I Copyright by Charles Austin Bates. J
Every advertisement that goes into a
newspaper ought to contain some definite
information.
People are hungry for knowledge. It
is an luquisitiveage. Theadvertiser who
supplies the most pertinent information
win get the most trade, other things be
ing equal.
Every advertisement should tell the
why of something. If a price is low-
why? If a quality is excellent whv? If
better nutmegs come from Connecticut
than Indiaua why? Give a reason for
everything.
lite small boy of to-day opens his drum
to see where the noise t'omes from and
what makes it. He dissects hie watch to
find the "tick."
Men are only boys grown up.
it is easy enough to make an adver
tisement interesting if one only thinks a
little. The advertising of the future will
always be. so.
Advertisements are read more now
than ten years ago, because they are
more readable. The Wanamaker adver
tising in Philadelphia contains as flue
writing and is as intensely entertaining as
any other column in the papers.
Advertising is becoming more aud more
honest every day. It pays better every
day. When people really understand
that advertising is a necessary and le
gitimate part of every business .that it is
merely a store bulletin, it will pay still
better.
It is facts that people, want. I have
heard a merchant say: "Oh, it don't pay
to advertise, because people don't be
lieve the ads. Mr.o-and-So always lies
in bis ads and people measure us by his
standard."
He was wrong, of course. People soon
find out the truth-telling pTace, aud trade
gravitates that way with absolute cer
tainty.
Tell something tell it true, and in the
best papers and it will pay every time.
