Rensselaer Republican, Volume 13, Number 34, Rensselaer, Jasper County, 12 May 1881 — Common Sense in Advertising. [ARTICLE]

Common Sense in Advertising.

N«w York Port A model advertisement is designed to satisfy the rational demand of a probable customer to know what you have got to sell. The snceeesfal advertiser, therefore, observes three rules: First, he aims to famish the information which the public wants; second, he alms to reach that part of the public whose wants he is prepared to satisfy; and third, he en•deavors to make his information as easy of acquisition by the public as possible.

The commonest and handiest thing in the American family is the newspaper, and as nearly all shopping proceeds from the family, from its needs, Ito intelligence, its tastes, its fashions, tt f llows that the thoughtful and successful advertiser approaches the family by this means. He does not waste Us money and his time in loading his advertising gun and shooting it off skyward in the street, at all eieation, on the chance that some willing cueD h2JSrf»t g< i ng maybe brought down; on theeontoary, he takes account of the advertising ammunition which he has on hand, and loads and pointshSagnK

through the columns of some reputable newspaper, at the game he wants to hit. •« Besides knowing that newspapers are the beet means of advertising, and how to pick out the best newspapers for his purpose, the successful advertiser fully appreciates the importance of persistent advertising. Mr. Bryant used to say that the great influence of the press depends, for one thing, upon its power of iteration. Presenting the same subject in many forms, it finally wins attention and acquiescence. Used in this thorough and systematic way, the advertising columns of the newspapers are as useful and essential to the merchant, as means of telling the public what he has to sell, as the clerks behind the counter are to show his goods when the people come to examine them.