Where The Scissors Fall It is very seldom, indeed, that professional ad. writers succeed in producing an ad. entirely to their satisfaction, and a scrutiny of their waste baskets would usually show pages of discarded matter, for every line of high-grade advertising produced. You have no reason to believe that ad-writing will be easier for you than it is for them. True excellence is not always the resuit of patient labor and a lot of it. Just keep at it and paste your ads in a scrap book, noting the improvement in a year's time.-American Advertiser. Don't count your advertising chickens before they are hatched, and don't expect a big brood of returns from one little bantam egg of an advertisement, placed with some obscure old clucking hen of a publication whose circulation is so defective that it chills and addles every ad. egg it sets on. Get a good bunch of "pure strain" advertisements together, the "Plymouth Rock" kind, and place them in publications that are regular incubators; then. when the chicks begin to come in the shape of inquiries, see that they have plenty of "follow-up" meal, and it won't be long before they are "layers," and if you keep charging the best advertising incubators with the right kind of ad. eggs, the rate at which your first "setting" will multiply itself will delight and astonish you.-Mahin's Magazine. It "If you want a thing well done you must do it yourself." This was once a popular proverb, and it may have been a wise rule at some remote period. But it won't work now. It has outlived whatever usefulness it may have had. It cannot be successfully applied in this age of big combinations. would be very much out of place in the department store or the manufactory. It would be fatal to all great modern enterprises. In fact it never could have had any more than a limited application since the days "when Adam delved and Eve span." To be of any use at present it should be amended to something like: If you want a thing well done you must get some one who knows how it should be done to see that it is done properly.-Retailer and Advertiser. store. "A man who nowadays rents a hires help, and does not figure on advertising, is not destined for a successful business career," says Tom Murray in November System. "He had far better figure rent first, then advertising, and his help expense afterward. If he does not advertise it will not be long before he will not need employes." When a publisher is not afraid to make his circulation plainly part of an advertising contract, the advertiser need not be afraid of patronizing his journal, as usually he is truthful.-Medical Advertiser. The advertising campaign that is planned to create confidence in the advertiser-to make the reader believe that it's to his best interests to buy the advertiser's goods-is the only one that will be truly successful. Such a campaign requires persistency and careful business judgment. -White's Sayings. The approval of Advertisers as to circulation claims is emphatically given to Green's Fruit Grower and Home Companion, Rochester, N. Y. The Association of American Advertisers has recently completed an exami- 108, 350, according to the definition of circulation adopted by the Association. It's GREEN'S FRUIT GROWER AND HOME COMPANION, ROCHESTER, NEW YORK. Every business prospers in proportion as it is known. The length of time a business has been in existence is, of course. a great factor. But advertisement is the main factor. Of course, the cheapness and the excellence of goods, and the quality of service which a concern gives to its customers, are essentials of success. People buy of the concern that advertises, because the advertisement not only gives the necessary information as to where articles needed can be bought, but to a great extent creates the demand by exciting the desire of the public through published lists of desirable things. Therefore, the wise business man advertises, because experience proves that advertising brings prosperity.-Fourth Estate. "Let's be Pards" comes to us from the Long-Critchfield Corporation. that was formerly the Frank B. White Company. Barkis is willin', for we like to associate with people of ideas. "Let's be Pards" is a series of loose pages showing not only their good ideas in advertising writing and designing, but also their exceptional ability as printers. At the upper left hand corner of the pages are small interior views of The average man thinks every business better than the one in which he is engaged. Some times he is so sure of it that he makes a change, and then comes a discovery. He finds that the new business, which at long range looked so rosy, has a full complement of thorns, not altogether different from those which beset his old occupation. Instead of indulging in such day dreams about other people's affairs, men would make more progress by employing their spare time in nipping the thorns that are among them.-J. K. Le Baron in Four Track News. Agricultural Papers in the United States The unusual demand for the Agricultural Advertising Directory of Agricultural Papers published last month has already nearly exhausted that issue. In order to accommodate those wishing to obtain the list it is reprinted this month. Some inaccuracies, which seem almost unavoidable in the compilation of such a list, have been corrected, and in addition is printed the Agricultural Press of the British-American Provinces. |