Jasper County Democrat, Volume 15, Number 31, Rensselaer, Jasper County, 20 July 1912 — Holds Up Publicity MaximS. [ARTICLE]

Holds Up Publicity MaximS.

George Frank Lord, a well-known advertising man, in a recent address on “The Cash Value of Educational Advertising,” lauded the dally newspaper as the best medium for the advertisement of commodities. “They obtain greater results and are cheaper,” he declared, “than circulars. “Don’t talk in bunches in ‘ad.’ writing. Don’t be too oratorical —keep down to the plane of writing as though addressing an individual. Too many ‘ad.’ writers imagine they are ‘Teddy’ Roosevelt addressing the mob. “There Is no line of business that cannot be advertised if It is done along the right line. "Find the distinctive quality of your goods and emphasize it concretely. “Common sense Is the requisite of the successful ‘ad.’ writer. “A two or three inch *ad.’ in a dally newspaper twice or thrice a week is often better than a whole page in a magazine.”