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or no use to the trade-paper advertiser. The trade-paper advertiser must get rid of two things that he has long considered as facts: First, that trade paper advertising doesn't pay, and that when he puts a

* card” in the trade paper he does it simply to express his good will toward the organ of his business; secondly, that “card” is sufficient, because people never read trade-paper advertisements, but consider the advertising columns of their trade paper simply as a directory, and when they want any thing in his line, they will look him up.

Both of these ideas are fallacious, and have be n disproven thousands of times.

Considering the first question. A trade paper which appeals to the advertiser on the plea that he should be represented in its columns, because it represents his trade, puts itself immediately in the attitude of a beggar asking for charity, and the paper that has to do that sort of thing, either has no clientele worth paying for, or is selling something that is worth nothing to an advertiser who pays good money for it.

A paper that appeals on this ground for advertising patronage confesses that it has nothing better to appeal on.

Advertising should be bought the same as any other commodity in a business. It should be bought because it can be used at a profit to the buyer. If it cannot be used at a profit to the buyer, it should not be purchased at all. This is a safe rule to go by; and when you go out into the world as an advertising manager, always test a proposition by that rule. If you cannot see where you can use it at a profit, never, by any manner of means, invest a penny in it. Don't be cajoled into paying something for nothing. You don't have to be represented in anything-understand that-unless that representation can show you a dol. lars and cents return, either directly or indirectly.

Many trades have a number of papers representing them, and manufacturers oftentimes have to advertise, not only in the papers that directly represent their trade, but in papers representing other and associate branches of trade, and whose clientele have some use for the line that the manufacturer makes.

Trade-paper advertising, therefore, is not only confined to two or three publications, but may run as high as thirty, fifty, or one hundred papers, running


into an expenditure of anywhere from $5500 to $25,000 a year.

Later on, when we come to the question of the selection of medium, and the methods of placing appropriations, I will impress upon you some facts that I will but briefly allude to at this time.

It is better for you, when it comes to trade-paper advertising, to be represented with a page ad in three or four papers,

and have them constantly changed, every issue at least, well illustrated and striking displayed, than to be represented by a quarter of a page in four times as many papers. The business man has no time to hunt

He is used to having people hunt for him. He is not like the consumer who takes up the advertising pages of the magazine, and looks through them with the idea that she may strike something that will be of interest to her, or be a bargain, but the reader of a trade paper must have something hit him. Your advertisement must go after him, and after it has attracted his attention, it must be written as one business man talks to another. It must be filled full of salesmanlike talk.

Now, just as there is a distinction between the salesman who sells goods to a

retailer, and the retail salesman who sells to the consumer over the counter, so there must be a distinction between wholesale advertising compared with retail advertising

As business men, you will understand this distinction is very marked, so the same difference between the wholesale salesman and the retail salesman and his method may be incorporated in the trade-paper advertisement.

You want your talk snappy, you want to give a good business reason for a thing, you want to drive your points home with force and emphasis. You don't want to beat around the bush and be so careful of a phrase in your advertisement that you may be placed as “nasty nice." A “nasty nice" advertisement is so afraid of saying something directly, forcibly and to the point that it, becomes weak-kneed and flabby, and ineffective.

Never be afraid of being forceful. When you know a thing, say it with all your might. Use a word that smashes into a man's intelligence, and when you think a thing, say it. You must understand one thing in writing an advertisement, that you can't get all the people all the time, but if you say it strong enough and forcibly enough, you will

for you.

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convince some of the people all the time, and it is some of the people all the time, that you want to hold. The fellow who is flabby, weak-kneed, and has no backbone in his public announcements, is the man who absolutely fails to make his advertising a business-getting force in his business.

Most business men have a horror of putting things down in black and white. I have heard manufacturers talk to a retailer and make a good impression, and they sold goods against the the keenest kind of competition, yet their public announcements were confined to the mere fact that they manufactured certain lines of goods. Their advertising never paid because it didn't reflect the firm. It didn't refiect their business methods, and if you read the advertisement they used in the trade paper, and then heard them talk, you would never imagine they were the same concern.

In no line of advertising in the world is it so absolutely essential to reflect personality as it is in trade-paper advertising. The retailer must be attracted first, and he is a very hard man to attract because he is a very busy man. You must make your trade-paper advertise

ments strong looking, striking looking, and effective looking, and as he has no time to read wishy-washy stuff that says nothing, so you must make your tradepaper announcements convincing, to the point, and leave a distinct impression.

The trade paper offers a greater opportunity to the trade-paper advertiser today than any other line of periodicals, because the advertising it carries is, in the main, ineffective and lacking in originality, so that a very little originality makes a comparatively striking line of advertising.

Trade-paper advertising should always be supplemented by a judicious use of booklets, catalogues, folders, etc. Your catalogues, booklets, and folders, and every bit of supplementary literature that you issue should thoroughly supplement in character and quality the advertising that you do in the trade papers.


