HE desire to be original need never prevent a merchant from adopting a good advertising scheme. some other man has used in another part of the country. Originality is a good thing, but it is better not to let it become too much of a good thing. Better a good second-hand idea than a poor

new one.

If you can find outside ideas better than those you can invent, use the outside ones so long as you can do it with no danger of injustice to the real originator-who, after all, may have stolen the idea elsewhere.

Here are some advertisements and advertisement ideas that have been used with good effect. These are first class advertising and even if your line of goods is not that of the advertisement as I give it, you can get something

(*Copyright 1909 by Frank Farrington. All rights reserved. This matter must not be reprinted without permission.)

out of each one that will help you. In most of them the ad can be reproduced for your store with very little change of plan. I have made no effort to reproduce the display here, though it is described.

This first advertisement was used for a shoe store and it is a vital illustration of the necessity for looking beyond the immediate purchase when selling anything to a customer.

The ad occupied five inches, double column, and the only line in display type was the name "Hassels" at the end. The body of the ad was set in about 12 point old style throughout-a simple, readable type.

If you'd go into a shoe store and announce that you wanted to buy forty pairs of shoes, you'd get special attention, wouldn't you?

Every man who comes into my store looks to me lfke at least a "forty pair" customer. He is, too. I'll sell him the first pair, and the fit, the comfort and the wear that he gets out of them will be pretty apt to take care of the other thirty-nine.

I don't make enough profit on one pair of shoes to be indifferent as to where you buy the next pair, so I do things that make you want to buy them of me.

Men's shoes only $3, $4, $5.

The advertising of high grade shoes is an art in itself. It requires care to make an advertisement tell about high-priced stock and give the price without scaring away the purchasers who hesitate to pay.so much money but who might pay it if once confronted with the goods and shown the difference.

Here is an advertisement that might occupy five inches, double column, and its heading as used was about 24 point DeVinne italics, with the name still larger. The sub-head or explanatory heading was 18 point.

"SHOEMANSHIP?"

OR MERE SALESMANSHIP?

depart

It is a matter of shoe history that those department stores which have tried selling shoes of the grades we sell have not made a success of it. The reason is that a shoe 66 ment" is fundamentally lacking in the service that must go with the sale of fine shoes to make them really worth the price asked.

Shoes at $12 that do not fit both the foot and the figure are not worth much more than ill-fitting shoes at any other price.

It is almost as easy to make misfits in good shoes as in cheap ones.

To sell really fine shoes properly requires more than salesmenit requires shoe men.

The intelligent, personal service of the owners of the business is quite as much an element in our notable success as are the very fine grades of shoes we carry.

MARTIN AND MARTIN.

In advertising any goods at prices as much above the average as the Martin and Martin shoe rates, it is necessary to bear on hard on quality, fit, style, workmanship, durability, purity, or any of the selling points that refer to the goods in hand. It is not necessary to omit prices, and Martin and Martin themselves always insert them, but they do not feature the price and no one should who is selling high

priced goods, goods that sell at what is to the average buyer noticeably high price.

For a store that makes a specialty of its telephone service and arranges to have enough store telephones to take care of the rush hour, it pays to talk, in the advertising, about this service, to call attention to it, especially in a rainy time when people cannot get out easily. Here is the telephone reminder from one advertisement:

OUR TELEPHONE SHOPPING SERVICE.

Yesterday we had something to say about our fast moving delivery ser vice.

Today we want to remind people of our ten Bell telephones, operated by our own "central."

Call 2808!

Ask the operator to connect you with any department in the store. Purchase what you wish and almost sooner than you could have come to the store yourself, the package will be at your door.

When a rainy day comes, don't worry; shop by telephone and laugh at the weather.

As a variety it is often desirable, or at least it is sometimes desirable to run an advertisement something like the one below about candy. This followed the George Ade style and occupied five inches double column, being set in double leaded 14 point with only the name plate at the bottom displayed.

Once upon a Time there was a young Fellow and He lived in a Town about like Burrville. There were Many young Fellows in the Town and They had a way of giving the Girls a pretty good Time. But hard Times came and Cash was scarce. So this young Fellow thought He would save money by giving the Girls Candy that cost Less. He bought the Kind that is all fancy Box. It looked great on the Outside. He gave all the Girls a Box. He thought He would be Popular. The Girls all said "Oh my!" when They saw it, but when They ate it They said "Oh me!" It tasted something Fierce. When this young Fellow came again He got the Frosty Mitt (whatever That may be). and He found the Girls starting out

Boating with the other Boys. He had saved a few cents on the Candy but He had lost his Prestige, and That is a bad Thing to lose. He felt all Cut up. He thought it over. Then He borrowed some Cash and bought each Girl a Box of Necco and Had them sent around to their Houses. After a few days he went to Call and instead of the Frosty Mitt, he received the Glad Hand and something besides and now He has Prestige enough to fill a barn. Moral: Get the Best. Get it at

BROWN'S.

The wide spread of the post card business and the universal sale of these goods makes their advertising important. This advertisement gives a good idea of the right way to tell about the cards and it suggests the possibilities of the "penny" idea.

