...... .............. Gazette / Winthrop...... ............ Visitor ! Bardonia........................ Adler | Newport......... ............ Ledger Olney.... Derry .... ..... Indt FOWLER'S PUBLICITY 991 Sharpsburg Newport. ...... .... News | Mannington .................... News | Hampstead................. Enterprise | Atlanta Newspaper Union List New Wilmington...............Globe | Martinsburg..................Democrat | Keëdysville .... ....... Record North East................ Advertiser Maysville........... ....... Gazette | Kensington... ......... Press Oakdale Station.... Georgia ........ Times New Cumberland......... Independent La Plata..... ....... Crescent Oval........... ...... Ledger New Martinsville....., ..... Gavel La Plata ...... .. Independent Abbeville ...... .... Chronicle Pittsburgh.. .......... Star Oceana............. People's Advocate Laurel ...... .....Democrat Adel............................News Penbrook ... .. Times Parsons ........ .......... Advocate | Laurel ....... Journal Albany ..... .....Dispatch Pitcairn ...... . Express Pennsboro ..... .......... Lever Leonardtown.... ........ Enterprise Albany...... ..... World Port Royal... Times Philippi....... Jeffersonian Plaindealer Manchester.... ........Messenger | Alpharetta...... . Free Press Quarryville ....... ..Sun Ronceverte....... Messenger and News North East...... ......... Star Arlington .........ie .... Courier Reynoldsville..... ....... Star | Saint Mary's.... .... Oracle Perryville...................... Record Ashburn ..... ...... Advance Reynoldsville ............... Volunteer Shinnston ............. News-Letter | Port Deposit.. ...... Press Athens.. .... Clipper Ridgway...................Democrat Spencer..... .......... Bulletin Prince Fredericktown.... .... Gazette Atlanta...... ....... Business Directory Salemville....... Advocate and Herald Spencer ....................... Record Prince Fredericktown.......... Journal Atlanta (6 T. A.W.). ..... Daily Opinion .................... Herald Terra Alta...... .... Oracle | Queenstown ..... ............News ..News Atlanta ..............Mail and Express Sharpsburg.................Advertiser ...... Advertiser Weston ....... .... Independent Saint Michael's.. Comet and Advertiser Atlanta.... ...... Southern Star Shickshinny .., ...... Democrat | Weston............ ..... World | Trappe ......................... Times Augusta...... ............ Union ery Rock... ........ Signal West Union.......... ... Record | Walkersville...... ............ Times Bainbridge................. Searchlight uth Fork. .... ....... Record Williamson......... Mingo Circulation Williamsport................... Leader Barnesville..... Home Journal Springdale . ......... Record New York Baxley ....... Banner Tarentum ...... Herald-Sun Virginia .....Observer Tremont......... ...... Rep Blackshear .......... ........ Times ......... Globe Buffalo... Thompsontown... ............Gospel Era Amherst..... ..........New Era | Blakely..... ....News Buffalo.............. Tent and Temple | Amelia c H. ........ News Blue Ridge (2 T. A.W.) ......... Record Turtle Creek..... ..... Observer Canisteo .... ublican Ashland ...... ....... Herald Bowdon..... .... Intelligence Turtle Creek ...... ...... .. Valley Leader Cato ....... .. Citizen Blackstone ... ......... Courier Brunswick.. ....... Herald West Alexander...... .... Call Cuba......... ...... Post Boydton...... ........ Chronicle Buford...... .... Herald West Newton..... ...Sun Lancaster.... ...... Enterprise Buchanan...... ....... Banner Buford..... .Plow Boy Wilkes Barre...... ....... Plain Dealer Macedon..... ...... News Gatherer Cape Charles.... .... Head Butler..... Banner Watchman Wilkes Barre. Trades-Union Advocate Newport....... ......... Journal Claremont.... .... Union Butler.. .... Herald Savannah. News Wilkinsburg .................... Call Courtland ..... ...Despatch Camilla .... .... Clarion Wilkinsburg ................ Enterprise Silver Creek...... ... Gazette Covington .. ..Sentinel Canon.... . Free Press Wilmerding ... Sinclairville.... Leader and Commercial ....News Crewe ..... ........... Journal Carnesville ... ...... Tribune Zelienople ...... ....... News Williamson ................... Sentinel Culpeper..... Exponent and Advertiser Carrollton. People's Advocate Kentucky Emporia .... ........ Virginian Clarkston ...... Ohio .... Clarion Fairfax.......... .....Herald Cleveland.... ....Courier Adamsville................... Register Beattyville (2 T. A. W.)....... Enterprise Falls Church....... ....News Conyers .... Banner Ashtabula Harbor...... ....Gleaner ....... Visitor Beaver Dam. Farinville.... ........ Journal Cordele......... ....... Herald ..............News Columbia ....... Barberton.............. .....Spectator Floyd ........ ....... Times Covington Enterprise Barnesville...... ...... Whetstone Hardin ............ .............. Star Franklin ...... ............. Courier Darien (M.).... ...... Herald Bellaire ..... ..... Democrat Lexington (M.). ............ Three Links Front Royal.... ... Warren Register Darien ........ ...Spectator Burton... ... Leader Other States Gordonsville . Gazette Decatur..... ..New Era Cadiz ..... ............ Democrat Hamilton........ Albion, Ind................. Democrat Enterprise Dublin...... ...... Courier Cambridge (3 T. A. W.) ...... Daily Sun Lawrenceville ..... Rosedale, Ind. (2 T. A. W.). .....Sonnet ....Gazette Eastman.... .... Exponent Canal Dover...... Democratic Advocate Lawrenceville Lansing, Mich...... Farm and Fireside ......News Eatonton.... ....Messenger Canal Dover ......... .........News Lebanon....... Luther, Mich................ Observer ..News Elberton..... .. Golden Age Circleville.,.. Democrat and Watchman Louisa C. H.. .News Elberton...... Oscoda, Mich...... ..... New Era .......... Press Columbiana ........ ...... Ledger Lovingston... ..... Leader Times Ellaville ..... ....News Crestline............ Farm and Fireside Luckets (...). Broadway, Va............ Valley Voice Messenger Ellijay ...... ... Sentinel Luray. ........News Fairburn.. Lridersville ....................Record Winchester, Va.... Independent Leader ........News Dayton........ .... Sunday World Luray...... ..... Union Fayetteville...... ........ News Oakland, Md...... Mountain Democrat Delaware... Reflector Monterey .... Recorder Fitzgerald.... Enterprise Forest ......... ....... Review Newcastle Baltimore Newspaper Union ...... Record Fitzgerald .. Leader Fostoria ...... .. Review New Market..... ....... Press Fitzgerald ... .......Citizen Frazeysburg... ......Advertiser List Norfolk (M.).... Cornucopia Flovilla ....... Headlight-Home Seeker Geneva ........ .. Free Press Orange ......... . Observer | Fort Gaines.. ...... Sentinel Grafton. News Southern Pennsylvania Pearisburg ...... Virginian Gibson.......... .. Banner Granville .... ...... Times Akron........ Port Royal (s. M .. Press Gibson...... Record Grove City.... Berlin ........ ....... Record Rocky Mount........ Times-Democrat Gray ......... · News Irondale .. Courier Berwick ...... Independent | Smithville.......... .........Gazette Greensboro.... .....Herald-Journal. Kingston...... ........ 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Herald | Williamsburg ...... ........Gazette Irwinville .Dispatch Milford Center... ........ Ohioan Millmont..... People's News Winchester .... ........... Times Jeffersonville.... ..Herald Navarre............ ....... Times Mount Holly ...... Echo Jesup.......... ... Sentinel New Comerstown ..... .......... Index Mount Union... .... Times North Carolina Jesup.......... ........ News New Matamoras ... ........Mail New Albany ..... Mirror | Hertford ... .. Courier | Jonesboro ........ .Enterprise Niles.. . Independent | Norristown....... ... Review Hertford ........ ..Record Jonesboro. . News Orwell. ...... News Letter Noxen ..... ........ Vidette Murfreesboro .. ....... Index Josselyn...... ....Gazette Pleasantville.. ...... Enterprise Russellville (M.).... Farmer's Advocate Whiteville ..... ......Herald Knoxville..... Correspondent Prairie Depot.. ... Observer Schuylkill Haven... ......... Call Wilkesboro ..... Lagrange..... ... Trumpet Roseville.i... . Independent Spring Forge.................. Ripplet Lambert...... .... Southern Home Sardinia...... Sardinian West Virginia Stewartstown .... .....News Lexington....... .... Echo Scio......... ..... Herald Tionesta......... .......... Vindicator | Alderson .................... The Man Lincolnton.... ............News Shreve...... ..News Wilkes Barre. ....S. K. Journal Benwood........... .... Enterprise Louisville.... News and Farmer Spencer..... ....... News Wilkes Barre ...... ........ Observer | Berkeley Springs ....... ......... News Louisville.... ... Times Thrichsville (6 T. A. W.) Daily Chronicle Wilkes Barre (M.).. .... Sunshine Clay ..... ........ Hoot-Owl Macon ....... Appeal Uhrichsville.. ....... Chronicle Wilkes Barre.. ... Reporter Gerrardstown (E. O. W.)......... Times Macon ...... ........ Guide Wadsworth, .....................News Wrightsville....... Glenville ...................... Banner Madison...... .... Advertiser West Farmington, ........ 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Advocate Elizabeth City...................News Winterville.............. Home Visitor Cuba............ ... Banner Thomson... Enterprise Franklin ........ ...... Press Williamston..... ............ News | Cullman........ Mountain ity Gazette Thomson ...... ....... Journal | Murphy ... ...... Scout Yadkinyille ....................Ripple Dadeville...... ....... Herald Toccoa....... Times News Pee Dee..... ..... Herald Dadeville.... ...... New Era Trenton ........... .. News South Carolina Salisbury ............. ....... Truth Decatur ...... ....... Herald Trion Factory ................... Echo Wilkesboro.................. Chronicle Anderson .... ........... Journal | Demopolis........ .. Express Valdosta ........ ......Record Anderson........... People's Advocate | Demopolis ....... ... Hope Vienna ......... ....... Progress South Carolina Bamberg ......................Herald Double Springs.... .. Herald Wadley....... ......... Banner Aiken ........ ...... Recorder Beaufort. ..... ...... New South East Lake..... . Visitor Warm Springs (M.)....... Farmer's Era Beaufort......... Re Olican Advocate Bennettsville ... ...... Advocate Edwardsville... .... Standard-Democrat Warrenton.... ... Clipper | Brunson (E. 0. w.).......... New Light | Bennettsville............ ...... Democrat Elba (s. M.).... ....... Pointer *"""""""""""" Washington ................. Reporter Cheraw (3 T. A W.). . ......Chronicle Bennettsville (s. M.).......... Educator | Eutaw............. Whig and Observer Watkinsville..... .....Enterprise Columbia (M.)..... ..... Southland Bishopville....... ....... Mirror Evergreen ... .... Courant Wrightsville................ Headlight Edgefield......... ..... Advertiser Camden...... ......... Chronicle Evergreen ... ....... Times Wrightsville ...................Record Fountain Inn... . Recorder Chapin ,...... ........News Falkville..... ...........Chronicle Young Harris... ..........News Honea Path..... ........ Chronicle Charleston..... ..., Messenger Fayette...... ............ Sentinel Laurens. ....................Democrat Chester ........ ........ Bulletin Fort Payne..... ...... ....... Times Florida Laurens. .......... Educational Journal | Chesterfield .................Advertiser | Gate City ............. Humming Bird Bartow........ Advance Mount Willing ......People's Advocate Clinton..... ..........Gazette Georgiana ..... ......... Guardian Carrabelle..... .......News Prosperity.................. Advertiser Columbia ........... People's Recorder Good Water.... ......... Advocate Chipley........................ Banner | Saint Matthews................Gazette | Darlington.............. Darlingtonian | Greenville......, .... Living Truth Clear Water Harbor... ....... Press Summerville. ....... News Denmark ..... .....Times | Hamilton ......... .......News Cocoa... .... Banner | Summit.... ...... News Letter Dillon.... ....... Herald Hayneville ..... ..... Citizen-Examiner Cocoa.... ....... 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Bell | in their respective towns — established 1865 – questionable, disreputable, or objec- Arabi.................. School Journal | Breaux Bridge......... Valley of Teche tionable advertising not received at any price, or under any circumstances. For Blakely ................ People's Voice Carrollton ...... ....News | estimates or information address A. N. Kellogg Newspaper Company, 71-73 West Columbus ...... ..... Chronicle Floyd ....... Adams Street, Chicago, and Tribune Building, New York City .....News ... Montezuma (M.).... ..... Champion Franklin ...... ... Vindicator Mount Vernon..... ....... Monitor ...... Beacon Chicago List Grand Cane..... Peotone..... ....... Vidette Unadilla .......... .....Advertiser Harrisonburg ... ....News Plainfield.... ....Enterprise Illinois Vidalia .......... ......... Star Homer...... ...Clipper Pontiac........ .......... ...... Sentinel Way Cross...... Homer...... ...... Alliance Farmer Abingdon........... Enterprise-Herald Prairie City....................Herald Aledo .................. Times Record Prophetstown....... .... Spike Jackson........... Democratic Record Tennessee Alexis. ............, Democrat ............ Argus | Rankin.. eanerette.... lependent Chattanooga .................... Blade Tennings... Altona ...... ..... Record ........ Times Reynolds..... ...... Press Dayton.................... Republican Kentwood................. Commercial Amboy....... ..........News | Richmond.....................Gazette Halls (s. M.). ......... Banner Lafayette..... .......Gazette Arlington Heights..............Herald Rock Falls. .. News Nashville.. ......... Citizen Banner Democrat Ashton........ Lake. ...... Gazette Rogers Park...... ......News Nashville (M. ....... Palladium Mansfield.... ........De Soto News Astoria...... ................ Searchlight Rushville (1 ED.)......... Daily Citizen Nashville (M ....... Secret World Avon.......... Sentinel | Rutland Mansfield .... 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Southward Farmington..................... Bugle Harrison Station..... .......... Sun Iowa Tennessee Findlay....... ... Enterprise Hattiesburg ...... ...Gazette Fisher....... ......Reporter .... Advocate Ainsworth...... .. Clipper Ashland.......... Lexington.... ......Advertiser Galesburg..... Spectator | Altoona...... ...... Herald Ashville............. Advance-Journal Lyon.......... ... Colored Journal Gardner..... ..... Chronicle Ames........ Intelligencer Butler ..... .........Herald Mayersville.... ......Spectator Geneseo....... People's Union Mission Anamosa.... ....Choctaw Times .... Journal Cocoa..... McHenry...... ....... Banner Genoa ...... ......... Issue Arlington...... ...... News McComb City. ..... Enterprise Fayette.................. Alliance Age Gibson....... ...... Courier Audubon ..... Republican Meadville ... . . Advocate Arkansas Golden.... ... New Era | Belle Plaine.... .....Union Mound Bayou.... ....... Vindicator Grand Ridge. ...... 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Ensign Grand Junction... ierara Richtord, Vt................... Gazette .. Headlight Waynesboro....................Times | Washington (M.).... Tourists' Magazine Lockport..... .... Journal Greene...... .... Press Lostant...... .....Reporter Hampton..... .. Chronicle Macomb. ... Bystander Harlan ........ .Republican Manito. ...... Express Ida Grove. ..... ....... Record Maquon... ..........Breeze Independence.. .....Advocate Marengo ........ .. Republican | Independence......... Bulletin-Journal Marseilles....... · W. Register Kensett.......... ...News Mazon........... .. Register Lansing ....... ... Journal Media . Record Lawler . Record Melrose Park... ....... Leader Le Grand.... .Record Mendon.......... ...... Dispatch Leon........ Journal Mendota ..... ....... Reporter | Lisbon ...... ...... Herald Moline.............. Saturday Journal | Lone Tree....... ... Reporter Morris (3 EDS.).. .... Daily Post McGregor .... ........ News Morris (3 EDS.). ..... 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Eclipse | Chilton......................... Times I Canton............ .............News | Salem (s. w.)....Republican-Headlight Chilton......... Pocahontas....... ............Record | Clinton.... ...... Banner Cape Girardeau.............Democrat Sarcoxie...................... Tribune ....Sun Cuba City.. Red Oak.... ..................... Sun ......News C. Girardeau (6 EDS.)... ..D. Democrat Seneca.... .........., Dispatch ...Clarion Richland ..... Darlington................ Republican Cape Girardeau................ Gazette Silex........ ..... Index ...... Review Delavan ..... Sigourney ...... ....., Republican Caruthersville.... ........ Democrat Smithton ....................Sunbeam Springville. .....New Era Fox Lake.............. Representative | Centralia......... ...... Courier Springfield... ........ Mail State Center.. Hartland ...... ........... News Centralia.... ... Fireside Guard Stanberry... ....... Sentinel Juneau.. ... 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Messenger Tuscumbia... re-Opener Albion .................... Transcript South Milwaukee.. ... Journal | Dixon........... .... Echo-Enterprise Union ....... ..... Tribune Allegan....................... Journal | Stevens Point (I ed. .....D. Journal | Doniphan ...... ........ Headlight | Vandalia ..... .Mail and Express Athens.... ............. Times Stevens Point. ....W. Journal | Doniphan...... ..Prospect-News | Versailles.... ........ Leader Benton Harbor. ....... Banner-Register | Tomah ... . Journal | Downing..... ....News Versailles ... Statesman Viroqua...... blican Bloomingdale .................. Leader Edina ....... ... Sentinel | Vienna ....... ... Gazette Blissfield...... ........ Advance Waterford ..., ... Post | Elsberry. ....News Walker ....... ....... Herald Burr Oak..... ....... Acorn Waupaca....... ..... Record | Farmington ..... .... Times | Warrenton..., , ... Banner Cadillac ....., .... Democrat West Salem..... ...Nonpareil Farmington .... ... Herald | Warsaw .......... ...... Times Casnovia ...... Herald Weyauwega ................. Chronicle Fayette ....... .... Leader | Washingto ........ Journal Cedar Springs...... ..Democrat Forsyth .... ... Republican Washington (3 EDS.)...... Eve. Journal Chelsea...... .......... Herald Indiana Fredericktown... ......News ....... Observer Croswell ...... .........Democrat | Akron...... ...... New's Galena. .... Oracle | Waynesville ................ Democrat Crystal Falls ... .....Diamond Drill Albion..... .... Democrat Goodloe...... .. Sentinel | Webster Groves................. Times Dexter .......... .......... Leader Angola ..... ...... Magnet Gorin ........ ..Argus | Wellsville............... Wide Awake Dowagiac ......, Republican Argos.. .. Reflector Greenville..... .... Journal | Windsor.. ........ Times-Democrat Dundee.... ...... Reporter Auburn. .Dispatch Wint Greenville ..... ........... Sun Winfield .... ...... Times East Jordan ....... .. Enterprise Boswell..... Enterprise Hale ........ .... Hustler Wright City.............. ... Journal Edwardsburg ...... ........ Argus Bremen...... ...... Enquirer Hamilton..... .........Hamiltonian Illinois Elk Rapids. ..... .... Progress Butler....... ...... Record Hermann........... Advertiser Courier Escanaba ...... ... Iron Port Chalmers ..... ..... Ledger Hillsboro ...... ... Mirror Anna..................... Republican Fairgrove ....... Enterprise Clay City...... Democrat | Ironton..... . . Register ister | Arenzville ..., ..... Independent Fremont...... ...... Indicator Columbia City (4 EDS.). ....... D. Post Jackson.............. ...Cash Book Arthur........... ........ Graphic Gaylord ..... News Crown Point. ... Register Jasper........ ........... Bee Ashland .... ..... Sentinel Gobleville....... News Delphi... W. Times Jefferson City ..., .Rep-Courier | Ashley ............ ...Gazette Grand Marais...... ......... Leader Flora....... ........ Sentinel Jefferson City... ..Democrat Atwood ....................... Herald Greenville .... Independent Goodland. ..... Herald Jerico Springs... | Auburn...... ... Citizen Harbor Springs .... Republican Hobart ..... ... Gazette Jonesburg.... .... Journal | Beardstown (3 EDS.)..T. W. Enterprise Hartford................. Day Spring | Kentland..... ...Enterprise | Kahoka............ ..Gazette-Herald | Beardstown (s. w.)........... Illinoian Hersey ..... ........ Outline La Porte...... ......... Argus Keytesville .... ....Signal | Benton ...................... Standara Hesperia..... ...... Union Ligonier...... .... Banner | Kirksville...... ......Democrat | Blandinsville Blandinsville... .................. Star Holly ..... .... Advertiser | Lowell. ... Tribune Kirksville.. ...Graphic | Blue Mound... .... Leader Homer ..... ......... Index Medaryville....... . Advertiser | Kirksville.... Journal | Bowen ....... .... Chronicle Hudson ..... ... Vibrator Millersburgh .... ..... Grit Knox City.... ....... Bee Breese, ...... ..... Beacon Imlay City................ .... Times Monticello (1 ...D. Journal La Grange... Herald-Democrat | Bunker Hill. ..News Ionia (1 ED.)............ Daily Standard Monticello.. . Democrat | La Plata .... ..... Home Press Cairo ........ ..... Citizen Ionia..... ....... Weekly Standard Nappanee ...... .. Advance | Lebanon...... .......Republican Cairo (6 EDS.)..... ...D. Argus Iron Mountain (3 EDS.).....D. Gazette Nappanee ...... ...... News Licking..... ............News Campbell Hill...... .. Eclipse Ironwood..... ...... Times-Citizen New Carlisle.... ... Gazette Linn..... .. Unter-Democrat | Carbondale ..... .. Herald Ithaca ........ .........News Otterbein ...... Sun Louisiana.. ........ Herald Carlinville (3 EDS.).... ... Daily Kalkaska.... ...... Leader Plymouth......, .. Democrat | Lutesville... .... Banner Carlinville ... .... ....... Democrat L'Anse...... .... Sentinel Porter........... Westchester Tribune Malden ....... .....News Carlinville (3 EDS.)........D. Enquirer Lake Ann.. ....... Wave Remington....... ................ Press Marble Hill..... Times Carlinville... ........... Republican Lake City. . Plain Dealer Rockville..... .... Journal Marshfield...... ..Chronicle Carlyle ....... .... Banner Leland. ..... ....... Enterprise Salem....... ican-Leader Marshfield ..... ...... Mail Carlyle... .Constitution Litchfield.... ........Record State Line... .....Pioneer Marthasville ... ..News Carlyle..... ....Democrat Marcellus .... ........News Syracuse...... .........Register | McFall ......... ... Mirror Carmi....... .... Times Mason.......... .... News Valparaiso ..... ......Weekly Star Mexico (6 EDS.). ....... Evening Ledger Carrollton. . Gazette Montague...... ..Observer Waterloo........ .. Silver Dawn Moberly (2 EDS.). ............Democrat Carrollton ... Patriot Mt. Clemens...... .....Advertiser Waynetown...... ..Despatch | Moberly.......... ..Headlight Carterville Tribune Mt. Pleasant..... ..... Democrat West Baden..... ..... Journal Moberly (3 EDS.).... ....... Independent Casey.... Gleaner New Haven.... ....... Star | W hiting.......................... Sun Mokane.......... .....Times-Herald Chapin ..... .Record Paw Paw.. True Northerner Winamac........... Democrat-Journal Montgomery .... ..........News Charleston... Scimitar Pittsford.. . . Tribune | Wolcott.................... Enterprise Montgomery....... Republican Chester ..... .Clarion Pontiac...... .......Times Montgomery..... .. Standard Chester.. .. Herald Portland ..... ...... Review Other States Monticello ...... ... Journal Chester....... ...... Tribune Prairieville.... ....... Press Defiance, O. (1 ed.)........D. Crescent Moscow Mills.... .Phonograph Chesterfield.... ....... Monitor Saginaw. Saginawian Evanston ........ Herald Mt. Vernon.... .. Chieftain Clayton . Enterprise St. Joseph..... ..Herald Pioneer, o........... Telephone-News Neosho.......... Miner and Mechanic I Coulterville...... ..... .. Republican Sand Beach. .. Times Van Wert, О...... ..... Times New Florence... .... Leader Cowden........ .... Reflector Schoolcraft..... . Express St. Louis List New Franklin............. News-Echo | Du Quoin (6 EDS.)........ Evening Call Shelby........... ... Herald New Haven...... ...... Leader Edinburg............ ....... Herald Sherman........ Pioneer Missouri New Haven ..... .Notes Edwardsville .... .... Democrat South Haven...... .. Sentinel Newtonia..... .News East St. Louis...... ...... Gazette Stanton ... Herald Arrow Rock.. .............. Statesman Olean......... .....News East St. Louis..... ..Republican Stephensoni.. ..... Journal Atlanta ..... ........News | Otterville ... ......Mail Effingham ....... Republican Stetson.......... .Clover Leaf Benton...... ...Newsboy Ozark ....... Herald | El Dorado ....... .... Reporter Sturgis.......... Democrat Benton ...... ....... Record Palmyra ....... .... Herald Elizabethtown.. . Independent Tawas City...... .... Herald Bloomfield.... ...... Cosmos Pattonsburg .... ....... Call Evansville... ... Enterprise Three Rivers..... ... Tribune Bloomfield ...... Vindicator Perryville ......... ....... Sun Fairfield..... ...... Record Traverse City..... Transcript Bowling Green... .....Post Piedmont...... ..... .... Banner Fairfield..... ...........Press Ubly............ ... Courier Bolivar.......... ....... Herald Pierce City (6 EDS.)