‘THE

THR DAILY EXAMINER. THE ART OF ADVERTSIG.

FEBRUARY 7 Ss MRS. HUNTLEY:

DEATH UF

DAILY EXAMINER

‘Hints for Men in Business

‘On The Key to Succ.ss ia Lif.

1 p-e w ‘ ‘ as \ Surprise Que ie. Sea eee WE Se A. Woodworth. a - — Ba ‘ ghiv effi t and} —_——- nal of Prince Street Scho The following is the lecture delivered by . . oo | Mr. Harry A Woodworth before the atu- pions — np ~— dents of the Charlottetown Business Col- oor - We learn that} 1... @ short time ago, His Honoa Lieut.— yw ght home be laid Governor Howlan in the cbair. It was res er aliy ear rmong lhe | crow ied out at the time of its delivery by ‘ reacon of the arrival of a four or five days : ee mail; it is interesting now on account i. i — 4 : i : Pi wpe ' of the nonarrival of a four or five days THE MANITOBA QUESTION: mail The subject was, “ The Art of Ad . . snd elaborate article the | vertising, and its value in a Business Kuu- cation re a ee ee The late Artemus Ward once yielded to 7 at he position of Manitoba as | ¢he solicitations of a friend, and undertook te separate schools is not d fterent from | te lectureon Africa. The lecture subject, what that of P. EK. I<land would b should | Africa— was largely advertised. Conse : quently, there was @ large aulience. After egislature ever pass a separate schoo! | 11. lecturer had spoken for over t#o hours, aw As our legislature bas not passed ® | on every imaginable subject but the adver parate s aw, and is not likely to do tised oue, he pulled out his watch, and S mot te tl sooty | with an admirably assu ned expression in, CEO ee of surprise, said: —* Ladies and gentle sion or criticise the elaborate argumen! men. | find that I have spoken for more ipon which It ts based The Patriot is | than the allotted time, and still have not merely attempting to darken counse! and Lyet got to the subj -ct of this evening’s get away from the point at issue discourse. Bat if you go home, and get a

Evually beside the mark is the Guar lian

when it asks ns to consider “ what is the s po y regard tu education ! ' t s > was cors lered by the great men wi settied the foandations upon which ir constitution rests As to On tario, Quebec, Manitoba an i the Northwes territorie’, t has been enac ied that the

Roman Cath

lie or Protestant minority, as

wap of Africa, and study it for half an hour, you will know a tremendous sight more about Africa than ever I did. Good evening.” Since promising this lecture, I have paid considerable attention to the ad- vertisements in the different Charlottetown papers and so feel tempted to adopt some- what the same course as Artemus Ward, and end my lecture before it is begun by .ladvising vou to study the advertising columns of this city’s newspapers, and thus learn something of that most important

the case may be, shal! have the right Of} part of a business education—-the study of separate schools for their children ; that] advertising. I wish to express my hearty

e majority shall not have the power to adm ration of the splendid advertisements tax the minority for echoole ia which the lesigned by Charlottetown advertisers.

tenets of their rel

gion are not taught; and

The world had not been in business very long before it began to advertise. When

that if his should be attempted an appeal | Pompeii was rescued from the lava of long- will lie te the Governor General in Coun. | 8ge age*, many Curious advertisements

: , , were found, These were cut in stone or cil, Itis singular that the men who were) | Uulded im plaster or terra-cotta. In the active in Farliament atthe time of the days when that city was a more flourishing union are unanimous upon this point,| centre of trade than at present, the people

the Hon. Peter Mitchell, agreeing with Sir

were reminded of the jocation of a business college by the sign of a boy enduring a

Mazkenz Sowell: Sir Charles Tupper : "

fa kenzie Bowe : : as PP taste of the unspared rod; a sheaf of wheat with Sir Jobn M: ed mal i—and ali with was eatved in front of a bakery; a 20 ii- out the slightest sympathy or prejudice | acal goat indicated the position of a dairy

favorable to the Roman Catholic religion

We quote here the emphatic words of Sir

John Macdonald, addressed to a membe of the loca! legislature :

“You ask me for advice as to course you should take upon the vexe in your pro

question of s¢ parate schools 2 but

Her 9 Hh to me, course open to you. Bvw the Act, the provisions of the B. N. A.

vince There is, it seem?

