'Tis really wonderful how the confectionery end of my business has grown, but there's a reason for it. I handle nothing but the highgrade goods from the best manufacturers and my patrons have appreciated my efforts to please them. Davenport's, 75 Broad Street. Come in and feast your eyes on our Easter display. Its scope and variety will surprise you. Will it appeal to your pocketbook ? Well, simply come and then judge for yourself. Davenport's, 75 Broad Street. The reputation our store has for handling only the best articlesbe what they may-is too well known for lengthy comment; hence we'll refrain. Our Christmas goods are up to our usual standard. Now ready for your inspection. Davenport's, 75 Broad Street. ADVERTISING SUGGESTIONS.-Advertising to women requires different copy than advertising to men. Women are attracted by price, service, and style. They like detail; they like new things; they like exclusive things; they like bargains. When advertising to a woman have your ads. ring true. Make your statements practical, don't soar above her head, keep down on her level. This style will more easily convince her. When advertising to men, be as brief as possible, they don't care so much for detail. When you get ready to write your ad. make a mental picture of the space it is to occupy. When an idea strikes you, grab it, when the next one comes along hang on to it, put them down on a piece of paper as fast as they come to you. Don't try to retain them in your memory. Get on good terms with the man that sets up your ads. Exchange ideas with him. A mutual benefit will result. Upon the absence of counter attractions depends the attractive force of your ad. Its attention value depends upon how easily it is read and understood. Avoid the use of too much technical stuff in your ad. It will not interest the ordinary reader and might confuse him. Never attempt to crowd too many things into a single ad. A crowded ad. is like a crowded street car, it don't look com fortable. Ideas come from everywhere. A chance remark of a customer; a conversation overheard through the transom; if you have a quick perception you will see them all around you. They come to you in sensations, through the five senses. An ad. neatly dressed attracts attention like a person neatly dressed. Choose for type the kind most in keeping with your subject. A heavy border and a muddy type do not suggest a delicate, daintily perfumed toilet powder. Learn to express your thoughts quickly and in one sentence. If you see a particular style of set up that you like, cut it out, take it to your set-up man, ask him what kind of type it is and tell him to set your ads. up like it. When you write an ad. take the article in your hand, look it over, feel of it, get impressions from it, then write those impressions in your ad. Have an interest in the article you write about. Get the inspiration of the merchandise. You can interest your readers by talking shop as well as by talking about your merchandise. Good advertising includes not only telling the public what you have to sell, but to introduce them to your sales force, your store system, your methods of conducting business, in that way you make them feel as if they had been considered in the organization of your business and they will feel at home when they enter your door. Emphasize your individual characteristics in your advertising. Do not advertise inflated values. How can you expect people to believe that which you do not believe yourself? It pays better to agreeably surprise a customer than to disappoint him. Make your advertising copy so attractive that people will turn as eagerly to it as to the editorials. Ad. writers have found out that the kind of copy that pulls is written in just such a manner as the clever salesman uses when talking to a customer. Improve your salesmanship and you'll improve your advertising copy. When outlining your program of economy, don't cut out your advertising. In a big concern several heads of departments offered to submit to a temporary reduction in salary, rather than lose temporarily this motive force of advertising. In all your advertising tell the truth and only the truth. The merchandise itself cannot lie. Neither should your ad., which is only news written about your merchandise. Six inch depth single column-seven inch depth double column-seven or eight inch depth triple column-ten inch depth quadruple column are the best sizes for the proper balance of ads. CHAPTER XXXV. TYPOGRAPHY. SIZE OF TYPE.-You ought to have some idea of how much copy should fit into a given space. With considerable experience you can usually estimate it closely, but without experience you will have to rely on your newspaper set-up man. He usually sets the body matter first and then uses for the headline, central display, and your name, a size of type sufficient to fill in the remaining space. If you send him too little copy he can stretch it out by "leading," if too much copy he will have to cut some of it out or else enlarge the space. He will usually notify you if you have sent him too much copy and will suggest that you authorize him to take more space to give it a proper set-up. By "leading" is meant the separation of lines of type by inserting thin strips of type metal, each 1/36 of an inch thick or two "points. Single leading is the insertion of one two-point lead between the lines. Double leading has two leads. Matter is called solid when it is set without leads, The sizes of type faces are designated by points; such as, six point, eight point, ten point, etc. A point is 1/72 of an inch. So six-point type measures 6/72 of an inch, eight point 8/72 of an inch, ten point 10/72 of an inch. Many newspaper advertising rates are quoted as so much per agate line. Agate is an old-style name for five and a half point type, which sets about fourteen lines to the inch. So if your newspaper quotes you a rate of fourteen cents per inch it is equivalent to quoting you a rate of one cent per agate line. Newspapers that charge so much per agate line will charge you just as much even though you use larger type than agate. For instance, if you use a two-inch space set in twelve-point type, which sets six lines to the inch, you will not be charged on the basis of twelve lines used, but on the number of agate lines that would be necessary to fill the two-inch space, which would be about twenty-eight lines. So in such papers as quote you a rate per agate line, you will have to use agate type if you want to get as many lines as you pay for. STYLES OF TYPE.-The styles of body type in most common use are the modern, known by its plain outline, the shading of its curves, and its heavy black stems, and the old style, known by its color being evenly distributed and its outlines rather artistic. These two styles are further divided into Roman,-that stand up square on the lineand Italics,-which slant to the right. Then there is Bold Face, an extra heavy Roman style of type used to emphasize some point-which should be used with care, lest you give your ad. too much of it, which makes it look as though a chicken walked across it with muddy feet. Your ad. doesn't want to look as though it was covered with spots like a leopard's skin. Script is used to imitate hand writing and Old English to imitate documents engrossed by hand. A pharmacist should rarely ever use them. Old English is usually used on diplomas, stock certificates, proclamations, legal documents, bonds, etc. Types are furnished in capital letters, called caps, and in small letters, called lower case. The style of type chosen for your ad. should harmonize with the cut and the border. A light-face type will not harmonize with a thick heavy border or a black cut. AMERICAN POINT SYSTEM.1 The following table gives the names of the old bodies and their new designation by points: 1 72 Point. . Brilliant .Diamond Pearl . Nonpareil . Brevier . Bourgeois .Small Pica Pica .2-line Minion or English .3-line Pearl .2-line Brevier . Great Primer .2-line Long Primer or Paragon .2-line Small Pica .2-line Pica .2-line English 5-line Nonpareil .4-line Brevier .2-line Great Primer . 4-line Small Pica or Canon 4-line Pica .9-line Nonpareil ..5-line Pica .6-line Pica Courtesy of The American Type Founders Co., N. Y. Agate type is too small for use in your ads. It is too hard to read. The body matter of your ad. should not be set in less than six-point type, which sets twelve lines to the inch. If you use a medium wide space the body matter can be set in eight point. This size is usually the smallest |