em

It was a case of the expert advertising writer failing to study his constituency. He had barked in a new territory, with a tradesman whose business principles were unknown to him and he had failed to make a preliminary survey of these conditions which would enable him to apply underlying principles of advertising to his proposition.

Science in advertising has but one definitiongetting the customers. If theoretical principles are applied, they are useless unless the theories fit in with existing conditions. The proprietor knew his people, their wants, how they were accustomed to being told of goods beyond their actual needs in a manner to induce them to buy and though he did not possess education in scientific advertising, he did possess the three essentials to pulling advertising- terseness, clearness and honesty.

Some Points to Advertisers.
By W. Clement Moore.

It is not necessary to be an expert to make advertising pay. The most essential thing is a generous amount of business judgment mixed with com

mon sense.

* Know the class of people you intend to reach with the ad you are writing and talk to them naturally and convincingly. Don't waste words but bring out all of the good points.

*

* Did you ever think what you might say to these people if you could get them all before you on the other side of the counter and all of them interested in one thing-either dress goods, furniture, groceries, or some particular article. What would you say to get them to buy? If you can think of something to say-write it down. That is talking to the crowd.

The only kind of advertising that pays is honest advertising. Honest goods, honest values at honest prices will eventually bring you success, if you place your proposition before the people in the right way.

Advertising is nothing short of salesmanship worked out through media of publicity. If a business firm engages an untried, inexperienced salesman it must not be disappointed at results. If an advertiser patronizes an untried or embarking publication, he must not expect more results than from the untried salesman. Such a salesman may produce profitable results, so may the new or untried publication, but the advertiser in the one case, like the employer in the other, must recognize he is taking his own chances. Established publications, in the newspaper field especially, are indicative of advertising strength. Magazines may be discredited in one locality and strong in another, because of the natural scattering of their circulation, but newspapers must be maintained in the good will of a local constituency and if they have survived the rocks of upbuilding a publication, it is strong evidence of their possession of a pulling power for advertisers.

From THE BUSINESS BUILDER:

Progress.

By Edwin E. Sterns.

One of the greatest contributions to last year's progress was the decided trend toward honesty and justice in business.

One of the officials of a large corporation explained to me the modern methods employed now that include the public in the firm's confidence. They find this absolutely essential if they are at all eager to flourish.

Each day finds more men not merely appreciating but actually practicing honesty for no other reason than that it is necessary to survival and not simply a question of morality.

This has of necessity resulted in a greater realization of the possibilities of intelligent co-operation between all the departments of production and distribution.

It is not sufficient for us to know mere results. We must know how close to maximum efficiency these same results may be brought by the methods employed.

To substantiate one of Mr. Sheldon's principles that "No man helps himself without helping others, and no man injures himself without injuring others." witness the emphasis that is being laid upon the Service Idea by manufacturers to dealers of their merchandise in aiding them to dispose of their goods. Of course this naturally does increase the sale of that manufacturer's particular product, but the manufacturer is so situated as to give the dealer worth-while assistance in the disposition of all his merchandise.

No philanthropic desire moves the manufacturers to do this, but appreciation of the fact that everything they do to improve and increase that merchant's sales creates for them a bigger and better distributor of their merchandise. Thus it is obvious that merchant and manufacturer are mutually benefited.

Tact.

By G. H. Van Arnen.

A very important and necessary characteristic is tact, and tact in its broadest sense. Tact means "peculiar ability to deal with others without giving offense," "sensitive mental perception," "nice discernment of the best course of action under given conditions." Tact implies delicate and sympathetic perception. It implies also an openness to receive aid and service, a willingness to learn new facts and change old methods. It carries with it the idea of caution and carefulness. The tactful man is not impetuous, he weighs and considers all pertinent facts before he comes to a decision. Yet the very word tact implies an intuition, almost, of the right course to take, even though the decision is quick.

The man of tact must have a good memory, otherwise he will make errors and blunders; he must remember people's weaknesses and their sensitive spots, in order to avoid them: he must remember their interests and hobbies in order to awaken a brotherly sympathy.