A c

(sct. 93) respecting Jaws passed for the educational

protection of minorities 15

matters are made applicable to Manitoba and cannot be charged; for, by the Imper jai Act confirming the establishment o the new provinces, 34 and 35 Viet., c 28, sect. 6, it is provided that it shall no be competent for the Parliament of Can

ada to alter the provisions of the Mavitoba Act in so far as it relates to the province Obvionsly, therefore, the

Manitot a.

separate school

vt

system: in Manitoba is be

vond the reach of the Lezislature or of the

Dominion Parliam-nt.” Wil active part

the Hon.

liam McDougal, who took an

The following words of

in connection with the union of Manitoba the

with Canada, are conclusive as to

point, and will enlighten the Patriot :

“We certainly intended that the Catho- lies of Manitoba, or whichever denomira- tion might be in the minority, should have their the words ‘or practice’ were insertied in the Manitoba Act, so that the difficulty which arose in New Brunswick, where Separate schools actually existed, but were not recognized

the right to establish and maintain

own jschools You fee

itoba. And then the right of appeal the Federal Parliament was given tu make assurance doubly sure.”

We venture to say that Mr. Laurier will not take the ground that the question now

before the people is“ What is the sound

in regard to education

public policy Manitoba ?”

the

one

Manitoba

vy the law. should not be repeated in Man- to

in

That is not the question at

station or a central creamery.

When Rome ruled the world in trade,

as in everything else, her citizeus largely advertised. The physician thought it net upprofess‘onal to proclaim himself by putting a large cupping-glass outside his 1 | door; the poulterer bad a representation of a coop of fowl-; and the surveyor a mea- sure. The perfamer who waited on the ladies whose balmy presence Horace sang, t | placed outside his door the representation of four men carrying vases of perfume; and even in those daye the tavern keeper _| bung out a bush, which, from the #corn- .| ing of such an advertisement by +elf-sufti- ¢ | cient vinters, gave rise in later days to the prover of merrie England, “Good wine t| needs no bush.” . This rather independent notice appeared on au inn in Rome: “If you live in good style, here’s the house fer you; if in poor fashion, here’s the house for you; but I _| shall be ashamed of having you.” No doubt, there are a good many modern hotel-keepers who argue in the same style, Lut are less frank in advertising the fact.

Newspapers were not long in existence before advertisements appeared in their columns. Caxton is said to have made a glowing announcement of one of hie books in the first paper published in England. In ove very old English journal it was announced that “the excellent China drink called by the Chineans Tcha; by other people (presumably the Irish) Tay, alias Tee, is sold at the Sultan’s Head Cophee House.” An old time ad- vertiser who understood human natufe, told how “tat the Mitre is to be seen a rare collection of curiosityes, much resorte | tu and admired by persons of great jearning and qualitye”; and an ancient quack ad- vertised “small bagges to hang about children’s necks, which are excellent both for the prevention and cure of rickets, as prepared by Mr. Edmuod Buckworth.” Che Mirror, a paper published in Elin- burgh in the years 1779 and 1790, had a long critique of “the authors of those ad- mirable little essays which appear in the

ell. We have nothing to do with what is | learned world under the title of *Adver- k ‘ 29 i or is not “ sound policy” in respect to] ements. In one of the essays ; an cited Elastic Cushion and Spring education in Manitoba The question

farced upon Parliament and the people of

Canada, as a result of the disobedience of the Greenway Government

is simply whether or not

mischievous

the judgment of |}

Curls are represented as “naturai and be coming, nay, by some even thouzht more so than the natural bair itself.”

