Advertising as Seen by the Advertiser
By Adam F. Smith
AdvertisinY Manaer. The Office Specialty Mfg. Co., Limited. Toronto
lTo scc o(rseh1'S 0as Others See JUs i.s A lik'c IfIterstite.l (oidl
filt,iretictve--Itec May!l Not Alwt, Agrice Will,t tbh Mrro lcs
lcfle ction? Btc l l'it tlh( lc Al/ic s P7rofit lb/ (Ilt Ui.It<',Sta( -
cil of the l'ieCupoint of th leMn fo1r llho, m Wc i lfor,)k---
lie rce this Ai rticle.-E-ditor s Note.

T I-ll advertisinlg iman apiprelciaittes the valie of
a well-display ed advertiseiinent. Its effet
i poln tlie (o?lDel is AntfiDitely nllore power-
f?l thanl a miere collection of displ- liales set in
vartiouis type faces.
a Tle publisher of any newspaper can inrake tile
Slce iii his p)aper far imore valulable to tlie -adver-
tiscr l)y Iusing gO(od juidgienit and taste il setting
ult thl adv-ertisellenti .
Whlere tlh e cocpy supplied is eiter ilaiuiiscril)t
or tipv)escript, and iio linres or
wcor(ds emplhasized, it is tle priut- J. J. METCALFE
er's plart to select tlie imiportatit The Hardware Nian,
w orls that w\ill miake an eltff- i ^- A nt VAl.
tiv ispI ire d iisplay lie t aind t arage L STO
tlie sibh-display iUnes andil ti RANGES
AND FURNACE!
ext t tt t tle best possible advin-- e,,,,.... .. ....., e.
u, lgQ* a dii iiii?iccrtint c c~priircaie irt..i.ble
t age. iciii O
Thie seletion of suittale tyl ,
is also an inlportant Pidii?(leitt Lamp Coods, Silverwan
is as1o tan irmportant e*Ion.-midea- cuteny, & c.e-al #fard-
tion. ,Engrrtavers' text is nllo,tsiuit-
COAL
ablilo for :Idvertiseilut ga rin te or '
f f orl 1 liii l t s. :1 l' lt ol c" M C i
clen,i-cii t type faces iire llii tei , r
in 'ital advertisemets. White n . ...
space is a valule asset, an.rid its ilu.. D - o . L.
iuse cacn nluake tlhe ap>pecarlinrlce o' J.J,METCALFI
an advertisenient attractive, andl EXAN
its nliis-use can spoil niot ollil A -i XAI
thie advertisenlent, ult tlhe ap-
pearance of thIe iwhole page.
Thiese advertiselr(nlts iiave bteen c liplpc"( i't rioi
couniitry papilrs froiii dilferenit Ilarts of (1ic1(:l Tlhe
Sallie tliye (ccin Ies i l iiily eases, iin the Ii(cw il--
ranrgerinlieit sliggesitedl. i soni( (of tliec c-iiru
1

New Fall China
We are receiving daily, importations of Dinner Setts
at from $i.so to $6o, Tea Setts, Pruit Setts, etc., and a large

a(l-ertis etiei ts otll(r ti l(l lilces sciil i hl }ti(c i l ; is
sulggested.
st,ce alvertisetii net is seen( the ic istake so ofiteln tii
edc\-c Ibv sirevwdl and exp)ertienlclc advertisers--ci ver-
cRrowvlinig! This live-iinc li adveirtiseiienlit coritainii
cinoiigli iilttcr f(.r l spac e t1wice tl at size. No doubti
1le larldwIla,rir lalU "laidl olit"i tic lin?es to bei (is)hliv-
c,Cd and tlie coill)ositor Ii sd (loiie his part Iby tlsing
li-flercit tytc folces for il t iost every l iie. In tliis
sitll aIvertiseilien:t sec. d?liffcr-
s J.J. METCA?LFE ('llt ifaces of tylpe tart Ilsed. Suire-
THE HARDWARE MAN t! tiiee lV is 1 uffitielit tapie ilid
, i claso.i .hnel;i full i elline of ) hsi iil olle sceries to set
S IDEAL STOVES lle tot lislo linesicn il tloe le
RANGES AND
FURNACES ie iii eeiii t ti ce
{bl Wt,e e.rr,, a .,e ry';s,-a- ; Ildverti ,ell,ent a \ve roy edr(lt e(1
LAMP GBODS, SILVERWARE cl:(1 jullllit e(l appearcilli' e. 'c
a, Cutier cand,dlliralNddarc \?Ovlld stliggest ilSii:ig cllyv thiree
COAL filies - (Gctlilic Roima? aRlli
We getthe l)i(k of themine .faes -- h)tie. 1Iomal~ a nd
ri cccclii cccc ileit h tllitic'. Also IIote in the
, It ii sluiggestedr lay-out low eini)si s
; i i s seclivei l for certiai liies ly
:ccii:,:o, c e ttilg tle'lii in cc Sll-sccizi'
.Yourotrdeolic i ted. )y e 10 or 12-cpint, and leav-
E J.J. METCALFE ilt Ieltitv of wiite s le
iPLE A ittllier side. Short ('cut-off rtles
-t rrom the Sieliourne t god advantage iii
- .ee Presss' tllis l advert;iseeniet.
E,X.}.l)e B. . IDewspaper cman be muadle as at-
Clrctie to rea is a ily ligic -lpri(cled liailgaizine, withl
litti( i tl hllglt anli (are ii i sele ctiii g tyl)e all( ini
I cc?i ccIizzllg ti, ii mrelit l tclpe flesc fic al nd in using
l ti i?g?lt proportionis of I),iataek aIcrd wliite space.
NEW

FALL CHINA
We are receiving importa-
tions of Dinner Sets from
$5.50 to $60.00
I~~~~~, 1- A rr YL

assortmeat of Fancy Plates, Cps and Saucers, PFqara, Fruit Sets, erc., eaL au a iii;
Our .ware and. prices will speak for themselve. We assortment of Fancy Plates,
ant everyone to see our special values. Cups and Saucers, Plaques.
Our Ware and Prices will
speak for themselves.
THE R. KENNY GROCERY
TH]E B. KENNY GROCLRY Phone 3, I80 Front Street
Phone 3 180 Front Street
EXAMPLE B
An 8Y-inch Advertisement from the Snrnia (Ont.) "Canadian.,

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