Whilst the examples mentioned show the difference between advertising which simply repeats the name of an article, and that which makes an attempt to sell by article, they do not offer any particular and great attrac tion other than sheer want to the retailer. Such an attraction is, where possible, a very valuable factor in press advertising. A good and current example of this style is No. G, which is one of the methods of the great wholesale clothing house, John Shannon & Sons, Ltd., of Walsall. Whilst they advertise their goods to the trade by means of these advertisements, they also offer an advertisement which the trade can use in window display. These pages, which are altered from month to month, can be cut out of the magazine and inserted in a frame which the manufacturer supplies, and will provide the retailer with an advertisement. It will be obvious, therefore, that this advertising, whilst appealing directly to the trade and making an impression upon the trade, is also a further service to the trade, and is appreciated accordingly.
Of all departments of advertising, trade paper advertising is conducted in the most old-fashioned form at present. One need only glance through the pages of most trade papers to see that this is apparent. Very little individuality is displayed, no arguments in favour of the goods are developed, and most advertisers merely content themselves with naming their articles by name and giving some particulars as to price, and their name and address. These methods are primitive to a degree, and advertisers would find if they used their trade paper space to actually put down the selling points of their goods, greater results would accrue therefrom. The examples shown will be sufficient to indicate what is meant.
Apart from the necessity of using the trade press in a general sense along the lines indicated, it offers a very excellent medium for what might be termed "campaign news" from time to time—that is to say, when the manufacturer or advertiser proposes to 'introduce some new method into his publicity, he may acquaint the whole trade of these moves immediately prior to their being made, so that the trade has an opportunity to increase locks to meet an increased demind as the result of the introduction of new plans. In all these matters trade paper advertising, and circulars generally, are much more economical to use than the actual travelling salesman.
Probably the most profitable method of appealing to the trade by advertising is that of personally addressed circulars, mailing cards, &c., through the post. They have a better claim than the trade paper adver tisement if delivered immediately to the notice of the person to whom the advertiser wishes to appeal. The trade paper, whilst being an effective medium, carries a tremendous number of advertisements which compete with each other for attention. By utilising the post an advertiser has some assurance that his advertising matter actually gets home. Then, again, this method offers much greater and wider opportunities for individuality of conception than the trade paper. Trade papers are invariably, with but few exceptions, poorly printed and printed generally in one colour only.
They have a regulation size of page, and to a very large extent the advertiser is restricted. There is no restriction whatever in the utilisation of circulars, either as regards size, shape and texture, or printing. The circulars may be as plain as possible, printed in Hack on white,•of one single fold, or may be most elaborate art productions, utilising three colour process and other methods which make for high-grade work. Printed circulars are allowed to go through the post for one halfpenny, so that the cost of postage is not prohibitively great, since it cannot compete with literature of a better character which is arising about the same time, and its cost in all probability, counting the postage, would be about the same.
An example of the ordinary form of circular sent through the post is reproduced herewith, marked No. 7. This shows little thought indeed, is of the most stereotyped character, and will be thrown aside immediately almost without reference, in all probability. It must never be forgotten that dozens, or even hundreds and thousands of advertisers, are circularising the trade in some form or other, and that +.ln individual manufacturer's circular generally arrives accompanied by half-a-dozen others, and has to stand its chance amongst others for reading, or even a glance, so that the first thought of the advertiser should be to make his matter different from anything else.
A favourite form of circular is that which is known as the mailing card. This is practically a large postcard 8" x 5", on one side of which appears the stamp and address only, in accordance with the Post Office Regulations, and on the other side appears the advertisement. Two examples of these mailing cards are given herewith, Numbers 8 and 9. These are portion of a series. Such cards are generally put out in series of six, nine, or twelve, and are posted at regular intervals. The interval at which these " shots," as they are termed, are posted should in most cases never be longer than seven days apart. In a campaign of say six "shots," the time taken would be six weeks. Were a longer interval allowed to pass between the shots, the campaign would in a measure lose weight, whereas the second shot following so closely on the heels of the first, and the third right on top of the second, the retailer is not allowed to'forget the effect of the first before he receives the second. It 'must be borne in mind, as has been pointed out, that these pieces of printed literature compete with other matter for attention, and the attention given to the first one or two may be of the slightest and most indifferent character. Whatever the attention may happen to be, the longer tI4e time that elapses between each shot the more likely it is that the retailer has forgotten one shot before the next one arrives. Whereas, if they follow at regular and short intervals, in all probability the effect of each card will be stronger as it arrives, on account of its predecessors being yet in the memory of the recipient.