Thomas Jetferson said that he real all the advertisements in all the newspapers. Were he alive to-day, he would have mach

,

» iinet a : ; i a : ;

the highest court in the Empire avd the| more pleasing literature in that line, bat order of Her Majesty the Queen, shall| he would not have much time for poli- be carried into effect. Ie this a Juw- | “©?

abiding community, or 14 it not? That is the main question in connection with the Remedial Bill. Does

the Remedial Bill provide al! than can be

expected of Canada concerning the “Par-

liamentary compact” entered into for the

protection « f the educational rights of the

minority in Manitoba ?

Privy Council eay that “all legitimate grounds of complaint would be rewoved

if tnat system (i. ¢. the present school sys-

tem of Mani:oba) were supp!emented ance upon which the appeal is and were modified so far as m ght be nec

rive effect t give effect to

essary to The Remedial! Bill is to be passed in pur

suance of

The Lords of the

ly provisions which would remove the gr ev-

founded,

these provisions.”

) If you will look at some of the adver- tisements that your father used to read, you will find very little change in their advertisemeats from earlier days. You little woodcuts of the same style as yet appear in the “want” col- umns of some newspapers; but you will very effectually realize that advertising has become the great art it now is only within a very few decades. Advertisement writing and drawing is a distinct business of itself, and a very important part of the business of every live business house. About four years ago, I sent an article to that excellent little journal for adver- tisers, Printer’sInk. As its editor hal formerly accepted an advertising sketch that I had sent him, I thought that there might be a chance of its appearing in the paper. ButasIhad also had the honor of having my manuscript rejected by many of the leading journa's of the coun-

.| will see miserable

>

this suggestion. It does not! try, [ was not altogether surprised when

take away any educational! right of the! it came back “declined with thanks.” — I

The

majority in Manitoba.

have secular or (as at present) Protestant

}

schools, any other schools,

Bill.

or

standing the Remedial

majority can

notwith-

immediately sent it to a less known pub- lication which published it the following mouth. That short article was, as far as I know, the first appeal ever made for the

The Reme-! teaching of advertising in business colieges.

diai Bill merely provides that the minority About a vear and a half afterward-, ao J s ; :

(as in Quebec and Ontario) may have, article by another writer, advocating the

_ n ; a aeatlat same thing, appeared in Printer’s Ink.

Od Sane Re, CO7 See sols a8 are} During the last two years several busi-

consistent with their conscientious reli-| ness colleges in the United States have

The

over-ridden by it, as the Guardian implies.

gious beliefs. constitution is

not On the contrary, the bill is in perfect accord with the constitution, as interpreted by

the highest authorities. The system

contemplated by it is in actual legal operation in Quebec. Ontario and the

Northwest Territories—by far the greatest part of Canada; and it was in operation in Manitoba until the passage of the Mani- toba Act of 1890. We mav_ ho'd the opinion that it is not the bert system ; but we cannot contend that it is unworkable or impracticatle, or a“ fruitful source of heartburnings.” Once it is settled that the law must be enforced in Manitoba, as elsewhere, there wi!! be no trouble.

—_—

= -

A Pure

inches wide— 6c. per yard.

All Linen Roller Wonderfal Crash.

Toweling, striped border, 15

aided advertising to their curriculums, and I observe with considerable amuse~ ment, that Printer’s Ink bas c!aimed to be the first paper to publish the idea. It might bave been, but it was not.

I: has been said that “judicious adver— tising isthe keystone of success.” There should be a corollary to this self-evident proposition, viz., that a business bnilt up by injudicious advirtising ia a very shaky arch,and one without any keystone. A _ pretty effective way to sink money is by

injudicious advertising. | Itis the opinion cf the great majority if not all, of those who use different rys- , tems of advertising, as well as of thoxe , who only use one form, that the newepaj er and magazine are by far the most powe:~ fal mediums for reaching the public How

SOME

preferable these are to the circular, and the | dead wall, and the “sandwich man!”