There is a line of publications whose characteristics may be discussed under this head, which are, however, sent to the professions. These papers are devoted to the interests of physicians, me

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chanical, electrical and civil engineering, and kindred lines of business.

They are publications whose professions have what they call ethics, and the advertisers generally have a very exalteu opinion of the force of those ethics. I have found by actual experience, however, that the vast majority of professional men are just as keen after the dollar, are just as anxious after a bargain, are just as solicitous about getting the advantage in a deal, as any other class of human beings, and that professional ethics are mainly the refuge of those who are either too indolent or indifferent or incapable to make a fight on the question of ability to perform in their lines.

Advertising in these papers, therefore, should conform, to a certain extent, to these ethical considerations; and it requires upon the part of the advertising man, when he advertises to these people, that he understand the ethics of that profession.

Furthermore, he should understand the technical “talking points” of the particular line he is pushing. If he hasn't this himself, in the writing of the advertisements, he should at all times carefully

consult the head of the firm to see that the points involved in his work are in accord with technical requirements.

He must understand the professional side of the business and understand the technical requirements of it, just the same as when he goes to write an advertisement about silk goods, he must understand something about silks. It is not required, however, that

advertising manager should be a civil engineer in order to write an advertisement to interest civil engineers. This is a fallacious idea that some people have, and trade-paper advertisers, knowing little about advertising and its successful application, are too often deeply enamored of the idea that nobody can advertise a locomotive unless he can build one. The absolute absurdity of such a contention is demonstrated time and again by the fact that the most successful advertisers in the world have been those who have had little or no training in the technical side of the manufacture of a product.

It is sufficient for any advertising man to have that common horse sense which shows to him that he must be acquainted only with the technical side of selling points of his business. There are lots of points in the manufacturing of a



NE of the Chicago dailies recently said editorially: “It will be

noticed that South Dakota is not contributing to the season's
crop of hard luck stories."— And why should they? Crops have
been good for several years, and the people are uniformly pros-
perous. This is evidenced by the fact that South Dakota has
more money in her banks per capita than any other state in the
Union, with North Dakota not far behind. Legitimate advertisers

seeking trade here through the right channel are not disappointed.
Remember, the DAKOTA FARMER is the only publication that completely
covers these two states. For twenty-three years it has been the exclusive
exponent of Dakota agriculture. It is the only farm paper in the
world that restricts its circulation to a given territory. It's better than
30,000 Subscribers completely cover North and South
Dakota. No general advertiser can afford to overlook this rich field. Ask
the home office for sample copies and examine them critically. The pub-
lishers are perfectly willing that the editorial and advertising matter
shall speak for the paper.
Home Office

Branch Office


Dakota Farmer Branch Office



They are the progressive and intelligent Farmers, Gardeners, Truckmen and Fruitmen of the great South Central States. This is the field for aggressive advertisers, because

PROSPERITY ABOUNDS HERE in both agricultural and mechanical industries. THE INLAND FARMER is the one thoroughly alive and wide awake agricultural weekly of the South. Use its columns for results.

THE INLAND FARMER, Louisville, Ky.


product that never enter into the selling of that product at all, and all the selling points of a business can be easily acquired by rubbing up against the proprietor or the technical assistant.

The proprietor knows his selling points, and his technical assistant understands the technique of those selling points. The advertising man, therefore, is capable of thoroughly grasping the essentials necessary to bring those selling points out. Just as the greatest war correspondents have not been men who have had any technical training in war; just as great managing editors know little about the technical side of the manufacture of their great plant any more than the possibilities of it; just as it is not necessary for a cabinet officer to have served from door-keeper to the chief clerk of his department in order to be able to administer it-so it is not nec. essary that an advertising man should rise from office boy to expert engineer in a manufacturing plant in order to be able to advertise its product. The advertising of a proposition calls for an entirely different quality of intelligence from that which moulds the technical

either a design that brings out the force of the point of the argument or a reproduction of the article to be sold.

In all trade-paper advertisements, where a specially constructed machine is to be sold, or any commodity that can be demonstrated best by looking at it, a first-class picture of the article should always accompany the advertisement.

I believe in using endorsements in trade-paper ads, because business man is largely swayed by the successful experience of another business man. Do not use the endorsement by itself, but make the point in the endorsement the point of your argument; then bring in the endorsement to clinch it.

Always bring out the selling points that will influence the consumer in buying your article.

If you are a manufacturer, and selling to other manufacturers, bring out all your selling points just as if you were selling to the retailer and consumer direct.

Change your trade-paper advertisements every issue. People who read trade-paper advertisements want something interesting to read just as well as anyone else.



A trade-paper ad should always have a design accompanying the argument,

Farm, Stock and Home,



Has carried from 10 to 35 per cent, more advertising per issue for the last six months than during the corresponding period of last year,

AND WHAT MEANS THE MOST is that this increase is largely due to old advertisers using larger space.

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