Sec. 249. The following relates to the size of the type, measurement of advertising space, and classification of the advertisements:
(a) All type is made on the point system. This is an arbitrary system of measurement, and there are 72 points to an inch; therefore a six-point type means that there are twelve lines of the type of that size in an inch. In addition to this system of measurement, the smaller sizes of type, such as are commonly used for reading matter, are named: Agate measures fourteen lines to the inch; Brevier is eight-point; Long Primer is ten-point; Pica is twelve-point, or one-sixth of an inch.
(b) All newspapers and periodical space is based on a price of so much per inch, but where the circulation is large the rate generally quoted is the price per line, or per word. Unless otherwise specified, price is based on one agate line space, i. e., one-fourteenth of an inch, without any regard to the size of the type which is used in the space. For example, in an advertisement occupying ten lines of space, four or five lines might be occupied with a heavy display type.
(c) The measure of space above referred to means one line across the column. The ordinary width of column among newspapers is thirteen ems, which is two and one-sixth inches. In the principal magazines, the column measures two and three-fourths inches.
(d) The newspaper column varies in length, but among the larger dailies is in the vicinity of twenty-one inches.
(e) The most common size of the magazine page is eight by five and one-half inches. This makes the ordinary magazine quarter-page measure four by two and three-fourths inches.
(f) Display advertisements are placed among the ordinary advertisements in the publication.
(g) It is customary to use some of the type in large sizes to attract attention, with or without illustrations. It is not necessary, however, to use display type, even where one is buying display space. But an advertisement set in the shape of reading matter and grouped among display advertisements would be out of place, and in most cases not particularly effective.
(h) Classified advertisements are those which are set without display type and are grouped under proper headings in some special section of the publication. They are carried by all daily publications, most of the large weeklies and trade papers, and some of the magazines. The rate is generally less than for display space in the same publication.
(i) "Readers" are set in different types at varying prices, but are always without display of any sort except that a heading is generally allowed in a black-faced type of small size. The price varies according to the position in the paper, being highest on the editorial page, if allowed there at all; they also cost more if set in the reading-matter of the paper. In a general way, the rate is two or three times as much per line as for display space in the same publication. Reader advertising is effective where one has a high-class subdivision. A reader to the effect that Mr. So-and-So, a social leader, has purchased a lot in the subdivision and will erect a handsome residence, will induce others in his set to do likewise.
Sec. 250. An advertisement in a newspaper under "Real Estate Wanted," something like the following, will induce property owners to bring in their property to be listed:
"List your real estate of all kinds with me; I am in touch with capital and with parties desiring to exchange, and can make quick and satisfactory sales and exchanges;" or "I am having inquiries every day for modern homes of all sizes. Yours may be just the place that will suit. Call to-day, or telephone, and list your property. My watchword is: 'No misrepresentation'"; or "Wanted - We can sell or exchange your property or business no matter where located; our terms for closing deals are very low; it will pay you to investigate our plans"; or, "We handle properties; nothing is too large or too small for us. We have a fine list of lots, homes, investments, income properties, timber lands, berry land; in fact, anything in the real estate line. Come in and see us if you want a good buy. List your property with us for quick sales. We have customers for choice building sites"; or, "List your property with us. From our listings received since Sunday last, we have made a large number of deals that again has demonstrated our ability to 'do things'; several of the bargains were 'snapped up' before the ink was hardly dry on our books, and we are looking for more opportunities to make money for our clients. In order to do so, we want your property, not to fill our books with a larger list, but to supply our customers, who are legion, and are waiting with the money and an eagerness to purchase. Call at our splendidly equipped offices, where we have the system, the ability and determination to be the leaders in our profession."
