Mr Bryce, M.P. on Advertising.

Oamaru Mail, Volume XXIV, Issue 7496, 20 April 1899, Page 4

Mr Bryce, M.P. on Advertising.

HOW TO MAKE IT PAT. " It Is quite unintelligible why advertising should pay aa It undoubtedly does pay," said Mr Bryce, M.P., in a speech at the opening of the School of Commerce in connection with Liverpool University College. Mr Bryce thinks it would be a good thing if advertising were reduced to a science, and were taught at every commercial school, and apropos of this statement the following remarks made by Mr Charles Austin Bates in an article on •* Short Talks on Advertising," which appear in a neat and attractive booklet entitled " Profitable Advertising," will, no doubt, be interesting. " Profitable Advertising," which is issued by Mr Charles "Vernon, advertising contractor, London, contains, by the way, in addition to much useful information for shopkeepers, inventors, and advertisers, several paragraphs concerning current newspapers and periodicals. More things (writes Mr Bates) enter Into advertising than are generally supposed. In fact, everything that connects a name and a business in people's minds is advertising. Membership in churches and clabe, and societies, the giving of social entertainments, public charities—all these thiogs, and more, are advertising. But greater and broader, and better and easier than all these i 3 newspaper advertising. You may think of that without thinking of other plans, but no scheme of publicity is complete without the newspapers. Properly prosecuted, newspaper advertising will alw»y3 pay. That here and there is a man win s*ys —"Advertising doesn't pay. I've tried it," proves nothing but that his method was faulty. Advertiaing is business news It tells of things which are of great daily importance. It Is of more account to the frugal housewife to know where she can get cartain necessary commodities at a price than usual than to know all the troubles of Slam or Alaska. The news should be news. It should not be allowed to grow state with repetition in the same old way. If you can only advertise in a small way, pick out the best paper in your territory and spend all year advertising money in that. Don't scatter. When your business grows, and you can spend more money, buy more space in the same paper, until you are sure you are using all you profitably can. Then add another paper. I would rather have one good "ad." Chan half-vdcz-jn p >or ones. When " hunting for bear " I would rather take the best gun I had and load u properly than to scatter my powder in half-a-dozen poor guns and so make a flash in the pan." Merely publishing your name, address, and business will do some good, but thero is a better way. Be differeut from the others in your line. Find some point in which you excel, and harp on that. Give prices and specialities. Try to make the advertisements interesting and readable. Make thsin characteristic of your store, and above all thins;? 1 , make them true in letter and spirit. Don't say yon have not the time to attend to your advertiaing properly. Really you have not time to attend to anything else Advertising is the most important part about any business. It is the vital spark. What good does it do you to have the very beat things or the very greatest bargains on earth if people do not know it 1 First get Che right sort of goods, in the right location, at the right prices, and then ma&& a great fuss about them in the best papers you can find. The trade will follow.