The Pharmaceutical era . ispopular preference for the one good, long story ratherthan the collection of short ones it will be well to bear itin mind in the constrviction of that important piece of ad-vertising, the booklet. The advice to be brief and terseis most excellent in display advertising, but if there is a• story to be told it must be told in all its details some-where and at some time, and this should be the missionof the booklet. This mission should not be interferedwith. The best booklet is the one that tells all there isto tell about one particular thing and then stops. Itis not a
The Pharmaceutical era . ispopular preference for the one good, long story ratherthan the collection of short ones it will be well to bear itin mind in the constrviction of that important piece of ad-vertising, the booklet. The advice to be brief and terseis most excellent in display advertising, but if there is a• story to be told it must be told in all its details some-where and at some time, and this should be the missionof the booklet. This mission should not be interferedwith. The best booklet is the one that tells all there isto tell about one particular thing and then stops. Itis not a collection of display ads or short stories abouta dozen different things. By treating of one thing itacquires an individuality which causes it to be remem-bered and perhaps preserved. By treating of half adozen things it confuses the reader, and there is smallchance for the preservation of anything that is confusing. One of the severest struggles of the advertiser whowishes to write a booklet on one subject is with the. Feeding Bugs and Worms is an unprofitable business. Let ussuggest a way to get rid of your un-profitable boarders. Get some ofour insecticides; PARIS GREEN c. per lb. HELLEBORE c. LONDON c. and materials for making all thespraying mixtures, emulsions, tell you how to mix them andhow and when to use them. Welike to answer questions on thesepoints. KNIGHT & DAY, Druggists. temptation to stick in something else—perhaps to fill outa page. The inclination is almost as irresistible as thatwhich impels the rubbing of a mosquito bite. Often thislittle thing that is added is the only thing that the readerremembers when he is through reading. This is sug-gestive of the attempt of the merchant to advertise him-self as a dealer in general merchandise, which he didby putting the words in large black type, but down inthe corner, in small type, he added, also ad was a grindstone ad in spite of him. The booklet should not be crowded. At its
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Keywords: ., bookcentury1800, booksubjectdrugs, booksubjectpharmacy, bookyear1
