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,_ 4_ Of, By, And For The Kentucky Newspapers " ‘4, ‘4 34, j.
" 44“ ‘3
‘4 ‘ —————————_——__—— ‘3‘73‘43‘3 fw,
Volume Two FEBRUARY, 1930 Number One ‘ 44,3: 44 4
3 ‘ 4 3*} “ 4 ‘ 3 I
_., _ _ _, _—_____——_ .1 '44 4 ;4
' ,1 4 43 ,4 4' ‘
‘, ADVERTISING HINTS FOR 4 ‘ 4‘4 3 :. H
.4 ‘4, 4 _ , 444 .4444
. HUMAN INTEREST IN MARCH MERCHANDISING EDITORS CAN HELP 4 4 ,
,4 4 l 44 4 44- 4 4 ‘4 ,
EDITORIAL COLUMNS Mr, 8.4., mm, IN PLANNING BLDGETS 44 4
4‘ ‘ _ _ Spring Style Apparel; Style Shows; _ 3 ‘i 4 , ‘3
4" An Address Given Before the Mid- 4Linen Sales; Better Homes Exposition, Ask Your Merchants If They Are f I 33444 4‘,
." 4 , winter Meeting of the Kentucky including Furniture, HousefurnishingS, Budgeting .Their Annual Ad- :4 ‘4 4 444‘ '
, 4,44, Press Association Electrical; prpliciinces, Home Appli- vertismg Campaign , 4,4444 ‘ 44
: ances, e rigera ors, etc.; Dress-Up ‘ 4434,41 “ ‘
‘ ,. By HOYT MOORE Sale. Events featuring special “Weeks”; Harry B. Rutledge, Field Manager of 3 2 33 2 ‘4
' ; Fulton Daily Leader House Cleaning; Refrigeration EX- the Oklahoma Press Association, di- 334 3
. I do not come here today as an ex— hlbltss _ 4 ,, rectedrthis challenging question to his ,f 4 -, 4
xpert. Rather, I come as a simple stu— March andow Suggestions: ~ ,4 , members in one of his recent Bulletins 44 ; 4 4‘ 4
\dent who has conducted some experi— Style Displays; St.‘Ifatritk’sEWindow: ‘ and roffered a suggestion that is so ‘3 [l4 -“ j 4
3 4 a ments in the labartory of human in— West P031“ Military“ Academy, Patriotic Bfactit'althat the Service Letter of the ' 3‘43“ 341‘ , '4 4
k terest, and whose work in this line has Window; Kitcheri' Danny; . Utilities ,Nationajl‘ Editorial Association, passes ‘43 44' 4‘ ‘_
3 created some interest in a narrow cir— Demonstrations ;» ' Furniture. —” Rboie "it'cn'to’publishers in other states. ‘44 4‘ 4 ‘4
3‘ 4:377 cle of friends. It has been work that Outﬁts; Pure4Food 3315131334333. Baby Week. 4 , ,Every publisher can well aﬁord to 34,133, I 4
‘3 $1 have enjoyed, and work that might Window: Fn‘St A1034 WW“??? 4.34917 spend the time necessary to discuss ,4‘ 4‘ ' 3
‘, Ki) be of interest to the members of‘ the irigeration Demonstrationsn- ’- ' with every retailer and business repre- 4 3 ‘
-‘,' newspaper fraternity who are gathered 4 Advertismg Pomters 44 _ sentative of his town, an advertising 34, 4 , 4 34
. I here today. Spring; Sportts; Pure F0°d§ ﬁrst plan and an advertising budget. You 314,34 .3 4
I , - . - - - Aid"; Refrigera ion; Summer Com 0 3 will contact the retailer at a time when ‘43 ‘43
3 n61,3;sszggrogghgistthioigyj6643, (14:44,: St¥18:_0a11 0f Outdoors; Appeals E0 he is tremendously interested in this 33 33 3‘4 ‘,
Y ' ' human interest I fear deﬁnitions pnde “1 appearance; Remacements "1 subject. The natural tendency of ,3: ' .‘ l
44 Rather than attempt a speciﬁc on 6’ Home Necessities; New Idealism Living. many is to cut down on the advertising 4 44444, 34 44 4 4 j
‘ 3' I will tell what I conceive human in- Events Affecnng Business investment (they will call it expendi- “3333. ‘4 ‘2‘
3 terest to be in loose and general terms. Spring Weather; Spring Styles; ture) because the tangible results for “‘43 ‘3 ,3 34
- ‘ In order to achieve human interest in House Cleaning; Call Of Outdoors. WhiCh they had hoped have not been 31 34 3
3 the written word it is necessary to Keynote 40f March Retailing attained. It is doubtless true that some ,4334 4 44 3
I write of the humanities to talk of the The predominating keynote Of all re— 0f their advertising expenditure has 3333‘ ‘3 ‘ 4