...... Daily Empire | Fairfield.... ... Republican Watervliet...... ...... Record Bonne Terre..... Demo-Register Poplar Bluff (3 EDS.). .......D. Herald Farmersville. ....Advance Zeeland........... ....Record Brashear..... ...News | Poplar Bluff..... ....... Enterprise Flora ....... ...Journal Buffalo...... ..Record Poplar Bluff ..... ..... Republican Franklin ..... .... Times Wisconsin Buffalo ..... ...... Reflex Potosi........... .. Independent | Freeburg ...... News Amherst....................... Bunceton..... ....... Tribune Potosi ....... .... Journal | Girard .......... ......Gazette Antigo .................... Republican Burlington Junction.. Queen City..... ........ Leader Golconda ...........Herald-Enterprise Baraboo..... ..... Democrat Butler ....... ...... Record Republic ...... .... Monitor Granite City........ ... .... Journal Brodhead Independent California .Democrat | Rhineland .... .Sunbeam Grayville. . Independent Brodhead...... ... Register | California .... ......Herald Russellville..... .....Rustler Grayville ..... ............... Mercury Burlington................. Free Press. California ...... ...Dispatch | Salem...... .....Monitor | Grayville....................... News D LIYICU. . . . . . • • • • • • • FOWLER'S PUBLICITY 995 I ODUVIIa. .. . . . . .:........ Journal . . . . . . . 6 Greenfield..... ....... Blade | Taylorville............ .. Journal, Fostoria.... ....... Review New York Greenup.... .Press | Toledo ..Democrat Fredericksburg......... News Gatherer Akron ......... ......... Breeze Griggsville .... .......Press Troy ...... ........ Call | Fredericktown...... Fredericko ........ Free Press Akron......... .........Herald Hammond.......... .Herald | Vandalia... ..Democrat | Freeport ....... .... Press Angola..... .........Record Hardin ............. .Herald Vandalia ... ...... Union Garrettsville .. ....... Journal Arcade ..... ....... 1. Herald Hardin ..... ...... Leader Venice...... ...... Times Galion (s. w.)......... .... Sun Review Attica....... .......Democrat-Review Harrisburg .. Chronicle Vienna .... .. Times Geneva........ ......... Times Bergen...... ... Enterprise Harvel.... ........ Era Virden ...... .Record Green Spring .......... ........... Times Caledonia ...... ......... Caledonian Highland ..................... Journal | Virginia....... ... Gazette Hubbard .. ..., Enterprise Cattaraugus ....... Times and Tribune Hillsboro... ......... Journal Waterloo ..... Times Hudson.... Independent East Aurora ................ Advertiser Hull..... .... Saturday Breeze | Waverly ..... Journal Huron..... Reporter Fairport....... ....... Herald Hutsonville..... ............ Herald White Hall.... ...................Register | Jefferson..... ... Gazette Fredonia ...... ..... Censor Illiopolis ...... ......... Record | White Hall................ Republican Johnstown.... Independent Forestville ................. Free Press Irving........ ...... Times | White Hall (3 EDS.)... Eve. Republican Kent....... Bulletin Franklinville..... ...... Journal Jerseyville.... publican Winchester ..................... Times Kingsville .. ........ Tribune Gowanda ....... ...... Leader Kansas......... ... Journal Winchester ................... Standard Kinsman Machias...... ....... Star Kinmundy ..... . Express ... News-Republican | Middleport ......... Lithopolis. Indiana .Herald Lawrenceville.... .Herald Lodi........ ............ Review Newark........ Charlestown...................Record , Madison Courier .......News Lawrenceville .... ............Monitor Oakfield ...... ...Reporter Lawrenceville..... Republican Corydon................... Republican Malvern... .......Herald .. News Oriskany Falls ...... English ...... Lerna .... .Enterprise ., News Marion..... ..... Dollar Democrat Panama......... ... Herald Litchfield (6 eds.)........ ..... Bulletin D. Herald Evansville ........ Maumee ..................... Advance ..... Record Perry........... Litchfieid........ .......Monitor Evansville (6 EDS.). ........D. Bulletin Maumee... ....... Era News Sherman ...... Fort Branch.. ...... Times .Clarion Loami........ Mineral Point......... Mineral Pointer Silver Springs ... .Signal Marion ... Huntingburgh.. • Leader ...... News Minerva ........................Kodak Springville........ ........News Marion ...... ...... Courier .........Press Jasper ......... Minerva ....... ....... News Union Springs....... ...... Advertiser Mt. Vernon..... ......Messenger Marissa .... ublican Monroeville..... ....Spectator Victor.... .. Herald Marshall ..... Mt. Vernon..... ...... Acorn ........Sun Mt. Blanchard ... ...... News Wayland...... . Register Marshall...... ......Herald Mt. Vernon...... ..... Western Star Mount Victory...... ... Observer Whitesville..... .News Mascoutah..... ...... Tribune ........Herald Newburgh..... New London......... ...... Record Webster.......... . Observer Petersburg..... ......., Times McLeansboro.. ... Democrat New Philadelphia.... ... Times Medora ........ ..... Messenger Princeton....... ...... Leader Other States New Philadelphia. ... Tribune Meredosia .... .........News Vincennes...... ....City Star Newton Falls.......... ....... Echo Belding, Mich..................... Star Metropolis (6 Eds.)...... Daily Journal Arkansas New Washington... ...... Herald Farmland, Ind..............Enterprise Metropolis ........ Journal-Republican | Eureka Springs.............. Fountain New Waterford .. ........Magnet Harrisville, W. Va.... .........Gazette Metropolis .... ....... Review Fayetteville.. .....Gazette Oak Harbor....... ........Exponent Oakland, Md.............. Republican Morrisonville... ......... Times ..... Independent Huntsville........ Orrville....... Republican ....News Tecumseh, Mich..... Moweaqua .... ....... Call-Mail Painesville.... ...... Banner ....... Advertiser ...... Business White Cloud, Mich.. Piggott........ Mt. Carmel.... . ... Republican Painesville.... Good Society Rogers ........................ Leader Mt. Olive........ ............ Herald Payne......... Press-Review Kansas City List Mt. Sterling ............... Republican Texas Payne...... .....Reflector Mt. Vernon ...... ........ Democrat Kansas ...... Leader Abilene............... Pemberville.. ......News Mt. Vernon (6 EDS.). ...... Daily News Childress...... ....... Star Perrysburg... ...... Journal | Abilene............ ....... News Mt. Vernon .......... ......News Palestine.... ......News Petersburg... .......Argus Admire...... ... ... Journal Mt. Vernon (6 EDS.).... ...D. Register Port Clinton...... News Democrat | Alma...... ........ Enterprise Mulberry Grove................ Argus Kentucky Port Clinton.. .......Republican Alton........ ....... Empire Murphysboro (3 EDS.)........ Daily Era Bardwell ................. ...... Independent .......... Star Quaker City...... Altoona ....... ... Journal Nashville ...... ...... Journal Hopkinsville.. .....Herald | Argentine...... .... Banner Quincy .......... . Republic Nashville .......... .Democrat Paducah... ... Herald Rawson... ......... Sun Baxter Springs... ........News Nebo ............ .... Signal Richwood.... ........ Review Wickliffe ..................... Yeom Belleville ........ ... ... Freeman New Athens.... ... Journal Rogers ...... .. Noon-Tide | Bennington.... .. Democrat New Douglas.. . World Other States Salineville.. ............ Banner Blue Mound..... ............ Sun Newton...... ..Mentor Seville....... .......Times Colfax, La................... Chronicle Burlingame...... .. Enterprise Newton...... .... Press ...... Review Eldon, Ia....... Shawnee.. le's Advocate Burlington...... ...Independent Noble.... ....... Pilot Shelby.... ....... News Galena, Kas................ Republican | Cawker City.... ......... Record Nokomis........... Free Press Gazette Salem, Ia.......... .......News Shelby.... Republican Centralia...... ..... Journal Oakland (6 EDS.).......... Eve. Ledger .... Courier Shiloh... Savannah, Tenn..... .......... Review | Chetopa...... ..... Advance O'Fallon .. ..... Progress Talihina, I. T....... ....News Steubenville.... ... Globe-Life Clifton...... ....... News Okawville ..... ....... Times ........Press Steubenville .......... Leader Tiptonville, Tenn... Clyde......... ....... Herald Olney ........ ....... Advocate Tulsa, I. T.................Republican Sugar Creek.. ........Budget Coffeyville..... .....Democrat Olney .... ......Democrat Union City, Tenn........ ...... Daily News ....... Courier Tiffin (1 ED.)... Coffeyville (6 Eds.).... D. Independent Olney (3 EDS.). ..Daily Journal West Baton Rouge, La......... Planter Tiffin (3 EDS.).. ...... Daily Tribune Coffeyville........ Twice-a-week Ind't Olney ...... Republican Toledo ......... .......Herald Colby..... .... Free Press Olney ...... ....... Times ......... Herald Cleveland List Colony...... ....Free Press Palmyra...... ........ Transcript Utica....... ......News-Herald Concordia ........ ........ Kansan Pana .................... Beacon Light Ohio Versailles..... ........... Banner Concordia .......... ....... Empire Pana (4 EDS.).......Pana Beacon Light Wadsworth.......... Banner-Enterprise Cottonwood Falls... ..... Courant Paris (3 EDS.)... ........ Daily Gazette Ashley ........................ ..... Times Wauseon ...... .......Expositor Cottonwood Falls... ... Leader Paris .... ...........Herald Ashtabula....... ..News West Salem... ....... Reporter Council Grove..... ..... Guard Patoka..... ...... News Akron....... ..... Market Review West Unity..... .......Reporter Delphos.......... .... Republican Payson...... ... Times Andover..... ..Citizen | Willoughby.... ........... Independent | Dighton........ ..... Journal Pawnee........ .... Observer Bedford..... .. News Wilmot...... .......... Review | Downs ........ ..... Times Perry ....... .......News Bellaire ..... ..... Herald Dwight....... ...... Sun Philo... ......... .... Budget Bellevue. Pennsylvania .....Gazette Effingham.... ...New Leaf Pinckneyville ... ....Democrat | Butler.. ..... Cyclone | Austin ............ ...... Autograph | Eskridge... .......... Star Pittsfield (s. w.) .... Democrat | Canal Dover. Bear Lake........ .......Record Everest..... .Enterprise News-Journal | Cambridge ..., ..Herald Cambridgeboro... ...........News Fontana.... ... Bulletin Raymond.. ... Independent | Cambridge...... blican Press Cochranton...... ............. Times Fulton...... Independent Ridgway.... .......... News Canal Fulton... Connellsville..... ...... New Monitor | Fulton...... .:Times Red Bud....... ... Democrat Carey ..... ....... Times Corry.......... ...... Saturday Leader | Garden City ... Sentinel Rochester..... ........... Item Carrollton... ..... Chronicle Corry.............. Saturday Democrat | Garnett ........., Eagle Roodhouse (6 EDS.)........ Daily News Celina ...... ....Observer Corry..... ............Telegraph | Garnett.............. Rep. Plaindealer Roodhouse............. Weekly News Chardon..... ... Republican East Brady. ....... Review Geneseo.... ....., Herald Roseville.... Chardon..... ...... Record Erie.......... ......The People Girard .............. Independent News Roseville..... ......... Times Chesterhill ....... Leader Emporium... ........... Press Goffs ....... ...... Advance Sandoval.... ...... Free Press Chicago.... . . Times Girard....... ... ....Cosmopolite | Goodland.... ...... Republic Salem....... ... Herald Advocate Cleveland ... ......Gazette | Jamestown..... ........... Sentinel Gove City... ... Leader Salem ......... ........ Republican Cleveland . .... Advocate | Jamestown...... .......... World | Greeley .. 'Light Shawneetown ... ........ Democrat Clyde ............. Farmers' Reporter Jonestown .......... Alliance Advocate Gridley. ..... Herald Shawneetown..... ..Local Record Columbiana..... ........... Register Kittanning.... ....... Standard Haddam..... .....Clipper Shelbyville.... ........Democrat Columbus...... .... Industrial Union Lewistown ... ......Dem. & Sentinel | Hartford....... .....News Shelbyville .... ..... Leader Continental. ...........News Linesville......... .............. Herald Havensville..... ... Torchlight Sidney....... ....... By Way Cortland...... ......Herald Mill Village....................Herald Holton...... Sunflower Sparta ........ ..... Argonaut Covington.... .......... Gazette Monongahela City. ..... Republican Horton.... .Headlight Sparta.... ... Plaindealer Crestline ..... .... Advocate New Brighton... ......News Howard. .. Courant Springerton ... .. Review Crestline ....... ...... Vidette North East ....... ...... Breeze Hoxie. ..... Palladium Springfield. . State Capital Creston....... ..... Journal North East.... ......Sun Humboldt. ......... Herald Staunton ...... ............ Times Cumberland.... ....... Echo Parker ............. .... Phenix Irving ......... ... Leader Stewardson.... ....Clipper | Dalton... .....Gazette | Port Alleghany... ...Reporter Jennings........... ..... Echo Tallula......... ...... Journal Doylestown..... ... Journal | Sandy Lake ....... News Jetmore........ ..Western Herald Tamaroa ..... ..... Times Elmore...... ndependent Union City ..... ..... Times | Kincaid........ ...... Dispatch Taylorville. ....... Preeze Elyria ...... .....Democrat | Youngsville... ...... Citizen La Crosse, do ..... Chieftain Taylorville.... ..... Courier Elyria ...... .... Reporter Waterford ...... ..... Leader La Cygne........ ....... Journal Taylorville (6 EDS.)..........D. Breeze ! Flushing...... ., Advertiser Wattsburg.................... Sentinel | Lane................ ....... Graphic Utica Ramsey... ........ Citizen 996 FOWLER'S PUBLICITY S .....Scion 0 1 0 ..... Lansing...... ...... News, Excelsior Springs (6 eds.)... D. Review, Nemaha City................ Advertiser | Sidney..... dney.vvvvvvvvvvvvvvvv... Gazette Lebanon........ .... Criterion | Fair Play.... ...... Advocate North Platte (6 EDS.). ....D. Telegraph | Somerset.... ......... Press Leoti........ ........ Standard | Fordland ....................... Times | North Platte............ W. Telegraph Spring Valley..... ..........Blade Le Roy... ..Reporter Forest City. ............. Record Peru......... Times St. Marys..... ... Democrat Lone Élm... ...... Ledger Gallatin...... .. North Missourian Salem ........ .....Index Thornville ... ......News Louisburg... ...... Herald. Galt......... ............ Herald Tecumseh............ .......Chieftain Tippecanoe City................Herald Lyndon...............Current Remark Garden City. .............. Views Troy.. ........ Chronicle Lyndon..... Indian Territory ......... Journal | Golden City... ...... Free Press Troy.......... ......Democrat McCune ...... ........ Democrat Golden City.................... Herald Checotah.................... Enquirer Wapakoneta ............... Republican McPherson... .... Democrat Greenfield. ........ News Eufaula...... ............ Journal | Waverly............ Courier-Watchman Madison ........ ....... Index Hamilton.... ..... News-Graphic Oakland....... ......News | Waynesville ..., ............ Gazette Marion...... ..............Record Hardin ..........................News Pryor Creek................... Review Washington C. H ....... Register-Dem. Minneapolis. ...... Better Way Harris...... ..... New Issue South McAlester............... Herald West Chester.... .... Times Moline...... ........... Republican Harrisonville... ...... Times Vinita .................. .... Chieftain West Milton.... .....Record Moran...... ....... Herald | Harrisonville.........People's Record W. Union...........People's Defender Muscotah..... Iowa ...... Record | Hartville.. ....... Press West Union.... ....... Index Neosho Falls... ....Post | Higginsville.. ....... Advance Athelstan...... ..Herald West Union.... Ness City....... ......News Higginsville.............. Jeffersonian Murray......................... News Williamsburg............ Mutual News Netawaka.. ...Herald Higginsville. ..... Leader | Mystic........ ... Letter | Williamsport... ..News Norton ......... .Champion | Hopkins...................... Journal Villisca........................Letter Wilmington................ Republican Norton...... .... Courier Houston....... ....... Star Xenia... Republican Nortonville... News Colorado Humansville.............. Star-Leader Yellow Springs................ Review Oberlin... .. Eye | Huntsviile.... ....... Herald | Craig...................... ......Courier Kentucky Olathe..... .......Herald Independence (6 EDS.)......D. Sentinel Georgetown................... Courier Onaga....... .. Herald | Independence ....... .. Progress | Greeley ......... .. Herald Barbourville ....................News Onaga........ ....... Register | Kidder........ ........ Optic 1 Lamar.......... ............... Sparks Brooksville..... ........ Review Osage City..... Public Opinion | Kearney.......................Clipper Burlington..... ...... Recorder Osawatomie... I Knob Noster. ....... Journal Arkansas .. Gem Butler......... ... Reformer Osborne....... .. News | Laclede.......... .... Blade Decatur...................... Advance Campbellsville.... T. Journal Oskaloosa................ Independent | La Monte..................... Record Mena....... ..., Democrat Carrollton.... ..Democrat Oswego..... ...... Blade Leeton........ . Independent | Mena...... .......... Star Clay City......... ..Chronicle Oswego.... ............. Independent Liberty (2 EDS.)............D. Tribune Corinth..... .... Messenger Ottawa..... ..... Times | Linneus...... ....... News Arizona Covington.... .... Record Parker. ... Message Lockwood. ... Sentinel Flagstaff................Sun-Democrat Cynthiana.. .. Courier Paola... .. Republican | Lockwood.. ..... Times Cynthiana.... .. Log Cabin Paola ..... ....... Spirit | Lowry City....... . Independent Cincinnati List Cynthiana..... ... Times Rantoul. ......Citizen | Lowry City. . Progress Dover ........ .News Rosedale.. .. Commercial | Lucerne..... ....Standard Ohio Ewing......... ..... Inquirer Russell...... .... Record | Malta Bend.. ........ Qui Vive Aberdeen ................Gretna Green Flemingsburg..................Gazette St. Mary's. .......Star Marshall. .... Record Ansonia. ......... Climax | Flemingsburg ............. Times-Dem. St. Mary's. ........... Eagle Marshall..... .. Republican | Arcanum.... ...... Enterprise Georgetown (s. W.). ........ ........News Scottsville.........., Tri-County News Maysville. .Rep-Pilot Bainbridge....... ...... Observer Georgetown... .......Sentinel Seneca .............. Courier-Democrat | Meadville..... Messenger Batavia.... ..... Courier Greenup.......... ..... Democrat Seneca........... ......... Tribune Miami...... ...... News Batavia... ....... Sun Greensburg.... . Record Sharon Springs......... People's Voice Miller Ozark-Eagle | Bellbrook.... ...Moon Grayson....... .Tribune Smith Centre... ....... Bazoo Monett ............ ...... Leader Belle Centre...... ... Herald Harlan ....... ...... Times Solomon City ..... ..... Sentinel Montrose...... ........Messenger Beverly......... .. Dispatch Harrodsburg (s. W.)............Sayings Spring Hill.. ..... New Era New Cambria...... dependent Blanchester ..... ..Star | Hickman..... .Courier Stockton .... ...... Record Norborne..... ...... Leader Brookville....... .....Star Jackson..... ......Hustler Strong City..... .... Derrick Oak Grove..... ....... Banner Camden ......... .Gazette Liberty....... ... ...Tribune Summerfield ...... Sun Odessa ...... Democrat Canal Winchester. ... Times Lexington.... .. State News Topeka ......... ....... American Odessa .... .. Moon Celina (s. w.).......... .. Standard 1 Lexington..... Observer Topeka (3 EDS.) ....... Daily Democrat Orrick..... ........ Times Cincinnati...... .......Advocate | Livingston..... .......... Colonel Toronto... ..Republican Osceola..... ........ Advocate Cincinnati ... ....Cincinnatian Midway. ..Clipper Troy ....... ....... Times Osceola..... ........ Democrat Cincinnati.... .......N. Review | Milton....... .News Vermillion.... ...... Monitor Osceola ..... .....Republican Cincinnati ... ....... South West Middlesboro... ....... Herald Wa-Keeney...... ... Independent Parnell City. ........Sentinel Cincinnati...... ..... Suburban News Millersburg.... ...... Journal Wa-Keeney.... ...... World Pattonsburg.... .Star-Press Columbus... Morgantown... ..Republican ....... Advance Pineville....... .Republican College Corner.... ....... Chronicle | Mt. Olivet..... ........Advance Washington... .. Palladium Pleasant Hill ........Gazette Crooksville...... .......X Rays | Mt. Vernon.... .......Republican Wathena ..... ........ Star Pleasant Hill ...... Progress Dresden......... ...... Transcript | Mt. Vernon........ .........Signal Wellsville.... .......Globe Polo.......... ... Post Eaton............ Democrat New Castle.... ........ Local Weskan..... .W eskansan Princeton ..... ..Mascot Fort Recovery.... ..... Journal Owensboro.... Farmer's Journal Westphalia... ....... Times Richards. Progress Frankfort...... ........ Sun Owenton...... ...Herald Wetmore...... pectator Rich Hill..... ....... Appeal Franklin....... .......News Owenton....... ......News Whiting...... ................. Sun Rich Hill..... ...Enterprise | Georgetown...... .......Gazette Owingsville.... ... Outlook Rogersville..... Georgetown..... ......... Star Georo ... News-Dem. Paris (s. w.).. Missouri .News Rosendale..... .......... Signal Germantown...... .... Press Paris..... Reporter Adrian ...... ... .... Journal Roscoe....... ... Eagle Glouster.. ....Silver Star Pikeville... .. Journal Albany... ........ Advance Rutledge.. ... Record Greenfield..... ...Enterprise Pikeville.... ..News Albany..... ........ Advocate St. Joseph ...... Courier | Greenville.... .....Journal Stanford...... Commercial Alton. .... South Missourian St. Joseph... ....... Times Harrison....... .....News Taylorsville.... . Courier Anderson ..., ... ....Advocate Savannah........ .......Democrat Higginsport..... .Hustler | Versailles...... ....... Sun Aya. ...... Farm Record Savannah. Republican Huntsville. ....News | Warsaw....... Independent Avalon... ....... Aurora Seymour...... ....... Herald Hyde Park..... Republican Williamsburg.. .. Times Barnard. Rustler Shelbyville..... ... Guard | Hyde Park.. ....... Vim Williamstown................. Courier Belton...... Herald Smithville... Herald Jackson (s. w.).... .......Herald Belton..... Indiana .. Review South West City... ........ Leader Lebanon....... ........ Patriot Bethany ( ..D. Republican Stanberry. ....... Herald | Leipsic. ...... Tribune Aurora................ . Bulletin Bevier..... ... Appeal Stockton.... ... Republican Lockland.......... Review and News Aurora ........... ..........Independent Bevier ...... Citizen Sumner...... ........ Star Loveland...... ........ Register Brownstown,... ........ Banner Birch Tree.... ..Record Sweet Springs.... ..Herald | Madisonville.... Review Brookville...... ......American Blackburn.... ...Record | Tiff City.............. ..........News | Mason.........................Appeal Brookville (M.)..... ....... Visitor Braymer...... ........ Comet Utica...... ........ Times Mechanicsburg..... ..., Item Charlestown (s. w.)............ Hustler Brookfield.. .... Budget | Van Buren. Current Local | Mechanicsburg.... ...News Dillsborough................ Advocate Browning..... ..Record Waverly. .......... Times Miamisburg..... .....News Eaton........... ....... Gas Light Brunswick.. · News Weston.... . Chronicle Milford...... Enterprise Hope...... ..........Record Bucklin ...... ..... Herald | Weston...... ...... World Morrow........ .. Tribune Lagrange... Saturday Call Burlington Junction............ Ledger Wellington...... .....Qui Vive Mowrystown...... .......Star Liberty.... .Review Cabool..... ......News West Plains.... ..Champion Nelsonville..... ... News Milroy........... .. Press Cabool....... ........ Record West Plains.... .....News New Carlisle.... ..... Sun Milton........ ..News Cameron... ..Observer Wheeling......... ............Sun New Lexington..... ...... Herald North Vernon.......... B. Plaindealer Cameron (6 EDS.).. .. Daily Sun | Willow Springs................. Index New Richmond .... Independent News Odon..... ............... Journal Carterville (3 EDS.). ......D. Journal I Willow Springs.... ... Republican New Paris...... ..........Mirror Osgood.... ........ Journal Collins...... Advance Wyaconda........ .......... News New Vienna.... .......Reporter Paoli....... ..... Republican Corder...... . Dispatch Norwood. ... Enterprise Petersburg... ..News Nebraska Craig......... .. Leader N. Lewisburg.... Rising Sun.... ... Local Darlington........ .... Record | Callaway....... ...............Tribune Ottawa..... ....Gazette Summitville.... .......Wave ... Clipper | Clay Center.... .........Sun Pataskala..... ....... Standard Sunman....... ..... News Deepwater..... ... World | Falls City ..... .......News Plain City..... ... ....Advocate Vernon...... ... Journal Dover ........ ... Democrat Hebron...... ...... Register Proctorville.... .... Phonograph | Vevay.. . ..Democrat East Lynne.... ............. Star | Imperial...... ......Enterprise Roseville...... ......... Review Vevay........ ..Reveille Elmo ...........•••• ....... Register Indianola...... .......Reporter Ross........... .......Graphic | Vevay......... ......... Times Eminence............... Current Wave | Minden......... ....Gazette | Sabina ..., ....... Record | Washington... ..............Advertiser . Walnut.... ......... 11 0 0 0 0 Dawn. D anil.......... FOWLER'S PUBLICITY 997 .........Advan's Memphis List Byhalia ......: West Virginia Starkville ..................... Banner, Jonesboro..... H ver ve.. Sun i Austin ... ... Times Bluefield.... .........Telegraph Starkville...... ...... Times .........Times | Jonesboro......................Times | Bellingham...... Ceredo........ Tunica........ .. Advance .... Democrat ... Monitor Jonesboro (3 EDS.)