bulletin board on top of the hill leap at them before they have a chance
to dodge it. And at that it doesn't cost nearly so much as the _sum
total_ of Jones' dinky display.

Just so advertisements attractively displayed every day or every other
day for a year in one big newspaper, will find the eye of _all_
readers, no matter how rapidly they may be "going" through the
advertising pages and produce more results than a _dozen_ piking pieces
of copy scattered through _half a dozen_ dailies.

The Difference between Amusing and Convincing

An advertiser must realize that there is a vast difference between
_amusing_ people and _convincing_ them. It does not pay to be "smart" at
the line rate of the average first class daily. I suppose that I could
draw the attention of everybody on the street by painting half of my
face red and donning a suit of motley. I might have a sincere purpose in
wishing _to attract_ the crowd, but I would be deluding myself if I
mistook the nature of their attention.

The new advertiser is especially prone to misjudge between amusing and
convincing copy. A humorous picture _may_ catch the eyes of _every_
reader, but it won't pay as well as an illustration of _some piece of
merchandise_ which will strike the eye of every _buyer_. Merchants
secure varying results from the same advertising space. The publisher
delivers to each _the same quality of readers_, but the advertiser who
plants _flippancy_ in the minds of the community won't attain the
benefit that is secured by the merchant who imprints _clinching_
arguments there.

Always remember that the advertising sections of newspapers are no
different than farming lands. And it is as preposterous to hold the
publisher responsible for the outcome of unintelligent copy as it would
be unjust to blame the soil for bad seed and poor culture. _Every
advertiser gets exactly the same number of readers from a publisher and
the same readers_--after that it's up to him--the results fluctuate in
accordance with the intelligence and the pulling power of the _copy_
which is inserted.

Some Don'ts when You Do Advertise

The _price_ of the gun never hits the _bull's eye_.
And the _bang_ seldom rattles the bells.
It's the _hand on the trigger_ that cuts the _real_ figger.
The _aim's_ what amounts--_that's_ what makes _record_ counts--
Are _you_ hitting or just _wasting_ shells?

_Don't_ forget that the man who writes your