The cirenlar is hundreds of times slung into the waste basket of the busy man unnoticed. If it is taken from 1s | unsealed envelope and heeded, it only ; strikes once; and once is rarely enough for | an advertisement to call attention to iteelf Moreover, if it is sent in @ sealed plain envelope, it thrusts itself into notice by false pretences; and the public, however, it likes to be humbugged in some things, objects to this particalar style of humbug. Of course all circulars are not sent to busy people. Dry goods circulars, for instance, aften have their use in individual y appeal- ing to people who have plenty of time to read then. But many of these people rather resent ae impudent this method of attracting their attention, however unique the circular may be. Others, again, 80 var ed is human nature; may be offended at not mceiving a circular that was sent to their neighbors. Moreover circular- ending ina city like Charlottetown 1s much more expensive than advertising 1p the newspapers, ifit is intended to reach all possible advertisers, and is hardly worth the wadding when used in supple- menting other advertisers.

Caleudars and such things are much better. You are doing a person a service in sending him @ bandy and useful calen dar, and he has reason to remember you and vour business ina not ungrateful man- ner every day in the year.

If yon use advertising novelties, go in for the useful rather than the merely or- nameotal. I bave noticed that in the more zsthetic novelties, the name and business of the donor an | advertiser is cf- ten removed or hidden before it finds a place in a lady’s parlor. She would So much rather have it without your name and style.

Richard Mansfield, the great theatrical manager, has entirely discarded all adver- tising in his business but newspaper ad- vertixing. This may be an extreme pro- ceeding, but it shows how newspaper ad- vertising is becoming more and more ap- preciated. It is not at all probable tbat the merits of the handbill and dodger in theatrical and other advertising, will ever be entirely disregarded; but the day is rapidly approaching when people w.ll re alize that these pay but a secondary part tu xnnouncements in a good newspaper.

One kind of advertising that, as a lov r of the beautiful and a believer in the eter- nal fitness of things, [ hope and believe is vot profitable, is the ‘nsult offered to Nature by degrading» her to the ievel of that advertising monstrosity known as the “sandwich man.” One is tempted to a lop" the course of Friar Tuck towards people who advertise in this manner—to “curse them up hill and down dale”—for it is the beautiful hills and dales that are wantonly marred with placards of plasters and pills. The grandeur of rocks and trees is ruined by the wasteful and ridiculous excess of advertising fakirs. And if there were a way to darken the clear canopy of heaven by painting an advertisement upon it, these fiends wou'd not hesita‘e to desecrate God’s sky as they dv His hills and valleys.

The Massachusetts legislatare has made aright stand in this matter. It is now a crime to deface scenery in-sach @ manner. It kas been decided thatan advertisement in @ newspaper is not only more profitable, but alyo eminently more prop’r.

The desecration of scenery is a form of aivertisement that, as a lover of the beautiful, | decry; but, forthe same rea- son, I admire the form known as wiodow dressing. What is more chery in the holiday season, and at other times, than the decorated store-windows ? The man who has his windows tastefully decorated gives one the idea that he has employed taste in the selection of his goods.

There was one man who was madea partner in a dry-goods firm because of his unique idea in window-dressing. He hung up a single large strip of black velvet. It acted as a mirror.