........ Daily Times | Benson. Fairmont (M.).... .. Life Line Tupelo................ ..Journal | Luxora.... .. Times ................ Appeal | Benson... Water Valley... ..... Herald Mammoth S ........... Democrat | Bermidji..... Fayeteville...... Beltrami Eagle .......... Journal Fayeteville................ Republican Water Valley.... Progress Mammoth Spring (s. M.)....... Farmer | Bird Island. ... . Union Hamlin........ .....News Wesson ........... ....Gazette ..Mirror | Mammoth Spring (3 Eds.). .D. Monitor | Big Lake....... Harrisville...... ..... Standard Wesson ...... ....... Post ...Signal | Mammoth Spring............. Monitor | Blue Earth City.. Huntington.... West Point...... ....... Argus .. Leader Brainerd.... Mammoth Spring.......... Republican Journal Westville ...... ...... News Marianna...... ..Courier Kenova... Brainerd...... Tribune ... Reporter Winona ...... • Times Marianna (3 ED Tribune .... Daily Breckenridge.. Telegram Keyser... Woodville.... Marianna .... ...Republican ...... Republican Phillippi.......... .... Index Brownsdale... .. Leaflet Vazon City................... Sentinel | Marion..... .....Reform Winfield....... Democrat Caledonia ..... ...... Argus Mountain Home.... . Citizen Winfield..... Caledonia. Journal pressible Tennessee Osceola ....... ... Times Clear Lake.... ..... Times Tennessee Alamo.......................... Signal Salem ............. Sentinel-Republican Dassel........ ... Anchor Salem ............ Binghamton.... ......... Banner-Nugget Delano ... .........Gazette .. Gazette Clinton........................ bazene Bolivar ........... .... Bulletin | Viola..... Echo Crossville..... ........ Ledger ..... Enterprise ......Chronicle ......Free Press Bolivar....... | Walnut Ridge............... Democrat | Eden Valley........ Tellico.......... .County Line .......Ad-Sentinel .....Democrat Centreville...... .....News Weiner.. Lawrenceburg... ..... Times Eden Valley. journal . Enterprise Clifton........ Manchester. ....... Review ..Times Williford... Elbow Lake.. ...... Herald Collierville ... .......... Star .. Banner Wynne...... ...... Aim and Message Murfreesboro... Ely ............... ....... Miner Murfreesboro... ...... Journal Cookeville ...... ....... Press Wynne......................Democrat Elysian....... Enterprise Murfreesboro.... ...... News .... Record Eveleth. ...Star Louisiana Cumberland City Review .......Expositor Excelsior ..... Sparta .......... ... Cottager Dayton........ .......News-Gazette Algiers........ ....... Herald Fairmont... .......News Sparta ....................... Favorite Decaturville ... ......Herald Amite City............... Independent Faribault........ Rice Co. Jeffersonian Other States Dickson .. ...... Press Baton Rouge................ Bulletin Fergus Falls.......Wheelock's Weekly Dover... .....Courier Brevard, N. C... Baton Rouge (3 EDS.)... Evening Truth Glencoe...................... Register Dresden...... ..Enterprise .....Recorder Benton ........................ Banner Good Thunder. Cold Spring, N. Y....... ......... Herald Dunlap....... .... Tribune Bonnet Carre... ..Meschacebe Graceville........ Gate Cit ......Gazette ..... Enterprise Dyersburg..... .....Gazette Clinton............ .......Watchman Granite Falls.................. Journal Dyersburg .....Herald Covington...... ....... Farmer Hallock......... .....News Erin......... iving Way Farmerville... ...... Herald Hanley Falls.... .... Times Erin. .. News Franklin ......News Mississippi Harmony....... ..... Courier Fayettville... .. Leader Franklinton...... New Era | Henderson........... . Independent Aberdeen.............. Weekly-Ledger Franklin ...... ....... Review-Appeal Greensburg..... ......... Echo | Hibbing....... ... News Ackerman ...... ....... Plaindealer Gallatin .......Tennesseean Gretna .Democrat Hutchinson......... .. Independent Amory........ .......... Argus Greenfield ..... ......... Times Hahnville... .......Herald Janesville...... ......Argus Ashland..... ..... Register Greenville...... ....... Republican Hammond.. .......... Sun Kerkhoven..... .... Banner Batesville, ....... Panolian Henderson... ....New Era Hammond.... ....... Vindicator Lake Benton..... ..... Clarion Belen...... ......... Quill Humboldt.......... Messenger-Review | Houma...... ....... Courier | Lake Benton..... ...... News Biloxi.... ...Coast News Humboldt......... ... Progress Jennings ...... ... Record Lamberton.. ..... Star Biloxi..... ....... Herald Huntingdon...... .....Democrat | Morgan City.. .. Review | Lanesboro... Journal Biloxi...... .. Review Jackson.. ...Dispatch | New Orleans.. .... Crusader Lester Prairie..., ... Journal Booneville ..... .......News Kenton...... .. Argus | New Orleans.. ........ News Le Sueur...... ..News Brookhaven..... .... Leader | Lafayette...... .... Gazette New Orleans..... ....... Leader | Litchfield..... ..... Review Brookhaven .... . Times Lawrenceburg. ....Sentinel Roseland ... .......Herald | Luverne..... ...... News ..... Journal Lawrenceburg..... .... Union Ruston...... .......... Progressive Age Lyle.. ... Tribune Canton (3 EDS.)........ .. Daily Picket Lebanon .. . Tribune Ruston ..... ............ Leader Mabel...... ........ Tribune Canton... ... Picket Lexington.... . Progress Wilson .. ...... Columbian Madison.... Western Guard Canton....... ........ Times Lexington .... Republican Mantorville..... ........ Express Carthage ...... Alabama ....Carthaginian Linden ........ .....Mail Maple Lake..... .......Messenger Centreville..... ...... Jeffersonian Lynnville ..... .... Reporter | Andalusia.... Mapleton..... ..Enterprise Charleston......... Democratic Herald Martin....... .....Mail Bridgeport .. .....News | Mazeppa.... . Tribune Clarksdale.... ....... Banner | McEwen...... .. New Era Columbiana. ...... Chronicle McIntosh .... ...... Tribune Coffeeville .................... Courier McKenzie ...... ....... Herald Florence..... ..Standard-Journal | Milan......... .......Reporter Columbus................. Commercial | MCMinnville...... ..........New Era | Gurley...... .....Herald | Minneapolis... Both Sides Corinth ...... ...... Corinthian Memphis........ ...Catholic Journal Huntsville. .... Journal Minneapolis... .....Item Corinth...... ....... Herald Memphis........Commercial Advocate Marion ..... . Standard | | Minneapolis.... ...Mirror Corinth...... Sub-Soiler and Democrat Memphis (3 EDS.).........Daily Herald | Mobile. ........ Herald) Minneota....... ........ Mascot Ellisville............ .........News Memphis....................Democrat Moulton...... Advertiser Montevideo..... ...... Commercial Enterprise........ ........ Times | Memphis.............. Saturday Night Scottsboro..... ........ Citizen Mora .............. Times Eupora ...... ..... Progress Memphis .................. Messenger Sulligent....... .... Lightning Morristown ...... ..... Press Fayette ........ ..... Chronicle Memphis........ Mechanic and Farmer Tuscumbia...... .... Dispatch Murdock. .. Review Friars Point.... .... Coahomian Memphis..................... Criterion ...Democrat New Paynesville... ........ Press Greenville.......... ....... Spirit Milan........ .........Exchange North Branch.. . ......... Review Greenville (s. W Kentucky ....... Times Milan....... ...........Hustler Olivia.............. ... Weekly Press Greenwood..... . Commonwealth Murfreesboro.. ........ Free Press Arlington....... ..........News | Ortonville...... ....Herald-Star Greenwood... ....... Enterprise Nashville .... Catholic Journal Calhoun.......... ...... Star Ortonville. ......... Journal Greenwood.. .... Flag Newbern... ..... Tennesseean Central City... .. Republican Park Rapids.. .. Clipper Grenada ...Grenadian Obion.. ..............News Clinton ....... ....... Democrat Park Rapids.... ...... Enterprise Grenada ...Sentinel Paris....... ...... Press | Columbus.......... ...... Enterprise Pinė City........ ....... Pioneer Hazlehurst ..... .......Courier Paris................Post-Intelligencer Preston...... ...... Courier Hernando...... Commercial Petersburg ..... .......Enterprise | Grand Rivers .......... Herald Red Wing ...... Argus Hernando ...... .... Times Pulaski.... ........Record | Guthrie........... ........Courier Roseau..... Roseau Region Holly Springs... ..Reporter Ripley ..Enterprise Kuttawa ...... .......Kutta wan Roseau....... ..Times Holly Springs... ... South Ripley..... .... News Mayfield (3 EDS.)...... Daily Democrat St. Charles...... ... Times Indianola ....... Enterprise Sardis ....... Times Mayfield............ ...Monitor St. James. .... Journal Indianola...... Tocsin Selmer ..... Symposium Princeton.................. Republican St. Vincent...... New Era Kirkville..... ...... Review Sharon....... .. Tribune Sandstone....... ........ Courier Kosciusko Farmer Missouri Shelbyville ..................... Times Sauk Rapids..... Free Press Kosciusko ....... Ledger Smithville....... ..... Review Caruthersville ..... .........Press Sauk Rapids.... ..Sentinel Kosciusko... . Star Somerville........ Reporter and Falcon Thayer ............ ... Tribune Shakopee. .. Argus Laurel ....... ..... Chronicle South Pittsburg ....... ..... Republican West Plains................... Gazette Shakopee...... Liberty..... ... Southern Herald Springfield....... ......... Herald Spring Valley.... ..... Vidette Louisville.. Florida ............ Journal | Springfield....... .... Record Stillwater......... ....... Journal Louisville. .......Signal Tracy City...... ........... News | Laurel Hill....................Gazette Sleepy Eye........ ....Dispatch Macon...... Beacon Trenton ...... .......Herald-Democrat Staples.......... ............ World Macon....... ..... Tribune Trenton........ .......... Journal Minneapolis List Taylor's Falls... ... Interstate P’k Press Monticello .. ....... Press Tullahoma. ........Guardian Thief River Falls.. .News New Albany.... Minnesota .....Gazette Union City... . . Independent Thief River Falls...... .......... Press Ocean Springs... Progress Waverly....... ... Sentinel | Adrian...................... Democrat | Tracy.... . Trumpet Okolona.... ....... Sun Whiteville..... .. Telegram Aitkin.......... ......... Age Two Harbors...... Iron News Oxford...... . Eagle | Winchester .... .... Leader Albert Lea...... ....... Standard Verndale....... ........ Sun Oxford ...... ..Globe Albert Lea.... ........... Times Virginia ....... Virginian . Review Arkansas Paulding...... Alexandria.... ........ Republican Wabasha..... Democrat Pontotoc.... . Sentinel Arkansas City................. Journal Anoka Herald Waconia. ... News Rolling Fork.... .. Pilot Black Rock.. ...... Blade Annandale.. ....... Post | Wadena ..... . Journal Rosedale. ....... Journal Hardy................. Hustler-Herald Appleton ... ...... Press Wadena.. Tribune Sardis ........ ...... Reporter Harrisburg..... ..News | Appleton... ....... Tribune Walker ...... Pioneer Senatobia..... ..... Democrat Helena ........ ....... Progress Arlington... ...Enterprise Warren........ ....... Sheaf Sherman.... .. Visitor | Imboden ........... ..... News Atwater..... ... Republican Waseca.... .. Herald Slıubuta ........ ..Messenger | Jonesboro.......... ........ Enterprise | Audubon ...... .... Journal | Waseca............ ...... Journal ver....... News | Fulton............Ultonian Denucial Tribune * 998 FOWLER'S PUBLICITY Paris........... ....... 0 0 1 ...... ..... .. .P o West Concord.............. Enterprise | Argonia............ .......... Clipper Missouri North Little Rock................. Life Willmar ...... ...... Tribune Arkansas City.. .....Democrat Okolona....................Niessenger Wood Lake...... ....... Ledger Belle Plaine.... ........ News Oronogo.......... ............Eagle 1 Ozark.......................Democrat Worthington .................Advance Caldwell...... ..........News Ozark..... ..............Rustler Canton............. ...... Champion Colorado Paragould.... .......Press-Democrat Wisconsin Cheney ............ ........ Sentinel Holly....................... Chieftain Paragould. ... Soliphone-Events Amery.....................free tress ........ Free Press Cimarron ..................Jacksonian ............. Eagle Augusta.... .............. Eagle Coffeyville (1 ED.). ......Daily Journal Paris..........................Express Augusta ...... ......... Times Cottonwoood Falls ............Řeveille Little Rock List Paris........ ...... Herald Barron..................... Republican Dodge City.... ....Democrat Perryville..... ......... News Barron.... .... Shield Great Bend...... ........ Beacon Arkansas Pike City...... .......Cannon Ball Bayfield. ........... Press Great Bend..... ......Democrat Pine Bluff....., ......Sunday Graphic Cameron...... ......Weekly Review Halstead...... ..... pendent Alma..... ....... Herald Portland.... .........Enterprise Durand .. ............ Courier Howard...... ....... Citizen Altus........................... News Prairie Grove (3 EDS.)........... Record Ellsworth..... ............ Herald Hugoton..... .........Hermes | Arkadelphia........... Siftings Herald Quitman.... ..... Tribune Galesville ...... ...... Independent Jetmore..... ......, Republican Arkadelphia... ........ Standard | Rison.... ........ Bazoo Grantsburg.... ....... Journal Johnson City. ....... Journal | Arkadelphia (s. M.)....... Western Star Rison.......... ....... Herald Hammond.... ............ News | Kinsley. ....Graphic Arkansa ...... Enterprise Searcy... ....... Citizen Hayward ... ........ Republican Kingman...... Leader-Courier Atkins...... ...... Chronicle Searcy (3 EDS.).......... .Daily Citizen Hudson....... ........Star and Times Kiowa..... ... ... Review Augustạ..... ....Free Press Searcy........... ... Economist Hurley.......... .......... Miner Lyons.....................Republican Augusta..... ... Vidette Sheridan..... ... Headlight Iron River....... ........ Pioneer Lyons...... ........... Eagle | Bald Knob........ ............Guard Star City ...... ...... Democrat Osceola Mills ..... ........ Press Marion........ ...... Times Batesville....... ............ Bee Star City ..... .....Ledger Rhinelander...... ...... New North McCracken...... ..., Enterprise Beebe.. ...Current Topics Stuttgart...... ...... Free Press River Falls.... ......... Journal Medicine Lodge..... .Cresset | Benton... .....Courier Stuttgart........ ......... Republican Shell Lake..... ....... Watchman Mound Ridg ..... ... Journal Benton........ .. Times | Tuckerman...... ........ Gazette Stanley.................... Republican Mulvane....... .......Record Bingen...... .... Social Visitor | Van Buren.......... .......Times Mt. Hope Mentor Brinkley....... ... Argus | Van Buren (2 eds.)........ Daily News North Dakota Peabody.... Gazette Brinkley....., .. Times | Van Buren (3 EDS.) .....Daily Venture Bismarck .......... ........... Settler Santa Fe ... Trail Cabot...... ..Guard | Van Buren....................Venture Bottineau.................... Courant Sedgwick..... . Pantagraph Camden... .Herald | Warren... .......Demo-News Cando.............. ..... Herald Stafford..... ..... Republican Carlisle..... .........News Warren..... ... Sentinel Cooperstown . Courier Sterling ............ Bulletin & Gazette Clinton...... ...... Democrat Waldo...... ...... Vindicator: Drayton..... ... Echo Turon................... Weekly Press Corning... ....... Courier Waldron...... ........ Reporter Gilby ........ ...... Vidette Wellington........... . Monitor-Press | Cotton Plant................ Arkansian Washington.... ...... Telegraph Pioneer Wichita ........................ Times Dermott. ... Life | Wilton............ Little River Ledger Lakota..... Observer Des Arc...... .Guidon Larimore...................... Pioneer Oklahoma De Valls Bluff.......... Star-Enterprise Texas Milton.. ...Globe De Witt......................New Era .... Gazette Alva ........ ....... Pioneer El Dorado...... ...Tribune Blooming Grove................Rustler Arapahoe... ......... Bee Portland, .................. Republican Fordyce...........Chronicle-Enterprise Cookville.................Wide Awake Beaver ..... ....... Herald Rolla.......... Turtle Mountain Times Fordyce....... Flatonia...... .... Forum .......Argus Beaver ....... .. South and West Towner.............News & Stockman Forrest City.. .......Herald Gilmer. ......... Mirror Blackburn..... Valley City..................... Patriot ...........Globe Gillett....... .......Herald Holland.... ........Progress Cheyenne. ... ......Sunbeam Wahpeton .... ....... Gazette ....... Messenger Jewett...... Gurdon...... .......... Times Cleo. .........Chieftain Williston......................Graphic Kemp. Hackett City..... ...Free Silver ., Voice Downs... ..Democrat Hope.......... ...... Chronicle Lufkin.... Press Iowa El Reno (I ED.) Evening Star Naples.......... ...... Gazette ...... Monitor h ope....................... Hardesty Herald Palestine........ Cresco.........................Times .......Advocate Hot Springs...................... Life Hawkeye..... .... Beacon Hennessey ..... .... Clipper ..S.-W. Times Huntington.. ........ Herald Palestine (1 ED.). Hennessey.... ..... Kicker Humboldt ................. Republican Judsonia.... Pearsall........... .......Leader .......... Advance Lake Park...... ......News Kildare ....... ..... Journal Junction City......... Union Democrat Sabinal.............. vinal....................... Sentinel Lime Springs......... .. Sun Kingfisher..... ..... Times Little Rock: American Guide .....Blade Texarkana...... Monona...... ... Leader Okarche..... .... Times Little Rock.... .... Bee Texarkana (1 ED.)........Morning Call New Hampton................ Courier Okeene..........................Eagle Lonoke........ ......... Citizen Texarkana (1 ED.). ......... Daily News St. Ansgar.. .....Enterprise Ok. City .......... McMaster's Weekly Lonoke....... .......... Democrat .............Times Timpson.... Waucoma...... .. Sentinel ......... Journal Magnolia ........ ...Columbia Record | Wharton (2 EDS.).............Spectator Postville....... Stillwater.... ..Graphic Ok. State Sentinel Magnolia... W ....... Journal illis. ..........................Index Waukon ....................Democra Tecumseh...... ......... Republican Malvern.... ..... Times-Journal Watonga......................Rustler Marvell.... ...Maxim Louisiana Montana Melbourne.. ..Register Indian Territory Boyce.......... Glasgow............ Valley Co. Gazette ....... Enterprise Monticello... .......Advance Mer Rouge..... ...Democrat Glasgow... .......Record Monticello. Center..................... Expositor . Monticellonian Minden...... .. Banner of Liberty Kalispell................ Herald-Journal Marietta.... ........Monitor Morrilton... ...... Democrat Opelousas......................Clarion Morrilton...... .....Headlight South Dakota Nowata.................Cherokee Air Pollock..........................News Rush Springs .. ... Landmark Morrilton...... ..... Standard Wilmot.................... Republican Sapulpa........ ......... Light Mulberry....... ........, Leader Indian Territory Murfreesboro...... ...... Courier Wichita List Texas Nashville.......... People's Advocate Fort Gibson...................... Post Newport (2 EDS.)......... Daily Herald | Muldrow......................Register Kansas Miami..... ........Texas Panhandle | Newport............... Sunday Herald Tishomingo............. ....... Herald Anthony................... Republican | Petty.......... ...........Enterprise / Newport (2 EDS.)........S.-W. Tribune | Webbers Falls.... ...... Chronicle Hope., .... Park River......... . . . . . . . . . . .. 11 ........ . AX FOWLER'S PUBLICITY 999 The Western Newspaper Union Lists ............ D i cau 0 0 0 0 0 . 1 . . Lorimor................. .......... Journal, · Victor ......................... Index Lovilia ...... ......... Banner | Vinton.... .... Times Luverne..... ...... News Walnut...... ........ Bureau Cover an exclusive territory that cannot be reached by any other advertising Luverne.... ......Review Wapello..... ......... Democrat medium. The papers of these lists are the leading country and weekly newspapers Lynnville.... ....... Herald Waterloo.... National-Exchange between and including Michigan to the Rocky Mountains and Minnesota to Texas. Madrid ..... ... Register-News Waterloo......... ...... Democrat The list comprises 2,768 of the best class of country papers that exist and cover Manilla..... Register Washington.... .... Record more than three fourths of the entire area of the United States. They go to a class Marion...... . Sentinel Washington.... ........ World of readers of which ninety per cent. read no other paper. Marne........ ........ Free Press Webster City ............ Daily Tribune These are the oldest established lists and are made up of the oldest papers in Mason City. -Express Webster City. ........ Tribune the territory where they are published. It is the largest list in the world; has the Massena ..... ..... Echo | Webster City........ ....G Graphic-Herald largest circulation and therefore occupies the front rank in the advertising field. | Melbourne.... ..... Record Weldon......... ........ Hornet They have always paid advertisers large returns and must continue to pay. Many Menlo ........... Gazette West Bend.... ..... Advance of our patrons have used these lists uninterruptedly for more than sixteen years | Milo......... . Motor | West Liberty.... ...... Review and are using them to-day. Minburn..... .......Star West Union.... Gazette For catalogues and rates address The Western Newspaper Union, 194 So. Mitchellville. .. Index | What Cheer...... Reporter Clinton Street, Chicago, Ill., or 65 Tribune Building, New York City, N. Y." Monroe...... ...Mirror | What Cheer....... ..Chronicle Monticello... ....Times What Cheer. Patriot Des Moines List Earlham .... ...... Echo Montezuma.. Democrat Williams.. ...... Review Earlville..... ... Phenix Moravia..... ..... Tribune | Winterset..... ... Reporter Iowa Eddyville... Tribune Morning Sun.. . Herald Winterset. Review Ackley................... Phonograph Edgewood.... .. Journal Moulton...... ..Herald | Worthington....... .. Watchman Adair... ............. Messenger Eldora ...... .. Ledger | Moulton...... ..... Tribune Adair.. Missouri ....... News Eldon...... .... Forum Mt. Ayr........ ....... Journal Adel...... ....... News Elliott...... .. Graphic | Mt. Auburn... .. Advocate Cainsville....... ...... News Adel........ ........ Record Ellsworth..... ..Chronicle Mt. Pleasant..........Dial of Progress Clarksdale........ ..... Banner Afton....... ..... Star-Enterprise Elma......... ......News Register Nashua ........ ...Reporter Clyde.. Clyde...................Weekly Times Albia...... ......... News Emerson........ ........ Chronicle New Albin... ... Courier Graham...... ................. Post Alexander.. ............ Advertiser Emmetsburg.... ....... Reporter New Hartford ... Review Grant City. ........... Star Algona.... ....Courier Emmetsburg .. .... Tribune New Sharon.. .. Star Kirksville.... ..... Farmer's Advocate Algona........ The Upper Des Moines Exira.......... ... Journal Newton....... .... Courier LaGrange ... ...... Indicator Ames................ ....... Times Farmington... ..... News Newton..... ....... Record Lancaster .... ........Republican Anita .......... ...... Republican Fayette...... .Reporter | New Virginia .. New Virginian Lewiston..... ...Weekly Journal Aplington...... ............,News Fonda........ ... Review | Nora Springs gs...... .. Advertiser | Maryville...... ......Advocate Atlantic. ........Budget Fontanelle...... . Observer Nora Springs ..Telephone | Maryville.... Daily Review Atlantic. ...Iowa Bimetallist Forest City..... ... Summit Northwood..... ...... Anchor | Memphis..........People's Messenger Atlantic.... Messenger Fort Atkinson... ..... Times Oakland..... ......... Acorn Newtown.... ...... Chronicle Aurora..... .......Observer Fraser............ ..Chronicle Oakland.... .......... Era Ridgeway..................... Journal Avoca. ....... Herald Herald | Fredricksburg.... .....News Delwein: .... Register Sheridan.... ........ Advance Ayrshire.... ... Chronicle Garnavillo...... ... Sentinel Ogden...... Messenger Bancroft.... ... Register Germania.... ... Standard Osage........ Minnesota ..... News Baxter........ ......... New Era Gilmore City... ...Globe Oskaloosa.... ....... Times ........... Dexterite Bedford...... ...... Daily Times Gladbrook..... .... Leader Oskaloosa... ..... Farmer and Miner Spring Grove...... ....... Herald Belle Plaine... ........... Lever Gladbrook..... Tama Northern Ottumwa.... Review Wells..... ..... Forum Belmond...... .......Herald Goldfield... ....... Chronicle Oxford Journal Winnebago City............ Enterprise Benton...... · Boomer Goodell....... ..... Farm Journal Packwood... ..... Herald Blockton..... .......News Gowrie......... ............News Panora...... ....Democrat Omaha List Bode......... ...... Bugle Grand Junction.. ....... Era Paralta ..... ........ Journal Bonaparte..... ....... Record Grand River... Nebraska ....... Local Pella ...... ........Blade Bondurant. . ... ...... Journal Gravity........... .. Independent Pella.. .... Saturday Advertiser Albion........ ....... Argus Boone...... Daily News Greeley.. ...Graphic Perry. ..Advertiser Albion.. ....... Blade Boone...... ....... Herald Greenfield.... ....... Transcript Perry.... .. Bulletin Albion.... ......News Boone......... .. Weekly News Grinnell...... Independent-Signal Persia ..... ..... Globe | Alliance..................Pioneer Grip Bridgewater..... .....News Griswold..... ......American Peru........ ...Sentinel Alliance.... ............... Times Bridgewater..... ... Times Griswold...... ..... Advocate Pleasantville..... ....... News Alma....... ..... Weekly Record Bristow......... Enterprise Grundy Center.. ....... Herald Prairie City.... .....Kodak Ansley...... .People's Advocate Buffalo Centre ....... Tribune Grundy Center..... Prairie City .......News Arapahoe..... ..... Public Mirror Burt.......... .....Monitor Guthrie Center..... .....Times Pulaski..... Independent Arlington..... .............News Bussey. ...... ...... Banner Guthrie Center.... ... Sentinel Redding.. Review | Arlington... .... .Times Cambridge... Dispatch | Hamburg....... .Reporter | Redfield. .... Clipper Ashland.. ..Gazette Cantril...... Leader | Harcourt... ..... News Red Oak... Republican Ashland. ... Journal Carson...... ....... Critic Harlan..... ... American Reinbeck. .........Courier | Atkinson.... .... Graphic Cascade...... ....... Courier Harlan...... ... Tribune Rhodes ...... ........ Review | Auburn...... ....Granger Casey........... Vindicator | Hillsboro.... ......... Index Riverside.... ...... Leader | Auburn...... ........ Post Cedar Falls ..... ...... Globe Hudson..... ... Record | Rockford.. ......Gazette Aurora...... ... Republican Center Point:... ..... Herald Humboldt..... .... Independent | Rockwell. .Phonograph | Bassett. ... Eagle Center Point..... .. Journal | Humeston... ........ New Era Rockwell City... ..Advocate | Bennington... ......., Herald Centerville...... ...Advocate Independence....... .Saturday Herald Rockwell City .....Republican Battle Creek..... ... Enterprise Charter Oak... ..Republican Penublican Indianola.. ...Record | Roland.... ......... Record Battle Creek...... ... Republican Churdan....... ...Reporter Ionia ........ .... Herald Rolfe..... ..., Argus Bayard ........ .....Transcript Clarksville..... ....Star Iowa City... .... Herald Rudd...... · Clipper Bellwood..... .... Gazette Clear Lake..... ...... Mirror Iowa Falls... Citizen Runnells . Telegram Beemer.... ......... Times Clear Lake.... ..Reporter | Iowa Falls.... ... Sentinel | Russell...... ..... Recorder Bertrand.... Ind. Herald Colesburg ..... ..Clipper Janesville. ... Banner Russell...... ........ Union Bladen ...... .... Enterprise Colfax....... ..Clipper | Jefferson..... ....... Bee Ruthven..... .... Appeal Blair...... ... Republican Collins. .Clipper Jewell ...... Record Ruthven.... Free Press Blair..... .... Pilot Collins ...... Liberator Kellerton... .......Globe Ryan ........ .....Rustler Blue Springs..... ....Sentinel Coon Rapids. Enterprise Kellogg Enterprise Seymour. . Leader Brock . .. Champion Corning... .Gazette Kellogg..... Tribune Shannon City .......Sun Proken Bow... ... ...Beacon Corwith ......Hustler Kent........ .... Record Sheffield. ...... Press Broken Bow....... Weekly Republican Cumberland ... Keswick..... ... Courier Shelby....... .....News Campbell........ .... Press Davis City................... Advance Klenme ..... ..... Times Shenandoah. ...... Post Cedar Bluffs.... ..... Standard Davis City.... Twice-a-Week Rustler Knowlton... ..... World Sigourney... ... Times Cedar Rapids. ....Outlook Dayton ....................... Review | Knoxville.........Godfrey's Gleanings Sioux Rapids ....... Press Central City..... ... Republican Decatur City................. Advocate Knoxville.. .. Reporter Slater. ......News Columbus..... ..... Journal Decorah...... Decorah Public Opinion Ladora...... ..... Times Spencer ..... Reporter Crawford..... .... Gazette Delta .......................Enterprise Lake City...... ...... Blade Stanhope.... ........ Mail Crawford ..... .... Tribune Denison......... ......... Bulletin Lake Mills... ....Graphic Stanton........ .....Call Creighton ..... Courier Des Moines ...... Iowa State Bystander Lamoni........Co City Chronicle St. Charles ..... ... Hawkeye Creighton............ . People's News Des Moines ..... ...... National Clerk Lamont...... .... Leader Stanwood...... Herald Crete.. .. Vidette Des Moines ...... .U. S. Progress-Call Laurens.... .....Sun Stratford... ... Courier David City....... ... Press Des Moines .............Weekly Globe Ledyard...... .... Leader Stuart...... ........News Deshler............. .....,Citizen De Soto.... ........Exponent | Lenox...... ... Gleaner Swaledale... ............. Bee Diller ..... ........ ... Record Dexter ......... ....... Sentinel Lenox.... Time-Table Tama....... ...... Free Press Doniphan...... ....... Index Diagonal....... .......Progress Leon..... Reporter | Tama....... ........ Herald Dorchester ....... ........ Star Donnellson.... .......Review Lehigh... ... Argus Thompson.. ...... Courier Edgar ....... .......... Post Dows ........ ......... Advocate Letts.... ... Review | Thornton... ... Enterprise Elkhorn ..Exchange Dubuque...... .... Western Farmer Lewis ...... .. Standard | Tingley.... Vindicator Elm Creek. .. .........Times Dubuque...... ....... Western Guide Linden ..Clipper | Tripoli. .... Leader1 Eustis. ..... Record Duncombe..... ...............Sun Linden..... .. Guidon | Valeria ...... ......... Star Exeter ........ .....Democrat Dunlap ........ ........ Reporter Lineville.... ... News | Valley Junction ... Express | Fairbury ......... ..... Enterprise Dysart.......................Reporter Lineville..... ... Tribune | Van Meter.... .......Exponent Fairmont ..... .....Chronicle Eagle Grove........... Evening Times Lisbon............................Sun | Van Wert..... | Falls City ..... ....Populist Eagle Grove..... ............. Gazette Lohryille................... Enterprise Volga City................. Vindicator | Fremont.............. .... Leader . . . . . . . . . . . . COTwith .......... . . . . 1000 FOWLER'S PUBLICITY ...! | Eagle...... lai tino ......... R Fullerton ............... News-Journal, Wahoo ........................ Wasp Cook..................Weekly Courier, University Place...... Twin City Times Fullerton. ...........Post | Waterloo ...... ........... Blade Cortland. .... Herald | Valparaiso... · Visitor Genoa ... ...... Leader Waterloo........... .... Gazette Crab Orchard.................. Herald | Verdon.... ........ Vidette Genoa..... ........ Populist | Weeping Water........... Silver Blade Crete.......... ....... Democrat | Wahoo...... ..New Era Gibbon ..... Reporter Weeping Water.. ...... Republican Crete........ ......... Herald | Wallace. .. Tug. Gordon .... ...... Journal | West Point.... ...... Advertiser Davenport............ People's Journal Wauneta. ...... Breeze Gothenburg .............. Independent | West Point................ Republican Davey.......... .......Mirror Waverly..... · Watchman Gothenburg.. Times | Wood River ...... .... Interests David City............ People's Banner Western..... ......... Wave Grand Island.............. Republican Wymore....... ..............Reporter | Dawson.... ...... News Boy | Wilber...... ........ Republican ......News De Witt..... pendent Wilsonville.... ...... Review Hardy.............. ......Herald Iowa De Witt. .... Times | Wymore.......... Weekly Arbor State Harrison....................... ........ Press | Avoca................. ....... Journal Dodge.... ... Criterion Yutan.......................... Breeze Harvard ......... .. ....Courier Blanchard .....................Herald Douglas...................Enterprise Hastings......... Independent-Tribune College Springs .......... Current Press Du Bois.. Kansas Times Hay Springs .... ........ Leader Conway.... ....... Journal .......... Eaglet | Almena......... ....... Lantern Hebron ... ........... Journal Corning .................. Republican Elk Creek..... .............Herald Almena..... ........Plaindealer Hebron ..... ............. Republican Defiance .... . .... Enterprise Elm Creek.... ...Pilot | Burr Oak .Herald Hemingford .... Denison..... ........ Review .......... Herald Elmwood..... ....... Echo-Leader Concordia.. ..Blade Herman .... ...... Review Dunlap...... ....... Herald Fairbury..... ournal Cuba........ aylight Holdrege........ ..Progress Farragut..... ....Sentinel Fairbury..... ... Times Easton.... ..... Light Hooper.. ....... Sentinel Glenwood.. ..........Opinion Fairmount.... ...... Tribune Gaylord.... ....... Herald Julian ..... .. Leader Glenwood........... .. Tribune | Firth........, ........... Graphic Hanover........ ..... Enterprise Juniata .... ..Herald Glidden...... ......... Graphic Friend... S.-Monthly Helper Hanover....! .Democrat Kearney ........... ........ Sun Hamburg ........... ........Democrat Friend... ........... Standard Norton..... ..... Liberator Kenesaw.. . Citizen Logan...... ..... Observer Gandy........................ Pioneer Olsburg ....................... Graphic Kimball ..... .. ... ... Observer Manilla .................... Advocate Geneva..... ......Gazette Plainy ... Journal Lawrence ....... Manning...........Monthly Woodman Gering.... .......Locomotive ........... Courier Republic City...... ......News Leigh........... ........ World Macedonia... ........News Gering............. ......Homestead Riley........... ........ Regent Lexington ......... ....Clipper-Citizen Minden.... ... ........., Times Germantown... ...... Gleaner Scandia ....... ....... Journal Litchfield... ....Monitor Missouri Val ..... Daily News Grafton..... ........Courier Smith Centre... ............ Pioneer Lodge Pole........... ..Express | Neola ... ....... Reporter Grand Island.... ..... Free Press Stockton....... ...Alliance Signal Louisville...... .......... Courier New Market......... .......Herald Grant.................. Herald-Sentinel St. Francis..... .......... Rustler Loup City.... ...... Northwestern Pacific Junction ...............News Greenwood...................Gazette Washington..... ......Post-Register Prescott....... Loup City......... Times-Independent ........ Advocate Greeley........... Leader-Independent Washington..... .......Republican ............. Pioneer Lexington...... Riverton....... .... Independent Gretna...... .Reporter Washington... .. Watchman Lyons ........ Shenandoah .............. World Guide Rock... Westmoreland... ................ Sun ........Recorder Lindsay ... Tabor.......... ......... Post ... Beacon | Hastings....... ....Democrat White Cloud........ .....Globe Madison...... ...... Reporter | West Side.... ........ Times Montana Madison... ... Star Woodbine................ .....Twiner Hayes Center..... ... Republican Madrid .. ...News Hayes Center.. ....... Times Belt.................Belt Valley Times .......Eagle Idaho Maywood... Hebron... ..Champion Billings........ ................ Times McCook... .Tribune Albion ................ Hershey..... .... Review Dillon... ............ Times ....... Examiner McCook.... .....Courier Blackfoot......................News Hickman.... ..Enterprise Hamilton...........Bitter Root Times Mead..... ..... Pharos Idaho Falls. ... Register Hickman... Republican nart.........................Miner Milford... ... Nebraskan Idaho Falls.... l'imes Holbrook..... ......,Herald ...... Courier Millard .... So. Dakota Lewiston ..... ... Teller Holdrege..... Political Forum Nehawka. Register Payette........ ....Independent Humboldt. ........Enterprise Custer City.... ...... Journal Neligh... Advocate Pocatello.. Humboldt..... ........ Standard .......... Herald | Edgemont.......... People's Advocate Neligh............ .. Tribune St. Anthony.... Johnson..... ........News Keystone........ ..... Nugget .......... News Nelson. ****. Daily Call .Gazette Kearney.. ........ Democrat Lead City.... Herald Wyoming Kearney............ New Era-Standard | Rapid City..........Black Hills Union Newman Grove.. .Gazette Casper........................Derrick Kennard. ..... Enterprise Rapid City.................. Stockman Newman Grove.. .Herald Casper...... .....Tribune Liberty....... ..... Journal Wyoming .. Republican Newport ............ Dayton ..... Lincoln..... ...... News ..... Daily Post Niobrara ...... Tribune | Buffalo........ Sundance......................Gazette Lincoln........ ......Weekly Post .....People's Voice Norfolk ........ Times Lincoln..... .... Weekly Herald | Newcastle..... .......Democrat North Bend....... South Dakota Lincoln..... ............... Anchor Newcastle. ......News-Journal ........... Argus Oakdale Belle Fourche.................. Times Lincoln..... ...... Neb. State Capitol Otto ........ ...... Courier ...........Sentinel Buffalo Gap....... Omaha ........ Afro-American Sentinel ....... Republican Lincoln..... !.. Neb. State Democrat Otto...... .......Rustler Fairfax........... Omaha ..................... Enterprise .......... Review Lincoln .........New Republic Sheridan.... ........ Enterprise Omaha ... ....... Homestead Hot Springs ......... ....... Herald Lincoln..... .......Detective Journal Sheridan..... ..... Weekly Journal Omaha.... ....... Messenger ...... Progress ....... Miner Keystone........ Malcolm.. .... Wyo. Freeman Sundance.... O'Neill... ...Frontier .......Record Sundance..... McCook.. .......Republican ..... Monitor Terry.......... Orleans ... . Courier Minden...... ....... Courier Orleans ... ....... Progress Other States North Platte .......... Independent Era Kansas City List ......Democrat Odell......... Osceola... ...... Wave Atwood, Kan..................Citizen Ohiowa..... .... Ohiowan Kansas Osceola... .......Record Fairfax, Mo....... ...... Forum Ord. Papillion .. | Abilene............... Daily Chronicle ...... Times Narka, Kan.......... ...........News .... Journal Oxford... ..Standard Agra...... ........Razoo Pierce ........ ............ Leader New Paynesville..... .........Press Palmyra....... Pleasantdale......................Quiz ...., Items Allen.... ........Herald Vale, Ore............ District Advocate Pawnee City..... ... Republican Alma..... Plattsmouth...... Cass County Tribune ....... Signal Petersburg...,:. . Index Americuş.. ....Greeting Plattsmouth...... Daily Evening News Lincoln List Plymouth.. .. News Arcadia..... Plattsmouth... ....... Weekly Journal . Times Nebraska Ragan.......... ....... News Rising City... 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Argus Courtland.. .. Register Tobias... ..Gazette-Tribune Ceresco... ..Courier Tecumseh ...... Valentine.. Dunlap....... .... Journal .......Reflector ... Republican Chappell..... ..Register Trenton... Register Ellis. ... Review-Headlight Valley..... .....Advocate Chester......... ...... Herald Unadilla...... ..Union Elsmore .... ....... Enterprise Valley.... ....... Enterprise Clay Centre...... ... Patriot i University Place............... Gazette | Ellsworth....... .... Gazette | Ellsworth.................... Populist Wahoo......................Democrat! Columbus ........... ......... Argus '. Nelson 10 Umana................ 0 0 0 . . . D . * Telescope . . . . . . . • 0 0 0 ........ . FOWLER'S PUBLICITY ΙΟΟΙ Le Roy.... ......... Bee Su D rexel............ Erie........ ........... Sentinel , Appleton City................. Journal | Tina......crison...............Herald , Howell ........................ Herald Eudora...... ....... 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Chief Mt. Morris........ .. Enterprise Leavenworth . .........Herald Craig....... Courier Detroit List Mt. Pleasant..... ..Enterprise Lebanon....... . Journal | Dadeville...... ...Rustic Mt. Pleasant.... Northwestern Tribune ...Lebo .......... Enterprise Dawn...... Enterprise Michigan Muir. Tribune Lecompton.. .......... Sun De Witt..... .Herald Mulliken.... Express ...... Monitor Leonardville. Drexel.. Addison...... ........ Star .......... Courier Munising.... publican Liberal. ... News | Eagleville ....... Monitor Algonac.... .................Courier Munising..... ... News ... Beacon | Edgerton.......... Lincoln.. Journal Alma.. ... ..... Argus Newberry...... ........News Lincoln.. .Republican Eldorado Springs... .... Sun Almont.... - Herald Newport. ..(Mo.) Critic Lindsborg ... .........News Excelsior Springs... .. Journal .Graphic Armada... North Lansing.. .. Record Lindsborg...... ...... Recorder Fulton. .... Journal .. Tribune Atlanta .... Northville....... ..... Record Little River... ........Monitor Fulton...... Telegraph Bad Axe... .....Democrat Onsted.. ....News Logan.... ... Republican Freeman .... ..... Herald Baldwin. .......... Star Orion...... ........ Review Longton.... Foster ...... Beaverton .... ..........Gleaner ..... Beacon ........Clarion Ovid. egister-Union Lyndon...... Glasgow..... Belleville.... ....... People's Herald .......Globe .......Enterprise Oxford. ..... Globe Madison ...... ....... Star Glenwood. Phonograph Belding ....., .... Banner Oxford..... .... Review Manchester ...... ...... News | Grant City. ...... Times ..Benzie Banner Benzonia........ Parma,.. ..News Manhattan..... ..... Mercury Green City...... ....... Press Birmingham . Eccentric Petersburg... ........ Sun Manhattan.... ..Republic Hamilton... ....Advocate Breckenridge.. .... Review Plymouth..... .... Mail . Monitor Mankato...... Harrisonville.... .......News Brighton...... ........Argus Pinckney... Dispatch Marquette..... ..... Tribune Hartville. .... Progress Britton ....... ....... Citizen . Port Austin... ....News Marysville.... ...... News | Hume ............. Telephone Brown City... .. Standard Portland. .Observer Marysville.... Democrat Jamesport...... .......Gazette Brown City ..Banner | Richmond.. ..Review McLouth..... ....... Times Jasper................. .Constitution Burr Oak.... ...... Times Rochester ..... Era Melvern ..... Review Kansas City............. Farm Journal Byron........ ..... Herald Romeo...... . Observer Meriden...... .......Ledger Kansas City..... Fruitman and Farmer Caledonia..... .News Romeo...... ........ Hydrant Minneapolis... ..Messenger Kansas City.................... Leader ....... Times Carleton ...... Romulus...... ..Romulus Roman Minneapolis.... .. Review Kansas City......... Western Recorder Carsonville Searchlight Roscommon .........News Morrill.. ... News City...... ... Democrat Cass City.... Enterprise Saline.......... .... Observer Mound City.... Standard | King City....... ... Chronicle Cass City....... ......Gazette Saranac........ | King .............UVIO U L .... Local Mound City.... ...... Torch Kingston......, .......Times Chesaning ..... ...... Record Sault Ste. Marie.. ........ Herald Mound Valley.... .. Herald | Lathrop .. ......Herald Clare...... ... Sentinel Scottville .... ...... Enterprise Nortonville.... ..Herald | Lathrop.... ....Monitor Clare........ ..Courier Sebewaing........ ....Mining Blade Oketo.......... ....... Herald ....... Leader Clarksville.... ..Record Sherwood... .. Register Osage City...... ..... Free Press Liberal.... .... Independent Clayton ...... .... ... Record South Lyon.. ... Excelsior Oskaloosa....... ....... Times Liberal. .... .Enterprise Clinton ..... ............ Local Sparta ......... ***** .......... Sentinel Graphic Ossawatomie... Clio . ..... Lincoln.. ......Railsplitter ....... Star Springport...., .........Signal Ottawa....... Journal | Lock Springs.. ..... Herald Coleman ...... 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Press Cameron .. ......Texas Broncho | Milford .......... ... Courier 1 Alice..... .............Reporter | Colorado Springs. ...... News Canton..................... Enterprise Mineola ...... .. Courier Alpine...................... Avalanch Cortez. .......... .....Journal Castroville.... ....... Anyil Mineola........ ..Monitor Alvin...... .......... Sun Como.... Record Cedar Hill...... People's Advocate Mineral Wells... .Graphic Angleton .... ........News Creede ...... ............ Miner Celeste........ ....... Express Mineral Wells... .. Success Bandera ........ ...... Enterprise Creede.. ....... .......Candle Centreville.... ....... Democrat Morgan.......... ........News Bay City ....................... Breeze Crested Butte...... Elk Mountain Pilot Cisco ..., .....Round Up Montague..... ...Democrat Beaumont........ Semi-Weekly Review Cripple Creek ........ Prospector-Star Clarendon..................... Banner Mt. Calm ........ .......... Echo Belton....... ..... 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Monitor Roby..... ...Call Hondo.... ........ Herald Gillett.............. Sunday Chronicle Denison... Dispatch Rockport. ....Beacon Houston..... . Southern Review Globeville... ...............News Detroit ...... Herald Rockwall Success Kerrville.. .......News | Golden...... ........ Globe Dickins ....... .. Doings Rogers... .......News Kirbyville..... ...... Courier Golden .......... Colorado Transcript Dodd City.... .... News Rosebud ... .... News La Porte ...... .... Chronicle ...........Times Eastland..... Chronicle San Saba..... ..News League City..... .. Promotor Grand Junction.................Union Ennis...... y Democrat Seymour... . News | Lexington ........ .... Leader Greeley........... ...... Sun Ennis. Populist Smithville.... ........ Transcript Liberty Hill.... ....Index Greeley ... ... Times Farmersville... Sentinel Snyder.... ... Coming West | Liberty ........ .... Vindicator Gunnison... ..Champion Ferris .......... ......Wheel Stanton........ ......... News | Livingston ... ........ Local Holyoke...... .. Herald Florence ........ ....... Vidette Stephenville .... . Tribune Livingston ..... Texas Pinery | Hooper......... ... Tribune Forney ... ..... Tribune Sterling City..... ... News | Montgomery .... .......... Leader | Hot Sulp rings..... ...... Times Franklin Central Texan St. Jo ......... ....Herald Navasota ........ ... Patriot Hugo....... . Ledger Gainesville ..... . Signal Sulphur Springs ...... ......... Echo Pearland ....... ..News Glen Rose ..... ........ . . 0 0 0 0 1 .. Advocate Idaho Springs..... ....... Herald Sunset............... ........ Signal Port Laroca... .......... News | Julesburg........ ..Grit Goldthwaite... ..... Lancet Sweetwater... ....... Review Refugio... ............ Register Julesburg.... ..... Advocate Gordon...... y Courier Temple............. y Mirror Richmond... ......Texas Coaster La Jara...... ....... Tribune Gorman ...... Gazette Throckmorton.... .. Times | Rock Island. .Weekly Journal La Junta. ......Democrat Graham .... ...... Call Tioga ..... . Texan Rosenburg .... .. Silver X Ray La Junta .......... ..Daily Democrat Graham .... ..... Leader | Tray......... .... Enterprise Rosenburg .... .... Progress La Junta.,.. ... Tribune Granbury..... ...... Truth | Trenton...... ........ News San Marcos .... Times | La Junta......... Weekly Times Granbury...... ... News Troup............ ...... Banner Sealy ........ ........ News Lake City.... ...Phonograph Grand Salene ........ Sun Valley Mills ... Comet Shiner.. ...... Gazette Lake City..... .... Times Grandview.... ......Monitor | Venus...... ...... Times Smithville... .. Times | Lamar.... ..... Register Granger ....... ...... Times | Vernon...... ..... Jeffersonian Stockdale.. .., Enterprise Las Animas... ..Democrat Grapevine...... ...... Sun Vernon........ ........... Call | Texas City... .... News Las Animas.... ........ Leader Groesbeeck. ......... Journal Waco..... ... Central Texan | Thomaston..... .....News | La Veta ...... ........ Advertiser Hamilton. ... Journal-News Waco. .......Herald Velasco ...... World Leadville.. ... News-Reporter Haskell....... ...... Free Press Waco.. ... New Southwest | Wharton.. . Pilot Leadville.... .... Free Lance Henrietta..... .......... Herald ............. Tribune | Wharton....... ....... Star Littleton ...... ....... Independent Henrietta..................... Review | Waxahachie ............... Enterprise | Yorktown ... .... News | Longmont.......... .............., Ledger Waco ........reccine Enterprise ! FOWLER'S PUBLICITY 1003 ....COM Sterling... IV. J.....................Pilot Louisville .......... ... Sun, Hartsburg .................. Enterprise | West Salem..................... News , Grossdale........... .. Vigilant Loveland...... ........ Register | Hermitage................... Gazette | Xenia........................ Progress Hampshire................... Register Loveland...... .. Reporter Hillsboro ...., Democrat Harvey............... Tribune-Citizen Lyons.......... Topics | Hunnewell.... ...............Graphic Arkansas Henry............ Semi-Weekly Times Mancos......... ........ Times Iberia .................... Intelligencer | Bald Knob.....................sigual 1 Pickley.......... | Bald Knob..................... Signal Hinckley...................... Review Marble City...i ... Times Jackson...... .. .. ..... Batesville......Sunday School Journal | Hinsdale.... ......,Herald Meeker......... ..Herald | Lamar.. ............. Industrial Leader | Beebe................ El Paso Populist | Hoopeston.......... ... Herald Monte Vista..... ..... Journal Lancaster...... ........Excelsior Berryville........................ Gem Industry ...... ..... Enterprise Monument...... · Messenger La Platta ..... ........ Republican Harrison...... ........... Times Kankakee......... South-West Herald Mosca ........ .. Herald | Lebanon .... .......... Sentinel Sentinel | Jasper........ ...... Herald Keithsburg.. ... Transcript New Castle.......... Weekly Nonpareil | Linn ......... ..... Republican Malvern......... ....... Meteor Kewanee...... ...... Star New Castle... ... News Linn Creek...... . Reveille Mountain View..............Democrat Kewanee..... ..... Daily Star Ophir ....... Mail Marble Hill.... .... Press Newport..... ...... News Lacon...... ..... Democrat Parachute ...................... ......... Index Mexico .......... ..... .... Tribune | Newport..... ......... Evening News La Salle..... ... Daily Tribune Pagosa Springs ...... ...... News Monett.. ...... .......... Eagle La Salle .............Sunday Democrat Pitkin. ..Miner New Madrid.... Indiana ...... Missourian Lewiston.. .......Democrat Pueblo..... ........ Call New Madrid. .......Record Litchfield. .... Herald Pueblo..... Indicator | Owensville . ......... Republican Cynthiana ...... ..........Argus Lyons........ ...... Herald Pueblo..... .......Mail Ozark ......... .... Republican Dale.........................Reporter Mahomet.................Sucker State Red Cliff.... ......Blade Pacific ..... ...Transcript Lyons ...... Herald Makanda.... ..........News Red Cliff.... .. Times | Perryville... ... Republican Newport.... .........Argus | Manteno...... pendent Rifle............ ....... Reveille Richland...... ........Cyclone Owensville.... ... Messenger Marengo..... ..... News Rocky Ford. .Enterprise Rocheport...... .. Commercial Owensville...... ........... Star McComb .... Sat. Journal Rocky Ford... .Republican Salem... ....... Leader Petersburg ........ ....... Press ........ Bulletin Saguache....... ...Herald Salem ........ ... Democrat | Pine Village ... .. ....News Milledgeville............... Free Press Saw Pit.......... ... Hummer Shelbina....... . Torchlight Upland ........ .......Monitor Minonk. .........News Sheridan Lake... ......News | St. Charles... ..... Banner | Williamsport...... ....... Review | Moline....... ...Sunday Mail Sheridan Lake.... ... Press | St. Charles.. ... Monitor Momence..... ......Reporter Silver Cliff...... Tennessee ...... Rustler t, Clair....... .....Gazette Morrison.... ........ Record Silver Plume ... iiver Standard t. Louis.... . Retriever Bakerville... ....... Review Morton..... ......Advocate Silverton.... .... Herald St. Louis ... Recorder Dyar....... ....... Reporter Mound..... Beacon Light South Denver.... ........ Eye t. Louis.... ........ Vidette Henderson... ......Gazette Normal..... .... Advocate Spencer.. . Times St. Louis. .......Rural Home Rutherford.. ...... Register Oak Park..., .. Vindicator Springfield ....... ..... Herald St. Louis ... Sunday Sun Rutledge..... .......Enterprise | Oak Park... ..... Reporter Sterling.... .......News St. Louis....... .. South Side Reporter Ohio........ ........Herald ..... Advocate Steelville..... ..Democrat : Other States Oquawka..... ......Journal Trinidad... .........Monitor Tarkio......... ... Independent | Butler, N. J ........ Oregon....... Ind.-Democrat Trinidad Daily News Tuscumbia... ...... Autogram Cadillac, Mich................ Advance Oregon..... .... Republican Valverde....... ......... Progress Vienna ........ ......... Times Carrollton, Miss .........Conservative | Palatine . ........ Review Walsenburg.... ... Cactus | Wellsville..... ptic-News Denver, Col......... ...... Standard Pana...... ...... Paladium Walsenburg.... ...... World Wentzville............ .... Union Greenville, Ky........ ..Banner Paris.. Daily Republican Ward .......... .....,Miner Lake Como, Miss............... Argus Pekin...... ... Daily Tribune West Cliffe..... ...... Tribune Illinois Newport, Ky.. Monthly Welcome Guest Pekin ..... .. Tribune West Creek....... | Assumption............... Independent Raton, N. M... ........... Single Taxer | Peoria. ......Gazette Woodland Park .... ... Gazette Athens........... ....... Free Press Piper City .... ...... Journal Wray ....... ..... ....... Rattler Belleville............Morning Record Chicago List Pittsfield..... .....Republican Yuma......... ..... Pioneer Benton........ ........ Republican Plymouth..... ....Enterprise Bloomington.... ...... Trades Review Illinois Polo (2 EDS.). ... Visitor Wyoming Brighton................... The News | Albany........................ Herald Pontiac...... ......... Leader Carbon ............... Black Diamond Bunker Hill.... .... ... Gazette | Amboy......... ..... Journal Pontiac......... ..Sat. Leader Cheyenne.................. Sun-Leader Charleston.... ...... Daily News Algonquin .... ... Arrow Poplar Grove.... ....... Sentinel Green River... ........... Star East St. Louis... ........Democrat Augusta ....... ....... Eagle Prairie City..... .......News Lander ......... ..... Mountaineer East St. Louis...... 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Public Sullivan ...... ...... Herald Ashland............ .......Bugle Mound City.... .Enterprise Crescent City.. ..... Courier Tennessee.... .... Clipper Bethel...... ...... News Moweaqua...... Republican Colchester..... Democrat Thomson..... .Review Billings...... .....Times Mt. Sterling.... ........ Examiner Cuba......... .... Journal Tiskilwa..... Chief Murphysboro .... Billings...... ....... Daily News ............. Review ................... Bee Dallas City..... Tolono...... .. Weekly Herald Bunceton .......... ...... Eagle Murphysboro...........News-Journal De Kalb....... .......Daily Chronicle Toluca...... .......... Star Cape Girardeau..... ... New Idea | Nokomis ..... ..... Progress Desplaines.... ...... Suburban Times Tremont..... ....... News Carondelet ...... Progress Okawville.......Republican-Enterprise | Dixon............ Warren........ ...... Leader Carl Junction ... .. Standard | Omaha .. ..... Herald Dixon .... ........ Daily Sun Watseka..... ...... 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Republican Tower Hill.... .Breeze Fowler .......... ...... Trumpet ... Daily Courier Auburn...... Eldon. .Advertiser Upper Alton. Independent Fulton..... .......... Register Batesville.......... Democratic Herald Farber.... .... Forum | Vandalia .... ..... Leader | Galena ..... ...News-Democrat Bedford........................ World Farmington...... ...... News Vienna. ....Democrat Galesburg.. ..... Plaindealer Bloomington............... Telephone Frankford..... .. Chronicle Vienna... ........ Herald Geneseo ... .........Arena Bloomington......... Daily Telephone Fredericktown......... ...... Democrat | Waterloo ....... Republican Gilman..... ....... Signal | Bloomington ............. Daily World Sunday World Galena..................... Transcript ! Wayne City ............. Independent | Gridley ....................... Advance | Bloomington.cvs. ........ Sun 1004 FOWLER'S PUBLICITY Bluffton......... ..... Hudson.... ...... ..•' Times Wisconsin Ellis...................... Independent, Winfield...................... Tribune Butler .........................1 .......... Herald Albany......... ............. Vindicator | Ellinwood. ...Leader Winfield......... Industrial Free Press. Clinton.. ........ Republican Antigo. .......News-Item Ellinwood..... . Advocate | Yates Center....... Farmers' Advocate Columbia City .......Mail Baraboo.... ........... Daily Republic Ellsworth..... ......... Messenger Yates Center........ ....... News Columbus...............Sil .......Silver Weekly Beloit...... ........Times Emporia. Yates Center ..................Sentinel. .......... ...............News .......... Journal Converse.... Beloit...... ........... Daily News Daily News Enterprise...... .... Journal Crawfordville....... Daily Argus-News Berlin..... Eureka....... ......... Journal Oklahoma Territory ....... Union Cromwell... ......... News Berlin ...... ....Daily Journal | Florence..... ....... Bulletin | Alva.... ......Republican. Danville........ epublican Brodhead..... ..... Busy Citizen Fredonia... ..... Alliance-Herald Alva...... ....... Review Darlington..... .. Echo Ellsworth... ......Gleaner Fredonia..... ...........Citizen Alva ...... ....... Courier Decatur .. ......... Journal Friendship..................... Press Garden City. .... Imprint Blackwell. ..... Times-Record Delphi ........ ...... Citizen Hurley....... ..........Republican Garnet.... .. Journal Blackwell ...... ............. Sun. Dunkirk... ly Star La Crosse ......... Voice of the People Gove....... ablican Chandler..... ...Publicist. Dunkirk.... .......... Star Kaukauna.............. ......... Sun Great Bend Tribune Chandler ........News Edinburg... aily Tribune Kenosha.................. Daily News Great Bend... Register Chandler.. ...Democrat Farmersburg..... .......Record Lake Geneva...... ....News | Greeley.......................Graphic Choctaw City.. ........News Frankton...................... Leader Linden .........South-West Wisconsin Grenola. ......... Chief Cleveland.. ............. Bee Garrett ........................ Herala Lodi.... ........... News | Greensburg .............. Signal-Times Cloud Chief...........Herald-Sentinel Greencastle...... Daily Banner-Times Manitowoc..... ... Times and Press Gypsum ....... News Cushing...... .......... Herald Greenfield.. ... Sat. Republican Marinette....... ....... North Star Hartford.... ....Times Earlboro... ...........News Greensburg.. .......... News Menasha....... ........., Breezes Harper .... ..........Advocate Edmond.... ..Sun-Democrat Greensburg............... Daily News | Menasha.................Daily Breeze Haven........... ....... Journal El Reno ...... ....... Republican Hobart.... ....... Advertiser Menasha........................ Press Hays City.................. Free Press El Reno........ ... Industrial Headlight ........... World Menomonię....... Hazelton..... ..... Express El Reno... ...........News Huntington....... .. Sunday News | Merrill.. .........Advocate | Herington ........ ........ Times El Reno...... ............ Herald Huntington..... Weekly News Milwaukee............... ...... Union Signal | Hill City... ... Republican El Reno.... .............Globe Kokoma....... ..Sun-Dispatch | Monroe.... .....Sun-Gazette | Hope..... ........... Dispatch Enid... ....,Weekly News Ladoga ....... ........ Leader Oconto......... ......Reporter Hutchinson..... .. .... Enid...... ....... Daily News La Fayette...... ........ Herald Shullsburg...................... Local Hutchinson............ Interior-Herald Enid.... .... Coming Events La Fayette..... Home Journal South Kaukauna ............... Times Hutchinson.......... . Alliance Gazette | Enid ..... ......... Democrat La Grange.... ........ Democrat Sparta..... ......... Herald-Advertiser Hutchinson ...... ... ......Democrat Enid...... ..... Weekly Eagle La Porte........ .....Daily Argus Stevens Point .... ........ Gazette Hutchinson...... .... Saturday Bee Grand.... ........... Tribune Lebanon........ .... Daily Reporter | Watertown... ............Daily I Hutchinson ...... Kansan Guthrie......Oklahoma Representative Logansport............ Sunday Journal Wausau....... ......Herald Hoisington.................. Dispatch Guthrie...... ....... Oklahoma Guide Mentone...... ........ Gazette Wausau..............Saturday Record Inman....... ............ Review Guthrie...... ..Oklahoma Tribune Michigan City.. ......News Wausaukee............... Independent | Iola... ......Western Sentinel Hennessy..... ... Press-Democrat Montezuma...... .... Local News Iola.................. Farmers' Friend | Kingfisher......... ........ Free Press Monticello..... ... Daily Press Ohio Jamestown. .Optimist | Kingfisher ....... Reformer Morocco........ ..... Courier .Sentinel Attica ........................ Journal | Junction City.. 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Safeguard | Anthony.............. Weekly Bulletin 1 Oswego. Times-Statesman Perry........ Weekly Enterprise-Times Elkader .................... Democrat | Arkansas City....... Gate City Journal | Oxford. ......... Register Ponca City... .... Democrat Iowa City....... ....... Press | Arlington........ ......Enterprise | Parsons.... ..... Independent Ponca City.... ......Courier La Porte City ........ Progress Review Ashland.. ........ Clipper Partridge.... ... Republican Pond Creek..... .... Vidette Lawler .......... ....... Dispatch Attica...... .......Independent Pratt....... ...... Union Pond Creek. . ..News Manchester...... ...... Daily News Augusta..... .... Gazette Pratt..... ... Republican Shawnee..... ...... Quill Manchester ...... ...... Republican Augusta..... .... Journal | Preston ... .. Plaindealer Shawnee.... ... News Mason City....... ...Globe-Gazette Augusta.... ..... Press Quenemo.... Shawnee.... Chief McGregor.... ........ Times Baldwin...... ........ Bee . Monitor-Republic | Shawnee..... .... Daily Capital Mechanicsville..... ....... Press Belle Plaine... Defender | Rush Centre.... ......... Standard Stillwater..... ........ Populist Mediapolis....... ......New Era Bronson....... ... Record Russell.......... ........... Journal Taloga....... .......Advocate Riceville....... ......Recorder Burlington ... Jeffersonian Salina... .............. Sun Tecumseh. ........ Herald Wyoming...................... Journal Burden......... ...... Eagle Scott City... .. News-Lever | Tecumseh ..... ...... Leader Burlingame.... ..... Chronicle Severy...... ......... Severyite Tecumseh.... ty Democrat : Michigan Burrton... .......Graph Severy...... . Sunflower Tryon ...... .......... Mercury Athens........ ..............Bee | Burns ....... ....Citizen Sharon Springs.........Western Times Vilott........ ........... News Bancroft........ ......... Commercial Caldwell.. ...... Advance South Haven...... .......... New Era Watonga. ........ 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Register Nowata........ .....Herald South Haven ....... ........ Messenger Dodge City.. ...... Leader Wichita...... .......... Kansas Star Oolagah........ ............ Chief South Haven..... .. Tribune | Douglas........ ... Tribune Wichita ............. National Reflector Paul's Valley... ...... Valley News Three Rivers ..... ...... Herald Edna....... ....... Sun Wichita..... ........... Commoner Paul's Valley... ...... Enterprise Three Rivers ...... ...... Daily Hustler Eldorado .......... Industrial Advocate | Wichita.... ........... Mirror Poteau....... .......... News Three Rivers ...... ...... Populist Eldorado ..... ..... Democrat | Wichita ...... Southwestern Farmer | Ryan ....... ...... Record Ypsilanti.. ....... Ypsilantian | Elk City........ ........ Enterprise Wichita ....................... Tribune | Tahlequah..... ......Hawk Eye Tribune + FOWLER'S PUBLICITY 1005 .....Sun 10 Tulsa ........ ............. New Era, Lake City ................. Republican, Pepin....... Sioux Falls List Vinita ........ ...... Leader Le Sueur............ ........ Sentinel Prescott........ Tribune Wagoner...... South Dakota .... Record Le Sueur Centre......... ....... Leader ...... Leader Rice Lake... Wynnewood.................... News Litchfield. .......News Ledger Rice Lake.... ...... Times Aberdeen .............. State Democrat Little Falls.. ........Democrat River Falls... ... Times | Aberdeen...... Brown County Sentinel Texas Long Prairie..... ......... Leader Shell Lake..... . Register | Alexandria ......... ..... Journal Canadian, Tex.... .....Record Madelia .................... Messenger | St. Croix Falls .Standard Alpena ........ ..... Journal Madelia...... .... Times S. Superior.... Andover...... ......Gazette St. Paul List Madison............ Independent-Press | Spooner....... .. Register | Artesian.. .. Advocate Madison Lake....... .....Mirror Spring Valley.. ..... Sun Bangor..... ....... Record Minnesota Mankato......... S........ Journal Trempeleau .... .. Gazette Bangor..... .... News Ada............ .............. Herald Mazeppa ...... ..... Independent Washburn ......... ..News Blunt . Advocate Ada....... ...... Index Milaca ... ..............Times | Whitehall... .. Times | Bowdle.. Pioneer Adrian..... ......Guardian Minneapolis................. Chronicle | Wilton........................ Herald Bridgewater... .. Tribune Aitkin. . Republican Minneapolis.... Commercial Advertiser Britton ......... ....Daylight Albert Lea... Enterprise Minneapolis.... Other States ........... World Britton ...... Sentinel Alexandria..... ....Citizen Minnesota Lake...... ......... Tribune | Big Stone City, S. D........ Headlight | Bristol............ ..Bristolite Amboy. ......, Herald Montgomery ....... ....Messenger | Elgin, Iowa.......... ..... Echo Canton .. ........ News Argyle..... ... Banner | Montevideo... .... Leader Eugene City, Ore......... .... Journal | Castalia ............Record-Republican Atwater.... ......... Press Montevideo.... ...Advance 1, Mont..... .... Interlake Castlewood....... .... Republican Austin ...... ..Daily Register Monticello...... ....Times | McIntire, Iowa................Gazette ........ Gazette Chamberlain ... Missouri Valley Journal Austin ...... ......W Weekly Register | Moose Lake..... ..........Star | Sheridan, Wyo...................Post Chamberlain..... egister Badger ........ ....... Herald | Morgan.....................Messenger Clark......... Pilot-Review Barrett Lake.... ....... Breeze Morris...... Fargo List .. View ............. Express Henry .... Clark...... .... Republic Battle Lake................... Review Morton ........ terprise North Dakota Clear Lake...... ..... Courier Beardsly........ .........News Mountain Lake..... Clear Lake. ..... Advocate Belle Plaine............ ..Herald New London .... ...... Times Abercrombie................... Herald Conde .. .... News ..... Independent Belview............ New Prague...... ..... Times Buffalo.... .. Express | De Smet.. .....Independent Pioneer Bemidji. New Richland. North Star Cando ....... .Gazette De Smet.. ...... News and Leader Blooming Prairie... ....... Times New Ulm..... ......News Cando....... ...... Record Doland...... .... Times-Record Blue Earth City.... ... Register | Nicollet.... .....Leader Carrington.. .... Independent Eureka ...... .Northwest Blade Brainerd ......... ...Dispatch North St. Paul... .... Sentinel ....... Courier Crary....... Eureka...... ......... Post Brandon......... ....... Echo Norwood...... ...... Times Crystal....... ........ Call Flandreau .... Enterprise Breckenridge........ .. Gazette Olivia ........ ..... Times ........News Davenport..... Flandreau... ...... Herald Brown's Valley..... Inter-Lake Tribune | Osakis...... Review Dawson......... ....Nimes | Port Pierre........ Sioux Stock Journal Bulletin | Perham.. Brownton....... . Bulletin Devil's Lake.. .......Free Press Frederick .......... ....Free Press Buffalo......... ....... Journal Preston........ ......Times Dickinson...... ......... Recorder Gary .......... ..... Inter-State Buffalo Lake.... ...... News Redwood Falls... .....Reveille ............. Herald Dunseith.... Gettysburg.... ... Courier Cambridge...... ....... Press Renville......... ...... Star-Farmer Edgeley....... .......Mail Gettysburg ....... Herald Canby.......... ....... News Royalton...... .... Banner .......News Fairmont.... Groton.... Independent Cannon Falls Beacon Rush City..... .... Post Fessenden... ....... News Hecla. ... Standard Carlton.... Vidette Rushford .. .... ....... Star Fessenden.. ... Advertiser Independent Chaska...... ....... Herald Sacred Heart.... Republican Forman........ .......... Item Highmore... .. Bulletin Chatfield..... ....Democrat Sanborn......... ....... Truth Sentinel Fort Ransom..... Hitchcock.. .......News Chokio...... ..Times Sauk Center..... . Avalanche Grandin. ........ Chronicle Hurley...... ..... Herald Clara City.. ....... Herald Slayton......... .....Herald Hamilton.... ....... Gilpin's X Rays Ipswich.... .Democrat Clarkfield... .....Ref'm Advocate South St. Paul... .........Reporter Hannah..... ......... Moon Ipswich .... ..Tribune Clinton...... ........ Advocate South St. Paul...... Saturday Reporter Harvey...... .... Advertiser Kiinball ...... Index Harvey....... ....... Herald Cloquet......... ...... Pine Knot Springfield................... Advanc Langford. ... Bugle ......Enterprise Cokato...... | Spring Valley ................. Mercury Hankinson... ....News Leola ...... ..Herald Cottonwood. .........Gazette St. Hilaire... ...Spectator Hillsboro.... ... Banner Letcher. ....... Blade Crookston...... ......Daily Tribune St. James...... .... Gazette Hunter..... ..... Herald Madison.... .....Outlook Weekly Tribune | St. James.. Crookston...... .Plaindealer Inkster ..... .... Tribune Madison .... ... Independent .... Pioneer Currie........ St. Paul.. Lakota ..... ....... Herald ..Democrat Mellette..... ......Gimlet ... Sentinel St. Paul..... Dawson..... ... Herald La Moure.. .....Chronicle Mellette..... ..... Tribune Deer River... ... News .. Courier-Democrat | Milbank. St. Paul. Eve. News Langdon.... ....... Review ......Herald Delevan ......... St. Peter.... ... Free Press Leeds. ........... News Milbank.... .. Herald Advance .........Star St. Peter... Dodge Centre... .... Journal Lidgerwood... ....... Broadaxe Miller ...... . Gazette ....... Record ..... Free Press Dodge Centre... Stephen... .. Exchange Lisbon....... Miller ...... ...Pioneer-Press Duluth......... ... Tribunal Stephen ...... .....Leader Lisbon..... ........ Gazette Mound City... ..... Courier Edgerton.... .Enterprise Stewart. ... Tribune ... Times | Mound City. Mandan.... .... Picayune ..Tribune Elgin...... Free Press Stewartville...... Mayville.... ...... Times Okobojo... ....... Times .Star-News Elk River...... Taylor's Falls ..... Journal Milnor..... Teller Onida ..... Watchman Elmore... Tracy.... ........... Eye Herald Minot...... .... Reporter Parker..... ......New Era ....... Times Tracy...... ... Republican Minto ..... ........ Journal Parkston... ...... Advance Evansville.. .Enterprise Tyler. .. Journal .... Independent Michigan City.. Pierre ...... State Register Fairfax........ Crescent | Ulen...... .... Union Napoleon.. ..... Homestead Pukwana.... ........ Press Fairmont....... Sentinel Villard. ....... Call Neche.... ............. Star Redfield. ....Chronicle Farmington... ..... Tribune Į Wabasha.... ..... Herald Oakes...... .. Republican Redfield..... ......... Press Fergus Falls.... ........Globe | Wadena...... ..... Pioneer Oberon .... ........... Echo Roscoe...... .... . Herald Fertile. .. Journal | Warren.. Register ..Enterprise Reynolds... Sioux Falls... ..The Freeman ....Thirteen Towns Fosston... Waterville.... Gazette Rolla ... Star Sioux Falls... ...... Monitor Frazee.... ....... Park Region Waterville. Advance Rugby...... . Tribune Sioux Falls... State Forum Fulda ...... ........Republican | Waverly...... Tribune .... Enterprise Sanborn.... Sisseton...... Inter Empire Gaylord.... | Welcome...... ....... Hub ..... Times Sheldon.... Enterprise Sisseton .......... ...Standard ...... Pilot .......Gazette Gibbon...... W ells... ....... Stanton .... Advocate St. Lawrence ...... Journal Glencoe..... ... Enterprise | West Duluth..... .... .. Sun Steele........ ... Ozone Summit ......Signal ....... News Glyndon....... West St. Paul.. Broad Axe Tower City.... ..... Topics Toronto ..... ...... Herald Goodhue....... Enterprise Alliance Wheaton....... .......Gazette Valley City.... Verdon........ ....... Times ...... Herald Grand Marais.... | White Bear..... Lake Breeze Washburn..... Leader Watertown....... Daily Public Opinion Grand Meadow... ....Record | White Bear.... ......... Life Wheatland...... ......Eagle Watertown....... ..... Kampeskian ...... Magnet Grand Rapids.... | Willmar........ ...... Argus Williamsport...... Record Watertown.. .Saturday Public Opinion Grand Rapids.... ...... Herald-Review Willmar............Republican-Gazette Willow City....................Eagle Watertown..... Weekly Public Opinion Granite Falls.... .......Tribune Windom..... Wimbledon..................... News ........ Citizen Watertown......................Times Grove City...... ....... Times Winnebago............Press and News Minnesota Waubay...... Hallock........ ...Enterprise Winthrop..... .......... News Webster ..... ....... Herald . Tribune | Zumbrota.. Hampton... ............. Independent Barnesville.... .......... Record Webster ......... Reporter and Farmer .... ... Review | Wessington......... Barnesville.. Hayfield.... ......Herald ....... Times North Dakota ........Mirror ..... Bulletin Hector........ Fisher...... White........ .. Chief Henning...... .. ... Advocate ........Pioneer-Express Hawley..... ... Herald Wilmot....... .. Courant .... Enterprise Moorhead....... Herman ..... Independent Winona........................ Times Wilmot...... .....Reporter ........ News Red Lake Falls... Heron Lake.. .Gazette Wolsey ......... ...... Journal Hinckley..... . Enterprise Wisconsin Rothsay...... .. Record Woonsocket....... ........ Times Hokah..... ... Chief | Baldwin........ .... Bulletin Twin Valley.................... Times Hokah.... - North Dakota ...... Sun Black River Falls..... Montana .... Journal Houston........ ... Signal Clear Lake.......... ..... Courier Big Timber.... ........Express Ashley..................... Republican Howard Lake..... ......Herald Cumberland....... Advocate Big Timber................... Pioneer ... New Era Hutchinson..... ...... Leader De Soto....... ..... Herald Chinook...... .......Opinion Kulm.............North Dakota Wind Jackson.. Republic Glenwood... Tribune Forsyth ... ...... Times Oakes...... .............. Independent Jordan ......... Independent Grantsburg.... .... Sentinel Harlem...... ..News Minnesota Kasota......... ....... Times Maiden Rock..... ... Press Lewistown.... ......... Democrat Kenyon.... ...Leader | Menomonee... ......News Marshall .......... ....... Leader Kilkenny...... ..... Gleaner | Menomonee... .... Times Manitoba . Sacred Heart...... People's Watchman Lakefield....... .........Herald | New Richmond...... ...... Voice I Gretna..... ......News | Walnut Grove........ .... Rural Center Ely..... .......... Clipper Harlem........." 1006 FOWLER'S PUBLICITY Sandy ........... Montana Price........... ... Castle Valley News The Libby & Smith Suburban List Dupuyer.................. The Acantha Randolph.... ........... Roundup Richfield...... ....... Censor Salina ...... ... Press Portland, Maine, supplements the Atlantic Coast Lists for Maine; total circu- Salt Lake List Salt Lake. Plain dealer lation about 6,000, and so rated in all the directories. Papers are all eight pages, Utah Salt Lake.... ........ Recorder Salt Lake..... ...I, M. Advocate of 6 or 7 columns, standard width and length. Do fair work with deep half-tones. American Fork................. World Salt Lake ............ Union Beaver .......... ..News Salt Lake... Protectionist ist Each paper is ably managed and edited, setting enormous amounts of local matter. Brigham... ..... Bulletin Independent / Rates extremely low, but stiff. They get a class of business that goes only to Bountiful ......................Clipper Springville ..... Independent Brigham City. News Tooele.... ............. Transcript | dailies and the larger weeklies. One order, one electro. Business established Coalville...... .Times Virnal........................ Express Eureka....... ......Democrat 1884. Present management since 1891. With Atlantic Coast Lists prior to 1894. Fillmore.......... ........... Progress Idaho Heber Ci Wave Following is list: Gorham, Narragansett Sun; Freeport, Six Towns Times ; Caldwell.......................Record Lehi...... .... Rustler Gold Creek...................... News Deering, News; Westbrook, Globe Star; Cape Elizabeth, Coast Watch. Have Mammoth. ...... Record Meridian ........... ............ Sun Manti.. Messenger Mountain Home. .......... Republican bought in and consolidated the Freeport Sentinel, the Yarmouth Gazette, and the Mercur... ... Miner Mountain Home.............. Bulletin | Westbrook Star. The Narragansett Sun issues in two editions, Gray and Gorham. Morgan C ........ Mirror Shoshone..... ... Journal Murray... ........ American Eagle The Six Towns Times often issues in two editions, one for Harpswell and the Wyoming Payson... ........ Globe Provo........... .......... Utonian | Evanston............. Wyoming Press islands and one for the mainland. . . Dictionary of Trade “What You Want When You Want It” This department is devoted to data concerning all classes of printing, paper, electrotypes, engraving, lithography, office furniture and fittings, and things needed in the conduct of business. The firms mentioned are believed to be thoroughly reliable, and to be at the heads of their respective lines. Addressing, Binding, and Mailing Binders Lit possible for us to continue to do business and grow bigger every year. We are always careful to explain BOSTON MAILING CO., Boston, incorporated GIES & CO., Buffalo, N. Y. Operate a large and everything fully; we answer all inquiries promptly. 1887, capital $50,000. R. W. Waters, President, J. H. completely equipped bindery in connection with litho- | We send out good printed matter. We know all about Gerrish, Treasurer. Printers send printed sheets of graphic and type-printing departments. Besides doing everything we have. We aim to know more than our newspapers, pamphlets, magazines, circulars, etc., to book, catalogue, and pamphlet binding, also make all competitor knows and we keep on learning, and any this company, which folds, binds, addresses, and pre- | kinds of blank books, either of regular or special forms. | business house in America can learn about our goods pares the same for the mails or express. Publishers, You will find it a great convenience as well as to your and our methods free for the asking. printers, merchants, and business concerns who adver- pecuniary advantage to order your work from a firm tise, deal with this company. Lists of trades and pro- that can do it all, lithographing, printing, binding, Card Index System fessions for the United States on hand to address from. | electrotyping, and embossing.' Their specialties are, addressing, binding, and mailing. THE GLOBE COMPANY supplies cards, white Blank Book Manufacturers and colored, in two grades and each grade in three Addressing Machines weights. These cards are made with a hard, smooth, THE WATERBURY BLANK BOOK MFG. erasable surface, and each is cut perfectly true and uni- If a firm sends out large issues of printed matter at | CO., 59 to.67 Grand St., Waterbury, Conn., A. H. form in size to admit of the quickest fingering. Alpha- frequent intervals to the same individuals, the work | Tyrrell, Treas. and Gen. Manager. Fine account betical, monthly, numerical or speci tabbed heavy will be expedited and the cost very much lessened by books to order with “Mattatuck" indestructible flat- guide cards are freely used to indicate the locations of putting the names into type and addressing by means opening backs - also full line of stock work for the the record cards. Descriptive catalogue free. The of machines. The various methods are described trade - jobbers in general stationery, school and office | Globe Company, Cincinnati. Corner of Fulton and elsewhere. The necessary machines may be purchased Pearl Sts., New York. to best advantage from the type foundries whose ad- plant is new and fully equipped for printing, perforat- dresses are printed under the head of "Type" in this ing, numbering, eyeletting, ruling, binding, stamping, embossing, etc. section. Catalogue Engravers Estimates cheerfully given — work done for the trade. THE GILL ENGRAVING CO., 104 Chambers Advertising Novelties St., New York. The highest grade of artistic half- Bookkeeper's Use tone engraving for magazine and book illustrations MILLS, KNIGHT & CO., 60 Pearl St., Boston, and for advertising purposes. Quality alone is con- Mass., 1402 Monadnock Building, Chicago, Ill., THE BOOKKEEPER'S FRIEND, greatest labor sidered in making our plates. Many of the best maga- 1013 American Tract Society Building, New York. saving device ever introduced, for bankers, book zine wood-engravers are employed to finish our half- From a small beginning and careful personal super- keepers, commercial colleges, and insurance com- keepers, commercial colleges, and insurance com- tones. Also line engraving, designing, etc. Special vision, the business of manufacturing our high-grade panies. By mail only $1 per set. Also patentee of l attention given to very high-grade catalogue work · specialties for advertising purposes has led us, by con- Cupid's “ Fortune Teller," the most amusing and en- stantly increased demands, from year to year, to largely | tertaining parlor game extant. Price from $2.50 to $5 Catalogue Makers increase our facilities, until now we are enabled to an- each. Also of the celebrated counter game “Prus- nounce ourselves as the largest manufacturers in perity," a great money-maker for the house, and the catchiest game on the market. Retails for $3 to $5 America, whose product is mainly distributed by care- GIES & CO., Buffalo, N. Y. The most complete establishment in the country. Do our own lithograph- each. Cigar factories and others give them away. ful and prudent advertisers. Our manufactory is all under one roof, enabling us to have a personal care of B. Waller Taylor, Evansville, Ind. ing, printing, engraving (wood-cuts, half-tones and all details during the process of making. We solicit zinc-etchings), electrotyping, binding, and embossing. If you have ever had different parts of your catalogue correspondence. Business Furniture made by different parties, you will appreciate the ad- vantage of having all the work done in one establish- Bicycles THE GLOBE COMPANY manufactures every ment with no divided responsibility. We give particular thing requisite for the furnishing of a modern business attention to fine art publications with original designs COLUMBIA BICYCLES. The standard of the office. It carries in stock and builds to order bank and for illustrations. Consult us before placing your world. The result of twenty years' exclusive bicycle store railings and partitions, desks, chairs, and couches, order. manufacture. The combination of experience and ma- office and directors' tables, letter-filing cabinets, docu- terial quality. Pope Mfg. Co., Hartford, Conn. ment-filing cabinets, card index cabinets, mercantile report cabinets, map cabinets for the routing system, Branch house or dealer in every principal city. Catalogue Printers catalogue cabinets, legal blank cases, pigeon-hole cases, etc. Descriptive catalogue free. The Globe L. BARTA & CO., 144 High St., Boston, Mass., Bill Posters Company, Cincinnati. Corner of Fulton and Pearl will be pleased to send you estimates on every Sts., New York. class of catalogue work. A specialty is made of JOHN DONNELLY & SONS, 7 Knapp St., illustrated catalogue printing, and we take entire Boston, Mass., are the leading bill-posters, distribu- charge of the work, including the making of designs ters, and sign advertisers in the New England States Caligraph Typewriter and the engraving of illustrations. Our facilities enable and contracts should be made with them. They con- us to do the highest class of work in the least possible trol the exclusive outdoor display advertising privi- AMERICAN WRITING MACHINE CO., 237 time. leges in Boston, Lynn, Brockton, Cambridge, Somer- Broadway, New York. Over 60,000 sold. The first ville, Charlestown, Hyde Park, Quincy, Newton, typewriter giving a key for every character. Sim THE WINTHROP PRESS, 32-34 Lafayette Malden, Medford, Melrose, Everett, and Woburn, in plicity of construction, even distribution of wear, thor | Place, near 4th St., New York. Established 1883. nearly all of which places they have branch offices. oughness in manufacture have made the Caligraph Catalogue, periodical, fine cut and color printing. Their bill-board space measures, if placed in a line, 15 typewriter famous as the machine that "Outlasts them | Binding, engraving, electrotvping, coin cards, and miles long and includes 14 cities, all of within 20 miles all." It costs less for repairs than any other. Worth other special work, all done on the premises. We of Boston, and comprise about one third of the popu- 11- 100% more than any other, because it will wear twice claim to do good work, on time, and at fair prices. lation of the State of Massachusetts. All posting is as long: Highest grade of work, absolutely reliable, listed and the showing is guaranteed. New England easy to learn and operate, and capable of the highest speed. Illustrated catalogue may be had on applica- representatives and members of American Bill-Posting Catalogue Paper Association of the United States and Canada. tion. PETER ADAMS PAPER CO., 150 Nassau St., A. VAN BEUREN & CO., 128 4th Ave. and 162 New York, make a special paper for catalogues which Carbon Paper is unequalled on account of its elegant appearance E. 126th St., New York. Metropolitan and suburban bill posters, distributers, bulletin board, railroad, and and most excellent printing qualities. ROCKWELL & RUPEL CO., grand 53 La commercial advertisers. We own, lease, and control Salle Street, Chicago, Ill. Little's Standard typewriter more protected and better located billboard stands, ribbons and Cobweb carbon papers, Rival American Clippings walls, three-sheet boards, posting, and sign privileges Impression Books, Rival Letter Filing Cabinets, the in the metropolis and suburban districts than all the Perfect Roller Copying Process, combination Docu BURRELLE'S PRESS CLIPPING BUREAU, other New York bill-posters and sign advertisers com- ment and Letter Filing Systems. It may not pay to | 32 Park Row, New York, Newspapers read by proxy. bined. Catalogue of locations furnished on applica do business with us; it does not cost anything though No one person can read all papers published, whereas tion. I to ascertain. Thousands of satisfied customers make we must, for it's our business, clipping therefrom those 1007 1008 FOWLER'S PUBLICITY - items of designated interest to clients. Do you wish , zine wood-engravers are employed to finish our half-, C. J. PETERS & SON, 145 High St., Boston, to know what publicity you or your customers are tones. Also line engraving, designing, etc. Special Mass. Every description of printing plates by every getting? Do you want names of possible customers? | attention given to very high-grade catalogue work. known process - half-tone, photo, and wax engraving Do you want suggestions for advertisements? Consult plates for every use and on every subject, also type- us. Display Advertising setters, electrotype and stereotype makers. Five thousand patterns of trade and half-tone stock cuts on CHICAGO PRESS CLIPPING BUREAU. 26 hand to select from. Drawings and designs of any La Salle St., Chicago, Ill. Furnish clippings on any | AMERICAN ADVERTISING SIGN CO., subject from the press of the United States, daily, | Philadelphia, Pa. character to order for plates. Improved machinery, and unsurpassed facilities for manufacturing plates, weekly, magazines and trade papers included. Daily On fence and side-wall, mountain, valley, and personal care and attention given to all work. reports of new stores, factories, enterprises of all On highway, byway, street, and alley; kinds; trade addresses; material for lectures, essays, We paint your picture, business, name, novels, sermons; daily service to trade papers; busi- And bring you dollars, rating, fame, - Envelopes ness pointers in all lines ; clippings of all the best | Anywhere, everywhere. No contract too small. None | J. H. MCKINNON, Boston Agent, The Springfield things printed in our 8.000 publications on what too large. We build signs, lease spaces, bring results. interests you most. Rates 1 to 5 cents per clipping. ! Our headquarters are in Philadelphia - our business Envelope Co., Springfield, Mass. Manufacturers of Centrally located, can give best service. Only bureau is — everywhere. all styles of envelopes. Boston office, 144 High Street. which covers Middle West and South closely. Harold Bond, commercial, coin, pay, and sample envelopes. W. Cole, publisher“Ice World,” Albany, N. Y., says, Document Filing Cabinets Printing and stationery. Nov. 6, 1896, “We have no hesitation in saying that the service you give is by far the best we have had and GLOBE DOCUMENT CABINETS are intended Facsimile Letters we have been subscribers to four bureaus, and are now for the filing of folded papers and documents. The getting clippings from two other concerns. These other files are fitted with an files are fitted with an adjustable clamping device or E. J. HALL, 10, Cedar St., New York. General two together do not send as many as you do." Dozens compressor, and papers are held firmly in upright printer. Specialty, reproducing facsimile copies of of similar unsolicited letters come to us. position irrespective of number or quantity. A slight typewritten and pen-written letters, etc. Process pat- pressure at top of compressor instantly releases it, ented. Envelopes addressed, letters and circulars Commercial Intelligence allowing contents to be removed or examined. Indexed folded, etc., complete for mailing. Prompt delivery alphabetically, 'numerically or as may be desired. and first-class work guaranteed. ASSOCIATED TRADE & INDUSTRIAL Descriptive catalogue free. The Globe Company, PRESS, Washington, D.C. Commercial Intelligence Cincinnati. Corner Fulton and Pearl Sts., New Fire Insurance Department. We supply leading firms throughout the York. world with commercial intelligence. Agents in every State and country. Satisfactory results at amazingly THE DELAWARE INSURANCE CO., corner Electrotypers 3d and Walnut Sts., Philadelphia, Pa. Însures all small cost. Hon. Abram S. Hewitt, ex-Mayor of classes of property against fire and tornado. Was New York, and of Cooper, Hewitt & Co., iron manu GIES & CO., Buffalo, N. Y. The finest and best founded in 1835. Has paid over $18,000,000 in losses. facturers, says, “If your facilities were made suffi-equipped electrotype foundry between New York and Hond | Honorable and prompt adjustments. Agencies in all ciently known, they would be generally resorted to for| Chicago. We keep our customers' cuts in fireproof principal towns in the United States. The names of information and advice. I shall not only use your vault, giving them indexed book of impressions from agents can be had by application, by letter, to the head association for my own satisfaction, but will recommend which they can order electrotype by index number and office. Assets, $1,513,590. This company does not you to my friends." Established 1887. thus avoid all possibility of misunderstanding or mis- seek business at rates which make technical adjust- takes. Let us serve you in this way. We can also ments necessary, but pays one hundred cents on the Commercial Literature make the original cuts for you, wood-engravings, half- dollar for honest losses. tones, or zinc-etchings. ASSOCIATED TRADE & INDUSTRIAL THE LOVEJOY CO. Electrotypers, stereotypers, General Information PRESS, Washington, D.C. Commercial Literature , and manufacturers of electrotype machinery, occupies Department. Experience, special training and tech- about 20,000 square feet of floor space in the building ASSOCIATED TRADE & INDUSTRIAL nical acquaintance with every trade, equip our writers | No. 444-6 Pearl St., New York, and has unexcelled | PRESS. Washington. D. C. Dept. of Research to do satisfactory work in preparing advertisements, | facilities for the prompt execution of orders for any- & Inquiry Editors. lawyers. physicians, dentists and circulars, booklets, catalogues. General letter of ad- | thing in the line of printing plates, either flat, or others furnished with information ordinarily inacces. vice, including criticism of existing methods costs $10. curved for rotary presses, dry paper matrices, just the sible. No matter what it is you are in a quandary For $50 yearly, we will serve a house with valuable thing for offices where there is a limited amount of about, we can help you. At least $1.00 should accom- .suggestions and advisory criticism covering all classes stereotyping. Will keep in any climate. pany each inquiry. "Your plan possesses a great deal of advertising ideas. Says Hon. John Wanamaker of merit,” said Hon. Chauncey M. Depew, LL. D. "Your plan is a most ambitious one, and can be made H. F. MCCAFFERTY, 42-44 Bond St., New York. Established igen. Well equipped col | Established 1887. Well equipped collection, patent, -successful by the genius of organization and general Started 1886. All kinds of electrotyping - fine half- translation, and clipping departments. Advance news ship." tone work a specialty — all work of superior quality -- for contractors and manufacturers. Best services: satisfaction guaranteed - Orders executed at short Lowest cost. Commercial Printing notice. Prices right for the quality of work done. C. J. PETERS & SON, 145 High St., Boston, Globe Routing System MESSRS. GERRY & MURRAY, 31 and 33 Broad Mass. Electrotyping department occupies two floors, .St., and 54 Exchange Place, New York, have fully and contains the most improved machinery and facili- | AN INVALUABLE CABINET SYSTEM for complete facilities for furnishing artistic, original print. ties for manufacturing electrotype plates. There is no keeping a record of traveling salesmen, agencies, ex- ing.“ Manufacturers of high-class blank books, com- item in the manufacture of a book upon which so much mercial stationery of every description. Owners of clusive territory, etc. Embraces cabinet drawers, fitted depends as upon the electrotype plates, and only the patents for facsimile typewritten and handwritten with mounted maps and various-colored silk-headed best made should be used. We are constantly adding letters -- a handsome blotter mailed monthly to tacks to use as indicators. Mercantile Report Cabi- improvements to every department, especially to this. nets. The efficiency of a credit department is doubled buyers. Electrotyping half-tone plates and fine cuts is our by using the Globe Mercantile Report Cabinet. specialty. TOHN T. PALMER, 406 Race St., Philadelphia, No delay in referring to papers that are wanted Pa., has an up-to-date modern printery, fully equipped for instant use. Descriptive catalogue free. The Engravers for the complete production of artistic catalogues and Globe Company, Cincinnati. Corner Fulton and Pearl booklets of unique design. Particular attention to fine Sts., New York. cut work, color printing and embossing. A specialty i GIES & CO., Buffalo, N. Y. On stone, wood-cuts. is facsimile typewritten and handwritten letters. A half-tones, and zinc-etchings. The large staff of art- Half-Tone Engravers handsome blotter mailed monthly to buyers of good ists in our lithographic department enables us to furnish printing. better designs and drawings for cuts of all kinds than houses that do engraving only, as they cannot afford to ELECTRIC CITY ENGRAVING CO., 507-513 retain so much and such expensive talent. We cannot Washington St., Buffalo, N. Y. Makers of the highest Credit Reports only design and engrave your cuts and illustrations, grade copper half-tones and every description of but can lithograph or print them properly and in the printing plate, by all known processes. The finest ASSOCIATED TRADE & INDUSTRIAL highest style of the art." half-tones at 12 cents per square inch, is a specialty of PRESS, Washington, D. C. Credit Reporting Dept. this firm; they guarantee the highest class work, most Facilities unexcelled by any agency. Our reports | THE GILL ENGRAVING CO., 104 Chambers artistic plates, quickest delivery, and lowest prices in possess details and special features that give them St., New York. The highest grade of artistic half- the trade. Publishers and printers would do well to greater value. Over 2000 connections in Europe, with tone engraving for magazine and book illustrations and apply for special rates on large orders. agents throughout Latin America, and other foreign for advertising purposes. Quality alone is considered countries. No annual subscription required. Pay in making our plates. Many of the best magazine THE GILL ENGRAVING CO., 104 Chambers for what you want at these rates, cash with order: wood-engravers are employed to finish our half-tones. St., New York. The highest grade of artistic half-tone U. S. Reports, $1; Europe and Canada, $2; Latin | Also line engraving, designing, etc. Special attention engraving for magazine and book illustrations and for America, $3. “Undoubtedly your plan of organization given to very high-grade catalogue work. advertising purposes. Quality alone is considered in is a good one, and will be a great advantage to busi- making our plates. Many of the best magazine wood- ness men," says Hon. Mark A. Hanna. Established HEARD RESPERS ENGRAVING CO., 2 and 4 engravers are employed to finish our half-tones. Also 1887. South Broad St., Atlanta, Ga. Engraving, electro- line engraving, designing, etc. Special attention given typing, stereotyping, advertising writers. We are the to very high-grade catalogue work. largest concern in our line in the South. Have a Designers $15,000 plant (new), employ 30 experienced men C. J. PETERS & SON, 145 High St., Boston, business owned and managed by three brothers, Heard, Mass., every description of printing plates by every THE GILL ENGRAVING CO., 104 Chambers Richard, and Roland Respers (all southern born and known process. Illustrations for circulars, catalogues, St., New York. The highest grade of artistic half-experienced workmen) — started without a dollar newspapers, and books, of any grade, both in half- tone engraving for magazine and book illustrations | been in business three years — made $10,000 in that tone and line process work, — for every use and on .and for advertising purposes. Quality alone is con time -- we control the advertising of the largest adver- every subject. Besides half-tone plates, we make sidered in making our plates. Many of the best maga- | tiser of the South. stereotypes, photo-engraving plates, and wax engraving FOWLER'S PUBLICITY 1009 and Cabinets I en letters letters loolilliam Stu plates — also do typesetting. Improved machinery and books, card cases, frame desk calendars, cigar and, LINDNER, EDDY & CLAUSS, 19th St. and unsurpassed facilities. 