‘ h d fears the smiles and the tailing will be Newness. New modes and been wasted. The merchant has in 444.4 , 4,4

, 3 44:5? till; heartaches and the joys of new merchandise Will be in demand. mind cutting down the amount going 3‘3 1 3 I4
4 the people of the world. Abstract Keep Windows Lighted 4 4 into advertising because he does not ,‘4 ,l 4

’ thoughts brilliant though they may be Many dealers d° n°t belle“ that 1t ‘5 know how to invest it wisely4 hence he “4434* , *

» 4 will never have the appealingness of necessary to keep their windows lighted will not invest it at all or run the risk ,3, :4 4 4
, 4 human interest Human interest at night. This iS wrong. AS many, 01‘ of squandering it loosely. 34434 4 l I
,, 44 comes from the .heart and not from more, people go window shopping at Here is where you, as a publisher, 4:444 44 44, 4

, f . . . night as do in the daytime. In a dark . . . . 43,4 5‘ ,, 4 , : 4

the brain if such be posSible. It need . . can ﬁt into the picture. Discuss With 4 4 . , .
3 ’. . . Window one cannot see the articles the . 4 4 4 2‘44, 4

‘ ' not be brilliant it need not show deep . . him his advertising plans for the year. , ,4 . , , ,
3 . thought, in order to accomplish its merchants are trying to display, and Advise him of the correct amount he £43444 ,4 '1 ,

. I purpose. The one thing that it must thls often causes them to lose sa4es. can invest in advertising. Advise him 443 4‘ 4 4

‘4, have, however, is stark sincerity. If it Every merchant, no matter what kind as to the seasons of the year he can\ 4313444 - ‘
3', has all the elements of human interest Of, a $30136 he 13 running, ought to keep invest the most in keeping with the de— , , 3 If .4 ,
, otherwise, yet lacks sincerity, it will ms Windows lighted until at 163$ velopment of his business. Help him 4 44', 44 ' i
4 not be true human interest and your eleven OCIOCR every night. plan-his advertising budget for the 3 ‘3 1 4
readers will instinctively reject it as DECORATIVE SYMBOLS year. While you are doing these things 4 44 4 4
I spurious. Dealing with the human St. Patrick’s Day—St. Patrick’s Day, you are gaining $91116 valuable informa- 4 . 4
. ,4 things of life it must deal with them, like Christmas, is in reality an ec- tion relative to his newspaper advertIS- 44 , 4 4 ,

: ‘, ,, fairly and hOHEStIY- clesiastical festival, but it is made a mg~ Newspaper advertismg 15 gomg to 43 44 4 ,4 4

' , '34 I would not be understood as stand- popular holiday by the majority of the (Please Turn To Page Six) 3 4 444 4 ,

.f mg before you and telling you that I people The popular symbols are the 4., 4 :4 4
4 know what human interest is, or that harp, potato, Blarney Castle, clay pipe, . 4 4 4 4 ‘ 4

‘ . I can achieve it at any time and any pigs Paddies and Colleeens green Spring Flowers—App 1e, cherry4 and 4t: ‘ ' 4

4 . ’ . . ’ almond blossoms, rose, pussy Willow, 4‘4 : ,

4 place. If I had that gift I would be a snakes, shillelah, stove-pipe hat, mortar lilacs tuli s daffodils hyacinths 4 4, .

- fortunate man, for writers who have hods. Green is the color of the day. ’_ p’ ,' ’ ' ls f ‘3‘ 4, 4 4 4

1 that gift, even in 1imited manner, are Spring—Spring ﬂowers, apple, cherry, Spring OPegngS—Au Phe symbo 0 444 444 41 ,

'4 I able to write the literature 0f their peach and almond blossoms, Wisteria, Spring, 1nv1tations, 13.1115“; “If M h 433 4.4‘ . ‘4

4 time. Human interest is the basis 0f lilac, snowball, poppies, etc. Butterﬂies, March—{The March4hare. 941?}: 44 4 4‘4 , 4

" 4 all Worthwhile ﬁction; indeed, it is the birds, sun-dials, statues 00f mirth and comes 4}“ hke a lamb 1t W111 go out e 144‘ 44 ’, 43
4 _ 4 keystone 0f the Splendid arch of litera— festivities of Music, of the Muses and a lion. 4 4

4 ture. Not all writers have it. Many of Love. *Compiled by, and printed here 4 4 3‘ 44 ‘

stories and novels are painfully lack- Spring Colors—Pearl gray, pink, lilac, through the courtesy of 'I'he Advertis- f4. 44 4 44 4 - 4

:"4 (Please Turn To Page Four) ivory, light blue, coral, apple green. ing World, Columbus, Ohio. 4 ‘ 44 4: 4 4

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