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Ad sense Volume 18 ; devoted to the interests of buyers of advertising

Ad sense Volume 18 ; devoted to the interests of buyers of advertising

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This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1905 Excerpt: ... critics of advertising. All is grist that comes to their mills for this reason, the advertiser minus the knowledge should consult the man with the knowledge. 2nd. Poor mediums. It is to be regretted that poor mediums are suffered to exist, and still they do exist in hundreds and thousands--poor mediums in every sense of the word, poor quantity of circulation, poor quality of circulation, poor literary and news matter, poor management and poor results. A good way to discover a poor medium is to advertise in the suspected publication. The knowledge is costly but valuable. Consulting with the man who knows is a better plan and costs less. 3rd. Poor copy. This subject is too broad for discussion here. Poor copy has as many legs as a centipede, any number of which may be cut off still allowing the creature to exist. Poor copy covers a multitude of sins, many committed by the advertising correspondence school graduates, so-called ad writers, often ruin small campaigns. Sometimes they will ruin large campaigns. Poor copy sends an advertisement unnoticed, unread and unreplied to into oblivion. Good copy can be had by the man who knows. He should be consulted. Uth. Too much copy. Did you ever pick up a mail-order publication and run your eye over the black smurge that constitutes the column of 7 and 14-line advertisements? Eye-offending, non-compelling, tiresome to the last degree; will run their short course and fade away. A magazine page costing from $250 to $1,000 can be and sometimes is put upon a par with the verbose, ponderous screed of the amateur ad writer. Too much copy also covers a multitude of sins. 5th. Too much illustration. Perhaps one of the best illustrations of this failing, upon a large scale, is the Prudential Life Insurance Company's Rock of Gi...