Marketing (September-December 1908 & January-December 1909) . , revamped the theme and builta consistent bit of publicity literature. Furthermore, it wascarefully typewritten and thus handed to the printer—the maga-zine man and the newspaper publisher. But it didnt look up to much in print—the force was gone—the points obscured—and in each spot it appeared, it seemed,like the chameleon, to take on a new aspect. And he wondered why? Glancing at the mass ofadvertisements in our publicpress, amongst the monotoneof the ordinary, the fair, thepoor and the bad—a fewstand out and compel at-tention. A
Marketing (September-December 1908 & January-December 1909) . , revamped the theme and builta consistent bit of publicity literature. Furthermore, it wascarefully typewritten and thus handed to the printer—the maga-zine man and the newspaper publisher. But it didnt look up to much in print—the force was gone—the points obscured—and in each spot it appeared, it seemed,like the chameleon, to take on a new aspect. And he wondered why? Glancing at the mass ofadvertisements in our publicpress, amongst the monotoneof the ordinary, the fair, thepoor and the bad—a fewstand out and compel at-tention. Again the question—why? Inspection of the strikingones invariably shows thatthey alone have been prop-erly expressed in type. The value of a good typelay-out for all printed matter,whether it be a businesscard, booklet, or newspaperad., is a thing not appre-ciated by the bulk of mendoing business in Canada to-day. They will pay for spaceand literature. Sometimesthey will pay for the servicesof an ad-writer. Seldom willthey pay for having the pro-. Peabody <g His Mark 16 Economic Advertising Nov., 1908 duct of their brains, or the brains they have hired, laid out bya skilled typographer, so that what they put into this space orbooklet will be typed so aptly as to catch the eye and fancy ofthat public they are striving to interest. This additional cost,which often means the success or failure of an ad., is but a smallproportion of the whole price of a campaign. Yet it is almostalways looked upon as an expense, pure and simple, and there-fore something to be avoided. These same men, if they were going to build a house, wouldretain the services of an architect, and not rely on the carpenterfor their plans—if they were sick theyd hire a competent phy-sician instead of trusting to the apothecary. But the successof an advertising campaign, which often means more to themthan several houses, they are content to trust to the merciesof the workmen, whose business it is to
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Keywords: ., bookcentury1900, bookdecade1900, bookidmarketing1909toro, booksub