Thus, the tactful, sympathetic man will learn all he wishes from the customer who is being interviewed concerning his affairs, so adroitly that the man will go away without any loss of self-respect or any feeling of resentment, and yet leaving to the credit man the information he desires.

I never believed in the "sweat-box" or "third degree" methods in getting information or evidence of any kind. There is a way to get this information and still retain the good will of the customer who will voluntarily make the credit man his confidant and advisor-not only now, but frequently. This is tact.

The Northwest Montana Press Club is the name of the new organization of the newspaper editors and proprietors of Lincoln and Flathead counties in Montana.

The following are the officers: President, Fred Whiteside, the Kalispell Bee; vice-president, G. M. Houtz, the Kalispell Journal; secretary, George H. Cade, the Kalispell Times; treasurer, W. L. Berry.

A meeting will be held in conjunction with the Montana Press Association August 14, 15 and 16, when an excursion is planned to Flathead Lake and other parts of the Glacier National Park.

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CLINTON, S. C.

A

S I write there are, perhaps, two dozen different house organs before me. They are a representative lot and while they differ in size and thickness, stock and printting, still all bear the unmistakable stamp of the house organ.

Here is one which speaks of money spent wih a lavish hand-a costly cover in colored dresses, heavy enameled stock and the printing is of a class no man need be ashamed. While here is another with modest cover printed in but one color and contents on good but ordinary book stock and enlivened by no illustrations. One costs much more than the other -yes, several times more, perhaps, but does it give an increasingly larger return? Who can tell?

I have in my file a letter from one who has had many years of experience with advertisers and advertising. After making various suggestions in regard to a certain house organ he closes with this question: "Tell me, does the house organ really pay its way? It costs a great amount of money to produce and distribute it and are you sure you are getting utmost value for your dollars?"

For myself, I answer frankly, I am not so sure. Some house organs are paying investments I have been told by those who know, but out of the hundreds published I feel very certain that more do not pay than do, and by this I mean they do not bring the same satisfactory return in dollars or good will or whatever may be sought that the same amount of money more advisedly spent would bring.

How much then should the appropriation for a house organ be? The answer is found in the total advertising appropriation. It is obvious that $5,000 a year, which is but a drop in the bucket to some advertising appropriations, is likely to be an overwhelming share of others. There can be no set price. I know no better way to decide than to determine how much of one's appropriation can be set aside for the purpose and then buy the best house organ that money can possibly purchase.

The first house organs, like every new advertising venture, were an interesting novelty. They got attention and applause. Soon there were scores of others, until now house organs

have become a fixture in hundreds of advertising departments.

They have different functions and go to many classes of people. Some are purely technical, some semi-technical, enlivened with alleged wit and humor, while others come from men of literary inclinations who find in the house organ a haven for editorial dreams and fill them with essays both serious and frivolous none of which, as I can see, have much advertising value for the house which pays the bills.

What is the real function of the house organ? Is it to entertain or instruct, or both? Has it real advertising value other than as a means for producing good will? I am of the opinion that the best house organ is one which makes its instructions entertaining, confines itself to the business in hand, has a message of importance, is dignified but not stiltified, bears the unmistakable stamp of the house which issues it and cannot be confused with any other publication.

To my way of thinking, it should carry an unmistakable good reason for being read, and once read the best thing remembered about it should be the house from which it came. There should be no air of cleverness any more than in any good advertising, but humor need not be entirely absent, for a pleasant bit of wit makes good sauce for a dry article.

So much for contents. As for appearance, let your best judgment guide you.

Some people see no reason for a highly attractive issue, and the result is a plain, homely book. I would say that the contents would need to be exceedingly interesting to attract me before I would find time to read such a paper. We are influenced by appearances. This cannot be gainsaid. We should remember also that a house organ is strictly a spokesman for the house supposed to carry the effect of its personality and to stand for all that the house stands in quality and service. Remember, too, that a house organ is, in a sense, a luxury, and luxuries are not cheap. I will say you cannot afford a house organ if you cannot afford a good one. Your reader is deluged every month with the commonplace. Give him something that will have its own individuality.

*From the Town Crier of the St. Paul Club.