SOMETHING ABOUT POST CARDS.

They are no more a fad, but a big, separate

business.

The German post card makers this year will have orders for more than fifty million cards in excess of their possible output.

This business has come to stay. Watch it. It is just in its infancy.

We are in the penny post card business to stay, too. Some stores pay 28 cents a hundred for cards and sell them two for five cents. We pay as high as $3 per 100 and sell them for a penny.

When we suy "All post cards one cent," we mean that any card in the store is a penny, and our line of cards includes those that others sell for three for five cents, two for five cents, or one for five cents.

Don't think that because our price is low the cards are cheap or poor. We get the best in the market. Something new every day or two.

JACKSON'S PHARMACY.

Everyone who reads any trade or advertising journals has heard of Tom Murray and his straight fr.m the shoulder, first person advertising talks.

If you can do his kind of writing, do it, pro vided you are the kind of a man from whom people will take it and appreciate it.

I know, and so do you, men so dignified that if they were to blossom out tomorrow with the Tom Murray style of advertising they would at once become the laughing stock of the town. If you are that kind, don't try to imitate Tom. Be your own sweet self and no one else.

Some of Murray's ads show how much detail the public can be expected to read IF that detail is made interesting by being written in a lively and different vein. These Murray ads are often shoestring ads, long, single column talks, some set in small type, but they get the readers. Customarily Tom runs at the top of his ads a silhouette back view of his head, with the inscription beneath it, "Meet me face to face." Usually his street address follows the fac simile inscription. He often signs his ads simply "Tom."

Here is one of the "original" ads used early in the game:

My store is corner of Jackson and Clark. My clothing store is round the corner on Clark St.

Do you know, in admitting I am not a success as a Clark St. clothing merchant, I do not consider it any disgrace.

My reputation is still good, so my creditors think.

Therefore, purchase your Cravenette Rain Coats from a dealer whose reputation is a guarantee of the excellence and the high grade quality of his merchandise. "Cravenette"

garments vary in value as much as any other article of wearing apparel.

Bear this in mind when buying Cravenette rain proof garments.

I am not going out of the furnishing goods business. Don't lose your head. I sell high class hats.

'Tis no sin to bet
a Murray hat!
Four cuffs to nearly
all stock shirts.

Make three Murray
shirts to order

for a $5 bill.

Truly Warner of New York is another advertiser who has made for himself a widespread reputation for originality. His ads are signed with a fac simile signature, " Truly Warner," a name which he has had made legal by a special act of the legislature for advertising purposes.

Hats are his line and he has succeeded. From a very humble beginning to ten stores he has risen. With him his window space is a stage for the presentation of something different as often as the changes can be made, and every change shows something that people will stop to see.

Today he runs in his advertising space the

That gives as much of a line on Truly Warner's style as can be given without reproducing a number of his ads in fac simile.

Every housewife is interested in something that makes the preparation of any meal easierjust as we are all interested in ways to save ourselves labor. The ad writer who appeals to this desire is sure of an audience.

For a practical and easily understood test of an article, this hot water bottle advertisement shows up well. Anyone who reads it can understand what was done and that it must have required good hot water bags to stand the test. It is a good advertisement.

The practical test plan is always good advertising when the test is one that people understand and when it is presented in a way that compels belief in its actuality.

HOT WATER

BOTTLE TEST!

We have a number of hot water bottles that we have tested as follows: Four of our bottles were filled with water and placed under a platform on top of which was a fifty gal. lon syrup barrel and a ten gallon keg, each filled with water. Then two large men stood on the platform so that the four bottles supported the whole.

We sell these bottles at $1 each.

WHEELOCK, the Druggist.

The farmers like plain talk and not too much of it. A good ad going to agricultural interests is this one about stock food. What you say to the farmer must bristle with common sense and prices.

One farmer says:

(He's a man who knows, too.)

He says: "I get a can of milk a day from feeding International Stock Food."

He gets from a moderate sized dairy one extra forty quart can of milk every day as a result of using the best stock food.

He has figured it out carefully. We can give you his name if you want it.

Would you pay 25 cents a day to add one can of milk to your output? Wouldn't it pay you a big profit?

We sell International Stock Food in 25 cent, 50 cent and $1 packages and in pails at $3.50. Five pails for the price of four.

BANKS' DRUG STORE.

Here is an advertisement that is a little less dignified than those intended to appeal to women. In advertising to men, especially smokers' goods, more slangy language may be used than in ordinary advertising.

A PIPE DREAM.

This is a dream that will come true.

You can get a bargain in a pipe such as you never thought possible in your waking moments if you will come and see our new line of case goods.

We have just bought the best assortment of case goods that ever

came to town.

These are genuine French briar goods with genuine amber stems. They are pippins.

They are not "seconds," but the real, simon pure article in all up to date shapes. Meerschaums, too.

All of this lot of briars is to be put on sale at a flat SPECIAL price for a short time.

The price of these guaranteed briars with amber stem is

$1.48 Each.