Rensselaer Semi-Weekly Republican, Volume 20, Number 66, Rensselaer, Jasper County, 21 April 1899 — TALKS ON ADVERTISING [ARTICLE]

TALKS ON ADVERTISING

In a recent issue of Printers* Ink fl given another instance of successful advertising. The scene is this time Isfl in Northville, a Michigan town of 2,000| inhabitants. It is the location of ntfl eral flourishing factories, and is situj ated in tie midst of a rich farming dfl| trict. Holmes, Dancer & Co. are dry*| goods merchants, and are working their! field for all it is worth. Mr. Dancsfl the manager, when asked to tell of bin advertising methods for the benefit oIS others, talked about as follows: We have found the local newspapefl to be the best of all mediums, andi though we use other methods fifl quently the papers give the best resultfl We change ads. every issue, and ofhfl change the amount of space as welO varying from one to three columns fl ordinary seasons to a full page on spfl clal occasions. In the preparation of ads. I aim fl use the simplest language, giving trulfl ful descriptions and reasonable pricefl I have no use for the sky-rocket styfl of describing goods, and unreasonably low prices are never given. People ai«| suspicious of too low prices and tool great bargains. I order space each wefl| to fit the ad., using all that is necessdfl for proper display. New stocks of goodfl are well advertised on their arrival] and we back up our ads. with neat whfl dow displays of the articles adverUsflM Several times a year, about the ftmjfll of January, February, July and Atfl gust, we get out a great number of biffl about the size of a page in a six-columfl newspaper. Business is naturally a lifl tie dull at these times, and we use thM bills to stir things up. They are ctrqfl lated through neighborhood and snfl rounding towns. During the dull sums mer months we do not relax our efform| but on the contrary try harder tifl | ever, and experience has demo ns t ratfl, this to be the correct policy. Earlyi-fi | the holiday season each year we get outj a small, well illustrated catalogmgfl eight or twelve pages, advertMfl goods and novelties suitable ibr glffli and have found it to be a payingtfl vestment yg We have never tried fence signs," tn He-boards or anything else kind. We are perfectly satisfied wfl our present system. | A girl doesn’t regard her social