5,000 patterns of trade and half-match cases, and coin purses. We are also proprietors Fourth Ave., New York. Advertising and art produc- tone stock cuts on hand to select from. and publishers of the renowned “Congress " Ready tions. Specialty, furnishing ideas for good advertising, Reminder, and " Bay State " Diary and Memorandum, Half-Tone Printers in a variety of bindings, at prices which suggest to the Lithographic Paper advertisers a medium through which they may reach permanent and prospective customers. We solicit L. BARTA & CO., 144 High St., Boston, Mass., | PETER ADAMS PAPER CO., 150 Nassau St., printers of high art work of every description. Special correspondence. New York, have for many years manufactured litho- facilities for the execution of half-tone work for cata- graphic papers, which are recognized as standard of logues and books. The best presses, the newest type, Labor Saving Loose Sheet quality in their various grades. and the most skillful workmen. Estimates cheerfully furnished on every class of printing. System Mailing Type Hand Written Letters BAKER-VAWTER CO., 1102 Marianna St., Ch Purchase from the concerns listed under "Type" in cago, Ill., originators and producers of labor-saving this section. MESSRS. GERRY & MURRAY, 31 and 33 Broad loose sheet systems ; New York office, 54 Franklin St. Perpetual ledgers, order blanks, holders, binders, St. and 54 Exchange Place, New York. Imitation safety manifold shipping receipts, merchandise envel- Manifold Books handwritten letters, postals, etc. Specially equipped lopes, impression books. Have expert salesmen cover- for the rapid production of high-grade work. Prices ing entire country, competent to reorganize large office THE CHAS. S. BINNER CO., 138 Pearl St., always right. Do not confound this work with ordi- forces, and devise loose leaf systems by the use of Boston, Mass. Manifold and account books, carbon nary printing from plates made in imitation of writing. It is produced in writing ink, and may be copied, and | which the methods of handling a large volume of office and ink papers, general commercial printers. Mani- work may be greatly simplified and detail perfected. fold book saves time, disputes, trouble, and insures cannot be easily distinguished from actual work of the correctness. We make books for duplicating letters, pen. Philadelphia Agent, John T. Palmer, 406 bills, orders, railroad receipts, postal cards, telegrams, Race St. Letter Filing Cabinets and blanks of all descriptions. We also make a full line of letter-press copying books. Correspondence JOHN T. PALMER, 406 Race St., Philadelphia, solicited. Samples and prices sent on request. Pa. Imitation handwritten letters, postals, etc. Spe- THE GLOBE LETTER FILING CABINET is cially equipped for the rapid production of high-grade adapted to the necessities of every business where | Manufacturing Stationers work. Prices always right. Do not confound this system and saving of time in hiling and referring to work with ordinary printing from plates made in imi- | papers is an object. It is an indispensable convenience tation of writing. It is produced in writing ink, and in a systematically organized office : perfect in con-1 CLARKE & COURTS, “The Texas House," Gal- may be copied, and cannot be easily distinguished from struction, superb in finish, simple in mechanism, and veston, Texas. We sell direct to the consumer only, actual work of the pen. New York Agents, Gerry & strong and serviceable in wearing qualities. Built with and supply everything in the line of printing, litho- Murray, 31 and 33 Broad St. and 54 Exchange Place. and without curtain front. Descriptive catalogue free. graphing, blank books, embossing, die stamping, cop- The Globe Company, Cincinnati. Corner Fulton and per plate engraving, general_stationery, and office Pearl Sts., New York. furniture. We cover Texas, Louisiana, Mississippi, Illustrators Arkansas, New Mexico, Indian Territory, Oklahoma, Colorado, California, and Mexico, with 15 traveling THE GILL ENGRAVING CO., 104 Chambers Letter Filing Combination salesmen, and make a specialty of fine bank, county, St., New York. The highest grade of artistic half- railroad, and mercantile stationery. “We make the tone engraving for magazine and book illustrations and best blank books on earth." for advertising purposes. Quality alone is considered in making our plates. Many of the best magazine | THE GLOBE-WERNICKE FILING SYSTEM wood-engravers are employed to finish our half-tones. embraces all styles of Globe files, built in inter- Multigraph Letters Also line engraving, designing, etc. Special attention changeable units or sections of uniform size. Com- given to very high grade catalogue work. binations can be made embracing letter files, card ALBERT B. KING & CO., 105 William Street, index files, catalogue files, and pigeon-hole cases, all New York. Multigraph letters look like typewritten in one cabinet, to which can be attached additional or pen-written letters, and are read with the same inter- Index System sections without disturbing the original arrangement. ested attention. Individual addresses may be inserted The only cabinet system that admits of expansion or to match. These letters are used largely by those who THE GLOBE COMPANY'S CARD INDEX contraction. Descriptive catalogue free. The Globe know most about advertising, including newspapers, FILES are fitted with automatic locking rods that atic locking rods that Company, Cincinnati. Corner Fulton and Pearl Sts., magazines, and advertising agents. Send for samples hold the cards in place and prevent the reinoval of any New York. and prices. card without withdrawing the rod; made in single and double drawers, and both styles built in cabinets, the Office and Business Desks capacity ranging from 1,000 to 5,000 cards. The Lists of Addresses material, construction and finish are guaranteed to suit THE GLOBE COMPANY manufactures a line of the most exacting. Descriptive catalogue free. The ASSOCIATED TRADE & INDUSTRIAL desks for business purposes in all the standard styles Globe Company, Cincinnati. Corner Fulton and Pearl Sts., New York. PRESS. Washington, D. C. Trade Lists Dept. and sizes, substantially built, handsomely finished, and Lists in any trade or profession, in any State or coun graceful in proportions. In the construction of Globe try, from $1.00 up. The minimum fee to accompany desks only the best materials are used and skilled labor Inks for Half-Tones each order. With dependable agents everywhere, we employed. Each style has some distinctive features, can give the best service. Circulars and letters trans- and all are fitted with the most modern desk con- The most successful printers, the principal Art lated in all languages. Reliability and standing of every veniences. Catalogue free. Contains illustrations and full description including dimensions. Publications, the most popular magazines, the leading name on any list reported upon, Dozens of other busi- The Globe trade journals issued are printed with INKS manufac ness-producing methods for up-to-date firms. Valu- Company, Cincinnati, 1. Corner Fulton and Pearl tured by Geo. H. Morrill & Co. Boston, New York, able advice furnished in preparing foreign circulars. Sts., New York. Chicago. Specimen books on application. Established 1887. Office Filing Cabinets Inks for Newspapers Lithographers THE GLOBE CABINET FILING SYSTEM is There is no doubt - That the Newspaper Ink used distinguished among all others as the best system yet in printing over 5,000,000 Daily Circulation in the GIES & CO., Buffalo, N. Y. Established forty | devised for the filing and preservation of letters, docu- United States must be the best and most economical. Years. years. Selected corps of artists and designers. Ex-ments, and business papers. The subdivisions are so The representative papers employ our inks exclusively. perienced workmen and modern facilities in all de- | accurately proportioned that the files fill evenly, and a Colored inks for Perfecting Presses a specialty. The partments. A specialty of facsimile reproductions of paper filed with thousands of others can be found as New York World, Herald, and Journal, Boston sketches in oils or water colors. Have also a large and quickly as a name can be found in a city directory. Herald, Globe, and others use them. Geo. H. Morrill finely & uipped typographical establishment, electro Illustrated and descriptive catalogue free. The Globe & Co., Boston, New York, Chicago, the leading type foundry and bindery, which give us great advan Company, Cincinnati, . Corner Fulton and Pearl Printing Ink makers. tages over other lithographers who are obliged to intrust | Sts., New York. such work to outsiders. We can do your work complete and to our mutual advantage and profit. Insurance Office Necessities G. H. BUEK & CO., Igth St. and Fourth Ave., New JOHN C. PAIGE, 20 Kilby St., Boston, Mass. York. Make a specialty of fine color work, and always THE REMINGTON STANDARD TYPE- The entire six floors of a large building, devoted ex have a large assortment of designs and novel ideas at WRITER should be in every office. New Model clusively to the insurance business by this concern. their office, or will submit them on request, with esti- No. 6 has perfect alignment, absolute control of paper; Specialty, the care of the entire insurance business of mates if desired. paper carriage wide, light, strong, steady; self-adjust- property owners. No account too small, none too able paper guides, no rubber bands; any desired large, to receive thorough attention. DONALDSON BROTHERS, Fourth Ave, and margin on both edges of paper; automatic ribbon 19th St., New York. Our experience of over twenty-reverse; block signal warns operator when end of line five years in lithographic advertising, during which time e is reached; rapid spacing mechanism; new and per- Leather Advertising Novelties we have issued more novelties than all other litho- fect shifting mechanism ; touch easy. Price, including graphers combined, is at the service of all inquirers. cover, $100. Wyckoff, Seamans & Benedict, 327 MILLS, KNIGHT & CO., 60 Pearl St., Boston, / Strictly first quality of work, price afterwards. Broadway, New York. Mass., 1402 Monadnock Bldg., Chicago, Íll., 1013 American Tract Society Bldg., New York. With GEO. S. HARRIS & SONS, Litho Building, corner Outdoor Advertising several years' experience in supplying those seeking as 19th St, and Fourth Ave., New York. Illuminated advertising mediums, such articles as are retained in catalogue covers, calendars, and show cards, plain or W. R. BURNITT, Ardmore, Ind. Ter. Designer constant use, we respectfully call attention to our line, embossed. Cigar labels. Advertising novelties of of high-grade descriptive posters, commercial and theat- including an extensive assortinent of memorandum every description. In stock or made to order. | rical posters, and special cuts in black and white only. ΙΟΙΟ FOWLER’S PUBLICITY DUPLEX. The only penfic principles, bufete copper Inder the sup to furnishine New, well-built, prominently displayed billboard plant., HURLBUT PAPER MFG. CO., South Lee, Mass., attention given to all work. 5,000 patterns of trade Bill-posting, 4 cents per sheet, 30 days display. Dis- | We are makers of high-grade writing papers, such as and half-tone stock cuts on hand to select from. tributing, $1.25 to $4 per 1,000. Careful work, honest linens, bonds, ledgers, wedding, and superfine, Have service. Prices on application for poster designing one of the best modern mills located in Berkshire and sign painting. We can introduce you to the | Hills, plenty of pure water, etc., so essential in making Plate Paper world. That is our part of it. this class of paper. Furthermore, at our factory in Pittsfield, employing some 250 hands, we put up fine PETER ADAMS PAPER CO., 150 Nassau St., THE O. J. GUDE CO., 113 West Broadway, New stationery, made from our paper manufactured at at New York, manufacture all kinds of Plate Papers for York, paint signs, post bills, place car advertising, South Lee, in all the latest styles and newest designs, Lithographic, Gelatine and Steel Plate Printing. bulletin boards on grocery and drug stores (of which for ladies' correspondence. Stationers have advantage they have over 12,000 leasehold privileges) for“ Pear- in dealing with us in that they get everything at first Printers line," “ Enameline," “ Franco-American Soups," | hands. We make the paper and box it ready for “ Virgin Leaf Tobacco," “Garfield Tea," “ Aunt consumer. The following houses are considered reliable, and to Jemima's Pancake Flour,'' “ Quaker Oats," " Germea," VERNON BROTHERS & CO., 22, 24 and 26 | be fitted to execute their work promptly and at con- Syrup of Figs," and many other firms. In some sistent prices. They will furnish estimates and dum- cases they handle the entire appropriation for outdoor Reade Street, New York. Oldest paper warehouse in mies, and send samples of work, free upon application. advertising on the principle of newspaper advertising the United States. Makers of first qualities enameled agents. They refer to' everybody with whom they book, extra super, and machine finish writing paper. ever did business. Sixteen qualities. Cover, blotting, tissue, poster. California Six grades of best manilla. Newspaper in rolls or DONAT J. LEFEBVRE ADVERTISING CO., sheets a specialty. Toilet paper in rolls or sheets. San Francisco Manchester, N, H. In the New England States wé The only makers in New York City. German and | will distribute vour circulars, folders, books, booklets, American white buff parchment and orange copying | H, S. CROCKER CO., printing, lithographing, newspapers, calendars, catalogues, free samples, | papers. Great care given to export orders and spe- book-binding, copper-plate engraving. We have the properly putting them out in the most thoroughly | cialties. 35,000 square feet of floor covered with largest printing establishment west of the honest way possible. We are trained to the work. paper. River. Latest and best machinery, skilled workmen, We employ only reliable men. We are in a position and the reputation of turning as fine work as can be to offer guaranteed service. References of well-known Pencil Sharpeners done in the United States. We are not cheap firms furnished. A trial wiil convince you. printers," but claim to be the “best," and to give one TOWER'S DUPLEX SELF-SHARPENING hundred cents worth for every dollar charged. We CHAS. M. SMITH & CO., Brantford, Ontario, | PENCIL SHARPENER is the only pencil sharpener | also have the largest stationery store, the best equipped Canada, contractors for artistic advertising covering | bindery, a lithograph plant capable of turning out the now on the market constructed on scientific principles. Canada, pictorally painted on dead walls, fences, l It will outwear 20 dozen best quality of commercial or color work, and a com- It will outwear 20 dozen lead pencils. Will make any rocks, and barns. Bill and bulletin boards cover city | point desired from a chisel shape to a point that will plete copper-plate engraving establishment. Each - no better posting, distributing, and tacking service | make a hair line. The civil engineer, draughtsman, department under the supervision of competent man- covers country - listed, protected, renewed; thirty artist, professional man, business man, student, clerk, I calling card to a carload of paper at the shortest notice. cers. We are prepared to furnish anything from a days, 5 cents per sheet. Possess valuable space. _ days, 5 cents per sheet. Possess valuable space, - | bookkeeper, stenographer, and school children, alla russ; professional man, business man, student, clerk, lasisWe are prepared to furnish anything from a vers avecuted in firstart honest, energetic, experienced - diplomas and highest will find pleasure and great satisfaction in using this style. Our specialty is references. Members “ International," and use Donald- sharpener. It is the only sharpener that can be used printing or lithographing advertising matter of all son Cipher. Write us. Your interests are ours. kinds. in sharpening the lead on the popular paper pencils. us once. Send for descriptive circular to Cutter-Tower Co. (established 1845), 12A Milk Street, Boston, Mass. Connecticut SPAULDING & GORDON, Boise City, Ada County, Idaho. Foremost bill-posting and distribut-| Pen Holders Hartford ing firm west of the Rocky Mountains. Mernbers of leading bill-posting associations of United States. CASE, LOCKWOOD & BRAINARD CO., Hart- TOWER'S VENTILATING AND WHALE I ford. Corn is the outgrowth of a firm who began the Boise is center of vast gold mining, agricultural belt. Thousands of transient and resident consumers buy BACK PEN HOLDERS are two of the leading pentin business of printing in 1836. Later they added that of your goods if properly advertised. Our boards are holders on the market to-day. The Ventilating Pen book-binding, and the present company now carries well made and kept in shape. We are constantly Holder is made from the best hard rubber. The Whale placing orders for latest in commercial posters, and Back Pen Holder is made from cork with a section of on all departments of printing, binding, and blank- book manufacturing. They were among the earliest post nearly 500 sheets monthly for local patrons. wood running from tip to tip to strengthen same. printers of illustrated and descriptive catalogues for These pen holders prevent perspiration, thus making manufacturers, and that class of work has continued a T. M. YOUNG, proprietor Young's Outdoor Ad- writing a pleasure and preventing people from being ng | very important part of the business. They also give vertising Co., Manning, S. C. Bill posters, dis- troubled with writers' cramp. People who have been special attention to the manufacture of first-class blank- tributers, sign painters, and general outdoor adver- troubled with writers' cramp find these pen holders books to order, applying the flat-opening attachment, tisers. give immediate relief Send for descriptive circular patented by Mr. Brainard of the company, which is to Cutter-Tower Co. (established 1845), 12A Milk St., acknowledged to be equal, if not superior, to any other Boston, Mass. invention for that purpose. It is a large establishment, Paper Box Manufacturers fitted up for all classes of work. Their paramount Photo-Electrotypers purpose has long been to do good work at fair prices. THE BATES PAPER BOX CO., 411 Marshall St., Philadelphia, Pa., make paper boxes of every de- ! THE GILL ENGRAVING CO.. 104 Chambers District of Columbia scription, except pill boxes and folding boxes. They St., New York. The highest grade of artistic half- carry a full line of newsboards, woodboards, straw- | tone engraving for magazine and book illustrations, Washington boards, and juteboards, plain, lined, grained, fancy. I and for advertising purposes. Ouality alone is con- Their plant is large, fully equipped with the most sidered in making our plates. Many of the best maga BRYON S. ADAMS, 511 Iith St., N. W., Wash- modern machinery, and run upon the most approved zine wood-engravers are employed to finish our ington, D. C. The motto “I never disappoint” is methods of factory management. They have extraor- half-tones. Also line engraving, designing, etc. nailed to the masthead of this concern and is lived up dinary facilities for handling large orders, and their Special attention given to very high-grade catalogue to. They print anything printable, and much of their prices are always right. work. work is of the high-art character. Patent medicine and “specialty" printing a feature. Has one of the WILLIAM KOEHL, Jamestown, N. Y. The above well-known house need hardly be mentioned as largest plants and most completely equipped printing Photo Engravers concerns in the South. When Adams tells you you'll every one within a radius of 100 miles of Jamestown, get the work, you'll get it. A big business permits of N, Y., knows well that this is the most modern and ELECTRO-LIGHT ENGRAVING CO., Scott & the lowest prices, complete paper box factory in this section of the coun- Bowne Building, New York. Pioneer engraving com- try. Any kind of a paper box from a pill box to a suit pany by the zinc etching method in this country. box is made here. In the printing department, drug Established 15 years. Its reputation for the very best Illinois label and stationery printing is made a specialty. It production in half-tone and line engraving as well as will pay any one in need of anything in this line to send color work is acknowledged throughout the United Rockford to this house for estimates. States. Finest facilities for execution of all orders. Employs about ninety people in various departments, CRANDALL PRESS, Rockford, Ill. Printers of and production of work is probably double that of any high-class catalogues and advertising matter for manu- Paper Manufacturers Color other company in this country. Always glad to receive facturers, insurance companies, banks, etc. work a feature. We take especial care in proof read- visitors and willing to show the establishment. ing, and solicit mechanical and other catalogues requir- PETER ADAMS PAPER CO., 150 Nassau St., 1 GILL ENGRAVING CO., 104 Chambers St., New ing perfect tabulations. Our prices are higher than New York, makers of high-grade papers for Books, | York. The highest grade of artistic half-tone engrav- many, but our work is superior. Catalogues, Lithography, Maps; also Half-tone Plate, ing for magazine and took illustrations and for adver- Steel Plate, Gelatinė Plate and other Specialties. Fowler's Publicity is printed on paper made at our our plates. Many of the best magazine wood- tising purposes. Quality alone is considered in making Louisiana Waverly Mills. engravers are employed to finish our half-tones. Also New Orleans line engraving, designing, etc. Special attention A. G. ELLIOTT & CO., 30 and 34 South 6th St., given to very high-grade catalogue work. MAUBERRET'S PRINTING HOUSE, Limited, Philadelphia, Pa. Paper of every description in V. Mauberret, President; A. D. Gavites, Treas. and rolls or sheets, suitable for the printer, publisher, C. J. PETERS & SON, 145 High St., Boston, Gen. Man., 526, 528, 530, and 532 Poydras St... New lithographer, manufacturer, packer, etc. Agents for Mass., every description of printing plates by every 1 Orleans, La. General printers, engravers, and thos the leading mills in all lines of specialties. Vegetable known process - photo, half-tone, and wax engraving raphers. The largest and best equipped show print: parchment paper, pure tin foil, mailing tubes, roll plates for every use and on every subject. Photo- \ing house South. Theatrical, commercial, and railroad newspaper, best quality, etc. Samples furnished. r books, catalogues, booklets, and news printing. Printing in all its branches. Posters, all Correspondence solicited, either by the consumer or papers. Împroved machinery and unsurpassed facilities sizes, all styles, our specialty., Facilities and capacity manufacturers desiring a Philadelphia outlet. I for manufacturing these plates, and personal care and I unexcelled. Always reasonable, reliable, and prompt. engr FOWLER'S PUBLICITY IOII Massachusetts speed. High class work at moderate prices. Tele- United States, Canada, Mexico, and South America. phone connection. We have had 28 years of experience, and make the best and most durable roller. For form rollers for cylinder Boston ALBERT B. KING & CO., Six floors of building, presses, for fine work, our“ Pressman's” composition L. BARTA & CO., 144 High St., Boston, Mass. | 105 William St., New York. General printers. Special- stands alone, without an equal. Never mind our | ties hurried and difficult printing and work requiring a street or number in writing or shipping. Everybody Printers of everything, from a postal card to a directory. We make a specialty of high-grade catalogue and book large supply of type that must be kept standing ; large | knows us. orders and long runs; effectively composed advertise. work. Everything up to date. Quality and prompt- ments; elegant advertising booklets; illustrated calen- ness guaranteed. Publishers dars ; clippings that look as if they had been cut from J. A. CUMMINGS PRINTING CO., 252 Wash- newspapers or magazines; printing on ready-litho- B. F. JOHNSON PUBLISHING CO., Publishers, ington St., Boston, Mass. Print everything from an graphed blanks (resembling all-lithographed work), 1 | Richmond, Va. Our business is divided into two de- address card to a full sheet poster. Commercial work forming tasteful and showy letter heads, checks, stock | partments: first, subscription books; second, educa- a specialty. Excel in all kinds of first class work. certificates, diplomas, bonds with coupons, certificates tional or school book department. New books. New of deposit, etc. Send for samples and prices. Established 1867. Do not claim to do better work at ideas. A great opportunity for live teachers and work- cheaper prices than other printers, but guarantee THE LOTUS PRESS, 140 West 23rd St., New ers. A large proportion of the educational books now promptness and satisfaction and will charge only a | York. Our specialty is printing that requires good before the public were prepared many years ago. While fair, reasonable price. Headquarters in New England taste. We relieve our customers of the annoyance possessing good features, they do not meet all the needs for fraternal society work. and uncertainty of "laying-out” and designing their of the hour. Our books are new, up to date. Impor- tant: -- We need good men to represent us in the MILLS, KNIGHT & CO., 60 Pearl St., Boston, own printing, and we attain results that are at once educational and s scription book departments. All Mass Printing, binding, and bookmaking in all their pleasing and effective. We treat our work from an or part of the time may be used to splendid advantage. We do not overlook the branches. Realizing that nothing contributes more to advertiser's standpoint. the beauty and attractiveness of a book, catalogue, or commercial needs, nor do we lose sight of the artistic possibilities. We are not mere mechanics. We Publishers and Printers any work of art than to have it artistically printed on choice paper, and knowing how difficult it is to obtain Campbell Century Presses, “the most perfect cylinder presses in the world.” this quality, we place ourselves on record as having an THE AMERICAN PUBLISHING CO., IN- enviable reputation for superior work in all its CORPORATED, 20 Broad St., East, Columbus, | P. F. McBREEN, “Always Ready Printer," 216 branches, and invite correspondence. Ohio. General publishers, printers, and electrotypers, and 218 William St., New York. 24 years ago P. F. | half-tone, and line designers and engravers. Long FRANK WOOD, 352 Washington St., Boston, | McBreen advertised thus: “Always ready to realize runs of presswork a specialty. Have seven linotypes Mass. Prints everything -- book, job, railroad, com-11 ideals in type," and became known as the Always Ready to set mechanically any size type at lowest possible mercial, insurance, bank, and college printing. Cata- ta. Printer. Practically working out his motto and making cost. Complete advertising plans worked out with logue and cut work. Finest work, reasonable prices, a specialty of fine printing, he secured a desirable pat designs and matter. Most comprehensive plant in full count, prompt delivery. Once a customer, always ronage from the critical public, which he still maintains Central Ohio. Same care given to the smallest card a customer. Employ no drummers, yet have not had and endeavors to merit. He now has the best system as to a half-tone art job. Established 1874. Pub- a dull week in twenty years. and plant in the city for producing first-class printing | lishers “ American Insurance Journal;" printers of at low prices. Estimates furnished. the “ Advertising World." Worcester WILLIAM J. SCHAUFELE, 102 and 104 Fulton St., New York. Telephone 1431 Cortlandt. Been Recreation GILBERT G. DAVIS, 38 and 44 Front St., Worces established 27 years. Financially connected with one ter, Mass., producers of high-class printing, fine illus- of the largest printing establishments in Greater New! COLUMBIA BICYCLES. The mind of profit trated catalogues a specialty. Good brains combined York; has in operation 22 steam presses, jo'typesetting must dwell in the body of health. All well men may with good paper and good ink make a trade-winning | machines, and employs steadily from 86 to 100 hands. | not ride bicycles, but few sick men continue sick catalogue. We work the combination, Commercial Catalogue and art work given special attention. A a-wheel. The Columbia Bicycles are the standard of work executed with promptness and care. We will | number of the leading magazines and trade papers are the world. Catalogue for one 2-cent stamp, or free of give you what you want, when you want it, and at a printed under his direction. Estimates cheerfully fur Columbia dealers. Pope Mfg. Co., Hartford. low price. Your communications will receive prompt nished. High-grade work only. acknowledgment. Stationers THE WILLIAMS PRINTING COMPANY, 238 New York William St., New York. General printers — news- GIES & CO., Buffalo, N. Y. Are pre-eminently paper and catalogue work a specialty ; extensive fold- the leaders in the manufacture of finest lithographed ing, binding, and mailing department. All the work bank and office stationery. Make a specialty of copy- Buffalo of getting out a newspaper under one roof. Work ing and reproducing steel plate engravings. Having delivered when promised and full count guaranteed. only the best designers, "most skillful engravers and GIES & CO., Buffalo, N. Y. Modern presses, | THE WINTHROP PRESS, 32–34 Lafayette experienced printers, we are enabled to excel all labor-saving devices, latest style types. Having a others in this field. See samples in this book and large force of artists in our lithographic department, Place, near 4th St., New York. Established 1883. write for others of the particular style you may prefer, we possess facilities for designing and illustrating Catalogue, periodical, fine cut, and color printing ; with an estimate on your needs. books and catalogues that are enjoyed by few other binding, engraving, electrotyping, coin cards, and other houses. Having our own wood-engravers, etchers, special work; all done on the premises. We claim to and half-toners, with our own electrotype foundry and do good work, on time, and at fair prices. Street-Car Advertising bindery, enables us to do the work complete and give it personal supervision in all stages. A specialty of Texas WILLIAM F, CARLETON CO., 50 Bromfield embossed work of all kinds. St., Boston, Mass. Established 1872. Over 60,000,000 Houston passengers carried last year in 500 cars. 1,500,000 round trips — 12,000,000 miles run. Will it pay you to New York City keep your name perpetually before the public in the FRANKLIN PRINTING HOUSE, A. Franklin Sittig, 906 Franklin Ave., Houston, Texas, opposite price? 