PRESS OPINIONS ON ADVERTISING.

Press, Volume LXIII, Issue 12933, 12 October 1907, Page 2

PRESS OPINIONS ON ADVERTISING.

TOO MODfeSt, A duck who had faithfully stuck to brteitwss during the summer and laid several down largo fatrn coloured oggs, complained that she was not appreciated. ' :- "Sec that hen orer thet*F ; ' $aid the duck; "she has not laid so many eggs as I have, nor so big, ibui she has books written, about, her ' and verses composed in her honour, tvhile nobody says a word about mc." . "Tho trouble with yoii is." said ft wise Buff Leghorn cock, that was standing noar, "that you do not.tell the public what you have done. iou lay an egg and waddle off without lettins? anybody in the neighbourhood know about." If you want to cut any icfl in this community you mnst learn to advertise in the morning paper." ADEQUATE ADVERTISING. As a storo grows in importance its advertising must grow. But the advertising must grow*—in volume, in liberality, in quality—faster than the store itself grows. This is true bocaueo the store must k«-pp pace with the advertising—or within Inline; distance of it. It never <loes cjnite "Catch up -, any more than the cars of a train overtake the engine. And exactly as the engine '"nulls the train along," so the advertising "pulls tho store along." To pursue the comparison: It requires a bigger engine to pull r thirtycar train than it does to pull a tencar train. And it takes more advertising to "pull"' a "hundred-assistant store" than it does to pull a ten-assis-tant one. Tile train will not make much progress on the tlnys that tho engine is net running; but it will make just as good progress on those days as will a store on the days when the advertising is not running. Your advertising is "adeanate" when it is strong enough to pull the storo along after it; and when it is running on every day that you desire to seek business and to increase trade. The trade you desiro is reached, and often reached exclusively, by using as a medium tho columne of tho best papers. A FARMER OX ADVERTISING. An advertisement being intended to induce the leader to buy goods, to be the most efficient should give such information as thfe possible purchaser mo3t wants to know. It should hot use Bpaco in bluffing or in saying that it is better than othere. Instead it should give proof and should attempt fo convince- him that it is better. A prospective purchaser ra»y not thoroughly understand the article advertised, therefore it should give- a dear description of the article and especially «f its most essential points. To illustrate my meaning, take tho modern cream separator. The advertisement for ono thing should show wherein it is superior, hot to the oldfashioned pan method of setting, but to the deep setting or cream system still in vogue. Olio eeparator makes a point ih its advertisement of quality of cream, but does not mention butter. One claims quality because of dirt and bacteria removed, but does not mention grain of butter. One claims cldse skimming, but does not cay how close. In general, they all claim efficiency, but do not give specific details. Will hot th* gasoline engino people advertise the difference in the eoet of running a gasoline and steam engine, why an sir-cooled engine ie preferable, what it coete per horse-power, etc.? Then take tho ensilage cnttere; the blower device seems popular with manufacturers, but we went to knote why it is better than the old style carriers. Advertisement* would bo moro effective if illustrated by well defined line;; cuts which tßie construction of tho machine, or! of afty point of which special mention i<? made. Fnrmers" like io study three detaik when made plain by ft few lines instead of being lost in' a photograph. Tho aim should be to get the reader interested so that he will further ihjvestigate —some advertisements are too dry to do this.