The extraordinary benefits of the study of advertising as a part of a business edu- cation are eavily shown by a few facts and figures relative tothe enormous part that advertising now pays ia tie busines: world. The manufacturers of Pear’s Soap have made an immense fortune. Toey at- tribute their success tothe remarkable fact that they spend three-quarters of their gross earnings in newspaper advertising. A column advertisement in the New York Herald— and there are other New York dailies more widely circulated, thong not among the same cliss of people—cost, a, few years ago, from $39 00@ to $46,000 a year according to position; and I believe that the rates have about doubled since the introduction into the paper of outline cuts and a m 11 form of disp'ay type. One of those short columns in the Youth’s Com- panion, which, as you know, isa weekly paper, costs $15,000 a year. The leading magazines, which are overflowing with ad- vertisements, charge from $300 to $500 an ordinary advertising page; and the price of the back cover of the Ladies’ Home Journal for one issue is $3,000. A careful estimate by the best authorities shows that about $30,000,000 is annually spent in the United States and Canada for news- paper advertising alone.

Dy not these figures pl ainly show that fortunes can be lost as well as made in ad- vertising? They certainly indicate the necessity of learning the difference becween good and poor advertisements. The space for a poor advertisement costs as much as the space for a gool one. And admitting that now is the age of the advertisement designer, the advertising manager and that useful middleman between the large adver tiser and the publisher—the advertising agent—the bnsiness man who does not learn advertising because he does not in- tend to do that part of the business him- self, 1s as utterly foolish asthe business man who does not learn bock-keeping be- cause he does uotintend to himself Keep the books.

In most instances Charlottetown mer chants who think that they are paving a great deal of money for alvertising are paying much less in proportion to circula- tion than advertisers in the large papers. Moreover, -the people reached by the Char- lottetown advertisers

cannot by any means be said of advertise- ments in the New York papers intended for local customers.

Were I tu offer suggestions for an ad- vertising course in a# business college I should first recommend at least a slight knowledge of the art of printing. There are few trades concerning which well- informed people are more ignorant than that which owes its existence—according to which authorities are right—to Guten burg or the Devil. And there is no trade or profession that the averege man thinks he knows more about than printiog—un- less it is, as my friend Mr. McCourt will tell you, the editing of a newspaper.

Every job printer knows the difficulty of making some peop'e understand why a limited edition of a j»b should cost so much | more proportionately than a large one. This is one of the most common trials of printers. The men of business who think they know all bout the printing trade brighten many a dall hour for the compos- itor, but greatly hamper the foreman, tae business manager and themselves.

The two most essential parts of an ad-

This make is all Linen, heavy and rough, 15 inches wide—8e. a yard.

Washed Crash.

All Linen, an imitation of the hand-made only better, 17 inches wide - 10¢. per yard.

are ones that are | likely to buy the advertised goods, which |. ; : ‘ tising as well as to anything else: Be

vertisement are good wording and good display. The lines in “Hiawatha” con- cerning man and woman are equally ap- plicable to thore, ‘‘useless, each without the other.” ‘The display lines of a piece should assuredly be in good wording. And brevity is the soul of good wording. The motto of a Kodak ad—“You press the button, we do the rest” —was 80 taking that it was repeated and repeated until it passed into a proverb.

My great-granimother—I don’t know about yours—used a hook and eye with a hump that ensured security, A tew years ago an American firm patented this old device, and have been enormously success- ful in its sale. The reason is that they used variated outline cuts with some means of indicating the difference between this and other hooks end eyes, together with the taking question, “See that hump as

In regard to the matter of short dis— played sentances I wish, while warmly praising some of Printer’s Ink’s “ready made ads,” for the u-e of advertisers, to mildly deprecate others. The ideacf all these advertisements seems to be to have one heavily displayed line or more, and the rest in small typ2. This is a splendid form of advertisement, when used jadic- iously. The objection to many of the Pripter’s Ink ade. is that the displayed line often gives no idea as to what the advertisement is about, and when it does not do this, it has to be very taking to attract attention to the sma!! type. For instance, one of the “ready-made ads.” has as its display line “79 cent-!” Who is “g>- ing to give a second glance at the adver- tisement to see what isso rated? How different are the lines, “Out of Pape:?” “That Tired Feeling,” “Have you a Gar den ?”

