Timeliness And Style In Advertising

The trite comment upon success of any sort that "there is everything in knowing how" is particularly applicablo to the business of advertMng. Merchants generally advertise their business, but not inany of thera regard advertising as a part of their business; that is, they do not put business methods and business brightness into their advertising. Judicious advertising pays every time, and he who knows how to advertiso judiciously is a better equipped business man than is his merchant neighbor who does uot know when and how to advertise. A striking advertisement will run the gamut of popular attention and get into the air like a popular song. Advertisements have become as familiar as household words, and remained ments long after tbey had disappeared from newspaper columns and from advertising billboards. Who will ever forget the mystic "S. T. 1860 X?" It can no longer be Been in print, nor upon billboards, bnt the name of the compound it advertised comes to mind with the legend, and the advertisement is af bright as it was twenty-five years ago. "You presa the button; we do the rest!"' It is hardly necessary to state what these words advertise. They have been so widely read and are so taking and ro suggestive of ability that everybody knows what they refer to. To show to what extent an advertisement with brightneas in it gets into the public mind, the fact may be cited in relation to the advertisement under comment that no less a personage thau Chauncey M. Depew, in a speech before the merchants of New York at their annual dinner, closed an interesting statement of the advantages of reciprocity with the remark, "As merchants, as bankers and business men, we say to congress in the language which advertises that most universal and prodnctive of our institutions, the Kodak, 'You press the button; we will do the rest.' " If merchants and manufacturera wanl to win advertising of this happy kind, all they have to do is to advertise in the right way and put happy thongkts into