The Camden chronicle. (Camden, S.C.) 1888-1981, October 27, 1911, Image 3
Business Building
By DUNDAS HENDERSON
Advertising Manager oi the C. E. Ziamcrau Co., CUcu*
The Amount You Muni Upend Otk^
Advertising, P
It may not gecur to the average
retail merchant that the proportion
of hia l/t.'cjne being spf.<nt on ad
\ertibfiig !h in binall that the ef
foct 1* liKo tivifg to paint u big
luMito with u kn cent < an of paint.
All this nrtvoi Using Is, of courso,
*ood for, cvt n though Jt bring no
result}}, it fiho.WH that the merchant
IiQb an open mind in the matter and
is subject to reason. Retail adver
tising, or, indeed, any advertising,
no mutter how small, to get sure
results, must be done on some sci
entific plan that haB guided similar
campaigns to success. The most
Important item In such a campaign
1 :4 the minimum amount to be spent
on it.
If 999 out of every 1000 retail
advertisers will go into the ques
tion of their advertising, I believe
Ihey will find that It is not costing
them one per cent per annum of
their Incomes. in most cases it
will be found to cost them much
lesH
How they expect to get results
from that extraordinary percentage
is known to themselves alone. On
ly in very exceptional cases will an
expenditure like thiB even return
the actual gross amount spent on
t?.o ((impiiiu,
The most successful rotull stores
In the world are the largo Now
York, Philadelphia and Chicago do
partmeut stores. These couoerns
are known all over the world, and
particularly so to the men, women
and children In this country. If
any cine* of retailers could dispense
with advertising It In they. Yet
they spend from 6 to 16 per cent,
ut their yearly Incomes In advertis
ing their goods. They are Hot
spending that portion of their In
?omoB on advertising as a more
Mutter of fun, you may bo certalu.
F.verj red cent of outgoing Ih Jeal
ously watched. If oue hundredth
p.irt of one per cent can be saved,
it is saved. The expenditure Is the
remit of careful experiment In all
possible ways, and under all postd
ble conditions and it has been found
no'-coBuiiry to spend that amount of
their enormdus incomes to get the
tesu'is that they now obtain*.
The local retailer may learn a
lesson from this. If great organisa
tions like these stores have to spend
such a percentage of their Incomes
to get results ? ? large sums like
that get proportionately -greater re
sults than small sums ? what must
the small merchant spend to get
sure results from his advertising?
When next ypu consider advertis
ing, Mr. Retail Merchant, figure out
how much you are going to spend.
If it Is less than 6 per cent, sit
down an<^ think the matter over i
carefully and If you cannot persuade
yourself to spend at -least 5 per
cent on a scientific plan that has
brought success to others, get a |
mirror and have a good look at a
bad merchant.
There 1b one other important
thing about retail advertising;
After you have made up your
mind to the amount you are going
to spend on it, see that you put
salesmanship into" the space you
buy. Salesmanship is Just as nee?
cessary in your advertising as it
is In your store. With ^t in both
your store and advertising, success
is certain, for your sales organlza
tlon will be so strong that only bad
good* or Insufficient capital can
kill It.
There are four principles to all
^klMiniDiblp, whether Id your store
or In your newspaper: First- -you
mutt attract attention; eeoond ?
you roust secure the lutereet of
the possible customer; third? you
must create a desire to buy, and,
fourth, but by no menus leaaU- you
must Induce the actual process of
buying.
All these requirements In adver
tisements necessitate close study
and much experience of successful
advertising before tboy can be put
together to make a, perfect adver
tisement. The averuge retailer U
not tin expert at advertisement con
struction, any more than the ordi
nary grocer is an accomplished phy
sician. How then is the retailor to
get advertising that brlug* results
? ? or as it may be called, salesman
ship on paper?
There are on the market now a
number of high grade syndicated
advertising services. These ser
vices are got out by concerns with
ample capital who have retained
the services of tho best retail ad
vertising experts In the country to
whom they pay large salaries.
These men construct advertlae
jmontu which are sold to small re- j
tallers throughout the country at'
a nominal coet, ranging from one
dollar per week up. The largo num
ber of one kind of advertisements
supplied to thousands of retailers
makes these low prices possible.
The servlcee are usually sold In
a series of 62, one advertisement
? for each week in the year, togeth
? er with a first class copperplate cut
of an Illustration drawn by a high
priced artist. At the top of these
columns, will be seen some reduo
1 ed fac slmllles of ads of this kind.
The merchant who uses advertU
j Ing in his local newspaper space
I without putting salesmanship of
: that character Into it when he can
; gefc it for so low a cost Is just
i like a man who would rather have
a school boy in his store to Sell
his goods than a proven salesman.
The publishers of The Chronicle
will be glad to Bupply full particu
lars of the most wonderful of those
syndicate advertising servtces to
enquirers. Merchants are advised
to be In time, however, for Only
I one service of a kind . can be used
I In each town. .
See Our Line of Calendars.
U.Y HIIJ.KI) BY FALL.
Fmiuuu? AvUtor Loton Life mt the
Mmcub Fftlr Uroiuula.
