When I use the term "advertising" I mean the word in its latest sense-publicity that sells a good product or that forwards some good purpose. Certainly a sensational book or a smutty play will gain patronage by any kind of notoriety; any form of pugilistic publicity will bring custom to the bar of Mr. Fitz Slug'em. In such cases notoriety is effective advertising without doubt, and nothing is too notorious. But surely there is a difference between these things and more respectable enterprises or products. "Iwanta" biscuit. Every one had a consciousness that the idea was a silly imitation of the catchy Uneeda biscuit title, and felt an aversion to the goods with the plagiarized name. It often happens that a man gets some notoriety that he neither purchased or desired, but being sorely beset and not knowing how to get out of the embarassing position, puts up a forced smile and makes use of that hackneyed ex pression that "it's free advertising." Several instances were recently cited in the advertising publications whereby sales were lost by the offending of public taste. with inopportune display of advertising. The public should be given credit for some earnest thought, some sense of propriety. There is a patent medicine that I would not purchase under any consideration owing to its vulgar inroads on subjects held sacred in It may be respectable homes. that others do not share my views. It really looks as if nothing could shock the sensibilities of the reading public of the larger cities. At any rate the "glittering gold" buys space for almost anything in two out of three of our "high-grade family newspapers." The publisher of a trade magazine recently had some of his unprofessional conduct revealed. The exposure in another journal was referred to by him as two pages of free advertising. Maybe. I know of only three subscribers to his magazine and he has lost those three. Another trade paper got badly mixed on its circulation figures, gave two widely different and irreconcilable statements. When one of the advertising publications struck the trail and promptly "treed" him, the publisher referred to the revealment as free advertising. Ahem! The advertising on me is this; I would not now take that man's word on cirbusiness culation or any other question. If I used his publication at all, it would not be because of his statements but in spite of them. man-was A well-known newspaper man some time ago actually asked the editor to publish a letter in which he-the newspaper charged with dishonesty. It is a part of his plan. Perhaps he knows in what particular line that kind of advertising is of value to him. I am sure I do not. Advertisers are beginning to realize that the great American reading public takes things in earnest, that they possess reason and sense of propriety as well as interest and curiosity. That a thing attracts attention is no conclusive argument that it will commend itself to reason or make a favorable impression. People like to be amused, entertained and educated by advertising, but there are few who care to be trifled with or deluded. They may be silent but they think. They do not appreciate being regarded as beings with no faculties of reason. They remember bad impressions perhaps much more vividly than they do pleasing ones, but they remember them to the advertiser's sorrow and loss. S. Roland Hall. $1. PER 1000 A neat little coupon on each envelope will earn you dollars. Other stationary cheap. For particulars and samples, address at once HOWARD CO., 596 Masonic Temple, Chicago Automatic Round Wick Trimmer It is the only device made that will trim round lamp wicks. It does the whole job in a jiffy, leaving the wick in a perfect condition and without soiling the fingers. To introduce our labor saving household necessity, we will send one Trimmer and our large catalogne, postpaid for 10 cents. CHAPMAN SUPPLY AND MFG. CO., Little Falls, N. Y. ADVERTISERS For extra low prices on your next Advertising, write Morgan's Advertising Agency, Woodsville, N.H. Charters This Beats New Jersey procured under South Dakota laws for a few dollars. Write for incorporation laws, blanks, by-laws and forms, to Phillip Lawrence, late assistant secretary of state, Box Q, Huron, Beadle Co., S.D. I mail only 8 clean circulars in an envelope to classified addresses. It will pay Mailing you to try me. 6x9 or smaller 200 per 100. C. W. MORGAN, Woodsville, N. H. Publishers insert for mailing 100. BE A PROOFREADER Work refined, private, and educative. Women receive same salaries as men, $15 to $35 a week. Proofreaders always in demand. Send for free booklet, tells how, THE DAVIS PROOFREADING SCHOOL 4007 Michigan Avenue, Chicago Rubber Stamps The best dle-not moulding); 8c. for first line of 3 in. or less; 5c. for each following line; postpaid. All orders filled on day received. Circulars and electros furnished to M. O. Men at cost. Write us. TISHLER MFG. CO., 563 46th Place, Chicago AMERICAN ADVERTISERS AND EXPORT HOUSES wishing to extend their business should, by all means, advertise in TWENTIETH CENTURY MEXICO The International Trade Journal, Published at the Gateway" of the "Two Republics." Backed by large Mexican interests and edited by Mexico's most eminent writers, it has a larger circulation in the Republic than all the other Journals combined. It is the Mexican medium for American advertisers and Export Trade, for it goes to every mine, every important hacienda, and the Tropical Plantation; to the Governor and Heads of Departments in each state of the Republic; to the millionaires, the tradesmen and leading citizens throughout Mexico. ENDORSED BY THE HIGH OFFICIALS OF THE REPUBLIC Advertising copy for our SPECIAL JANUARY NUMBER should reach us by December 26th. Advertising rates: $75 a page, (8 x 12 inches). Subscription price: $1.00 per annum. The marvelous wealth and resourses of Mexico illustrated. Address TWENTIETH CENTURY MEXICO, DEPT, S., SAN ANTONIO, TEXAS Look at the women's papers-Why isn't there one for men? THERE IS! Treats of HIS Clothes, HIS Pipe, HIS Book, HIS Glass, HIS Sports, HIS Manners, HIS Chafing Dish, etc., with plenty of MEN'S Stories. A Monthly Es SSENTIALLY a magazine of short stories, prose, pastels, poems and jokes, dramatic, allegorical, intense, humorous, pathetic, wise and nonsensical. Any phase of life with the elements of human nature, of experience, of fancy or imagination, finds place in its pages. Originality is its policy, Optimism the Leit-matif. IT IS LIKE NO OTHER MAGAZINE IN THE WORLD. IT HAS ALWAYS SOMETHING NEW. IT IS CHARACTERISTIC IN ITS INDIVIDUALITY. The unique illustrations, exponents of the modern school, are truly artistic; the poster and art sketches are so arranged that they can be easily detached and used for decoration. Nearly everbody knows and likes FOUR O'CLOCK. If you don't know it, send for sample, free, if you mention this paper. One year's subscription to this smart Magazine for $1.00. Trial order for three months 25 cents. FOUR O'CLOCK PUBLISHING COMPANY 356 Dearborn Street, Chicago. Illinois, U. S. A. تھی Leroy Fairman The Publishers of AD SENSE have secured the services of Leroy Fairman, of the George Ethridge Company, New York City, who will conduct a department under the caption, "The Griddleman." Mr. Fairman was formerly connected with the Bates Advertising Co., of New York, and won his spurs as a forcible, versatile, entertaining and humorous writer through his work in Current Advertising. Surely the readers of AD SENSE will be greatly benefited and at the same time well entertained in reading anything that comes from the pen of The Griddleman.". AD SENSE has won first rank as a journal of advertising and business methods. No student of advertising can afford to be without it. A year's subscription, $1.00; three months, 25 cents; sample copies, 10 cents. The Ad Sense Co., 271 Marquette Bldg., CHICAGO, III. |