A good rule for advertisers is “ Don’t be content with attracting attention: at- tract favorable attention.” Be funny occasionally, if you like; but, in the words of the weil-known story, “Don’t be too darved funny.” Buffonery mitigates re- spect, in advertising as in otber things. Never be so funny that people will be- lieve you not to be in earnest.

But don’t be afraid of being bright. The heavy labored ad. might convince if it was read; but it rarely is. The easy, conver- sational style that Mr. John Powers used in calling attention to the merits of Wana- maker’s dry goods has been used with un varying success in dry goods and other advertisements ever since.

Good display is a subject worthy of the most careful stuly. Aud there is one type of which, 1n its various sizes and forms, I wish to chant praises. I allude to the

ype known as “De Vinne” one size of which is used in the heading of Dairy Examiner, It is about the only all-round type there is, going equally well with newspaper type or fancy jb-type. It is now very popular, but lay on the shelves of the type-fuunders for a long time,

Advertisements with plain or fancy bor- ders are very good, but if you notice that your space in anewspaper is surrounded by bordered ads. put in one without a border. It will likely be the most prom- inent in the collection. Do not be af aid of blank space in your advertisements it is the very best form of display— unless, as in the other cases, too many advertise- ments around yours employ it.

Nearly all advertising papers advise that the name of the alvertiser be given very little display. This seems to be a mistake. Although the name should not by any means be the on'y displayed part of the ad., the information as to the goods is useless unless the name of the place where these can be obtained is firmly im- pressed on the mind. When I first came to Charlottetown, I looked upon the busi- ness men who had made a gooi display of their rames as about the only old friends that I had in the strange city,

Modern thought along alvertising lines is very much against the once oft pro- mulgated rules regarding dieplay,. suca as that the heaviest display line should te about the centre, and that- every line should balance. This is altogether teo much like the way in which people used to arrange the ornaments on their mantel- pieces. It is certainly not conducive to individeality or art.

To this part of the discussion belongs the pictorial advertisement, which is a mighty poser. A good, appropriate illus- tration is a splendid addition to an adver- tisement But there are some modern ad+. which are set off by very ancient woodcuts. There are many tailors in the provinces who advertise clothes in the latest styles, and put in a picture of a man dressed in the kind of clothes your great- granifather wore. It is far better to have no cut at all than an inappropriate one, an ugly one, or one that will print badly.

W. L. Douglas got his $3 shoe known over all the worli by the frequency with which the advertisement bearing his name and portrait appeared in the newspapers. A letter posted in an English town, with no other address than the picture of Mr. Douglas, reached that geutleman = in Brockton, Mass., without the slighte-t de lay—Brockton not being on an Island

One of the most un'que pictorial adver- tisements was that suggested by Punch to Seapma'er Kirk of Chicago. It repre- sented a very dirty tramp writing a letter. On the wall were portraits of Patti, Beecher, and other believers in soap. The writing on the letter was, “Dear Sir, I used your soap two years and have vot

used any other since.”

One very important matter in regard to an advertisement is its position in the paper; but [ don’t feel like saying much on this subject, for fear that I will get the business managers and the foremen of thi» city’s newspapers into trouble. I know of one original New Brunswick advertiser who always used to contract for space as near the bottom of acolumn, and as far away from absolutely pure reading matter as posrible. His requests were invariably conceded to. A dry goods man once said to a publisher, ‘now, | want you to give me a good position fur that ad., put it be- side something that women will read” “Why, great scott, man,” said the pub- lisher, “whenever we want women to see anything, we put it alongside of a dry gouks adie ee ee mm 7

. . . There 1s one rule that applies to adver-

honest. The elder James Gordon Benett, founder of the New York Herald, formu- lated a wise maxim when he said, “F rst get the news; and then make a dom fuss about it.” First get the news is as im- portant as the beginning of the famous re- ceipt, “First catch your hare.” I know of one dry goods firm in the Maritime Provinces who adveriised eariy and often, and withal advertised strikingly—whose failure ig often cited as an argument against advertising. But that firm adver tised good goods ani sold shoddy ones. The realers of advertisements may be fooled once, but they cannot be fooled all the time.

