Grab This Advertisins Thousht

By Jock Dionne

Here are some advertising thoughts that will impress YOU. I know they will, because they turn up some ideas in a very interesting way.

They came to me the other day in the mail from my friend, Peter B. Kyne. Peter knows I am always in the market for new slants at publicity, so he sent me these.

Catch tlis one: "Advertising in a newspaper is merely the delivering of the advertisef,'s message to the readers of the paper. If you were to telegraph some person for fifty dollars and you did not get it, you wo,uldn't blame the Western Union, would you? Yet the telegraph wire and s€rvice is very much like the newspaper. It is a vehicle for delivering the message and that is all that can be expected of it, and the opportunity and the senice is what the advertiser pays for."

That is the best answer I ever heard to the fellow who said he tried advertising, and didn't get results. It simply agrees with what has been said in these columns thousands of times that it isn't the fault of the medium, when adi vertising doesn't pay, it is just the fault of the advertiser, his goods, or his message.

Again we read in this dope from Mr. Kyne: "The advertiser buys an opportunity to tell his story to the readers of the paper. If the readers do not answer, it is becausd his name or proposition does not appeal to therrr, or because they have NOT faith in the advertiser. The great benefit that comes frorn advertising is the moulding of favorable public opinion about the advertiser. Ask any man, woman, or child in New York City which is the best jewelry store in town, and the reply will be-Tiffany's. And what has Tiffany done to gain this favorable opinion? It has built a business along lines that met with the respect of the public, and then sent the public a message so continuously covering a period of years as to make them understand and become in accord with the ideals that Tiffany stands for. It is the confidence and respect of the public, backed by continuous advertising, that has made Tiffany famous.

"When an advertiser tries a paper of established character and reputation, the paper is not on trial. All it has to do is carry the message. The entire burden is on the advertiser."

Here is another good thought: "Automobiles are supplied nowadays with everything except intelligence, and the buyer must furnish that. An advertising medium, also, is simply the perfectly equipped vehicle, and the man who advertises in it must furnish the intelligence for his own advertising."

And here is another: "Advertising is like a college. Colleges cannot make successes of every man who goes to them. The responsibility for the success of a student does not rest on the college he goes to, but on the student himself. And advertising cannot make a success of every boob merchant."

Some mighty fine advertising thoughts in the above lineup.