10 cents per month. Has been so for u most populous, thrifty cities of New England? The ISAAC H. BLANCHARD & CO., 241 and 243 | New Hutchins House. All kinds of printing, neat, vears and is enough. Boston. Lynn, Salem. Lowell. West Broadway, New York. Art printers and adver- accurate, prompt. Without change of firm, the oldest | tising promoters. The leading steam press printers | Nashua, Lawrence, Haverhill, Brockton, Fall River, for three color plates in the United States Magazine printing house in Texas. New Bedford. and fine cut work a specialty. We are now serving as counselors-at-advertising to many of the most success Printers, Engravers and Binders DUBOIS CO., Masonic Temple, Chicago, Ill. In- ful business firms in the country. Consultation free. terstate street railway advertising. We control ex- SOWLE PRINTING & ENGRAVING CO..clusively the street-car advertising in Peoria, Ill., and BROWN & WILSON, 28 Beekman St., New York. | 447 W. Main St., Louisville, Ky. Catalogues, many other prominent cities in the Central States, No specialties. Print about everything except large or small, are the specialty in our business. Fine half- including some of the best lines in Chicago, Ill. To books. Commercial work executed with care and tone engraving and all kinds of zinc etching. Pre- advertisers who are looking for faithful and intelligent promptness. Our work is never poor. You know pared to furnish original designs for pamphlets, service coupled with rates that are moderate we offer what you will get, and that you will pay only a fair, booklets, brochures, etc. We make miniature cata- | our facilities and experience. Send for our booklet, reasonable, living price. What you want when you logues: by the use of these much can be saved in the “Nineteenth Century Advertisers.” want it. No delays. No disappointments. cost of distributing them. Write us about anything you want in these lines. It will pay you. RAILWAY ADVERTISING CO., 261 Broadway, CHASMAR-WINCHELL PRESS, 141-155 East New York. Controls advertisiug space in 2200 cars in 25th St., New York. Designers and printers of high- practically all surface lines in New York City; in grade books, catalogues, brochures, folders, and an- Newark, Elizabeth, Jersey City, N. J., and in Provi- nouncements. Personal attention given to every dence and Pawtucket, R: 1. Traffic on these lines detail, looking to prompt execution of the most exact Many advertisers operate large printing establish- | about 40,000,000 per month. The best and cheapest ing requirements. Original, unique, striking, and at ments of their own. Such plants may be purchased to way to reach business men and women, shoppers, the same time, modest and effective productions. | best. advantage from the type foundries listed i theater-goers, large and small buyers, and consumers Something for the scrapbook, rather than the scrap the head of “ Type." Type foundries are the only con- of household supplies, food products, etc. Write for basket. When you want the best, something out of cerns from which complete outfits can be purchased. maps, rates, etc. the ordinary, we can give it to you. ISAAC GOLDMAN, corner New Chambers and Printer's Rollers WESTERN ADVERTISING CO., St. Louis, Mo., controls the advertising in all cars in St. Louis, William Sts., New York. Established 1876. General and Kansas City, Mo., Louisville, Ky., and Nashville, steam printer. Linotype machines in use for com- C VAN BIBBER ROLLER CO., 6th and Tenn., with local offices in each city. Sell only cars position in all modern languages. Printing of every Vine Sts., Cincinnati, Ohio. We make Van Bibber's that are in regular operation, and give the very best description. Facilities for handling jobs of any kind. “ Pressman's," " Franklin," and " Rough and Ready" service possible to be had. An advertiser can reach a Newspapers printed directly from type on our compositions. Any sort of rollers for letter-press larger number of people with a better display in the “ Duplex" flat-bed perfecting press at a high rate of | printing. We supply numberless printers in the I cars in these cities, than through any other medium. TA IOI2 FOWLER'S PUBLICITY Pa. Stereotypers Dallas: Scarff & O'Connor Company, 256 Commerce, ment- absolute control of paper - paper carriage St. wide, light, strong, steady - self-adjustable paper C. J. PETERS & SON, 145 High St., Boston, Toronto: Toronto Type Foundery Company, 44 guides, no rubber bands — any desired margin on both Mass. Every description of printing plates by every Bay St. edges of paper - automatic ribbon reverse — block known process - stereotypes, half-tone engraving, Montreal: Toronto Type Foundery Company, 646 | signal warns operator when end of line is reached - photo-engraving, and wax engraving plates — im- Crary St. rapid spacing mechanism -- new and perfect shifting proved machinery and unsurpassed facilities for manu- , London: M. P. McCoy, 54 Farringdon Road, Lon mechanism -- touch: easy - every possible improve- facturing these plates, and personal care and attention don, E. C. ment in material and making. Price, including cover, $100. Wyckoff, Seamans & Benedict, 327 Broadway, given to all work-drawings and designs of any char- New York. acter to order for plates in either department. Type- setting. Electrotyping, half-tone plates and fine cuts a Typewritten Letters TOWER'S NEW FRANKLIN TYPEWRITER specialty, saves expense of making duplicate half-tone originals. MESSRS. GERRY & MURRAY, 31 and 32 Broad | at $75 is the best writing machine on the market. It is St. and 54 Exchange Place, New York, are owners. for the simplest, lightest running, easiest, fastest, and the Southern and Eastern New York and Northern New System of Indexing most durable typewriter made. It is one of the few Jersey of the various patents for producing type- up-to-date typewriters where the work is visible the written letters in quantities for circularizing. THE GLOBE CARD INDEX SYSTEM pro- moment the type-bar leaves the paper. On the This work is so perfect that experts can seldom detect the vides for keeping lists of names, subjects, memoranda, majority of other high-grade machines the carriage has many matter, in indexed order so that reference niay imitation, and the cost is but a fraction of that of to be lifted before the work can be seen. Send for be made with the least loss of time. A time saver and catalogue and descriptive circular to Cutter-Tower | actually writing the letters on the machine. They are valuable aid to professional and business men. The to all intents actual personal letters. Co. (established 1845), 12 A Milk St., Boston, Mass. Philadelphia only index system that admits of unlimited expansion Licensee, John T. Palmer, 406 Race St., Philadelphia, | Typewriter Papers and that can be kept free of dead matter without re- writing. Descriptive catalogue free. The Globe Company, Cincinnati, O. Corner Fulton and Pearl JOHN T. PALMER, 406 Race St., Philadelphia, AMERICAN WRITING MACHINE CO., 237 Sts., New York. Pa., is licensee for Eastern Pennsylvania, Southern | Broadway, New York. Our “ Invincible" typewriter and Western New Jersey, and Northern Delaware papers embody every special demand which a type- under the various patents for producing typewritten | writer makes upon the paper manufacturer. They are Thermometers letters in quantities for circularizing. This work is so the result of years of experience in securing just the | perfect that experts can seldom detect the imitation, right thing. Sample book and supply catalogue may STANDARD THERMOMETER AND ELEC- and the cost is but a fraction of that of actually writing be had for the asking. It will show unusual values at TRIC COMPANY, Peabody, Mass. Manufacturers the letters on the machine. They are to all intents very moderate figures. Suitable papers for manifolding of thermometers ;-household, advertising, mechanical actual personal letters. New York Licensees Gerry work, letter heads, legal documents. Compare our -(for use in boilers, pipes, ovens, tanks, et cetera); | & Murray, 31 and 33 Broad St., 54 Exchange Place. prices and papers, and you will be agreeably surprised thermostats for incubators, and adjusting tempera- at the values offered. Letter heads printed, litho- ture and giving alarm in buildings; of telemeters for graphed, or engraved at reasonable prices. Estimates showing or recording temperature, barometic pressure, Typewriters cheerfully offered. steam pressure, height of water or gas in tanks, and speed of revolving shafts; of arc, theater and focusing AMERICAN WRITING MACHINE CO., 237 Typewriter Ribbons and Carbon lamps; of rheostats, switches, switch-boards, and Broadway, New York. The Caligraph typewriter is electric meters; of steam-traps and electric steam unequaled for the highest grade of work and longest Papers whistles; and electrical and mechanical appliances service. “It outlasts them all.” Thoroughly up-to- generally. date. The No. 4 Caligraph, the latest model, recog AMERICAN WRITING MACHINE CO., 237. nized everywhere as the BEST typewriter made. Full Broadway, New York. Sole manufacturers of the keyboard of 78 characters. Many effective devices Tooth Picks 1“ Invincible" brand of typewriter ribbons for all have lately been added, contributing to ease of opera- | machines. Unequaled for colors, copying, and wear- tion. Officially adopted by the Postal Telegraph Cable ing qualities. Furnished in the following varieties : TOWER'S WORLD'S FAIR COMPRESSED, | Company, the Queensland Electric Telegraph Depart- | Copying ribbons — purple, blue, green, black copying POLISHED,... ROUNDED AND POINTED ment, Australia, and in use generally by the inost | blue, black copying purple, black copying green, TOOTHPICKS are the only sliverless, machine-made prominent commercial and law firms. Machines fur official indelible. Record - black, purple, blue, green. toothpicks on the market. They are constructed by a nished for the French, Spanish, German, Norwegian, Every “ Invincible" ribbon absolutely guaranteed. special process which gives results far superior to the Swedish, Russian, and Portuguese languages. " Invincible" carbon paper furnished in all the regular quill or orange wood toothpicks which are made by sizes, black, blue, and purple, wrapped in paraffine hand. They can be used without injury to the gums THE NO.2 HAMMOND is adapted for all regular paper and put up in convenient boxes. Will not dry and have none of the objectionable features of the commercial, professional, and literary purposes. It out. Special sizes to order. ordinary cheap toothpicks. Send for descriptive cir- writes a line 9 inches long, or 99 characters. Paper of cụlar to Cutter-Tower Co. (established 1845), 12 A Milk any width and length, and cards of any size, can be Street, Boston, Mass. inserted in the carriage. All parts are highly finished, Typewriter Supplies and each machine is fitted with a base-board and cover Type of selected antique oak, presenting an attractive and AMERICAN WRITING MACHINE CO., 237 handsome appearance. Furnished with either Ideal or Broadway, New York. Dealers in supplies for all Universal keyboard. Complete with antique oak case, machines. Everything of the highest grade, and fully Many advertisers now find it advantageous and many more will discover it to be advantageous, to own their ribbon, and three shuttles, $100; two shuttles, $97.50; guaranteed. “Invincible" typewriter papers, “In- vincible" ribbons, “ Invincible" carbon, typewriter own type and borders for exclusive use in their own one shuttle, $95. The Hammond Type Writer Co., 403- advertisements. The variety of type and border de- 405 East 62nd St., New York. desks, stenographers' chairs, copy holders, erasers, stenographers' pencils, mimeographs, mimeograph signs is so large that no dozen printing or newspaper supplies, note books, typewriter oil, paper fasteners, offices could profitably have them all on hand between THE NO.3 HAMMOND (wide carriage). This and genuine “Japanese” copying books, the only them, and the advertiser will therefore have no diffi- instrument is especially adapted for railroad offices, satisfactory books for copying typewritten work. Our culty in making a selection which will be unlike any. insurance Offices, banks, and departments of the gov- booklet " What You Feed It Makes All the Dif- thing in use locally, and printers and publishers will | ernment where wide blanks are used. It is fitted with ference” will show you the importance of using the usually agree to use type so purchased exclusively in a wide carriage that writes a line 1214 inches long or the advertisements of the purchaser. In making such 135 characters; any width of paper, however, can be best typewriter supplies. A catalogue of typewriter supplies will be sent on application. purchases, the best course is to consult the nearest of inserted. It the reliable type foundries, located as follows:- in the No. 2 Hammond, and can be used for ordinary THE HAMMOND TYPEWRITER CO., 403- Baltimore: American Type Founders' Company, commercial work equally as well. Ideal or Universal 405 East 62d St., New York. Carbon paper, ribbons, Frederick and Water Sts. keyboard. Complete with antique oak case, ribbon, Boston : Dickinson Type Foundery, 150 Congress St. and three shuttles, $110; two shuttles, $107.50; one writer roll-top cabinet, $25: Hammond typewriter, linen papers, copy holders, carrying cases. Type- Buffalo: American Type Founders' Company, 83 shuttle, $105. The Hammond Type Writer Co., 403-| 8-drawer cabinet, $25; Hammond typewriter 4-drawer Ellicott St. . 405 East 62nd St., New York. cabinet, $20, all in quartered oak, “ Hammond” drop, Chicago: Marder, Luse & Co., 141 Monroe St. highly finished raised panels, automatic drawer locks. Cincinnati: Allison & Smith Type Foundery, 7! THE NO.4 HAMMOND (clergyman's typewriter). Hammond typewriter 3-drawer desk, $12; quartered Longworth St. This instrument has a special escapement mechanism, oak, highly finished, automatic drawer locks. Type- Cleveland: Cleveland Type Foundery, St. Clair and making a wider space between characters than the No. Ontario Sts. 2 Hammond, and is intended for use by clergymen writer tables, $4 to $5. Stenographers' chairs, $5. Denver: Denver Type Foundery, 1616 Blake St. and those who desire typewritten work easily read at a A. B. REID & CO., 84 La Salle St., Chicago, Ill. Kansas City: American Type Founders' Company, distance. It has all the improvements of the No. 2 We make a specialty of typewriter ribbons, carbon 533 Delaware St. Hammond. Ideal or Universal keyboard. Complete Minneapolis : American Type Founders' Company, | paper, copy-holders, and type-cleaners. But we keep with antique oak case, ribbon, and three shuttles, $100; everything for the typewriter, standard quality, low 24 First Ave., South. two shuttles, $97.50; one shuttle, $95. The Hammond prices. Largest and quickest mail order departinent New York': American Type Founders’ Company, Type Writer Co., 403-405 East 62nd St., New York. in the trade. Thirty thousand patrons. They'd buy corner Rose and Duane Sts. at home could they buy as well. We're rated and Philadelphia: MacKellar, Smiths & Jordan Foun- THE HAMMOND NO. 5 (Greek). This machine nine | reliable. In business since 1880. Catalogue for the dery, 606 Sansom St.' Jis fitted with three line Greek shuttle No. 7. It con- Pittsburg: American Type Founders' Company, Itains all of the improvements embodied in the No. 2 asking. 323 Third Ave. Hammond, and is also adapted to commercial work, as Portland, Ore.: American Type Founders' C any of the shuttles can be used on it. Furnished with Second and Stark Sts. the Ideal and Universal keyboard. Complete with | St. Louis: Central Type Foundery, Fourth and Elm antique oak case, ribbon, and three shuttles, $100; two A simple machine for wrapping books, pamphlets, Sts. shuttles, $97.50; one shuttle, $95. The Hammond or circulars, costing from $4 to $5, is procurable from San Francisco: Palmer & Rey Type Foundery, 405 Type Writer Co., 403-405 East 62nd St., New York. the type foundries, listed under "type.” Wrap- Sansomě St. : ping, which is usually a tedious and unpleasant proc- Atlanta: Dodson Printers' Supply Company, 55 THE REMINGTON STANDARD TYPE-ess, is done quickly, cleanly, and more efficiently by South Forsyth St. TWRITER, NEW MODEL NO. 6 has perfect align- | use of these machines. Annex--Nudity in Publicity “ Art, not advertising” W E JHE history of art began with nudity, and will end with it. Moral reformers, conscientious anyway, and perhaps right, and perhaps wrong, have objected to the display of the undraped human figure, and there have been, and always will be, intelligent, as well as unintelli- gent, people who so much believe in the sacredness of the form, as not to find excuse for its unclothed display. The human figure, and especially that of the female, from a truly artistic and ethical standpoint, is really art divine, and has been too many times proven by story, poem, song, brush, and chisel to forever disarm any morbid argument against it, but for all that there are many who object to nudity, and so long as they do, it is the business of business to let nudity alone. Politics, religion, and nudity have no part of advertising, and he who uses any, or all, takes unprofitable chances. The true artist appreciates the catalogue cover, or the lithograph, portraying the almost dreamy and poetical beauty of the human figure, but so long as there are so few artists, and so many who are not artists, judgment suggests that the extremes of art be kept out of publicity. There are so many ways and means of successful advertising as to not admit of ex- cuse for the use of anything questionable, even though the questioner questions with- out reason. The buyers are of the great middle class, and many of them object to a display of nudity, and the advertiser has no right to question their right, and he is foolish indeed if he allows his own opinion to entirely frame the character of the advertising, which is of no value to him unless it is acceptable to the receivers of it. The truly artistic advertiser who believes in the purity and artisticness of nudity has room enough in his art room for all he wants of it, and there it had better stay. my 1013 Great Successes, Annex UT1 . 1 The following articles were received too late to appear in the body of the book. Melbourne Homeopathic Pharmacy Among its principal industries are wool- producing, cattle raising, dairying, meat pre- Melbourne, Australia. Martin & Pleasance serving and freezing, sugar and tobacco In reply to yours asking us to give you our growing and manufacture, and gold and coal opinion of advertising, we can comply with mining. your request in almost one sentence: - Wheat, maize, coffee, and rice are also Judicious advertising means success and grown, while all the tropical and semi-tropical wealth. fruits flourish in various parts of the colony. Non-advertising means obscurity and drug- The newspaper press is well represented, gery. there being three good daily papers in this Assuming that a firm has a good line to city, such towns as Rockhampton, Towns- offer the public, and are aware of the fact, it ville, and Charters Towers, having two each, must and will pay them to make such a fact while every town of any importance has known. either its weekly, bi-weekly, or tri-weekly This is the result of our forty years' expe- journal to chronicle its events, ventilate its rience, which leaves no regret. grievances, and make known its wants. Some times during season of flood some of Griffiths Brothers the newspapers are reduced to extremities for a supply of paper, recourse has then to be Tea, Coffee, and Cocoa Merchants — Sidney and made to the local store-keeper's wrapping Melbourne, Australia. paper, quality, colour, or substance being no THE solid reputation of our firm has been obstacle to its use at such times. built up mainly by giving the public conscien- As smart and pushing advertisers, our citi- tious value, very little aid being given by zens do not take a back seat, billboard displays ordinary advertising, so we cannot very well being a great feature in all our cities and tell you how we made advertising pay our towns. selves. One of the most popular mediums, and de- We need hardly say, however, that we servedly so, is railway station advertising, consider judicious advertising to be very help- and the use of billboards in the leading towns. ful to business generally, in fact in these Many of the largest American and Brit- days of publicity it is almost a necessity. ish advertisers advantageously advertise in We are rather learners than artists in the Queensland. art... Australia by reason of the vocation of its inhabitants, particularly those engaged in Gordon & Gotch farming and grazing pursuits, who live hun- dreds of miles from the large centers of pop- Brisbane, Australia. Agents for the World's ulation, is a good subject for courageous Press. advertising, but we distinctly attribute our THE Colony of Queensland is the youngest success in out-distancing our opponents in in the Australian group, and occupies the business entirely to two things, viz. : northeastern portion of the continent, and has First — A first-class article. an area of 669,000 square miles, and a popu Second - A free use of the advertising lation of about half a million. press to ram that fact home. IO14 Fancies of Type “ Figures of Publicity” The two closing pages of Fowler's Publicity very appropriately present some odds and ends of type, useful in advertising. All these designs are fresh from the artist's studio, and can be obtained at a nominal cost from the leading type founders. 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