One very objectionable form of di: honest

OF C

advertisement is the one that appears under false pretences. I hope the day is soon coming when articles that begin with the Monroe Doctrine and end with somebody’s Plasters will be denied space in every reputable newspaper. The diehonest ad- vertisement is not productive of respect, either for the advertiser or the paper in which it appears, There is a distrust of

Huckaback,

This Towelling needs no recommendation —every- body knows it—17 inches wide—]2c, per yard.

a

Stanley Brothers Stanley Brothers Stanley Brothers Stanley Brothers

| did not know it was

—O lll ——— EES =

a "

solid reading matter engendered that does not help the newspaper ; and once that the reader foarte to detect a dishonest adver~ tisemient, he fights shy of it—som: thing that he does not by any means do with a well-displayed, honest advertisement.

The advertising that tases current topics as its basis is a splendid kind of newspaper advertising; but, like mapy another form, it needs changing oftener than a Royal Baking Powder ad.

On advertising, as in every other depart- ment of business a knowledge of sociology and human naturre is essefitial to success. To take an instance of ewch : the question as to what class of people read the paper an advertisement is in 1s a very Important one; and the plan of reaching the pocket of amau by the means of the woman In whom he is most interested is very much employed by students of advertising and human nature.

The question as to whether advertising

in verse is good is a much mooted one. It seems to be good—in moderation. A

poem of the “jingle” order is undeubted- ly an aid to the memory, and often a@ pleasing one. An advertising rhyme that “sang in my sleeping ears, that rang in my waking head” like Mark Twain’s “Punch in the presence of the passen- jare,” was the following :-—

“Huw do you do? What's the news?

The Centric Pen’s the pen to uee.”

And even now the last liane comes into my head whenever I hear the words of the first one, as naturally as “ Have you used Pears’ Soap” follows tie words “ Good moroing.”

But the best advertising rhyme I ever heard—one that is a sor: of a composite photograph, revealing not only the adver- tiser’s business nature, but also acting as a “personal advertisement,” is the ode once published by the press of this city by a versatile Charlottetonian. For permis- sion to recite them I am deeply indebted to the author, my friend Mr. Walter P. Doull :

“The merchants advertise their goods, As hardware, clothing, books and foods; And gustom have, compared with merit; I advertise myself; with me Snecess lies in ability Vo do all jobs, whete’er they be : To make a thing, or else repair it.

If, then, the reason I bestow

(The one already many know),

Why compliments are often paid me, Greet not my words with cold disdain, Or censure me in lang wage plain

As egotistical or vain,—

A general genius Nature made me.”

Men in small places often make, when asked to advertise, such excuses as this : “Tam the only jeweler in towr; I have no competition; why need I advertise ?” That such a man has no competition is a fallacy. Ihaye known people to rend

| away for unique jewellery that they could

have got more cheaply and wore expedi- tiously in their own town, because they there. And more- over, everyone within a reasonable distance who deals in anything outside of the bare necessities of life, is a competitor of the only jeweller in town.

A man once informed me taat he con- sidered Christmas the poorest time in the year to advertise, “because,” he argued, “that is the time when everybody buys, whether or not.” For that very reason, Christmas is the best time to advertise. Surely the time when the most people want to buy is the time to persuade them that they ought to buy at a particular plate.

But the best times to udvertise are not the only times, The one who advertises in dul] times of the year is the successful business man. He who says that as soon as business revives he is going to advertise, has been shown to be scarcely more logica) than the farmer who would delay sowing the seed until the time of gathering in the harvest.

‘The time for the general business man to advertise is all the time. People in want of goods look at the newspapers for the advertisements of dealers in those goods. Perhaps they will look in the time of year when you do not advertise.

