Jasper County Democrat, Volume 14, Number 79, Rensselaer, Jasper County, 13 January 1912 — Page 3 Advertisements Column 4 [ADVERTISEMENT]

“yl.. 1~~ T Advertising " •J] [Jah | P THE VALUE OF ADVERTISING Case of the Trained Athlete and the Poor Foreigner That Illustrates Power of Publicity. Provided an athlete, trained to minute, fitted out with the best money can buy in the shape of specially prepared shoes, walking sticks, loose-fit-ting and comfortable clothing and refreshments, walks across the continent in anything like reasonable time, he is given wide publicity, is wined and dined and is proclaimed a being of great endurance, determination and self-will, a thlrik-nothing-of-suffer-ing, climb over-a-barrier, set-all obsta-cles-aside sort of person, . But a man in need of work and determined to get it, probably not in the best of physical condition; short of clothes and without knowledge as to where he is to get his next meal, ,£0(11' Walk 3,000 miles, can undergo all sorts of hardships and self-denials, and he would not even be given credit for having done anything out of the ordinary.

Aside from other features of the comparison, it all goes to show what advertising will do in any branch of human existence or endeavor. When the athlete starts out on his long tramp he is advertised far and wide and the eyes of the country are directed toward him. If he fails to complete his journey he is soon forgotten, but if he succeeds, he is a hero. But in the case of the other man, he is not advertised and nothing is heard of him from one end of the journey to the other, so it does not matter whether he falls or succeeds. And the kame condition applies in other walks of life. The man who is wide awake, who directs attention ta himself by advertising, by not only blowing his own horn but having others blow loud blasts on it occasionally is more certain than is the man who starts out without a blare of trumpets or without an attempt to attract and keep the attention of the public. Recently a New "Work fireman set out from the Atlantic coast city to walk to this coast. "He was a trained athlete and made the trip in good time and got a whole lot of notoriety and considerable money out of the trip. He was advertised far and near. And recently a tailor, whose home was in Poland, received word that employment awaited him at the hands of an old friend in Redwood City, Cal. The tailor left Poland, without -knowledge as to the length or breadth of the United States and arrived in New York city four months ago. When told that he had yet to cross the continent, he plucklly set out to walk the distance, being without funds to pay his fare. He made the trip from New York city to Oakland in three months and two t weeks, doing odd jobs en route to pay his expenses. Upon reaching Redwood City he was at once employed. The accomplishment of the needy tailor, comments the Oakland, Cal., Enquirer, is more worthy of notice than is that of the athletic fireman. But the tailor’s long tramp was not advertised. For that reason he has failed to attract much attention and’but little applause for his exhibition of endurance and determination.

Newspaper Ads Will Sell Land. “To get results that are lasting and publicity that warms up the"situation in the real estate business in almost any locality, newspapers are the best; a liberal use of the classified pages and sufficient use of the display to keep the firm out of the ‘piker class’ and give dignity to the smaller ads sems to cover the field and prove the best Investment. Other schemes that are offered may seem and look rosy, but they seldom reach the public when It Is In a frame of mind to be impressed with Importance of investing in homes or in speculative real estate.” This Is the conclusibn advanced by H. B. Van Sickle* publicity expert and advertising manager for a large real estate firm in Toledo.

Because an advertlstftnent Is pretty is no reason why It should get business; , v most fellow* flirt with the pretty girls and then marry good cooks.— “Rusty Mike’s Diary.”

Frame Ads Carefully. The advertisement a man puts forth Is really his messenger and advance agent, an ambassador, if not a full plenipotentiary from his store. Nothing that it says should vary a fraction of a hair’s breadth from the truth; and It should rattier understate than attempt to exaggerate In the story It tells. The manner of It (Its tone and temper and style) will be among the things to look after And make attractive. It must not be rudely Imperative; it must not scold; it ought not to decry the rival shops that also have their announcements out—nor should It fie verbose and otherwise careless and Infelicitous in its style.