Macon, Oa., Oct. 19. ? Eugene
Ely, the well known aviator, was fa*
tally lujured at the mate fair
ground* her? shortly after 3 o'clock
this afternoon when his aeroplane re
fused to rise afttar a sensational
(lip, and plunged with blm 6u feat
to the earth.
In the presence of nearly 8,000
people he fell to the middle of the
enclosure of the wile track, almost
clearing the machine by a deeper*
ate leap that he mude when be real
ized hla peril. His body was brok
en lu a score of placee and he died
eleven minute* after the fatal full.
J nut before the end he regained con
jsclousness und muttered:
"I loet control ? I know I am I
going to die."
lily mude a remarkable flight
thin morning, shortly before noqn,
ascending to an altitude of 3,100
foot. At 2:45 o'clock bo began his
seoond flight of the day, rising
gracefully from the track enclosure,
which he circled In a few minutes,
traveling at about 30 mllea an hour.
As be was completing the clrclo he
made one of his famous dips, appar
ently to startle the thousands be
neath blm who were watching with
strained eyes. The bird-like ma*
cblue shot down with tremendous
velocity and the crowd applauded,
thinking that the uvlator would
rise, as be bad done many times
before; But. Ely seemed to lose bis
grip on the lever, for the machine
continued Its downward plunge to
the earth.
Realizing his peril Ely released
the lever altogether and half jump
ed, barely clearing the aeroplane as
It crashed to the ground. It was
demolished, bits of wood and metal
flying hundreds of feet. Ely struck
with terrlfflo force. Scores of peo
ple rushed across tho track to
where he lay to offer blm aid. He
wbb tonderly removed from beneath
the wreckage which covered blm
and' carried to his hangar.
The vast crowd, excited and cu
rious. rushed forward, but was kept
In order by the policemen. Efforts
were made to resuscitate the aviat
or, ?t e gained consciousness on
for a moment beford' hla death.
Even in bis, unconscious state bis
physical agony was, manifest.
Ely left his wife In New York
DIAGRAPH
Carbon Papers
?
BY THE BOX
or
SINGLE SHEET
a
THE CHRONICLE
Wt Ar? Factory Ag?nU
two weeka ago to come to Macon to
give a aeries of flight* for the (Jeor
gla State fair in hla Curtiss biplane.
En route he stopped at Davenport,
Iowa, to visit hla rolatlveu. He had
been giving spectacular aerial dem
onstrations here for bight days, go
lug up on one occaalon amid a
shower of rain. Today he even of
fered to make a flight by night,
palntiug hla craft with phosphorous,
"so as to startle the natives," he
told the fair directors. The offer
was declined.
Before making hla ascent this af
ternoon Ely told his attendants that
ho feared something would happon
and asked them to notify his wife
in New York. The message notify
ing Mrs. Ely of her husband's death
was sent by the management of
the fair association. Ely's body was
sent to Davenport, Iowa, for burial.
To Unveil Monument.
Holly Camp No. 266, W. O. W.,
Bothuno, S. C., will unveil the mon
ument palced to our. late Sovereign
H. T. Thomas, at Qrove in McLaln
cemetery, near Clyde, 8. C-i on the
6th Sunday morning In this month.
Public cordially invited.
Hugh S. Thompson, Clerk.
?'f' , For Sale.
House and lot of D. E. Hinson
on DetCalb Street. Also house and
lot of W. H. Halle on Mill Street.
For terms apply to C. P. DuDoae,
Agent.
SCHOOL DAY AT FAIR.
Toucher# Are llequeeted To Pre*
pare Kxlilblt*.
It ban been decided to have u
Bchool day at tho County Fair on
Friday, Nov. 10th. All the white
teachers tbut are conducting schools
In the oounty are requested to
propare something for exhibit in
the way of test writing, models,
drawing, sewing or anything that
will show the skill and handiwork
of the pupils. The teacher's know
ledge of the pupils will suggoet
what is best to propare for exhibi
tion. ,
All tho teachers and trustees of
the county are urgently requeated
to meet Jointly In the court house
at Camden, Saturday, November 4,
to make final arrangements for tho
school exhibits at the Fair, and to
arrange for the organization of
school Improvement associations in
every oommunlty. The good effects
of this association cannot be esti
mated.
NOTICB OF FINAL DISCHARGE.
Notice is hereby given that one
month from this date, on November
4th. 1911, I will apply to tho
Judge of Probate of Kershaw Coun-,
ty for a final discharge as Admin
istrator of the Estate of the late
J. T. Hay, Sr.
J. T. HAY.
Administrator.
October 5, 191*. 10-27
? ' A
Benefit of Fair Association
Commencing
NOV. 6th
On Main St., Camden, S. C.
Old Plantation Show
Maud of the Mi?t
Electric Show
Joy Ride
Big Free Act
TWICE DAILY
PROF. COLE
Chanipioit High
Diver
Russia, the Wild Girl
? ? ' f V ' . ? ? t . J. ,-v ' ,x \ *. ->? ' ^ ? ? ?'
Vaudeville Show
\
Merry-Go-Round
Ferris Wheel
? g
Concert
??rH
by Battiato
Blk
?J &
""ft*:: ?