I know of no Prince Edward Island newspapers which habitually run what is known as “dead ads.”—-ones whose use- fulness as news Or as a source of revenue is gone; but there are, [ am sorry to say, several such papers elsewhere. I have no hesitation in sayiog that two of the sharp est thorns in the newspaper man’s bed of roses are the dead ad. and the dead alver- titer.

The publisher of a paper which makes a habit of using deceased patent medicine ads. and announcements of firms that have gone out of business months before must require nerve in asking money from loeal advertisers. He does not get much money from advertwing agents—they make slim offers to a

man who fills bis space in that manner. When you see half a dozen advertisements of Ayer’s

medicines in one paper, you can rest as— sured that the publisher does not value his spece very highly.

The dead advertiser generaily persuades himself that he is a disinterested support- er of that class of paupers known as pub- lishers. He often takes pains to inform the publisher that his edvcrtisement does not pay hun. And it is quite possible that he is right; for one of the cases where advertising is not very likely to pay is where the advertiser does not know or care to know anything about the art.

In a New Brunswick towna grocer once told the advertising solicitor for the local weekly that he had concluded to stop his advertisement, as he was convinced that it was not paying him.

“Very well,” frankly said the newspaper man. ‘I don’t believe that ad. is paying you. It shows outsiders that you are still in businege, but beyond ‘hat it is of very littie value.”

The advertisement was promptly stop- ped: A- few months laser the newspaper man asked the grocer if he had not better begin a fvertising again.

“T’ve been thinking about the matter,,’ said the dealer, “and I guess I will.”

“Ail right,’-said the advertising crank. “Abd now let me give you a ‘iitle advice. Your old ad. envmeratec! nearly everything you had in the store. Now, people around town hnow that vou keep a grocery, and there isn’t much use in givi.g them week after week a complete list of everything a grocer has for sale. You say that you want four inches’ space for six months. Very wel’; now some day when everybody is wishing for a breeze from the pele ad- vertive your fruit syrup and your soda water—nothing more; never mind about your amber syrupand your soda. And don’t trouble your frugal mind about the blank space in your ad. Do you know, there’s nothing more effective in an adver- tisement than a judicions use of blank space? Andin yournew al., you will have plenty of room for display; there was nothing to catch a busy person’s eye in the old notice.

“And change your ad. every week, un- les jit be the part with some pithy saying that everyone will recognize as a trade mark. Be timely in your ads; keep an eye on all the moveable and immoveable feasts in the calendar. And these are not the only times in the year to advertise, either; when

tt —_- A

trade is dull sharp advertising is greatly n : “Your prime object should be to get people into your store. The thirsty mor- | tal who reads about vour soda water will} see the rest of your stock when he comes | in for a drink.

“Now, I’1] make you an offer, for I want to try an experiment. I’jl come in bere if you like, every week before we go to | press, and will write your ads for you, if the new system keeps you too busy to| write your own. il charge you nothing for the extra work in changing, and if | you don’t find that judicious advertising | pays, I'll charge you nothing for the experiment.”

i

Re = = —

Old Silywer and Gold

taken in exchange for

goods or made up into new RINGS and CHAINS at

E. W. TAYLOR'S,

febl7 CAMERON BLOCK. |

CARRYING FIRE

INSURANCE

man’s

= a

MONDAY, FEBRUARY 17,

is like putting $1,000 of another money your credit for a contingency. Failing to carry it is like staking

Mr. Patrox Bovenr Corsets rx New York.—We eapect them this week and will sell them at 50 cents a pair, so as to introduce them.—JAMES PATON & CO.

into the bauk to

|

your whole business on an un-

certain game.

E. R. BROW,

Office, Brown’s Block

500 Slater's

Skating $5.00

just arrived by express. J M. McLeod & Co. Black or Tan, See window. $5.00.

|

Tasurance Agent. ig gee

i

Boots $5.00