Sec. 251. P. T. Barnum, one of the most renowned advertisers of his day, gives the following suggestions in regard to advertising: Don't hide your light under a bushel; advertise your business thoroughly and efficiently in some shape or other and it will arrest public attention. There may be some business or occupation which does not require advertising, but I cannot well conceive what it is. Homeopathic doses of advertising will not pay; they make the patient sick and effect nothing; administer liberally and the cure will be sure and permanent. Some say they cannot afford to advertise; they mistake; they cannot afford not to advertise. Everybody reads the newspapers, and these are the cheapest and best means of speaking to the public. Put on the appearance of business and the reality will generally follow. While you are dealing with one set of customers, your advertisement is being read by thousands of others.
Sec. 252. Success and failure are often results of proper and improper follow-up systems. Every name and address received through the medium of an advertisement has a possible cash value, and as such should be carefully preserved and judiciously followed. The excessive use of large quantities of printed matter in follow-up systems is wrong. Short, plain, self-explanatory letters will do in the majority of cases. The smaller the quantity of literature, the greater its chances of being read. A New York concern never uses one cent postage, but sends out all its literature under two cent stamps. By going to the expense of two cent stamps, good stationery, return envelopes, etc., they find they stand better chances of receiving returns than if one-cent stamps and cheap paper are used. After the name and address of the inquirer are secured, efficient follow-up work is more important than advertising.
Sec. 253. A real estate advertiser writes:
(a) A sign over your door that you sell Real Estate is not going to bring a rush of prospective customers into your office. Neither will your announcement that you have "all kinds of farms to sell," printed in a newspaper, make people write you for particulars, because such an announcement makes no impression. Unless you can interest and impress people sufficiently to make them write you, no results will be obtained, although your announcement may be read by a great many persons.
(b) In order to interest, one must be specific. Instead of offering all kinds of farms, select one and describe it fully. Better get ten men worked up to the point of buying than try to appeal to a thousand and fail to set them thinking. Say something that will appeal to somebody.
(c) If you offer a farm that must be sold because the owner died, you would strongly appeal to those that are looking for a real snap. If your farm has a nice, bearing orchard, that would catch others. If your farm borders on a lake, that would be a great attraction. If there is some timber on the place, that might turn the scale. If your farm raised a magnificent crop last year, mention it and put heart into the timid and doubting.
(d) If you have a $5,000 farm to sell, it is time and money wasted to correspond with a $500 man; therefore, state the price or give an idea of what the farm is worth.
(e) Give the location. The name of the county is good, if the ad. is intended for readers in the same State. Otherwise, better give the part of the State or the valley, etc., where the farm is located. Nebraskans know that Lancaster county, the country around Lincoln, is situated in the southeastern part of Nebraska, the "South Platte Country," where land is worth as high as $125 an acre; they also know that some 400 miles farther west, in the west end of the State, in the "Sand Hill district," you can get a free Government homestead of 640 acres, under the new law, which was passed because a man cannot make a living on 160 acres of Sand Hills. But readers in other States do not know whether Lancaster county is in or near the Sand Hills. They must be interested before they will look it up on the map.
(b) Sometimes a few words may be necessary to counteract unfavorable notoriety which some drought, flood, cyclone, or earthquake may have given your locality. Thus, a 1,000 Kansas farm, even if offered at $500, would not appeal to the man whose whole knowledge of Kansas is restricted to the drought region, unless you make it plain in which part of the State your farm is - that it is in the rainy district, where droughts are unknown.
(g) If your farm is well improved, has a good house, is in a good neighborhood, close to a good town, convenient to school and church, this should, of course, be gone into fully. In short, do not fail to put in all the information that would interest, and favorably impress, the prospective buyer.
(h) In offering wild lands, give enough of a description of the land and of the natural advantages and prospects, to get the reader interested. Do not overdo things. Do not use too many big words. Avoid glittering generalities. Appear to be frank and humanize your talk as much as possible. Tell of the experiences of settlers, how they started, what they have accomplished, what progress has been made in the way of public improvements in the last year or so. Wind up with an offer to send a map, a pamphlet or full description of the land. If your advertising talk has the proper ring, the reader will be eager to learn more about your land.
(i) It is better to run a larger advertisement, giving the right kind of information, a few times, than to run continually a small ad. which says nothing.
(f) "Blind ads." like the following are sometimes used by real estate men: